Six examples of how holidays can be staged

According to a GfK study entitled "Occasion Based Shopping," 40 percent of purchases have a theme-related reason. In addition to popular holidays such as Easter and Christmas, seasonal events such as carnival, vacations, the barbecue season or Oktoberfest are just a few motives for influencing shopping behavior.Occasion Based Shopping"World days, promotion days and holidays are in season all year round," says Claudia Rivinius, Marketing Director of the STI Group. But it's not just seasonal peaks that offer retailers the opportunity to offer customers targeted products, but also events that take place throughout the year. Retailers and manufacturers are not yet sufficiently aware of these occasions, let alone plan for them. Yet it is precisely such year-round occasions that offer a great many opportunities for contact with the respective target groups.Online, brand manufacturers and retailers have long been focusing on seasonal and occasion-related themes. With the increasing importance of "occasion-based shopping," it is now important to make this a tangible experience at the POS as well. While packaging and displays are developed and produced in advance for promotions that can be planned in the long term, speed is required for current topics, such as the draw for the quarter-finals in soccer.Easter bunny CleoSeasonal events such as Valentine's Day, Easter, Mother's Day, Christmas, summer vacations, etc. are emotionally positive events. People are particularly receptive to positive emotions because they promise us a quick reward. Therefore, events which can be associated with beautiful images are particularly suitable for creating purchase incentives. Easter is typical of this. One example is the Easter bunny Cleo from "Läderach - chocolatier suisse".The idea of Läderach was to create a unique bunny that conveys its personality through its appearance in order to differentiate itself in the "chocolate bunny market". This unusual and modern shape in combination with first-class Läderach chocolate are key factors for the great success on the market.an emotionally positive product for an occasion associated with beautiful images also wants to be promoted accordingly in the Läderach chocolateries. This is why Bachmann Display was commissioned to produce a Cleo large factice - in other words, a large shape modeled on the Cleo bunny. Its size ensures good visibility and a strong stopping effect.The Cleo figure was thermoformed from plastic and decorated by hand. It is used as a POS element inside the store, in the shop window as Easter decoration and advertising medium for the Cleo chocolate bunnies. Through its non-verbal, emotional appeal, this POS element is equally effective across language and cultural boundaries.As target groups, existing customers in Läderach chocolateries are to be made aware of the wide range of the popular Cleo Easter bunny. In the shop window, the large fact is intended as an eye-catcher for new customers to encourage them to visit the chocolateries and buy Cleo.Easter nest in willow lookHipp, a traditional company specializing in baby food, also uses promotional periods such as Easter to generate additional sales. The colorful design of the display, which was produced by the STI Group, and the eye-catching poster draw shoppers' attention to the product from afar. Additional impulses to buy are provided by wicker-look cardboard baskets placed at shopper eye level. They encourage shoppers to pick up several varieties at once. The folding basket box also offers a practical second use: Filled as an Easter nest or for toy storage, it also gives a lot of joy after the holiday. The complete decoration fits as a compact set in any trunk. In stores, it can be set up by the baby food manufacturer's sales representatives in just a few steps and is ready for sale in no time at all.Christmas displayThe weeks leading up to Christmas are known to be the busiest for manufacturers of chocolate and other sweet treats. It's no wonder that all the stops are pulled out when it comes to decorating the stores. For the third time, Maestrani Schweizer Schokoladen AG is using a special Christmas display made of cardboard for its Munz brand, which Kaiser Promotion was commissioned to create.The decorated fir tree is considered a typical symbol of Christmas. The die-cut and appealing shape of the fir tree and the decorative layout with glittering stars, white snowflakes and glowing fairy lights on a blue background are guaranteed to get consumers in the festive mood. Due to the size of the display, it can be seen from far away. The chocolates can be fixed to hooks on the front or back so that the customer has an excellent view of the various chocolate products.Valentine's DayAccording to the "Valentine's Day 2016" study by www.handelsdaten.de, Germans spend around 50 euros on average on Valentine's Day gifts. Alongside Easter, this makes the day of lovers the highlight of the first quarter - and not just for the confectionery industry and florists, but also for cosmetics brands, food manufacturers, and the beverage industry.Under the motto "Falling in love like a fairy tale," Teekanne GmbH & Co. KG attractively presented its products at the POS for Valentine's Day. The standard shelf display, developed and produced by STI Group, was upgraded with a playful 3-D structure made of corrugated board in the shape of a fairytale castle complete with frog king.Music marketingIn addition to seasonal themes, there are always special topics which require a very special type of product presentation. The dialect rocker Gölä is launching his new CD "Urchig" through Valora AG's sales outlets. For this purpose, Schelling AG is producing a display which is optimally tailored to the kiosks in terms of its dimensions and the number of CDs on offer.Gölä had its own ideas about how the display should look: in keeping with the album title "Urchig", the product carrier was to be designed as a typical log. A sample CD is presented on the symbolic wooden trunk and caps, which are also available, are attached to it. The CDs can be stored in two compartments, which are integrated into the trunk. The display arrives at the point of sale fully equipped. The design of the product carrier credibly conveys the motto of the CD: Urchig!Successful second placementThe Karlsberg Brewery in Homburg, Germany, is considered a craft brewery. In addition to specialty beers, it also sells Bundaberg non-alcoholic ginger lemonade. When introduced to food retailers, a single, unknown product gets lost on the shelf alone. That's why Karlsberg decided on a secondary placement.Bundaberg's USP is the bottle shape, which is unique in this product segment. So it made sense to include the shape of the bottle in the display. The product and the display arrive at the point of sale separately, which means that the placement display must be easy for the sales representative to set up. Combined with the desired shape and the high weight of the goods, this was not an easy requirement.The eye-catching bottle shape display was developed and produced by Schelling. The success of the POS campaign was immense - while 500 displays were initially ordered, by the end of the campaign there were 5000 secondary placements. This is impressive proof that an unusually designed display attracts the necessary attention at the point of sale and makes a new product known in a very short time.