Innovative and creative Brand Marketers, P.O.P Designers and Manufacturers prepared their most impressive in-store marketing activations and merchandise display entries for the 2017 Design of the Times (DOT) Awards Competition. This contest has been a retail industry tradition for more than 20 years.
A panel of over 50 consumer brand marketers and retail professionals gathered in July to judge 100's of entries across 13 retail channels to determine the finalists. The judging for the DOT Competition is based on how well the display achieved its objective at the point-of-purchase and how well it executed these four attributes:
4 C’s of Effective In-Store Activation
- COMMAND ATTENTION ~ the first impression matters the most
- CONNECT WITH THE SHOPPER ~ through imagery or familiarity
- CONVEY INFORMATION ~ tell a (short) story
- CLOSE THE SALE ~ urge shoppers to buy now
The judging is further explained in this chart from the DOT Award site: