LG Repositions Cell Phones With Lifestyle Campaign

LG Electronics, San Diego, dialed out to consumers in May 2005 with its first-ever approach to marketing at the point-of-sale, "where the majority of cell phone decisions are made," says Carl Brown, marketing trade manager. The display is part of LG's effort to enhance its presence in the U.S. market by communicating a new brand personality. Once placed, Brown reports, the display helped the company obtain "a 30% increase in LG cell phone product recommendations." The new system includes a variety of presentation elements that can function alone or as part of a multi-phone display. It is adaptable to different environments, working on slatwall, countertop, or in a display case. The display addresses different tiers of retailers, from "mom and pop" stores that may carry just one LG model, to larger stores that display four phone models on one unit.Distribution included agent-based phone stores, which include independents and carriers, but not national chain stores like Best Buy. LG's new display system includes four basic elements: four-, three- and single-phone units, and a brochure holder. The four-phone display, aimed at large retailers, incorporates four individual and removable brushed aluminum trays. A perforated steel backer allows the phone trays to be mounted at different heights. A plastic c-channel allows insertion of phone-specific "Feature/Benefit" cards that line up with the phones displayed. The unit's acrylic edges are illuminated by an LED strip.All versions of the display feature interchangeable printed plastic graphics adhered with double-sided tape that allow retailers to promote different models at different times. The graphics feature lifestyle photos of "regular, everyday people," says Brown, to best connect with shoppers. He adds that the displays always feature "happy people" who are stylish and trendsetting, underscoring the brand's positioning.The displays all feature one or more of the brushed aluminum trays with circular cut-outs to hold the phones, with the LG logo prominently displayed via two-color label. All of the pieces share a common look and feel, incorporating the circular shape of the LG logo with silver and black powder coated metal.The displays were conceived and manufactured by Concept Designs of Palo Alto, CA, which produced 500 of the four-phone units (measuring 24 inches wide by 15 inches tall by 10 inches deep), and 1,200 of the three-phone units (at 18 inches wide by 12 inches tall by 9 inches deep). For smaller retailers, 4,000 of the single-phone displays were also produced. Graphics for the plastic backer cards were handled by Peterson/Hill Marketing of San Diego.The program launched in a variety of ways, differing from account to account, and included contests, promotions and retailer rewards.

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