| Props (properties) are special elements,
which help to sell the concept of a company image as well as add an accent to the
environment, which you are creating. Many Hollywood films depend on the use of props to
project a feeling of reality on the screen. As Rick in Casablanca, who would Bogey be
without that famous martini glass in hand? As in motion pictures, the retailer has the option to fill
display sets with props, which help to maximize sales along with merchandise flavor. You
can promote a fall theme by bringing in a rake, dried leaves and a wheelbarrow as props
for store merchandise. Ralph Lauren uses saddles and stirrups to merchandise belts.
Waterworks used an old bathtub filled with clear Christmas ornaments (to look like
bubbles) as a backdrop to promote bath products. You could use flexi-flyer sleds as a prop
for a winter theme promotion or promote "your ideal summer break with the
family" by using towels, lotion, sunglasses and a beach umbrella as a backdrop for
product.
Be aware of local events
that are taking place in your area. For example, if there is a music festival in your
town, but your products have no relation to the music field, your props can still reflect
the event with music stands as pedestals and instruments as background accents.
The best recommendation for gathering props is to look no further than a friend
or relatives storage area. First, start with people who have an established reputation for
bargain hunting and collecting and recruit them as your prop suppliers. Unusual items like
wire baskets, old-fashioned fruit scales, funny hats, picture frames and artificial
flowers often serve as great props. A quick dash of spray paint on some of the items may
give new life to the once weathered products. Since props usually enhance the products
look, it is best to display the merchandise in front of the props.
Some prop houses provide the
service of renting unusual items. However, most prop houses are geared toward the
commercial and advertising industries and rent their products on a daily or weekly basis.
Consider purchasing props and special items since most props are expensive to continually
rent. Garage sales are excellent resources for used items where traditional as well as
modern items can be found to fill the need to further a visual look. Consider a prop
barter system and borrow a neighboring company's item in exchange for full credit in your
window. If your store sells home textiles and you would like to create a table linen
display, consider asking a local retailer of tabletop products to loan you place settings
to enhance the presentation of your product. The obliging retailer could be credited on
place cards at each table.
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