No trade show appearance, no activity at the point of sale (POS) or no representation of one's own product range on special occasions - without displays and advertising pillars, marketing often comes to nothing. In the meantime, corrugated cardboard presentation displays have become indispensable. The material has taken marketing by storm.

And for good reasons, as we'll show you in this post. The flexible, lightweight corrugated cardboard is made for various marketing and sales campaigns. It can be designed in a variety of ways through printing and varnishing. Some other advantages corrugated cardboard brings to the marketing field, which make it indispensable.

What do display stands and advertising pillars have to do?

Representative objects carry the essential advertising messages for an offer. That is why they are so important to put products and special campaigns in the right light. The eye is quickest to perceive the range of products on display. A trade show appearance without display stands and advertising pillars usually has little reach.

The same applies to activities at the POS. Here, visitors are drawn to a particularly good display. Especially in the POS area, the displays often work on their own. They can be designed in such an attractive way that buyers are naturally attracted to the corresponding merchandise.

The tasks of display stands and advertising pillars can be summarized as follows:

• Attract attention
• Transport advertising message
• Arouse willingness to buy

With the various marketing measures and campaigns, the appearance of the displays and advertising pillars changes again and again. What is needed here are flexible design options that are so sustainable that they do not waste resources unnecessarily, even with one-time use.

Corrugated board, with its typical recycling rates of between 80 percent and 100 percent, is an ideal basis. One would almost like to say: marketing is now a corrugated board industry in its own right.

Representative objects made of corrugated board have so many advantages that no one can do without them at the POS or at the fair.

What are the types of advertising pillars and stands?

The choice of advertising pillars and stands is diverse:

• There are the classic round advertising pillars, reminiscent of advertising columns. Meanwhile, they are also available in the form of pyramids and other designs. Likewise, many producers offer them under the category "elliptical columns".
• Advertising pillars belong to the upper category of display pillars, which are individually designed by display manufacturers upon customer request.
• In addition, there are large figures in various forms of design.
• Poster stands are also a variant.
• Window display includes a special type of foldable exhibitors, often made in the form of a triptych.
• The typical floor display is often ordered by the marketing department for POS. It is customized so that it can present products. 
• The bulk display, also known as a display garbage can, combines a poster with a garbage can to hold bulk goods.

Likewise, there are individual designs that are planned and implemented only for a special client. There are virtually no limits to the imagination in this area. All that matters is the creativity of the respective marketing departments and their willingness to invest in their own die-cutting tool.

Industries and application areas

The need for all kinds of display stands and representation displays can hardly be limited to a specific industry. In every area where products or other services are to be presented at trade fairs, at the POS or at other events, representation displays are necessary. Here it is important to stand out from the crowd and to put the focus on your own offer.

Classic areas of application are:

• Trade fairs in the B2B and B2C sectors
• Presentation events such as exhibitions in companies
• POS activities

Arranged by industries, there is a need for about:

• Classic consumer goods
• Consumer goods, such as electronics
• but also in services or the skilled trades

Since the possibilities of individualization for representations are so versatile, more and more industries are discovering this option for their own marketing. Produced in larger quantities, corrugated board for promotional displays also proves to be a relatively inexpensive starting material.

In any economic sphere where marketing is connected with a presentation and direct contact with the customer, corrugated cardboard representation stands play an important role.

Corrugated board as an optimal material for advertising pillars and displays

Perhaps you have already had some experience with corrugated cardboard advertising pillars and displays at a trade fair or POS campaign. What do you remember most about this experience?

Corrugated cardboard is a light material, which is nevertheless stable. Therefore, the transport of the displays is relatively easy. Likewise, the stands and displays can be quickly unfolded. It therefore also takes little time to prepare the trade show appearance or POS measure on site.

Corrugated board has the advantage that it is very sustainable. It can always be used to visually design a new marketing campaign with a new focus. The materials of past campaigns are recycled.

Corrugated board can be made into a wide variety of shapes without much effort. Very individual designs can be implemented. Anyone who can invest in their own die-cutting tool can easily create individualized displays and advertising pillars.

Printing is simple and convincing with corrugated board. Likewise, 3D designs can be realized. These easily gain the necessary attention to score at the trade fair and at the POS.

Corrugated board is ideal as a material for display stands and displays. Flexibility, stability and customizability are to be emphasized in addition to sustainability.

Trend towards more corrugated board in marketing?

Today, many industries are under increased competitive pressure, even internationally. In this context, presentations like those at trade fairs are not losing their importance despite all the possibilities offered by the Internet. For most people, visiting a virtual exhibition cannot be compared with a trade show experience.

Likewise, more and more suppliers are vying for the attention of end customers at the POS. The range of products for everyday and daily life is becoming ever larger. Those who cannot stand out from the crowd here will find it more difficult to expand or at least maintain their share of the competition.

Displays and stands are therefore an indispensable part of the overall marketing of many industries. More and more companies are discovering the advantages of corrugated cardboard for their presentation displays.

Sustainability is also a competitive factor today. That is why most companies want to excel in this field and show that they work and think in an environmentally friendly way. To a certain extent, there is a tension between short-lived marketing activities and sustainability.

Corrugated board can bridge this tension. It offers the possibility to implement current marketing measures without causing waste and misuse of resources.

Here, people like to reach for corrugated cardboard and create the most individual and original displays even for just one season.

Corrugated board is easy to process and move thanks to its low weight. Transport costs also play a role in this age of rising gasoline costs. When folded, the corrugated board displays are easy to transport to their destination at the POS or trade fair.

There is currently no reason to fear that there will be a bottleneck in the availability of corrugated board. It is true that demand is also increasing in the international environment. However, sufficient corrugated board continues to find its way into waste paper recycling.

Prices can vary. However, most companies order a larger quantity of material, at least for POS displays, which can lead to volume discounts and thus affordable prices. Similarly, the number of manufacturers for displays and stands is large. Competition also plays a role here, which affects prices. As a rule, companies have a choice between several offers.

Conclusion: Display stand and advertising pillar? Corrugated board!

Most companies that carry out marketing activities for their products and services no longer realize the importance of corrugated board for display stands and displays. The material has a natural place in this segment. Those who want to present themselves with a new campaign at the POS or at the trade fair naturally order the appropriate display stands.

Anyone manning an exhibition stand or employing staff at the POS assumes that they are adept at handling corrugated cardboard displays. The stands and displays are sturdy enough to hold even a range of products and withstand a certain "rush" of customers to the offer.

The excellent printing possibilities on corrugated board transport the respective advertising message convincingly and attractively. For the time being, display stands and advertising pillars are mainly made of corrugated board. The material still has a future in marketing as a whole. Its full potential in the use of the material has not yet been exhausted here. The production possibilities for individualized displays and advertising pillars are also becoming more and more sophisticated.

As corrugated board now permeates other areas such as decorations and commodities such as furniture, more and more can be extracted from representational objects. Here it is also conceivable that corrugated board will increasingly make up shelving and distribution objects used in stores for a longer period of time. Corrugated board rocks marketing!

FAQ

1. Why does corrugated board play such an important role today as a base material for displays and advertising pillars?

   The material has advantages that other materials such as plastic cannot match. It can be shaped into individual forms, is lightweight, sustainable, recyclable, attractively priced under the right circumstances, and stable. Trade show construction and POS installations benefit from the many advantages of this material.

2. Are there limits to the use of corrugated board for displays and stands?

   At present, the trend is rather towards even more corrugated board in this field. More and more companies and industries are discovering the many benefits of corrugated board for marketing. With increasing competition, convincing marketing measures are becoming even more important. Here, displays and stands made of corrugated board are optimal for drawing even more attention to one's own offer.