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Becoming a P-O-P Star

(May 2010) posted on Thu May 06, 2010

Cincinnati-based KDM P.O.P Solutions has found an expansive niche in point-of-purchase


By Kacey King

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One-stop P-O-P
“A plethora of shopper marketing insight studies are validating that in-store P-O-P is more effective when compared to out-of-store—such as billboards and TV ads,” Gumbert says. “A recent study showed that consumers are making purchase decisions 60 percent of the time after entering the store—despite any predetermined shopping list. Retailers have realized the need for relevant marketing to engage and entertain consumers and to shift their focus to consumer-centric strategies—targeting shoppers from a local level.”

And, of course, KDM will be right there to assist those retailers. With the addition of KDM South and KDM Retail, the company can now incorporate display design and fabrication involving plastics and wood—all without having to outsource a thing. A customer can call up and place an order or can order online through the company’s Intellitrak online-procurement system, which consolidates requisitioning of multiple customer P-O-P programs into a single global order.

While other companies are floundering, KDM has gone full steam ahead in expanding its operations during these tough economic times, transforming itself into a true one-stop operation for point-of-purchase—helping its clients build brand awareness, drive traffic, and increase its customers’ sales at the store level. “A down economy is not a time to stop your marketing efforts. It’s time to kick it in gear,” Gumbert adds. “That’s why KDM was not hit so hard. We put ourselves in a position to be able to offer a lot of things.”

Let’s get small
Further exemplifying how diverse KDM P.O.P. Solutions Group has become, the company purchased an HP Indigo s2000 high-speed digital press in 2009 for the purpose of running small-format, short-run jobs on paper and plastic.

“We kept trying to produce plastics on the Xerox DocuColor at KDM North, but we only had moderate success,” says Dan Kimmerly, KDM’s graphics director. “The HP Indigo produces offset quality on pressure-sensitive and rigid vinyl, and even styrene. We can also use it for variable-data printing. A lot of marketing campaigns are doing variable data—they’ll customize the order some for one store, some for another store, and the Indigo can cater to that.”

KDM produced the aisle violator at left for Kroger’s supermarket, using its EFI Vutek QS3200 UV flatbed. Output was on 0.030-inch opaque styrene, then finished using an Esko i-cut system.

KDM boasts a 155,000-square-foot headquarters in Cincinnati; the firm has approximately 250 employees.

For these freezer-door decals, also done for Kroger’s supermarket, KDM turned to its HP TurboJet 8550, printing onto removable pressure-sensitive vinyl. The decals were finished using an Esko i-cut system.

Kroger’s cart corral signs, printed onto 16-ounce reinforced opaque vinyl, using KDM’s EFI Vutek QS3200 UV flatbed with Vutek inks

Also output with the Vutek QS3200: endcap display headers, onto 3mm PVC. Finishing was with an Esko i-cut.

This Kyocera mascot costume was a dye-sublimation project. KDM used its 54-inch Roland SolJet with Roland inks for dye-sub transfer, onto Lycra fabric.

KDM Capabilities
KDM Headquarters
Digital
65 x 126-in. HP Scitex FB7500 UV flatbed
6-color, 600 dpi
126-in. EFI Vutek QS3200 UV flatbed 6-color +
white, 1080 dpi
62 x 146-in. HP TurboJet 8550 UV 6-color,
600 dpi
60-in. HP DesignJet Z6100 8-color, 1440 dpi
12 x 18-in. HP Indigo s2000 digital print-on-
demand 4-color
48-in. vinyl cutters
Finishing
62-in. AGL 64T laminator
54-in. Orca laminator
Sewing stations
66 x 120-in. MGE iCut digital flatbed die cutter
28 x 40-in. Miller Cylinder die cutter

KDM North
Large-Format Digital
60-in. HP Designjet 5000 6-color, 1200 dpi
80-in. EFI Vutek QS2000 UV flatbed 6 color +
white, 1080 dpi
49 x 120-in. Océ LightJet 430 continuous-tone
photo
54-in. Roland SolJet Pro dye-sublimation eco-
solvent 6-color, 720 dpi
63.5-in. Seiko 64s eco-solvent 6-color, 720 dpi
12 x 18-in. Xerox DocuColor copier 4-color

KDM South
Large-Format Digital
60-in. HP Designjet 5000 6-color, 1200 dpi
12 x 18-in. Xerox DocuColor copier 4 color
Finishing
15 x 20.5-in. Heidelberg cylinder die cutter
10 x 20-in. traveling head die cutter
10 x 10-in. 60-ton punch
CNC panel saw
CNC router 48 x 96 in. w/vacuum table
Vertical panel saw
Commercial table saw
Band saw
Drill press
Pin router
Over arm router
Vacuum forming 48 x 66 in.

KDM P.O.P
kdmpop.com

Cincinnati-based freelance writer Kacey King is the former associate editor of The Big Picture magazine.


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