The Display Brief

🧭 Display Brief: The Key Information You Need Before Presenting Any New Display Opportunity

Too often, exploring the viability for new display opportunities starts with enthusiasm — but without clarity. Details get filled in later, priorities shift, and teams end up chasing information instead of executing efficiently. That’s where a Display Brief comes in.

Think of it as your single source of truth — capturing all the essential information needed to scope, evaluate, and execute a display program.

A well-prepared brief ensures efficient use of resources, minimizes confusion, and enables the fastest path to completion for your cross-functional team and display suppliers.

✅ Business Case  – The “Why” Behind the Program

Before you ask for resources, give stakeholders context. They need to understand why this program is worth the added expense, complexity, risk, and workload.

Ask yourself:
• What’s gained by providing this program (beyond incremental sales)?
• What’s at risk if you don’t (beyond loss of incremental sales)?

Potential gains or losses might include:
Strengthening relationships with new or existing customers
• Defending against loss of display share at retail
• Supporting new item launches
• Ensuring the health of the base business

Key Development Information

✅ Availability – Everyday, Seasonal, or Promotional?

Define when and how long the display will be available
• Everyday: Available year-round or windowed, with evergreen graphics/products.
• Seasonal: Aligned with holiday windows, typically includes seasonal graphics or products.
• Promotional: Linked to shopper marketing overlays or events (Super Bowl, movie premieres, music festivals, etc.).

✅ Launch Dates – When Does It Need to Land?

• Specify when the program needs to arrive at the customer’s DC.
• This date drives all downstream timing — from creative to production.

✅ Target Customer – Who Are You Building It For?

Define the audience and channel alignment:
• Channel of Trade: Developed with key account managers and/or field sales teams to support specific COTs.
• Customer-Specific: Created in direct collaboration with the retailer.

 ✅ Product Mix / Display Unit Base Price

• List the pack sizes, SKUs, and total value per display.
• This information connects product strategy with display economics.

✅ Estimated Volumes – The Size of the Prize

Dollar Volume: Estimated net proceeds to sales (NPS).
Case Volume: Estimated total number of displays.

These estimates help stakeholders gauge program impact and prioritization.

✅ Preferred Display Vehicle

Case-based: Countertop, PDQ/tray, sidewing, floorstand, dump bin.
Pallet-based: Quarter, half, or full pallet.

Clarity here helps both design and supply planning teams right-size their work.

✅ First Presentation Date – Internal or Customer-Facing?

Customer Facing: The date for 1st customer presentation.
Internal Facing: The date for 1st presentation to Field Sales & Account Managers. This is often aligned with the businesses ICP dates (integrated commercial planning).

These critical dates ensure everyone’s aligned on readiness milestones.

✅ Program Goals: Profitability? Driving ACV? Developing New Customers?

Displays aren’t always about driving volume or profit.
Include minimum hurdles aligned to your programs goals - they should be aligned to your “business case” mentioned above.
Communicating this up front keeps your team and business leadership aligned throughout the process.

✅ Exit Strategy – Planning for the End Game

Define how you’ll manage residual inventory or reduced demand post-campaign.
Options could include salvage sales, alternate customers, or reverse auctions.

💡 Why This Matters

In today’s resource-constrained environment, time and clarity are everything.

Starting with a comprehensive Display Brief isn’t just about efficiency — it’s about credibility. It builds trust, promotes alignment, and ensures teams and suppliers are set up for success.

A well-thought-through Display Brief creates one thing every cross-functional display team needs:
➡️ A clear path forward.

🗣️ Your Turn

What key datapoints do you always include in your display brief?

Let me know in the comments.

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