Blaze 2026 Point of Purchase Materials Strategy + Rollout
Blaze products are displayed in dealer locations across North America, but outdated, inconsistent signage meant the in-store experience wasn't reflecting the brand's premium positioning. I led the strategy, creative brief, and rollout planning for a fully redesigned POP system built to unify the brand across dealer showrooms and guide customers from first impression to purchase confidence. As the sole strategist and project owner, I conducted field research and stakeholder alignment before developing the creative brief, then collaborated with the creative team on design, a print vendor on production and shipping, and the ops team on SKU creation and distribution tracking.
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Conducted primary research before building the strategy by visiting dealer locations firsthand to audit existing POP materials and assess the in-store experience, and partnered with the sales team and sales director to surface gaps, understand dealer needs, and align on vision before a single brief slide was written.
Developed a comprehensive creative brief that established the strategic foundation for the entire system, including competitive context, path to purchase mapping, brand POV, and a clear assignment for the creative team.
Defined a two-tier kit structure to scale the program across the dealer footprint without a one-size-fits-all approach. The Tier 1 Premium Dealer Package included high-impact display elements like foam core billboards, an acrylic wall sign, and a lifestyle banner in addition to Tier 2 components, targeting approximately 75 top dealer and distributor locations. The Tier 2 Core Dealer Package delivered a streamlined set of essential branding elements including a tabletop tri-fold, grill grate attachment sign, door decal, and pen caddy, targeting approximately 400 locations.
Built a messaging framework that assigned a distinct role and message strategy to each asset in the system, ensuring every touchpoint served a specific function along the customer's path to purchase rather than repeating the same message across formats.
Directed the creative execution and copy across all assets in both tiers, maintaining a strategic middle ground between mass-market and luxury to make Blaze feel premium but approachable and informative.
Partnered with the ops team to build the distribution infrastructure, including SKU creation for each kit component and a tracker to manage rollout across distributors and direct dealer channels.
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The full POP system was developed, produced, and delivered before my departure, representing Blaze's most comprehensive and strategically grounded in-store program to date. The two-tier kit structure and distribution framework were handed off to the ops team for rollout across the dealer network. The system was designed to hit every touchpoint of the customer journey, strengthen brand consistency across locations, and support dealer close rates without adding labor or training burden.
