Tuesday, October 09, 2007

Maximize your in-store marketing efforts

Getting the customer to your store is one thing. Keeping their interest once they are there is another challenge. Using large graphics to express your marketing goal, whether it is to promote a sale or a new product you are introducing, can utilize your space to maximize your selling potential as well as help build your business brand. I found this article on Allbusiness.com, a site that offers a multitude of articles and videos that inform and inspire you to build a more successful business.

Maximize Your In-Store Marketing Efforts

While advertising can bring customers to a store, it can also work from within your store. Today many retailers realize how important in-store advertising can be to their bottom line.

Despite the drop among television viewers between 18-34, television advertising is still a 50+ billion dollar industry. Meanwhile, in-store advertising accounts for just over 15 billion dollars. This does not mean that retailers prefer advertising on television by a 3 to 1 ratio: It means that you can spend a lot less money advertising in your store. Moreover, you'll find that it can be highly effective.

...Of course, in-store advertising is most effective with a strategy. This means to first determine where to place racks, cubes, platforms, mannequins, and especially your well-designed signage in order to best display your merchandise. High-traffic areas -- doorways, cash registers, fitting rooms, for example -- should be your first consideration.

Other considerations when planning your in-store advertising include:
  • Creativity. Position your products in an interesting manner or on an original backdrop. Remember: You want to catch the eye of your customers as they pass your displays.
  • Lighting. Make sure all areas where advertising is present -- whether it's as a display or as signage -- are well lit and attractive.
  • Hands-on activities. Toy stores have displays where kids can play. Supermarkets have in-store samples. Tech stores let you test much of the merchandise. What can you do to tempt your customers?
  • Themes. Is it back-to-school time? Mothers' day? Thematic in-store advertising can focus around a specific season, holiday, or even a new trend or fashion.
  • Store layout. If your toys are in the back of the store, batteries should be as well. If women's clothing is located on the lower level, fashion accessories should be advertised and displayed en route to and from those escalators. Consider the layout of your location and how your customers get to the goodies that they seek. Then, advertise along the routes that they have to take, just as you see ads for hotels and restaurants along interstate highways.

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