When it comes to Retail Advertising, it is important to note that it will work only in certain ways. The first thing you need to be aware of is that you are trying to increase customer traffic into your store. Whether you are a standalone retail outlet or a brand with a chain of stores, you need this platform and you definitely need to know how to get there.
Best retail advertising tips
In retail advertising, it is imperative that you know where your customers are. You have those who are outside your store and those who are either inside or around your store. The main issue here is, how do you drive your customers to start coming in and buying your product?
Retail Advertising for customers not inside the store
The type of messaging you want to make in this platform should to tell your potential buyers with a certain feature of your product which is unique to your brand or the availability or price of your product. These types of messaging would commonly be suitably used through:
- using of in-house brochures to show on-going promotions
- signage that are displayed either internally or externally
- In-house display
- direct marketing using mail or digital communication channels
- print advertising – newspaper
- mass media like TV or radio
If you plan to use media as part of your advertising engine, relying solely on a single platform might not work. You will need to create repetition to remind, to inform or to persuade your potential customers. In fact, an integrated advertising campaign would help your cause tremendously. This however, would be quite costly. Remember that the idea is to bring customers to your store and once they are engaged, it is up to you to convert the leads into sales.
Within your store, marketing collateral will be crucial. Assuming that your retail advertising tools have been successful into driving customers to your store; you will now need to convert your customers and drive them into action to buy. There are several in-store strategies that you might consider.
- offer introductory pricing – If you are selling a new product, offering special pricing as introduction will surely attract buyers. This must, however be communicated to your customers
- Window displays – This is the very first level of visuals that your customers will see which will determine if they will enter your store.
- In-store displays – once they are in, your displays inside the store will become their guide. Remembering that your customers only have a few seconds of attention span, what you display will become the main factor.
- Signage – Standies, posters and banners are very important within the store. This is where you need to strategize as to where a banner or a signage should be placed. Signage are crucial because they will remind your customers why they are in your store
- personal selling – You will need to have staff personnel with sound product knowledge to educate your customers as and when needed. At this point, customer services become critical.
Top tips for retail advertising design
Among the few important tips to consider when it comes to design of your retail advertising material are:
- Informative – Not to be overly wordy as customers do not like to read too much. But the crucial information must be there, especially if it is about the product
- Captivating – any ads must be captivating and attention-grabbing.
- Promotion – if it is a special promotion (price or otherwise), it should be stated clearly. Do not leave room for ambiguity
Dynamic contents of Retail Advertising
Traditionally, the use of retail display is very static and usually involves posters and banners. The more innovative advertisers will try and implement and adopt more modern approaches like moving images and such. However, such options have often been deemed to be costly and do not justify the return on investments in any way.
In today’s advertising environment, the need to innovate and stand out among the competitors has driven media owners and marketers to explore more feasible and practical means. One of these options is the use of LED.
Using LED (Light Emitting Diode) technology in retail advertising can be very beneficial if they are applied effectively and in the right locations. This type of modern technology is known for many advantages that include better cost savings and longer operational lifespan. Below are the major benefits of using this technology.
More impactful with moving visuals
By using moving images, video, audio and animation, the advertisements and messages that are being displayed are more impactful. LED technology offers unprecedented clarity and brightness and such a situation will surely strike a strong impression with the viewer as well as leaving a lasting impact on the target market.
Cost effective and durable Displays
LED lighting equipment is more cost effective than conventional ones. While the market is popular with using fluorescent or incandescent lights, LED provides longer life span which means that the media owner need to invest once and the device could operate for a longer time.
More effective compared to other conventional media
This is one area that conventional lightboxes cannot achieve where LED retail display screens allow the owner to modify and change the content as they deem fit. This means that they will be able to customize the content as and when they like to suit the ongoing promotions and any marketing campaigns.
Customizable and flexible displays
In most cases, the LED retail display screens can be customized to fit into a specific space and location. This makes the screens extremely ideal options as they can be installed onto the retail outlets easily in location that are highly visible.
The entrance of any company is an important part of the business. It is a lot more significant and important when it comes to retail outlets because it represents one of the first and foremost reminders of the company’s brand or product.
Therefore, the information which is being displayed on the entrance would be one of the first impressions which will be established between the brand and the customer.Advertising on the entrance door is one of the common methods in OOH (Out-Of-Home) media. This would be most relevant as it will provide the customer with a view of what is within the store while the message embossed on the entrance provides a welcoming and accommodating impression.
Visitors & Demographics
Entrance glass doors are mainly targeted to visitors of a specific retail store which means that this media will best appeal to shoppers. It would depend on the brand of the product but they would mainly be customers between the 18 to 35 years old age group.
Cost of Entrance Glass Door Advertising
Advertising on entrance glass doors can be economical as they would usually be around RM500 per door per month. Meanwhile, production can be kept low as well because they usually involve the use of printed material.
Duration/ Frequency of Entrance Glass Door Advertising
Most ads that are used on the Entrance Glass Doors are usually large format stickers that either a promotion or an on-going campaign. These stickers would cover both sides and one side of the entrance where they can be changed as and when they are needed.
Meanwhile, there are certain brand owners who place ads on the entrance permanently through the use of sand-blast technology while some use stickers for a long-term as well.
Full High-Definition (HD) display with built-in speakers
The LCD Advertising Display is a multi-functional product that offers crystal clear image and video functions through High-Definition (HD) technology. This means that your media will be played with maximum clarity and rich contents while it comes with built-in speakers to playback high clarity audio to complement your videos.
Various sizes available
LCD Advertising Display signage systems are specifically made to ensure maximum exposure for your business. Whether it is a billboard or a kiosk that you like to display in your business premises, they can cater to you as they come in various sizes which are 19, 22, 32, 40, 46 and 55 inches respectively.
Supports all media types
Nowadays almost all interactive display products being able to play all types of media available in the market. You need not to concern about a specific file type of audio, video or image as they are all fully supported by these systems.
Fully-capable control system
LCD Advertising Display system is built with a control panel application which allows you to manage everything the product carries out. This includes setting the timer, managing the file types, managing the temperature and even connects to the internet to download new content to be displayed.
Supports different playback modes
There are various playback modes available in our LCD Advertising Display system. You can choose to loop the videos throughout the day or have them repeat once or play only once. This can be done through the control panel application which will allow you better management of the playback functions of this product.
The LCD Advertising Display system comes with a built-in automatic timer function. This is a very important part of the product because it allows you to set the time for various reasons. You can set the time to switch on or switch off and to set the time to play a particular file. This product allows you to schedule up to 5 activation processes.
Features of LCD Advertising Display:
- Full High-Definition (HD) display with built-in speakers
- Various sizes available
- Fully automated system
- Supports all media types
- Fully-capable control system
- Supports different playback modes
- Automatic timer
The advertising industry has undergone some radical changes over the past few years and this is more prominently so with the advancement of technology which have become easily and widely affordable.
Today, retail display has moved on from static storefronts and product demos to more revolutionary technologies that have include the likes of LCDs, holographic 3D displays and many more. When it comes to digital signage, there are countless choices as long as one is innovative and understands the market needs.
Benefits of Dynamic storefront LCD or LED Display
One of the most important elements of retail display is to be able to capture the attention of the target customer in such a way that could influence a purchase eventually.
This puts digital signage at the forefront of offering some very effective and impactful choices among advertisers. LCD screens have in recent years become more easily available as demand for this technology has made the technology more affordable.
This means that LCD is now being used in many markets and environments where it has become one of the most commercial media in the advertising industry. LCDs can be used in digital signage in many ways.
They can be deployed as digital information display screens. This is where the screens can be made in several sizes that range from as low as 7” and to large gigantic ones which are more than 80”. LCDs screens used to display information are clear, loud and can operate for long periods of time. Kiosks – LCDs can be used as digital posters like that which are implemented on kiosks.
Programmable and flexible contents
Similarly in other types of LCD screens, the size of these panels can be varied where they can be programmed to play all types of commercially available media types like audio, video and images. Banners and posters – instead of using the conventional printed material like paper and cardboards for posters and banners, LCDs can now be deployed instead.
Where posters need to be printed and changed all the time, LCDs allow you to change the ‘poster’ as and when it is necessary. This gives you better savings in the long term where you only need to invest in the device once and the content can be changed and modified. Interaction – Information kiosks can be designed and made to be interactive.
Interactive touch screen is a must
By providing the touch-screen facility on the LCD, you can now allow your customers to feedback with your system. It can be an advertisement, a survey or merely an information panel where the customer can now input data or provide any feedback. This type of panels can be designed in various sizes ranging from 19” to 82” and can be oriented either in portrait or landscape layouts.
New technologies – apart from using LCD technology, the screens can be incorporated with other related types like holographic 3D displays, hollow screen display items and such. Robust and portable – LCD display signage can be easily deployed and move about as they can be very portable. A strong housing can be built around them to minimize wear and tear while they can be designed to operate both indoor and outdoor as well.
Acrylic products are one of the most popular marketing collateral products used by most retail businesses today. This is because they are affordable, highly customizable and are very attractive.
Most static displays use acrylic products
Acrylic products refer to the storage boxes and items that are specifically made for product display. They could range from small items like a name-card holder to larger standy-type display boxes and brochure stands.
Apart from being used as product display items, acrylic products can also integrate other elements like lighting and rotating mechanisms which are guaranteed to work efficiently for at least 3 years.
Customizable and long lasting display
The use of acrylic products is very effective as they can be highly visible as well as customisable. They are also very easy to use while offering the customer with a clear and transparent view of what is inside.
On top of that, acrylic products are also very economical where they are more affordable than many other materials made for this purpose. A simple square standy to hold cigarettes would cost between RM15 to RM100 depending on the size and content.
Photo Light Frames
Essentially, Photo Light Frames are very effective ways of communication where they could be used to deliver certain promotions for the businesses or for the use of displaying posters or information boards.
The photo light frames that we offer can be customized in terms of sizes and the messages that are to be delivered.
The rise of digital marketing has been unprecedented and unseen before throughout the history of media. With more media and advertisers heading to digital means of communication, does this mean that physical marketing collaterals are now redundant?
Future of Physical Marketing Collateral
What it means when it comes to physical marketing collateral is items that are tangible used in marketing communication. No matter how one sees it, this is one media which is here to stay. This below-the-line advertising channel has stood the test of time, even with the various advertising waves that have come and left and still remains relevant to present day.
Golden child of retail advertising
One thing for sure, marketing collaterals have been one of the major engines of retail advertising. Tools like direct mail, although not perceived as a modern media, has had very positive results in the last decade or so. Printed mail advertising has been the preferred media as compared to email and despite the growing trend of digital marketing, consumers like the personal touch when they receive cards or letters from advertisers.
There is no doubt the digital marketing gives advertisers the platform to personalize messages. In other words, you get to hit your target market where it matters. In physical marketing collaterals, you are confined somewhat to locations and certain situations. So whether it works or it does not, it makes a lot of difference how you deploy marketing collaterals. Here are some tips.
Use signage correctly
When it comes to signage, they are your front faces. Being one of the earliest form of marketing collateral, it helps to pull your customer’s attention especially when it comes to retail advertising. In a survey carried out, it was found that 80% of consumers will enter a store that they do not know about because of signages. In fact, signage can affect 70% of the purchases.
Brochures and leaflets
No matter what anyone says and no matter how outdated, it could be, brochures and leaflets are still among the most effective methods used in marketing. Whether they are single pagers or multi-fold handouts, they have long-stay effects which mean that they get to be passed around all the time. Being portable and mobile have its advantages and if the messaging is clear and entertaining, it could do wonders for you. In fact, good quality printouts will have longer shelf-life as well.
Posters are among the most popular form of marketing collaterals. The main idea behind this is that they must be creative and captivating. If you haven’t already noticed, advertising posters have become some form of art while vintage ones have already been used as collectibles. Posters are mostly large-format and they are extremely useful for events, product launches and even brand communication. In some cases, pillar wraparounds and other outdoor posters can be quite effective as well.
Pop displays and standies
Display items are very popular within retail outlets but they are mostly used based on the location. These promotional material are usually short-lived and commonly used for a certain campaign. As such, they need to be precise and informative or it would defeat the purpose.
Stationery and corporate gifts
Giving out stationery and corporate gifts have been a common practice among major brands as it helps to build credibility for these products. Among certain collaterals that usually make this category includes:
- diaries and notebooks
- pens and paper clips
- name card holder or ID case
Buntings and banners
Perhaps the most common and most visible types of marketing collaterals, buntings and banners can be repetitive advertising channels which serve to remind and persuade. Not to overdo this, buntings and banners help to reinstate the brand’s presence in the store or in locations that they are fitted in. They are easy to install and mount and could be easily transported and be used either as static fittings (in stores and outlets) or at dynamic locations (events and roadshows).