In-store advertising is beneficial for both retailers and their suppliers. In-store advertising makes the store more vivid and generates also additional sales through purchases made by an impulse. On the other hand, the brand gets their products to stand out, and thus to sell better.
The potential of in-store advertising is vast but how to succeed in in-store advertising? And apart from that, how to do that cost-effectively? Here are our tips:
# 1 ATTRACT ATTENTION
It is a well-known fact that especially for the groceries, most of the purchase decisions are made in the store. On the other hand, super- and hypermarkets are full of different kinds of stimuli that irritate us, making it quite hard to stand out from the crowd. Many eye-cam studies have revealed that even 95-98% of the different advertisements in the store get completely missed out by the consumers.
No matter how you do it, the main thing is to stand out and attract consumer attention. This can be done by offering new and innovative stimuli, preferably designed with an in-store advertising specialist.
# 2 PLAN AND DESIGN
Because most of the in-store advertising signals and campaigns get missed out by the consumers, it is very important to put some extra effort on planning and designing the campaigns. Well thought out and properly presented POS (Point of Sale) and POP (Point of Purchase) materials attract consumer attention and promote the brand effectively. However, it is good to remember that sometimes less is more, especially in in-store advertising.
Because stores are already full of different colors and stimuli, it is important to keep your message consistent and clear throughout the store – preferably also in the other media. Try to avoid too many different messages; often one simple request to buy is enough. When the same message is spread around the different media, it also gets easier for the consumer to pick up and react to that message.
# 3 CHOOSE THE RIGHT MATERIAL
Selecting advertising materials to promote sales is often challenging, especially in the grocery stores. The stores can have very strict controls on where one can install the advertisements and where not. The ads shouldn’t leave any residue or otherwise damage the surfaces in the store.
Because standing out from the crowd is challenging, brands have to use innovative and new ideas in order to attract consumer attention and promote the brand effectively. In addition, the campaigns should be easy-to-install and remove by the store staff so that the designing, printing and distribution of the campaign don’t go to waste.
# 4 SELECT A SUITABLE LOCATION
After designing a killer campaign, it is time to decide, where to install it in order to grab as much attention as possible. Even the ultimate best solution doesn’t sell if it is in the wrong place. Location of the in-store advertisement, as well as the product being promoted, is crucial for the success of the campaign.
The biggest advantages of in-store advertising compared to other media, like TV or radio, is the fact that advertising can be done close to the actual product. Also the journey to the actual point of purchase is shorter. The closer you can have your message to the promoted product, the more effective your campaign will be.
WANT TO KNOW MORE?
Read more and check out the rest of the tips from our eBook “6 tips for successful in-store advertising”. The purpose of this eBook is to give brands and in-store advertisers more information and useful tips for effective in-store advertising.