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Tips to Increase your In-Store Marketing Profits: We’ve all poured over the available marketing data, held the long meetings, brainstormed over product development strategies; all to answer the age old questions regarding marketing budget. Which advertising medium has the highest conversion to sales? Should I spend massive amounts of money on TV and radio broadcasts? What about “in-store” displays? What will customers pay more attention to? What will give my company the greatest return on investment?

Calculating marketing ROI is not easy; there isn’t a solid way of gauging what effects customer buying decisions. There are tendencies, and obvious ways of improving product awareness, but the only sure method is to employ an immense marketing budget that will raise product sales through a steady increase of product identity across the range of public perception.

Mega-corporations have the capacity to employ these incredibly large marketing campaigns, designed to raise product awareness on a large-scale. Short-term ROI is hardly efficient however, and so this kind of campaign is not really an option for small and medium-sized companies.

However, this does not necessarily have to be a issue. Though the power of in-store marketing has always been understood, recent ROI data has suggested even greater potential than previously supposed. Nonprofit companies like POPAI and B&T, have demonstrated that customers make an average of 70% of decisions to buy while browsing in the retail store!

That is an incredible statistic, but it makes perfect sense. A customer can watch a visually powerful TV ad, but then not be in a place to make a purchase for hours, or even days. So the question is: why spend money on raising product awareness, when a customer is just not ready to buy yet? There are more effective methods.

There is one important factor in any marketing campaign, and that is the determining factor of recency. How soon after a potential customer saw your advertisement or marketing display were they in a position to make a purchase?

Subsequently, the most effective marketing method for small to medium-sized companies is “in-store” marketing, also known as POP displays. These Point of Purchase displays characterize the only marketing material that is in place when product, the money to purchase, and the client all meet at the same place and time. Now that is the time to delve into brand imagery and presentation of product benefits.

Retailers are always glad to receive POP displays from their product vendors. Though “clean-store” policies are an issue, they do not have to be a hindrance. A well-crafted and carefully designed display creates a much more appealing environment for their shoppers to peruse, and retailers are always looking to improve in-store appeal for their customers. Just be sure to meet the needs of your retailer in your product displays.

Be sure to hire the right marketing personnel, partner with an educated manufacturing firm, and design POP displays with intense visual imagery and excellent presentation of product benefits; therefore ensuring you have the resources to make the right marketing decisions. This is the key to improving your company’s sales and profits.

Tags: Advertising
Filed under: Advertising