As the seasons change and we get further into spring, we all know we’re about to see cardboard displays promoting seasonal products centered on Easter. It seems everything from fake grass and Easter baskets to chocolate eggs and fluffy bunny toys take over retail environments. This happens every year. Companies such as PAAS, makers of “the original Easter egg dye,” have already launched their Easter promotions. For vendors, now is the time to prepare for your Easter promotions and seasonal springtime displays. Here are a few tips to help make sure you aren’t caught off guard at the last minute.
Brochure holders may hold the key to marketing your high-end items, but only if you design and display them strategically. High-ticket products such as sports cars, Swiss watches, and designer handbags are often featured alongside brochure holders. This is nothing new. If your company is in the business of selling high-end items with big price tags, brochures are the perfect way to set yourself apart from the competition. Here are some essential steps to promote your high-end items with a winning brochure and eye-catching display.
Design a Brochure That Sells an Experience
When you’re designing brochures, think first about the experience you’re selling. People likely know what the product is, and if they’re reading the brochure, they’re probably already interested in buying a specific type of product. Your customers probably aren’t very interested in seeing a long list of technical features. If they want that, they can find it on their own, but you’ll sell more units by designing a brochure that shows the kind of people who use the product and the kind of experience they have with it – which should be a luxurious and exclusive experience that’s worth the money.
Utilize Stunning Pictures and Graphics
Photos tell a much better story than words do when it comes to high-end items. High quality photos really are the best way you can sell an experience. By showing people relaxing, enjoying themselves, looking fashionable, and/or living a better life than the rest of the crowd, you communicate a sense of exclusivity that sets your product apart without saying a single word.
Avoid Industry Jargon at All Costs
While pictures ought to be the focus of your brochures, you’ll still need to do some talking to get your point across. The mistake many companies make here is boring potential customers with an overuse of industry jargon. Remember you’re selling an experience, which means using descriptive words that explain how this product will make your customers feel. Jargon, on the other hands, will take readers away from the experience and create a sense of distance.
Leave the Price Out of the Brochures
If you’re selling a high-end item with a big price tag, you want to attract people you know can afford the item. There are some theories in marketing that say stating the price “cheapens” your item. If a customer is truly interested, they will ask you, allowing you to engage and begin the sales process. And remember, your ideal customers are those who aren’t concerned about the price, after all.
Display Your Brochures Beautifully
After all the work that has gone into designing and producing a beautiful set of brochures to promote your high-end items, don’t spoil it with a lackluster display. Sturdy, attractive, eye-catching brochure holders are the icing on the cake and make it easier for your potential customers to see your display, creating a spark of interest.
The right brochure can go a long way, but the wrong brochure or even a poorly displayed set of brochures will leave your salespeople spinning their wheels. So follow the above steps and see how your sales increase.
We are very excited to announce that our new, state-of-the-art Heidelberg offset litho press is up and running! As you will see, this is an impressive machine. It delivers extremely fast setup times, industry-leading color-matching capabilities, prepress integration, and much more.
This new machine will help Creative Displays Now and Custom Boxes Now continue to deliver point-of-purchase displays, retail packaging, and custom printed shipping boxes to clients quickly and with the highest quality. See more about our design, printing, and manufacturing process.
Highlights of the Heidelberg Speedmaster XL 162:
- Up to 46” x 63” image on 6pt – 30pt stocks
- 6 colors plus aqueous coating
- Closed loop prepress integration for fast and precise set-ups
- Fully automated plate changer improves make ready times
- Most advanced inline color and job monitoring system in the industry
- Minimal downtime, reducing paper waste
- Automated wash-up system for fast job changeovers
- Exceptional color accuracy and print stability
In-store display marketing is so common in modern retail settings that we don’t often give it much thought. Even the professionals responsible for designing and implementing in-store display campaigns don’t always spend a great deal of time considering whether their displays are really working for them. For this reason, many vendors find that their in-store displays aren’t boosting sales as much as they’d like. There is still a great deal of profit to be made through the effective use of in-store marketing, though, as long as you know how to do it right and how to measure the results. If you’re wondering how effective your in-store displays are, read on and we’ll explain some of the benefits of traditional displays, as well as some analytics techniques for measuring their effectiveness so you can make sure you’re getting the most of your retail marketing dollars.
The Potential Benefits of In-Store Displays
Once you start to consider whether your in-store displays are really working for you (or not), the thought may cross your mind that this type of marketing may not be worth the effort in the first place. With the right combination of print, TV, and/or online advertising, along with discounted pricing to increase sales in stores, do we really need cardboard displays to attract attention? Won’t customers simply find the product on the shelves? Simply put – the answer is no. While in-store displays won’t replace all other forms of marketing, they are among the most effective. OgilvyAction recently conducted a large-scale survey showing that approximately 29% of U.S. shoppers end up purchasing items from categories they weren’t originally planning on, often because of impulses relating to in-store promotions. Out of the survey respondents who admitted to impulse shopping, the majority (24%) said secondary displays (away from aisles) influenced their decisions. In-store demonstrations and price promotions were each lesser influences.
How to Measure the Success of Your Displays
Measuring the success of your in-store displays will take some effort, but the information that you get will be priceless as you continue to modify your marketing efforts for optimal results. In order to measure your marketing successes in stores, you will need to establish metrics around aisles, departments, displays, and fixtures. Here’s what your marketing analytics team should be looking for:
- Conversion. What is the bottom line? How many people are selecting products from the displays, and actually purchasing them before leaving the store?
- Engagement. How many people typically stop to look at your displays? Are they confused by what they see, or interested?
- Exposure. Is the display located in an area where a lot of people walk by, and can they easily stop to look without getting in others’ way?
- Sales. How is each area (aisle, department, display, fixtures) performing sales-wise? Are more people picking up your product to purchase from one place as opposed to others?
There are many ways to measure the success of your in store display marketing, from sales data to strategically placed cameras. Whatever you do, just don’t underestimate the potential of this invaluable promotional tool.
Customers may not always think about them, but a lot of thought goes into the beer displays used to showcase and promote ales, lagers, pilsners, and other beers in stores. While some companies simply let the products speak for themselves, the world’s most successful beer companies know that in-store advertising can provide a huge boost to sales and brand recognition. This is especially true around Super Bowl time.
The right in-store display not only helps a brewed beverage stand out in a sea of competition, but it also builds brand awareness for every customer who happens to walk by. Keep reading to learn more about the history of beer advertising tied in with the Super Bowl, and see some of examples of this year’s top Super Bowl themed displays.
History of Beer Ads around the Super Bowl
The first Super Bowl took place in 1967, giving American football fans a crowning event to top off the season of games. And for as long as we’ve gathered around our televisions each winter to watch the big event, we’ve seen beer advertisers vying for football fans’ dollars alongside the game. Televised beer ads that air during the Super Bowl – such as Budweiser’s decades-ago famous “Whassup” ad featuring three catchphrase-spouting frogs – are probably the first thing that comes to mind. But print ads are also critical for beer companies looking to profit from the Super Bowl. And that includes printed in-store displays.
This Year’s Super Bowl Themed Displays for Beer
Every year we see beer advertisers marketing to in-store customers well in advance of the Super Bowl. Some stick to the tried-and-true methods, while others branch out and try something new. Here are a few examples of this year’s efforts.
- New and Inventive In-Store Displays. We saw some new and inventive beer displays during this year’s Super Bowl season. In-store displays shaped like a football helmet or an actual can/bottle of the beer itself, often alongside a realistic-looking cheerleader or football player, were among the most successful.
- The Tried and True Tower of Beer Cases. One of the most popular in-store advertising schemes we see before the Super Bowl and other festive events is a tower of 12-pack, 24-pack, or 36-pack cases of beer. Large national beer brands, particularly the top three, often arrange these towers outside the beer aisle or near the checkout stands. When accompanied by special Super Bowl signage, this can be an excellent way to boost sales (see image above). And this year was no different.
- The “Super Bowl Sale” and Cross-Promoting. One of the most recent trends influencing in-store beer advertising before the Super Bowl is the rise of cross-promotions and other special sales and discounts offered only during Super Bowl season. This year we saw in-store displays promoting special prices for beer customers who purchased other products, allowing beer vendors to cross-promote with snack vendors.
Now that the 2015 Super Bowl is over, we can’t wait to see what next year brings. With the 50-year anniversary that 2016 will host, waiting to see who comes up with the best display of the year is sure to be a nail biter!