5 Marketing Tips For Retail Displays
Time to read 6 min
Time to read 6 min
When creating a POP display, it is important to keep your marketing goals in mind. What are you trying to achieve with your display? Some common goals include increasing brand awareness, driving traffic to your store or website, and increasing sales.
Once you know your goals, you can start creating your design. Think about what will catch people's attention and make them want to learn more about your product or service.
You also need to make sure that your display is visually appealing and easy to navigate.
The last thing I will mention before we jump in, is that you should have a list of marketing and sales goals first. Having that list while you review these tips will help you take more advantage of them because you will quickly see how to use them. But if you don't have a list - make one now!
Here are five tips to define your marketing goals for a POP Display this year.
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As you are thinking about your marketing goals this year, make sure to have a plan in place to reach them. For example, if you want more people to visit your online store, think about how you will attract their attention and lead them there. You need to design a funnel that gets customers from a-to-b.
You can use POP displays that direct traffic right where you want it or email campaigns that connect with past customers at just the right time. Having an actual plan will keep your goals achievable rather than giving up halfway through because nothing is working!
Create a year long marketing strategy to better organize which materials should launch and when. If your graphics need to change during them, what's the lead time on those items? Try to get everything mapped out before you jump into the deep end of the pool. The more prepared you are the better.
Get a list of each retailer you are creating a display for, and get their guidelines written down. Some of them may overlap, but for the ones that don't you will need a different display created for them. That means you may be ordering 3 smaller production runs, instead of 1 large one.
The more integrated your Retail Display is to your marketing goals, the more success you will have.
When creating POP displays for clients, here at Bennett we always look back on what has worked best in the past when designing new products or services. We also try to stay relevant by keeping up with the current trends.
Nowadays it's not enough to just have a Facebook page or an Instagram account. You need to post relevant content that your customers are interested in, which also helps to grow your following and customer base.
It's time to go get inspired where the customers are! Go to the store and watch people shop. What displays are they responding to? Do they like the one's that stop them with audio, or do they really like bright colors? Stay away from the things that aren't working, and focus on a incorporating the one's that do.
It's not enough to have social media ads, and have a display. You should have the two work together for you. Use marketing that reinforces who you are by using the same elements throughout your campaign. Think of the customer journey.
Pro Tip: Create a POP Display that is relevant to the current market, and your current goals. Make the most of your next product launch and design a good display to go out with it.
Be clear about what you want people to do when they see your display. Make sure that it's easy for them to follow directions and understand what message you are trying to send by having simple text or graphics on each product or signage around your table or booth.
Think about using bright colors like blue for special savings offers, red for buy one get one free, etc. Also make sure everything is cohesive—that way the whole display makes sense!
You can only tell a customer so much before you lose them. Instead of trying to tell them EVERY thing that your product can do, focus on 1-5 items. Depending on when and where they see it (and who they are), you should typically stick to a smaller amount. Each message should be tailored to speak to the exact customer you want to reach.
While you are likely just trying to tell them "buy this product", think deeper. Your product solves a need. Focus on speaking to that need first. You can't tell them how it solves everything in the kitchen sink without getting them to roll their eyes and move on.
The more focused your marketing message is, the more power it has. Using a simple phrase over and over helps to keep your brand front of mind with customers. Including that on your display is a great way to continue reinforcing it.
And don't forget - K.I.S.S.
Pro Tip: Retail Displays can make a huge impact on your sales when you integrate them. Be sure to do this process right and maximize your output.
Once you have a great message and clear marketing goals, you can start thinking about how to make your POP display fun. You can use catchy copy or funny slogans like: "We all scream for ice cream", "Free hugs", and "Let's taco 'bout it".
Sometimes dialing back the seriousness is a great way to catch their attention. This all depends on your product. If you have a more serious brand and product, you would only want to push so far into the fun area.
Get creative and stand out from the crowd!
Nowadays it is important to be social with your customers online as well as offline at events and tradeshows. Make sure to share all of your displays on social media so people know where they can find you.
For example, if your goal is to drive more traffic to your website, take pictures using hashtags that will tag/mention specific sites like instagram or facebook that promote your products or services.
This will help to spread the word and drive traffic where you want it!
Don't send customers to multiple social media pages, or websites. Stick to one place! Otherwise you will confuse them and they may not find what they were looking for. That's a huge waste of your campaign.
Since the pandemic, these have made a resurgence in usage for customers. And I think they're going to continue in popularity. Pepsi keeps using them for the Super Bowl, and that means customers are getting more exposure to them. So come up with your destination, and get them to scan!
It's easy to see why POP displays are so important for businesses of all sizes. They help to attract new customers, create brand awareness, increase sales revenue, and offer big impact at a low cost! So what are you waiting for? Pick up that pen and paper, choose your design, and let's reach those marketing goals this year.