Kaye Marks |
Kaye Z. Marks is an avid writer and follower of developments in the color printing industry and how these improvements can benefit small to medium-scale businesses. |
Kaye Marks
has written 38 articles for SB Informer. |
View all articles by Kaye Marks... |
Keep Up With Your In-Store MarketingKaye Marks
November 07, 2008
A very important and effective form of marketing is the in-store
marketing. This extends to everything within your store that will
encourage people to buy something. Whether this is using color printing
to put up some banners directly advertising a product, or specifically
positioning certain end caps to best display a new product, it is all
designed to get people interesting in buying. The
question is how do you really know something is working? Think about
it. You might have a product displayed on an end cap, but is it on the
right end cap to produce the best sales? Are those banners you used
color printing to make the right shade to best draw the eye?
A
good store is going to be constantly changing its products for new
seasons, new specials, and that means end caps will change and banners
will change. This also means you have to be constantly considering what
will best keep people’s attention.
Many stores simply place
something on an end cap without considering whether that particular end
cap is the best one for that product. In order to really know the only
thing you can do is stay on top of your research and always be paying
attention to how well each product does in relation to where it’s
located and what kind of advertising you’re using.
This isn’t an easy thing to manage, and can be a lot of work if you aren’t properly set up to notice shopping trends.
The
good news is that once you have your network of information started, it
becomes a lot easier to maintain it, and you can help improve all of
your in store marketing based on the data you gain.
The first
thing you need to do is make a database of all of the in store
promotional material you plan on doing. From there you make another
list detailing the sales of all of those same products. At the end of
each week compare the results.
From there you can see how well a
specific product did and how much advertising you gave it. If something
isn’t reaching the sales level you want it to figure out exactly what
went wrong. Try changing it to a different aisle or different end cap
and see what the results are.
Eventually you’ll be able to
accumulate enough data to know more about what products work well in
certain parts of the store and what products are best advertised in
what format.
The longer you maintain a system like this the
easier it will become to keep it going and the more benefits you’ll get
out of your in store marketing. Doing the needed research for your
marketing and color printing isn’t always easy, but it is most
certainly always needed.
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