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Are TV and Radio Ads Your Only Option? Any marketing team has researched intensively through industry ROI data, discussed possible marketing strategies over extended meetings, and developed extensive product development strategies. These are all designed to answer those crucial marketing decisions regarding marketing budget allocations. How do I increase my marketing ROI? Are expensive TV and radio broadcasts the best way to go? Should I look into developing my product's in-store marketing capabilities? How do I raise customer awareness of my products? 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. Large conglomerates have the ability to launch incredible marketing campaigns, intended to raise brand awareness on a global level. The ROI however, is not efficient in the short term and therefore this option is not viable for small and medium sized companies. Companies of this size just cannot compete with corporate monsters like Pepsi or Walmart. Interestingly enough, this does not have to be a problem. Though the effectiveness of in-store marketing has always been known at least to some extent, recent data has hinted at much greater effectiveness than previously realized. Research companies like POPAI, B&T and others, have shown that an average of 70% of purchase decisions are made by a customer while walking around in the 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. Is your company worried about retailers not accepting a POP display? Retailers want POP displays! Well-designed and carefully crafted displays create a much more visually appealing environment for their customers to browse in. Understand they do not want a cluttered looking store either; so make sure you are aware of the needs of your retailer and what they are looking for in a product display. 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.
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Before you search for POP display manufacturers, make sure you research this significant in-store marketing information.
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