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Planning and executing a promotional campaign that truly works and meets the brand’s expectations can sometimes be very complex.
To meet the established objectives, you need to have a thorough understanding of the customer, the brand, the message you want to convey, and pay close attention to even the smallest details of the design and service that will make up the promotion.
Here are some tips to guide you in creating a successful promotion at your point of sale, at an event, or in a pop-up store.
The digitalisation of businesses is now a commonplace process, and the retail sector has experienced unstoppable digitalisation in recent years. Leveraging new tools and technological applications is a great starting point for your promotional campaigns. Digital signage, interactive screens, AI-driven solutions…
Digital signage and interactive screens are undoubtedly the most used resources in store promotions. They offer multiple advantages such as visual engagement, content personalisation, flexibility of updates, customer interaction, behaviour data collection, enhanced shopping experience, sales boost, and competitive differentiation.
These technologies create an attractive, modern, and participatory environment, increasing the visibility of offers and creating more memorable interactions, contributing to greater engagement and success in marketing strategies.
Focusing on the tastes and desires of the customer is fundamental to capturing their interest. Hence, using tools like AI to understand your target audience is essential.
Measuring your audience, discovering their consumption habits, identifying their needs and preferences… will help you understand your customers’ behaviour towards your promotions.
Measuring the audience in in-store promotions with new technologies involves using sensors, cameras, Bluetooth beacons, mobile apps, and social media analytics to track customer footfall, preferences, and behaviour.
AI offers real-time information, behavioural predictions, and personalised recommendations, allowing for more precise decisions to improve the customer experience and optimise promotions.
Eye-catching and original designs are key to attracting customer attention. Promotions at your point of sale that extend to your storefront, aim for the WOW effect, interact with the customer, seek a functional design… every detail matters.
Designs for in-store promotions should be visually appealing, with vibrant colours and striking elements that clearly and concisely communicate the purpose of the promotion. Legible typography, relevant images, and a prominent call to action are essential to motivate customers to engage.
Maintaining consistency with the brand identity, placing the promotion in a visible location, and using durable materials are important to ensure the effectiveness and impact of the design on the shopping experience.
Homogeneous strategies are key to conveying a unified message that leaves no room for confusion. Each element will be sending a message to the customer, and it is essential that you are clear about what you want to convey and execute it correctly.
Aligning marketing strategies, maximising opportunities, and leveraging external events are key approaches to developing your promotional campaign. In one of the blogs we follow, we found this post about Nike’s strategy that you might find interesting: “Marketing Mix: promotion at Nike”.
By maintaining a coherent message across all elements of the campaign and taking advantage of moments like external events, you can generate greater relevance and connection with the audience, increasing the brand’s reach, visibility, and appeal, leading to a greater impact and engagement among customers.
In summary, carrying out promotions at points of sale or events requires planning and creativity. From choosing the right strategy and effective communication to creating memorable experiences, every detail counts.
Leverage collaborations, maintain brand consistency, and use technologies to measure impact. Implement these tips to boost engagement, increase sales, and strengthen your connection with your audience.
Discover the transformative power of a well-executed promotional campaign!
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