Clever Strategies for Effective Display Ads
Anyone walking through a retail store has seen display ads. Effective display stands can drive a huge amount of sales and profit. These ads allow the consumer to think about the ad information and make a buying decision on the spot. How you design and market your display ad can have a big impact on your product’s success.
Deciding on Size and Type
Consider your customer’s behavior. Does the client normally go to a certain department of the store to purchase the product? Your customer’s behavior and expectations should help determine how your point-of-purchase (POP) display ad will look. Choosing the right retail display stands can greatly impact your sales.
A person interested in shampoo expects to go to the health and beauty section of a big retailer, like a Target store. On the other hand, customers expect some inexpensive items to be displayed at checkout. If the shopper needs to buy chewing gum, they may wait until they see a display at checkout. Customer behavior impacts the location of your display. This article explains that displays ads are most effective when placed at eye level.
Once you decide on a location, consider the size and shape of the display ad. The shampoo ad, for example, might be at the end of an aisle in health and beauty. Your chewing gum ad may be a small tabletop ad next to the cashier. If your product is in a huge store like Home Depot, you might use a large display ad that sits on the floor in an aisle.
The Look of Your Ad
Just seeing your ad isn’t enough to generate interest. How does your display ad grab the customer’s attention? Use bright colors that attract interest. Many businesses have a logo and branding theme that includes specific colors. Use that theme, so the customer quickly recognizes your brand.
This article explains that visuals are processed 60,000 times faster in the brain than text. Consider using graphics and text, a tool known as infographics. You might use a shape that reminds the viewer of your brand. Golden arches, for example, are a symbol used by McDonald’s to remind customers of their brand.
What Does Your Ad Say?
Assume that the customer sees your display ad. The colors and shapes get their attention. What does you ad say about your product? Effective retail display ads should help the customer solve a problem. Tide laundry soap, for example, helps your clothes smell clean and maintain their bright colors. Windex lets you clean glass countertops. Help your customer solve a problem.
Smart marketers change their product’s message to fit the store’s image and location. Levi’s Jeans may promote heavier denim jeans in Home Depot, and more expensive casual dress jeans at Old Navy.
Use your product knowledge to make changes to your display ads- or even remove them for a period of time. If you sell school backpacks, you might invest heavily in store displays during the back to school buying season. As the school year ends, you may remove most of your displays. Your goal is to maximize the use of your investment dollars.
Use these strategies to make an informed decision about display ads. These tips can help you increase the return on your marketing investment.