For me, visual presentation has always been the most
important factor when it comes to catching customers’ attention. We buy with our eyes (most of the time), but sometimes
we need a bit more!
The big retailers are usually on the money when it comes
to rolling out their slick retail campaigns with snappy titles and clever use
of words. I often wonder why independent retailers aren’t doing the same. Sorry, that’s a very sweeping generalisation,
some independents do a great job and in some cases better than the big guys, but
they tend to be in the minority.
When it comes to merchandising and display giving a title
to what you’re doing gives focus to help communicate the story to your
customers. It also makes the marketing of your hard work so much easier,
helping you fine tune the detail across every line of communication. The result
is a clear and cohesive message to your customers, one that lets you repeat it
over and over again through your many communication channels, creating many opportunities
for your customers to respond.
If you’re really stuck for ideas try looking at song
titles, proverbs, short quotes, film titles and common phrases that you can put
your own take on. The White Stuff shop
window above is a good example that really illustrates this play on words. When
I first saw this shop window my instant recognition was The Sound of Music. The
staging, imagery and title are totally suggestive of this popular film but of
course, it isn’t, it’s The Sound of White Stuff. Clever it may be but it made me look and look twice! Clearly this campaign works best on customers
of a certain age but this just reaffirms how important it is to understand your customer base if you really want connect with them.
So what you waiting for, other than inspiration…
PETER
#designer #retailconsultant #creativevisualiser
#collaborator #mentor
for more information
tel 07907 691711
email info@artysmith2.com
#aboutme – the story so far
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