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Point-of-sale with a difference
When it comes to point-of-sale materials to support a promotion or campaign, we often think about what we can do to make our message really ‘stand-out ‘ – Marketers will come up with some great ideas, but with our busy schedules, the reality is, once we research these different concepts and get quotes back from various suppliers, we’re almost running out of time and/or with the quotes given by the suppliers, possibly even blown the campaign budget, therefore, we save our new, great, concept idea for “the next campaign” and find ourselves going back to the stock standard posters or banners…. because at the end of the day, the marketing message is still getting across.
Well, here’s an idea I’d like to share with you, that’s cost effective and somewhat different.
LED lightboxes! They basically hold a printed poster (from sizes A4 to A0) but your artwork is printed on a diffused lightbox material, so when you slip the printed artwork behind the removable frame of the lightbox, your artwork becomes illuminated, similar to the effect of a neon sign.
The lightbox uses tiny little LED’s so they’re run on low AC power, and with the removable frame, your artwork can be updated easily and quickly, which is ideal for marketers working in retail or FMCG. They’re also perfectly suited for nightclubs, bar and retail promotions, restaurants or exhibitions and trade shows.
Here are some images of different ways they could also be used: (of course, they look so much better in real life)
Led Lightboxes used for a shopping centre product demo
Featured products - displayed in Office Reception area
Give your direct mail some ‘direction’
Everyday we receive all forms of correspondence. But which ones actually stand out? It’s the ones that are relevant and speak to us.
Variable data printing allows businesses to communicate with their customers on a personal level whilst still receiving the price discounts associated with mass production. By utilising a current database a printer can personalise a direct mail campaign for even greater impact.
What is variable data printing (or VDP)? It’s a form of digital printing where elements of the artwork design changes from one page to the next without stopping or even slowing the printing process. The possibilities of VDP are endless, from simple title and name changes to alternate text and graphic combinations based on gender, purchase history or even recorded interests.
Direct mail items, when personalised, attract much more attention than something mass produced and made to cater for every Tom, Dick and Harry. its an ideal way to make your customers feel super special. A brochure with your name on it, or even tailored products within it, is sure to attract more attention.
Linked marketing campaigns for small businesses
If you own or run a small business, every marketing campaign or promotion you run should stand out. However, budget constraints can make this feel impossible, especially if you are comparing yourself with larger companies with millions in their marketing funds. But, there is hope for small businesses, as you can use good old print marketing for great marketing campaigns.
…And, now you’re thinking, what kind of marketing campaign could I run? Well that’s simple, link your marketing campaigns with upcoming calendar events, and we mean, using events such as Chinese New Year, Queens Birthday or even now, the catchy ‘EOFYS’ (end of financial year sales) – to generate interest in your products/service and even boost sales.
Your marketing campaigns do not need to be too over the top; a few pieces of printed marketing material will be enough to communicate to your target audience.
Here are a few print marketing ideas to get your campaign planning started…
Posters
A campaign is not a campaign without posters. Traditional marketing calls for this type of collateral. You can design an eye-catching poster, put it up in the places where your target audience are frequent, and it will continue to announce your message for as long as it is there.
Flyers
Fish where the fish are, and spread your bait accordingly! If customers are not coming to you, then go to your customers. Have an employee or two go outside of your shop and start handing out flyers. Again, location is key. Go to the train station. Go to the mall. Go to the park. Anywhere potential customers may be.
Point of sale
If your business operates from a shop-front and you have a promotion or campaign running, then use your store, store windows and even the front of your store as free advertising space! Ensure your campaign is well noticed by sticking decals on, or hanging banners in your window, using pull-up banners in-store or at the entrance of your store, and even hanging corflute signs from your ceiling.
TIP: Continuity of message and imagery is key!
Business cards and stationery
Your office stationery (particularly your business cards) is the face of your business, therefore, they shouldn’t be dull and ordinary. Get your business logo, address and contact details printed across your stationery, and keep it consistent, as you never know where these pieces may end up.
Brochures
Again, a brochure is another representation of your business and is normally the number one item that a customer or potential customer takes away from your business. Get a bunch of brochures printed and hand them out, ensure you keep them updated and include any current promotions or specials, as brochures can change hands quickly especially if they are beautifully designed and unique.
Postcards
Do you have a mailing list? Make good use of it by sending everyone in your list a postcard and maybe, depending on your budget, a little branded promotional item, just to ensure further cut-through. Print a simple message on the postcard together with your business name, contact details and the details of the promotion you may want to inform them about.
TIP: extend your mailing list or communication piece by including a “refer a friend” element to your campaign.
Posted in Uncategorized
Tagged brochures, business cards, campaign, flyers, marketing, point of sale, postcards, posters, promotion, small business
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