For any business that offers a service or product, display advertising is a surefire way to boost consumer interest and profits. Not only does it provide companies with the freedom to be as creative as they wish, it also enables them to highlight the benefits of a particular product in the most attractive manner.
But the ways in which a business leader chooses to showcase a product can vary depending on a number of factors, such as the target audience and of course, the product itself.
Organised displays that are specifically created to meet a customer's needs are more likely to strengthen the relationship between them and a brand, at the same time enticing prospective buyers to make a purchase.
There are a number of questions that should be considered when devising the image you want to portray through a display product. For example:
- What do I want people to think about first when they see my product?
- How does my display support this image?
- What word describes my product best?
- What excites me the most about my product?
Considering such questions will allow you to evaluate the characteristics about your product layout and the best way to present your goods.
Why not think about using the following?
"Live" display products, such as those in-store, are an effective way of making a good impression and can be strategically placed in high-traffic areas. This gives shoppers a clear indication of how you plan to respond to your audience's unique needs and increases the chances of making a sale.
Point-of-sale displays are typically located near cash registers to encourage impulse buying. For example, many sweet treats and small gifts are showcased in this manner and often appeal to customers queuing before the checkout.
Floor standing display units are another effective technique as they are more eye-catching and visually attractive to customers than the product alone on a retail shelf.
Many in-store displays offer free sampling, where a brand representative encourages shoppers to stop and try the product. This can introduce them to a product with which they were previously unfamiliar with and reduce any apprehension they might have about purchasing it.
Offering customers the chance to 'try before they buy' is a bigger incentive for them to buy the product, providing they enjoyed the sample.
Coupons can be featured on in-store displays to offer instantly redeemable savings on a particular product. This could also encourage consumers to purchase a greater quantity of products.
And even if a coupon isn't redeemed, the mere fact that it features the logo or name of the product raises brand awareness in itself.
Temporary price reductions
Manufacturers or retailers may choose to temporarily reduce the price of a product - either directly or indirectly. For example, they might adopt a 'limited time only' discount or a bonus pack promotion that offers extra product for free.
Either way, the consumer will benefit from paying a reduced price or by gaining more of a product for less money.