Marketers have found these past few holiday seasons a challenge as they need to come up with marketing strategies to promote gift ideas to people in today’s world – who seem to own everything that could possibly be gifted.
Here are a few tips that you could use in your digital signage strategy to attract your market for the upcoming holiday season.
1. Surround your outlet with location-based promotions
If your brand is one of the leading players in the industry and has been put out at prime LED display locations, make sure you are doing everything possible for in-store promotion as well. Additional media will attract shoppers to your brand along with the creative use of electronic signs placed across the store to make your brand stand out.
If you have compromised on the outdoor signs for business, invest in more digital advertising billboards and make the most of it. Out-of-home advertising offers maximum visibility, brand safety, high contextual relevance and is in close proximity to the point of purchase.
Location-based advertising is of two types: in-store and at-store. Most often, advertisers think the best way to impact consumers with in-store advertisements should be to locate them on fridge-units or at the check-out counter. However, think about how distracted shoppers are when they are in a store, particularly during the holiday season. Consider the noise, chaos and fragmentation of being flooded by advertisements when browsing through the shelves.
At-store media on the other hand is placed just outside a retail outlet and offers brands an effective way of getting to audiences in a straightforward and uncluttered environment. Incorporating at-store media into your strategy can help extend your brand reach, and can also be a replacement for noisy in-store promotional LED displays this season.
2. Reframe your value proposition
Digital Signage Today has found that almost one in every two shoppers will switch to another brand this year due to inflated prices and them having to increase their budget further. When a buyer shifts to another brand, bringing them back to your brand is much harder than attracting new buyers.
Marketers must reframe the value proposition of a brand to show shoppers that they will be able to redeem better benefits by paying a high price. For example, XYZ washing powder may be double the price of ABC washing powder but could also be ten times more effective in cleaning the clothes. Advertisers must focus on these kinds of claims and bring them to life with thoughtful and creative digital marketing strategies. And to make sure your marketing efforts are noticed well, the placement of your LED billboard and interior sign is very important.
3. Reach the consumer while they are in the ‘shopping’ mindset.
At this point in time, most people are looking to complete their shopping list. They probably have some thoughts of what they should get for grandpa’s gift but until an attractive idea catches their eye, they may not be sure what the perfect gift would be. What marketers have to do is to catch their eye at exactly the right point (with custom digital signs and creative content) for them to realize ‘yes, this is perfect for grandpa’, and thereby drive impulsive purchases.
Interrupting the shopping list will be the best way to value reframe and reach consumers when they are in the mindset of shopping. Programmable LED signs, dynamic creative thinking capabilities and full-fledged performance measurement options will help deliver the right strategies for encouraging impulse buying and measuring the success of your business.
4. Combine brick-and-mortar stores with e-commerce.
In the beginning of 2022, many retailers have opened up brick-and-mortar locations, with a belief that physical shopping is a critical part of consumer shopping habits. But, businesses must also be well aware that combining e-commerce with brick-and-mortar sales is the best solution for your brand to succeed. There are many customers who use both online and in-person sales for one particular brand. In fact, some of them submit their orders online and visit the store personally to retrieve the items, at which point the brand can drive additional sales. Creative at-store marketing with sign boards and digital display signs can support and influence shopping behaviors.
5. Promote sustainability
More and more consumers today are showing concern for a better planet and sustainability is an effective way to boost the perception of your brand. Research from Salesforce shows that 83% of customers in 2022 are on the lookout for sustainable brands, which is determined significantly by your brands overall environmental factors. In fact, marketers must communicate their brand’s environmental friendliness also in a sustainable way to differentiate the brand, and what better way to do it than with energy efficient LED displays!
