Maximize Your In-Store Marketing Efforts

While advertising can bring customers to a store, it can also work from within your store. Today many retailers realize how important in-store advertising can be to their bottom line.

Despite the drop among television viewers between 18-34, television advertising is still a 50+ billion dollar industry. Meanwhile, in-store advertising accounts for just over 15 billion dollars. This does not mean that retailers prefer advertising on television

A common strategy among retailers is to first release sufficient (though not high-budget) marketing and advertising in order to draw people to their place of business and then to advertise and promote heavily inside of their business. The theory is that people come into a retail establishment with one or a few key items in mind; the goal is to entice these shoppers to buy more with well-planned advertising and marketing within the store.

In-store advertising can:

1. Trigger recall. The human memory is far more likely to recall an item upon seeing it again. In-store advertising can serve to trigger such recall.
   
2. Introduce new products. Unfamiliar products may not draw people to a store, but within the store such products can attract attention through their look, feel, or smell.
   
3. Promote sale items. While a "one day only" newspaper ad can draw people to your store, in-store sales place those lower prices in front of your customer and encourage additional -- and even impulse -- buys.
   
4. Provide more information. Whether you use a plasma screen or simple signs to highlight your featured merchandise, you want to communicate the information to your customers that will convince them to make smart purchases.