If the purpose of regional outdoor advertising is to "attract", then the purpose of urban advertising for building materials and lighting fixtures is to "attract". How to guide consumers who enter the building materials and lighting mall to the store to increase the store entry rate and increase sales opportunities? How does the building materials industry do it? Take a look at the following eight tips for "Yin"!
(1) Advertising in the building materials city is good, and customers should think more about their movement
At a time when advertising effects are getting worse and worse, advertising around terminals is considered the least wasteful advertising. Therefore, in terms of advertising, if you have a budget, focusing on the building materials market and within the building materials city is undoubtedly the first thing to consider.
There are many forms of advertising in the Building Materials City. The key is the combination of advertising forms. In the most convenient path from the building materials city to your own terminal, if advertising reminders can be carried out at every turning point or key location, and combined with the customer's walking route, this form of advertising is the most recommended.
When we serve the ceramic tile industry, which accounts for the largest proportion of building materials and home furnishings, we found that some brands have begun to consider the flow of customers. Nobel tiles are installed on the floor in the main channel of the mall, light boxes are hung on the main channel of the building materials mall, and the terminal store in the main channelThe above location signs all more or less reflect the thinking of combining consumer movement lines. Coincidentally, Marco Polo's advertisements in building materials malls also took this into consideration.
(2) When entering the door, look at the signboards first to guide customers to the store
After entering the market for the first time, consumers will look at the signboards in the market to see in which areas the products of each category are located. This is a "public welfare" instruction, which will be marked with a category area and an arrow. Careful brands will find that several representative brands are mentioned in brackets in the category area, and there are also small articles to be done here.
According to the Chinese people’s habit of ranking in terms of seniority, the brand placed in the front gives consumers a hint of “number one”, although in fact it is not the case.
(3) Staircase columns and display racks are also good for brand promotion
For some stair advertising, columns, display racks, etc. in some building materials markets, they are also a good choice for brands. However, generally speaking, stair advertisements, pillars, etc. are mainly used for brand promotion, while display racks are mainly used to promote products.
(4) The hanging flags in the aisle are floating on the head, and the position and distance are added.
Adding the position and distance on the hanging flag does not mean that a certain position is written on it, but a certain position is written on it.It refers to the display of words such as "50 meters forward" on the hanging flags in the mall. Each hanging flag has different display positions and distances depending on the distance from the store. It is easier to achieve uniqueness and differentiation of the hanging flags by using the inkjet printing method. In the past, hanging flags were mostly for promotional purposes, and sometimes it was not easy to find them in a dazzling array of stores. Therefore, clear notifications will help improve the effectiveness of advertising and increase store entry rates.
Not only on hanging flags, but also on other advertising forms in the building materials city, depending on the location, you can also add path information from this billboard to the store.
(5) There is a way to know the sales ranking, which one is better
In building materials malls such as Red Star Macalline and Easy Home, there will usually be a sales ranking of a certain category, which is nominally responsible for consumers and facilitates consumers' choice of brands. For example, in September 2012, the sales ranking of ceramic tiles in a shopping mall in Beijing was: Bee, Marco Polo, Nobel, Jinsi Yuma, Oceano, Cezanne, Mona Lisa, Novartis Bell, Wrigley, etc. At that time, we were serving Dongpeng Tile. We were surprised to find that Dongpeng Tile was not included in the top 15 rankings. Later, we learned that this ranking could reflect some of theTruth, some of it is watery, and there are unspoken rules here! There are fakes everywhere, which is really shameful! Let’s not talk about this for the moment, but the inspiration for us is to treat this as a form of advertising, and some small money still has to be spent.
(6) Think more about the highlights of the store and have a strong effect in welcoming customers into the store
When it comes to "advertising", people think more of the cost of publicity. In fact, there are more "advertising" that do not cost money, and that is what is done around the store. After spending so much money on advertising, if consumers cannot attract their attention and footsteps when they come to the "last step" terminal, then the store must lack "bright spots" and fall short in the last step, which is really a pity.
Locations that attract highlights, including windows, doors, lobbies, etc.
The display window is on one or both sides of the store entrance. This window must be the finishing touch and must find ways to attract consumers' attention. It can be the "spokesperson" or "mascot" of the company's image, or it can represent the company's star product.
Everyone should be deeply impressed by the little old man with deep eyes of Mousse Healthy Sleep System. Now all over the country, outside the building materials market and in the bustling business district, there are people everywhere.This little old man is everywhere. This little old man is also seen in the store window of Mousse, which will attract consumers' attention and resonate with them. It is probably an inevitable choice for consumers when they enter the store.
We found in the market that the two window positions of a brand store were the two big logos of the brand. It was really a disgrace and resources were wasted.
Now some brands have begun to stack promotional products neatly at the front entrance during promotional activities. These can also attract consumers' attention and let consumers know that promotions are taking place at a glance.
There are also dynamic LED subtitle scrolling screens at store fronts, which are also a better way to attract consumers, and the content can be adjusted to promote the brand, promotions, or other content. However, the sentences should not be too long. It is better for consumers to basically understand the meaning by scanning the screen. Dongpeng Ceramics, a leading company in the ceramic tile industry, uses more scrolling screens.
There are also some stores that like to put some roll-up banners or X-display racks outside the door. Our suggestion is that if there are any, it is best to arrange 3 to 5 in a row. This will have more impact, because people will have a deeper impression of repeated things.
(7) It is best to have a welcome guest in a large store to guide customers into the store
The welcome guest at the store door is responsible for intercepting the passing crowd. Small stores below 200 square meters do not need to have a welcome guest. But when the store is relatively large, even more than thousands of square meters, you can consider setting up a reception area. When consumers enter the store, they can provide better reception and guidance to enhance the brand's professional and service-oriented impression.
(8) There are eyeliners on the service desk, and folded pages are visible
As a long-term brand communication position, the service desk can place folding pages, single pages and other materials for consumers to access during consultation. Promotional materials such as foldouts and single pages must be exquisite and attractive, otherwise they will be easily discarded.
ANNA