{"id":3449,"date":"2021-04-19T08:51:53","date_gmt":"2021-04-19T13:51:53","guid":{"rendered":"https:\/\/www.rmservicing.com\/?post_type=articles&#038;p=3449"},"modified":"2021-04-19T08:51:53","modified_gmt":"2021-04-19T13:51:53","slug":"how-in-store-marketing-helps-brands-stand-out-and-sell","status":"publish","type":"articles","link":"https:\/\/www.rmservicing.com\/articles\/how-in-store-marketing-helps-brands-stand-out-and-sell\/","title":{"rendered":"How In-Store Marketing Helps Brands Stand Out and Sell"},"content":{"rendered":"\n<p>Once a customer steps through a retail door, brands want their products to capture their attention and dollars.\u00a0\u00a0 In-store marketing (ISM) is the most useful tool available to achieve both. ISM is the not-so-secret tactic that retail marketers can use to stand out from the competition and maximize conversions at the point of sale. <strong>70% of purchase decisions are made at the point of sale.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is In-Store Marketing?<\/h2>\n\n\n\n<p>In-store marketing is no different. From the moment a\ncustomer walks into a retailer, your brand has a unique opportunity to capture\ntheir attention and convert it into a sale.<\/p>\n\n\n\n<p>Unlike digital marketing or outdoor marketing, in-store\nmarketing takes place solely within\u2026 you guessed it\u2026 the retail location. ISM\nis effective because customers are in front of your product and in the purchase\ndecision process.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Examples of in-store marketing tactics include:<\/p>\n\n\n\n<ul><li><a href=\"https:\/\/www.rmservicing.com\/services\/ism-execution-and-maintenance\/\">Eye-Catching\nGraphics<\/a><\/li><li>On-shelf displays<\/li><li>FAQ Tags<\/li><li><a href=\"https:\/\/www.rmservicing.com\/services\/instant-redeemable-coupons\/\">Instant\nRedeemable Coupons (IRCs)<\/a><\/li><li><a href=\"https:\/\/www.rmservicing.com\/services\/endcaps-displays\/\">Promotional\nDisplay locations<\/a><\/li><\/ul>\n\n\n\n<p>Of course, these are only a few examples. The only limit on what you can do with your in-store marketing campaign is your own creativity and any restrictions the retailer places on it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why In-Store Marketing?<\/h2>\n\n\n\n<p>The secret to any successful marketing campaign is meeting\ncustomers where they\u2019re at in their buying journey, educating them about your\nproduct, and then persuading them to purchase your product. In-store marketing\nis the perfect opportunity to do this for three reasons.<\/p>\n\n\n\n<p><strong>Reason 1: In-store shoppers are engaged<\/strong><\/p>\n\n\n\n<p>They came to the store ready to buy something. It might not\nbe your product but they walked through those doors, money in hand, and ready\nto spend. This rarely happens in the marketing world, so it is crucial that\nbrands capitalize on this moment by employing strategic in-store marketing tactics.<\/p>\n\n\n\n<p><strong>Reason 2: Not all brands market in-store<\/strong><\/p>\n\n\n\n<p>What are you more likely to purchase: <\/p>\n\n\n\n<ul><li>A shampoo bottle tucked away on the top shelf in\nthe middle of an aisle or\u2026<\/li><li>A shampoo bottle on an endcap that\u2019s brightly\ncolored and telling customers that it promotes hair health?<\/li><\/ul>\n\n\n\n<p>Unless you are loyal to a particular brand, you\u2019re much more\nlikely to purchase the stand-out item. We can\u2019t help it, it\u2019s human nature.\nWe\u2019re not too different from birds: we like shiny things.<\/p>\n\n\n\n<p>Be the shiny thing your target customer grabs by investing\nin visually appealing and educational marketing materials.&nbsp; <strong>64% of\nshoppers say the in-store experience has the greatest influence on what they\nchoose to purchase<\/strong>.<\/p>\n\n\n\n<p><strong>Reason 3: It\u2019s an opportunity to differentiate your\nproduct<\/strong><\/p>\n\n\n\n<p>Let\u2019s go back to the shampoo example for a moment. Brand\nloyalty is real and hard to break. So for new brands especially, in-store\nmarketing is the perfect opportunity to educate shoppers about:<\/p>\n\n\n\n<ul><li>Who you are<\/li><li>Why your products are different<\/li><li>How your products will benefit them<\/li><\/ul>\n\n\n\n<p>Long-standing brands like Coca-Cola employ in-store marketing strategies for a reason: they work. Jumpstart your sales by following in the path of the greats but don\u2019t be afraid to put your own spin on things.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to Launch a Successful In-Store Marketing Campaign<\/h2>\n\n\n\n<p>Deploying a successful in-store marketing campaign requires careful attention to detail at every step.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1: Strategize<\/h3>\n\n\n\n<p>Any successful marketing campaign begins with two things:<\/p>\n\n\n\n<ol><li>A solid understanding of your target customer.<\/li><li>Sales goals rooted in research and data.<\/li><\/ol>\n\n\n\n<p>When you understand your customer on a deep level, you\u2019ll be\nable to better choose colors, messaging, and features that will resonate with\nthem. Using the same marketing strategy to sell to Gen Z and their grandparents\nprobably won\u2019t be effective for either. But narrowing your messaging and\nspeaking to one audience at a time will increase sales within that market\nsegment.<\/p>\n\n\n\n<p>Start your strategy session by looking at past years\u2019\nperformances, diving into who your customers currently are and where there are\nmarket opportunities to grow. Then, choose what type of in-store marketing\nyou\u2019ll use, identify key roles, and start working on the budget. <\/p>\n\n\n\n<p>Finally, work with your retail partners to craft a plan to\nexecute it to perfection.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2: Plan<\/h3>\n\n\n\n<p>Planning is a separate stage from strategy. This is where\nthe rubber meets the road and your team gets into the nitty-gritty details. Be\nsure to include:<\/p>\n\n\n\n<p><strong>A well-thought-out timeline<\/strong> \u2013 when will the campaign launch? What steps are needed before the launch to make sure it happens on time? How does your campaign fit within your retailers&#8217; calendar and strategies?<\/p>\n\n\n\n<p><strong>A detailed budget<\/strong> &#8211; be sure to account for the additional expense of in-store marketing. Most retailers will charge a premium for promotional display locations and other signage. Then, you\u2019ll need to budget for the development of graphics and text, and materials for the campaign. <\/p>\n\n\n\n<p>On a budget? Revisit your product\u2019s branding. Will the\npackaging stand out from others on the shelf? Is it informational enough? Are\nthe colors popping?<\/p>\n\n\n\n<p><strong>Identify the roles needed <\/strong>\u2013 there will be many moving\nparts in this campaign. Be sure to task internal team members with specific\nduties and identify any third-party vendors, like retail merchandisers, you will\nwant on your team.<\/p>\n\n\n\n<p><strong>Don\u2019t forget the planogram <\/strong>\u2013 your planogram is your\nin-store blueprint. If it\u2019s not clear, all your hard work is at risk.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 3: Execute<\/h3>\n\n\n\n<p>Once you have all the dominoes lined up, it\u2019s time to push\nthem over. Make sure you give thought to who will be executing each step of\nyour in-store marketing plan. From visuals to the actual inventory setup in the\nretailer, you\u2019ll want tabs on each stage to make sure everything goes off\nwithout a hitch.<\/p>\n\n\n\n<p><strong>Tip: Partner with an expert third-party retail merchandiser<\/strong> to execute your in-store marketing campaign. They\u2019re experts in following planograms and working within a retail location. Even better? They\u2019ll help you refresh your campaign to make sure it looks as perfect on day 30 as it did on day 1.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 4: Analyze<\/h3>\n\n\n\n<p>Perhaps the most critical part of <a href=\"https:\/\/www.rmservicing.com\/services\/ism-execution-and-maintenance\/\">any\nin-store marketing (ISM) initiative<\/a> is the analysis. There are two stages\nof this.<\/p>\n\n\n\n<p><strong>During the Campaign<\/strong> \u2013 you need to know how your product is performing at store level. <a href=\"https:\/\/www.rmservicing.com\/services\/reset-revision-audits\/\">Retail audits<\/a> can help with this to maintain strong sales throughout.<\/p>\n\n\n\n<p><strong>After the Campaign<\/strong> \u2013 you\u2019ll also want to stop and\nreflect once the campaign finishes. Did it meet or exceed your goals? What\ndidn\u2019t go well? What will need to change to ensure your next strong sales\nseason is even stronger?<\/p>\n\n\n\n<p>ISM Initiatives are a crucial strategy to increase sales and\nexpand a brand\u2019s market share. Third-party retail merchandisers, like us, can\nhelp make sure your hard work is executed to perfection and that it stays\nperfect all the way until the campaign ends.<\/p>\n\n\n\n<p><strong>Schedule a free consultation today to discover how RMS\ncan take your ISM initiative to the next level.<\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/www.rmservicing.com\/contact\/\">Schedule\nConsultation<\/a><\/p>\n","protected":false},"featured_media":3450,"template":"","article_categories":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How In-Store Marketing Helps Brands Stand Out and Sell - RMS<\/title>\n<meta name=\"description\" content=\"In-store marketing (ISM) initiatives can help brands stand out from the competition and maximize their store-level sales. 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