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Are TV and Radio Ads Your Only Option? Any marketing team has researched intensively through industry ROI data, discussed possible marketing strategies over extended meetings, and developed extensive product development strategies. These are all designed to answer those crucial marketing decisions regarding marketing budget allocations. How do I increase my marketing ROI? Are expensive TV and radio broadcasts the best way to go? Should I look into developing my product’s in-store marketing capabilities? How do I raise customer awareness of my products?

Making informed decisions regarding your industry’s ROI is not an easy task, there simply isn’t a 100% informed way of knowing what effects a customer’s decision to buy. There are definite “trends”, and clear ways of raising product awareness in the public consciousness by blasting brand imagery across the scope of human consciousness, but these methods are incredibly expensive and inefficient.

Mega-corporations have the capacity to employ these incredibly large marketing campaigns, designed to raise product awareness on a large-scale. Short-term ROI is hardly efficient however, and so this kind of campaign is not really an option for small and medium-sized companies.

Interestingly enough, this does not have to be a problem. Though the effectiveness of in-store marketing has always been known at least to some extent, recent data has hinted at much greater effectiveness than previously realized. Research companies like POPAI, B&T and others, have shown that an average of 70% of purchase decisions are made by a customer while walking around in the store!

An incredibly power statistic, and one that makes absolute sense. Any customer can sit at home and watch a visually powerful TV ad, but then not be in a position to buy for hours, and sometimes much longer. Which begs the questions: why should a company spend huge amounts of money on TV or radio ads to increase brand awareness, when most of these customers are just not ready to buy at all? There are better methods of marketing.

And these methods are centered on one important factor. The true determining factor in the decision to purchase a product based on your advertising, is recency. Meaning, how soon after the customer saw your advertising and marketing material was the client or customer in a position to buy?

So the most effective way to go is in-store marketing, or POP displays. They represent the only marketing medium that is in place when customer, product, and money all converge at the same time and place. That is the time to worry about the level of product imagery and presentation.

Retailers are always glad to receive POP displays from their product vendors. Though “clean-store” policies are an issue, they do not have to be a hindrance. A well-crafted and carefully designed display creates a much more appealing environment for their shoppers to peruse, and retailers are always looking to improve in-store appeal for their customers. Just be sure to meet the needs of your retailer in your product displays.

Be sure to hire the right marketing personnel, partner with an educated manufacturing firm, and design POP displays with intense visual imagery and excellent presentation of product benefits; therefore ensuring you have the resources to make the right marketing decisions. This is the key to improving your company’s sales and profits.

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