Navigating the Retail Advertising Expanse
Are you a retailer with multiple locations and maybe cross multiple state lines? Navigating all the channels you need to be on today is a lot like getting to the moon was in the 1950’s. It’s a daunting exercise in keeping your retail business alive in a hostile environment. You need to showcase the right product, at the right time, at the right price and on the right channel. According to tvsquared.com, connected consumers have changed the roles of brick-and-mortar stores and marketing channels for retailers. While 90% of purchases are still made in-store, the use of mobile buy online and pick up in store is becoming a convenience effort for many retailers. How is your store being found out there in the media expanse?
All Channels are Needed
Being on all the channels means you need a mix of interruptive and found marketing with a goal to edge your engagement needle further towards being found. I’ll get into more of that later. According to hubspot.com, over 51% of smartphone users have discovered a new company or product while conducting a search on their smartphone (Google, 2018). Google is responsible for 94% of total organic traffic (Web Presence Solutions, 2017).
So, being found on every channel with a shotgun approach is important for larger retailers who can afford it. Or, for medium size retailers, at the very least a rifle approach to selecting which channels work best at each locale is key.
Breakdown of Channels
Digital channels include social, website, apps, video/pre-roll, programmatic and streaming audio to name a few.
TV channels include broadcast TV, cable TV, OTT (Over The Top streaming services and apps), and in a broader sense PTV (Programmatic TV) which allows for TV advertising buys across all channels both digital and traditional broadcast.
Radio and Audio channels include local radio, local radio on digital, apps, streaming services and podcasts.
Print channels include direct mail, inserts and specialized product catalogs.
The lines are becoming more and more blurred between traditional and digital advertising. That is why it is becoming harder to delineate between the channels listed above. All channels have their advantages and that is why it’s important to not turn off one entirely to make one more prominent. Finding the right mix per location is key.
Raise Your Banner Higher
The goal for any retailer should be to raise their banner at least as high as their competition in order to gain as least as much airwave market share. With today’s increasing shopping choices, consumers are buying from multiple sources for what they need. Does your customer know what’s in your store? Do they know why you, the retailer, are the right choice? Are you raising your awareness and engagement on all channels to tell them what you have to offer? The big retailers are doing it because they can afford to, and if you are a small to medium sized retailer you better be doing it at whatever level you can afford to in order to be a choice for today’s shopper. If you are a small to medium sized retailer, what is your unique selling proposition. Your consumer has to come to know you first, then find relevant product and services, and then have a good reason to choose your store over all the available choices for both in-store and online experiences. The goal is to interrupt their viewing so you can break in, and also to be found when they are searching for what they need. Demographics show that younger targets want to feel like they found you, older targets have been programmed to accept the interruptive nature of certain channels like TV, radio and print.
Step Up and Engage
I know I am preaching to the choir, but to compel your audience to choose your store, you need to step up and engage them in all the places online and offline they are shopping. Our goal at Pixelbox is to help you navigate all your advertising channel choices. We are part of a creative digital alliance that seeks to reach your audience with the right product, at the right time and on the right channel. Any way your customer looks at it (on digital, TV, radio and print), you need to be on all the channels raising your banner, your product or your service for all to see.
Found vs. Interruptive Marketing – A Layered Approach
If you would like to know more about our 3-layered approach to retail advertising reach out to us. Today, you must continue to interrupt your audience and remind them who you are and what you have to offer. You also have to be in all the places your prospects are looking so they can find what’s relevant about you, your products and your services. We are passionate about evolving our process to help you navigate the media expanse as it continues to evolve. What an exciting time to gain market share through so many ways to communicate!
For more information of how Pixelbox can help to navigate all your retail advertising channels, contact Matt Nies at 262-432-0294 or email at firstname.lastname@example.org