Great retail creative is a result of a smart strategy, intelligent clients and creatives that don't shirk at doing a coupon ad or a POP poster now and then.
In advertising, we often frown upon those clients that force us to do sales ads or put a big price in the middle of our “gorgeous” layouts. Here are some ways to do wonderful award-winning ads while also being incredibly effective.
1. Start with a strategy.
You may think that you don’t need one but consistently good creative (especially when there are lots of elements created) usually comes from it. The key words here are “consistently good creative” meaning over the course of several years. Price alone is a weak strategy unless there’s something attached to it, like a guarantee or a value message.
2. Remember: Retail advertising doesn’t mean stupid and brainless.
Yes, you can have headlines. And yes, headlines can be thought-provoking but so can the body copy and even the legal copy. Just because there’s a coupon, doesn’t mean the coupon can’t be entertaining or interesting. Give it a twist…someone might pay attention. (see our billboard sized coupon)
3. Don’t disregard the design as a tonality.
Even if your messaging is straight-forward, you can still present a distinctive tonality with the proper fonts, photography, color scheme and design treatment. H&M has a brilliant campaign because it’s not just the $12 bikini top that’s the draw, it’s the gorgeous model shot and styled fabulously that makes me realize that $12 bikini top is fashionable too. However, the font is always the same and the look stays similar throughout the campaign.
4. Keep the message simple.
If the client or agency is presenting a complicated offer, it HAS to be presented easily. Cash back and percentages off of retail/wholesale/off-the-truck/at-the-counter tends to get confusing to the consumer. Make it simple and easy to understand. Don’t make me do math while reading your ad!
5. Use all forms of media to capture your consumer.
Nowadays, there are so many ways to alert your customer about your product/store. Zip codes can be acquired, email addresses, map quest, Google search, GPS, etc. can pinpoint where your customer can be reached. Use them all but keep the messaging and tonality consistent!!
6. Use all forms of media that aren’t really media.
What do people see in the bathrooms? What do they see in the parking lot? What’s happening by the counter? What happens while I’m waiting for the site to process my order? What kind of music can be heard? (online or on-site) What does my receipt say?
Why aren’t you using the delivery trucks? There are soooo many other venues around the brick and mortar store as well as online that can be used for your messaging.
7. Don’t forget the shopping experience.
What is the consumer thinking while shopping or after they’ve purchased and are using the product? When do they stop paying attention? When will they be surprised? My favorite example of this surprise “experience” is at Ian Schrager’s Delano Hotel in South Beach, FL where every room has a little silver holder that is attached to the wall with a real complementary green apple. The inscription reads “An apple a day…” (which they replace every day). It’s not a coupon for a free breakfast, but this makes me want to take pictures of it, tell everyone about it and makes me want to come back and stay there again.
8. Have fun
Despite what everyone around you might say, fun comes out in the messaging. We’re all tired of the doomsday “we’re all broke” messaging. If your advertising has a sense of fun, humor, wit, charm, realness and doesn’t take itself so seriously, your customer will sense it. We all need it right now and companies need to lighten up.
Hope this list helps. Tell us what you’ve experienced while creating retail advertising and take a look at some of our award-winning retail ideas here too.
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