Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 29 Business Classic Eleven: Only a famous name can prosper business (1)
[-]. Store advertisement

What is a storefront ad
Storefront advertisement (that is, Point of Purchase, Advertising, referred to as POP), also known as point of sale advertisement, refers to advertisements placed around shopping places, in the population, inside and where there are goods.

In recent years, this unique, novel, fast and convenient advertising form has become popular in mainland China. The storefront advertisements in Shanghai, Beijing, Guangzhou, Shenzhen, Wuhan and other big cities are quite exquisite in design and have their own characteristics.In terms of form, storefront advertisements are generally divided into indoor storefront advertisements and outdoor storefront advertisements.

Indoor storefront advertisements refer to various advertisements inside the business premises.In large commercial buildings, such advertisements can be seen and heard everywhere: various colorful flags printed with brand patterns are hung in the store, various banners reflecting commercial culture, models dressed in fashion, various commodities displayed in the revolving counter, Information about various products introduced by cable broadcasting, product advertisements repeatedly played in TV videos, on-site demonstration operations by sales personnel of manufacturers, etc.

Outdoor storefront advertisements are relative to indoor storefront advertisements, and generally refer to all forms of advertisements in front of and near commercial business premises, such as signboards, storefront decorations, billboards, window designs, neon lights, etc.In the bustling commercial market, outdoor storefront advertisements are the most attractive to consumers. Therefore, the design of outdoor storefront advertisements pays more attention to highlighting the external characteristics of the business place, with distinctive and unique personality, to guide and strengthen consumption. Consumers' awareness of differences arouses consumers' curiosity.

What does storefront advertising do?

Store advertising is a sharp tool for stores to carry out marketing activities and gain a competitive advantage.Its role is specifically manifested in the following aspects:
1 storefront advertisement is a sales master who does not speak

The content of storefront advertisements will attract customers who were not prepared to buy, and sometimes make them feel that the product is valuable and make a purchase decision.

2 Advertisement is the guide waiter for customers to shop

We can arrange leaflets, price lists, posters, etc. to help customers shop in the store.These advertisements stimulate customers' impulse to buy. It is often the case that customers sometimes have doubts about the selected products, but they are too embarrassed to ask the clerk. Store advertisements will relieve customers' mood and allow customers to continue shopping in a free mood.

3 Improve the lively atmosphere in the store and shorten the distance between customers and the store
Add advertising cards in the store to make people laugh, or give anthropomorphic descriptions of the products, so that people can feel the store's enthusiastic persuasion.

4 Arouse the potential consciousness of customers

Although the store owner can use newspapers, TV, magazines, radio and other media to convey the store image or product characteristics to customers, but when they leave the store, he is very likely to forget the above information, and the storefront advertisements posted and hung at the sales place are It can remind customers, awaken their potential awareness of products, and make them make purchase decisions.

5 Ability to cooperate with seasonal promotions
Storefront advertisements can coordinate with some seasons to carry out promotional activities.During the Spring Festival, merchants always decorate their stores magnificently and brightly everywhere, setting off a lively and cheerful festive atmosphere, which will lift the mood of most customers and naturally they are willing to buy something.

6 Shaping the store image

Store operators can print various corporate logos on store advertisements to create a distinctive store image.Some world-famous crystal cards are signs that often appear on storefront advertisements. They have become familiar to the mass media audience and have become a proprietary mark.

The design of a storefront advertisement that plays the above role is by no means easy, and should have its own distinctive features. A successful storefront advertisement design should follow the following three principles:
Concise and eye-catching

If storefront advertisements want to attract attention among the dazzling array of products, they must highlight their own image with concise style, novel style and coordinated colors.

Pay attention to display design
The design of storefront advertisements should pay attention to the display, hanging and structure of shelves, etc., and strengthen and render the artistic atmosphere of shopping places.

Emphasize the effect of the scene
Because storefront advertisements have the characteristics of direct sales, designers must have a deep understanding of the internal operating environment of the store and study the characteristics of the products they operate, in order to design storefront advertisements that can most impress customers.

What are the types of storefront advertisements?

POP advertisements can be divided into the following categories:
1 hanging ad

Hanging from the ceiling beams, it is easy to attract attention and can be seen clearly from all 360° angles.

2 counter advertisement
The display of storefront advertisements on the counter can best attract consumers' attention.Therefore, it can produce the most purchasing effect.

3 wall ads
Mainly posters and decorative flags, in addition to the function of product notification, it can also beautify the wall of the store.

4 landing ads

Placed on the floor inside and outside the store, the material can be paper, cardboard, plastic, metal, etc.

5 Hanging flag advertisement
Decoration is for short-term use inside and outside the store, and is best used to climax advertising campaigns and shape the atmosphere of the season.With cloth, plastic cloth as material.

6 dynamic ads

It is full of fun to use the motor hidden in the store advertisement to generate actions, such as up and down, turning and other movements.

7 light source advertisement
Put a fluorescent lamp inside the advertisement, and use its light source to illuminate the text and graphics of the product.

8 Price list and display card

The list price is written on the price list, and the characteristics of the goods are described on the display card.This kind of small POP is placed next to the product, in the window, or directly attached to the product.The visual effect is excellent.

9 stickers
Small prints pasted on product walls, window glass, and vehicle glass.Most of them are flat printed or embossed with synthetic paper.It is compact, does not take up space, is cheap, and has great advertising effect.

What are the design principles of storefront advertisements

The overall requirement for the design of POP advertisements is uniqueness. No matter what form it is, it must be novel and unique, which can quickly attract the attention of customers and stimulate their desire to "want to know" and "want to buy".Specifically, the following principles should be followed:
1 Concise shape and eye-catching design

If you want to attract consumers' attention to one or some products among the numerous products, you must highlight your own image with concise formation, novel style, and harmonious colors.

2 Pay attention to display design
POP advertisement is an important part of business environment culture in business culture.Therefore, the design of POP advertisements should be conducive to establishing the corporate image, enhancing and exaggerating the artistic atmosphere of shopping places.

3 Emphasize the effect of on-site advertising
According to the characteristics of the products operated by the retail store, such as the grade of operation, the popularity of the retail store, various service conditions, and the psychological characteristics and purchasing habits of customers, etc., we should strive to design advertisements that can most impress consumers.

What are the main points of making storefront advertisements

1. POP from the manufacturer
Usually this type of POP is designed by the manufacturer and then sent to the store by the salesman to be hung or posted. It may be a poster or a refrigerator sticker.This type of production is usually very bright and prominent, and the shopkeeper usually does not refuse.However, some POP content is permanent and not used for promotion. At this time, the shopkeeper should pay attention to whether the posting will damage the store view, and agree on the posting period in advance, so as not to make the product old and affect the store view.

2. Homemade POP from the store
Some stores need to make their own POP because of new openings, anniversary celebrations or promotional activities.If it is a chain store, the headquarters will coordinate the printing, but if it is an independent store or a voluntary franchise store, when you want to make a POP, you can consider the following points.

set goals
There are different considerations for POPs of different nature.Before making a POP, you should first think about what the purpose is, whether it is a price card or a shelf card, whether it is a POP for information or a POP for image, different types of POP have different considerations.

Find available resources
When you decide to promote, you have to think hard about the available resources.Will the supplier provide funding?If it is a chain franchise store, can I ask the headquarters for help and ask the headquarters to design and guide the production of POP?
Design the message on POP
Customers in the store usually come and go in a hurry, and are unlikely to stay for too long, so the entire design of POP should be simple and direct.

Independent stores are limited in manpower, material resources, and financial resources when making POPs, so they don't need to print complicated patterns or text, as long as they try to design the message to be expressed directly on the POP.

3. Place of posting

Regardless of whether the POP is provided by the manufacturer or self-made, the posting location of the POP is very important. The places where POP is often posted are as follows.

counter area

The counter area includes behind the counter, on the counter table, cash register counter, ceiling above the counter, etc.This is recognized as the best place, because all customers must finally check out at the counter, and then they will see the posted POP.

shop window

This is the next best place to post your ad.Window advertisements may attract passers-by in a hurry.It is also a good place to post POP as it is a place to stop and go into the store for shopping.It should be noted that POPs must not be posted indiscriminately, and the old ones must be replaced with new ones, so as to avoid fading POPs over time and damage the appearance of the store and destroy consumers' impression of the store.

ceiling

The elevators hung on the ceiling that match the New Year's festival atmosphere or large-scale promotional activities will highlight considerable effects and attention.In addition to annual festivals or large-scale events, the elevators above the self-service area are also often used.

refrigerator door or shelf

The POP here is often used to introduce the promotion of a specific product or the launch of a new product, which can give consumers an additional reference when looking for products, and can also stimulate consumers' desire to buy.

Other areas
Including the machine equipment in the self-service area, the end of the aisle, the ceiling of the corridor outside the store, the entrance and other areas.

The last thing to remind is, don't abuse POP, so as not to make consumers get lost in all kinds of advertisements, but can't convey the message of POP.In addition, considering the characteristics of consumers who "like the new and dislike the old", they should replace expired and old-looking POPs in time.

How to display the storefront advertisement
In order to achieve the ideal publicity effect of POP advertisements, it is not enough to rely solely on the success of the design of the advertisement items themselves, but also to rely on their scientific and reasonable placement and placement.It often happens that the design of the advertisement is very novel and unique, but it is placed unreasonably, so it fails to exert its due effect, or even backfires.Therefore, the placement of storefront advertisements is a very important issue in planning. Specifically, the following aspects should be paid attention to:
Do not get too far away from the product;
Do not obscure the displayed merchandise;
Be in line with the customer's line of sight;

Do not prevent customers from touching the product;

It cannot be pasted on the product with super glue;
Cannot be painted directly on the product;
Consider easy disassembly in the future;

The text and tone of the ad must be consistent.

[-]. Media advertising

what does media advertising include

1 newspaper
(End of this chapter)