Using Interior Graphics For Persuasive In-Store Advertising By Christine Harrell

Every few years it seems the marketing industry rediscovers the "revolutionary" concept of in-store advertising. Despite the tremendous evidence of how effective it is in guiding customer purchasing habits, most businesses continue to rely heavily on traditional television, radio and print while neglecting the interior graphics that can make a larger difference.The Power of In-Store MarketingLet's say you spend a huge chunk of your advertising budget on a television commercial. It's sexy, funny, exciting and effectively puts your product into the minds of consumers...until the next sexy, funny, exciting commercial plays. And if your commercial does change customers' minds, it's pretty rare they are going to race over immediately to buy your products. Every hour that passes brings more opportunities for consumers to forget about you.Once you have a customer in your store, using interior graphics to market certain items is much more effective. When people see products they want, they can buy them immediately. There is much less chance of distraction and your advertising is competing only with more of your advertising.Plan Your Store LayoutThe power of interior graphics can be greatly enhanced or weakened by their placement in your store. The basics of advertising apply here. The more people who see your message, the more chance you have to implant your message in the minds of consumers.It's obvious that interior graphics advertising your products should be placed in high traffic areas such as the entryway or by cash registers. However consider the paths customers will take. A woman comes in to buy a dress. You want the path she takes to women's clothing to take her past ads showcasing jewelry and cosmetics. If the same woman is looking for a television you want her to see ads for DVD players.The graphics themselves should be eye-catching and well-lit. They should be placed in locations that a customer's gaze will naturally fall as they walk through the store and browse. Remember you aren't trying to catch the attention of people already interested in a product, but rather people on their way to some other piece of merchandise.In-Store Advertising Supplements Traditional MethodsA comprehensive marketing plan should include many different methods of advertising in order to reach the broadest audience possible. A television campaign might advertise a particular product or sale to bring customers to the store. Once on the premises, advertising can trigger impulse buys that could substantially increase your store's sales.Interior graphics can provide additional information to customers curious about your products. Ad space is limited and rather than providing comprehensive information on one product, you will do better to provide just enough information on a variety of merchandise to pique customers' interest. Once in the store, advertising can provide even more incentive to buy your products.Author is a freelance copywriter. For more information on Interior Graphics, visit http://www.wlconcepts.com/blog/Article Source: http://EzineArticles.com/?expert=Christine_Harrell