Often Overlooked In-Store Marketing Ideas
Welcome to 2017! Time to get your value-added team together. Recap 2016 and brainstorm in-store marketing and merchandising ideas for the upcoming quarter.
Most “Super Retailers” have their major game plans set almost a year out already. Consumers just automatically know that during a Halloween promotions, they can expect to see Christmas trees down the next aisle. This is great for that proactive consumer. Like your Aunt Hilary who finishes her Christmas shopping before Thanksgiving. However, your day-to-day buyers tend to find this overwhelming.
Planning a year out certainly serves many beneficial forecasting purposes. It allows your staff to see the big picture. ex. January 30th, Set up “Follow Your Heart” Valentines program. February 15, take down, “Follow Your Heart” Valentine’s program.
Look deeper to find other effective promotional themes throughout the months. Break-up predictable calendar-driven retailing patterns. Research has shown that when retailers promote the same theme, buyers aren’t receptive because they don’t differentiate between them.
Also, looking too far ahead may cause you to miss out on often overlooked opportunities right under your nose!
An effective marketing plan should target major seasonal and holiday periods, but it should also focus on new opportunities. This will entice shoppers to become buyers!
As part of your 2017 marketing plan, leave room to review additional opportunities. Tap into late-breaking trends, secondary events, holidays and pop culture. Create an execution plan so you can quickly generate a custom program.
Remember Pokemon Go? Flexible retailers found ways to react quickly and take advantage of the phenomenon that swept the nation.
To be effective at this, turn-around times are important, and Windsor Marketing Group has the fastest in the industry!
Here are some often overlooked opportunities in the First Quarter of 2017 that you can capitalize on:
- Super Bowl
- New Year’s Resolutions
- Chinese New Year (January 28)
Capturing Super Bowl Sales: Bundle Game Day food items with decor paper good items. This will make buying Super Bowl-related items easy to buy. Go Patriots!
Merchandise your stores to tap into the 13.81 million fans of the National Football League. Steve Jobs once said, “Stop trying to sell with marketing, instead use marketing to help customers buy.”
- Winter Preparedness
- Groundhog Day (February 2)
- President’s Day (February 20)
- Winter Preparation Themes I.E;
- Automotive maintenance – antifreeze, tires, battery
- Emergency kits, ice scrapers/snow brushes, jumper cables, washer fluid
- Insulating walls, attics, and windows.
- Maintain heating equipment and chimneys. Insulating pipes
- Plow markers, sand, and rock salt
Capturing Winter Prep: Sales will soar if your store is merchandised properly. Maximize promotions during extreme periods by making it easy to navigate throughout your store. This will lead your shoppers to the Winter Prep Areas and products. Highlight the essence of winter storms through high definition graphics. This will capture the importance needed for a safe winter season.
- NCAA March Madness March 14 – April 3)
- Patrick’s Day (March 17)
- Lent Begins (March 1)
- Purim (March 12)
- Daylight Savings Starts (March 12)
Capturing March Madness Sales: Take full advantage of the NCAA basketball tournament that runs 3 weeks long. The tournament consists of 68 teams, all of which you could possibly use as a merchandising theme. This would be especially effective if one of the teams are local! Promote electronics and fan wear. Bundle food items with decor paper items.
Overlooked opportunities lurk around every aisle, you just need to look for them. Being able to do so requires a unique mix of analytical and creative thinking and a quick execution that will convert shoppers to buyers. Windsor Marketing Group specializes in tapping into hidden opportunities for retailers, keeping shoppers captivated, and executing customized marketing programs – with lightning fast turn-around! Give us a call 888.621.2125 to talk to a trained retail specialist
About the Author
Carla Sager – Director of Retail Marketing
Carla has over 17 years of creative design experience, branding, and promoting products. Today she works with the WMG marketing team who turns concepts into actionable plans that drive sales for clients! Carla tweets about creative concepts, brand marketing, consumer behavior, CPG, retail trends and more! @RetailCarla. Connect with her on Linkedin today.