For anyone who has ever managed a retail brand campaign, it's not uncommon to hit somewhat of a lull come mid-cycle. Activity is typically high when you launch, but doesn't necessarily remain consistent throughout the entire campaign. The time to think about how to avoid this dip in sales activity is at the beginning of your planning, not when the lag is obvious. When you begin to plan, ask yourself, how can we maintain the excitement and enthusiasm that's present at the start?
Very simply, the answer lies in smart design. Implementing clever and engaging design elements into each phase of your campaign can yield both enhanced communication of your messaging and greater overall visibility. When you think outside the box you will find new ways to both attract consumers and keep them engaged. What can your brand do in a different way to consistently drive sales? This may be a good time to consider unique approaches such as creating pop-up shops or applying field marketing.
Designing interactive touch points as part of a display can do wonders for consumer engagement, piquing interest and grabbing a customer's attention. Interactive elements provide a greater connection to your brand ethos, allowing a consumer to touch, feel and/or smell the elements of the product rather than just seeing the item on a shelf or spread one-dimensionally across a billboard. Such elements appeal to our senses and allow a consumer to fully experience the unique brand environment. This is what gives your brand an edge over others that lack this sensory approach.
Why not bring your brand to the consumers? Design a sprinter van or build out an airstream, transform a school bus or convert a horse trailer--the possibilities are endless. The key is to create an engaging touch point in the field by bringing your brand directly to your customers' environment. This is a terrific way to strategically showcase your brand and campaign in a memorable way. You can hit the road and navigate your way to festivals, special events, college campuses--anywhere your customers may be gathering. This may seem like a spontaneous experience to the customers but it will be a savvy, carefully planned move on your part.
Pop-up stores are beginning to flourish in the modern marketplace and for good reason. These micro-locales are an extension of your retail environment--with a twist. This relatively new concept is a prime way to create a novel and hyper brand-centric shopping experience while keeping overhead low. As pop-ups are temporary, they can be designed to perfectly tie to your brand's campaign, reflecting the latest and greatest creative elements. Consumers expect a pop-up to be unique and the fact that the store is short-term builds a sense of curiosity and excitement, resulting in more eyes on your display and products.