GUEST BLOG: Finding the balance with creative marketing

By Peter Mahon, managing director, The Delta Group

The recent discussions in Irish Government about the promotion of alcohol, as well as the continued focus on potential sugar taxes, have shone a light on the way both the drinks and retail industries market themselves and manage consumer promotions.

Although the Irish industry has made their position clear, other changes are being proposed that could include an end to price-based promotions, the introduction of health labels and separation of alcohol products.

This, if passed, could limit or at least impact the way retailers and brands connect with consumers and target audiences in-store.

Those in creative, marketing and strategic roles are starting to evaluate different ways that they can engage with customers, in order to promote products responsibly as well as communicate key brand messages against the backdrop of these proposed changes and an already competitive retail landscape.

The rise in digital marketing has been pioneering fresh creative thinking for some time, with campaigns being launched across multiple channels and touch points that are devised on a far more strategic level.

Key to this move is effective integration of digital advertising and communication messages alongside activity on more traditional channels, so that wherever consumers choose to engage with a brand, the message is consistent.

DECISIONS, DECISIONS

The in-store landscape, however, is one that is also incorporating this demand for digital in order to demonstrate innovation and achieve cut-through, and many brands are turning their attention to how they can influence these purchasing decisions in the purchase moment.

The introduction of in-store technology, to enhance the promotions that brands are offering customers, complements the creative campaigns and causes standout moments that draw customers’ attention.

The rise in digital marketing has been pioneering fresh creative thinking for some time, with campaigns being launched across multiple channels and touch points that are devised on a far more strategic level

Whether that’s achieved through beacons, digital screens or near field communications (NFCs), brands are certainly starting to think about the bigger creative picture in-store, which new technologies are facilitating.

THE CUSTOMER’S JOURNEY

Beyond in-store communications, other creative retail strategies for standout and engagement include pricing, distribution and product designs to develop and manage brands, and ensure that they are marketed effectively to their desired target audience.

Whilst many UK supermarkets are committing to long-term lower pricing strategies, the Irish market is conversely seeing the benefit of in-store promotions incentivising shoppers to buy their products through eye-catching display stands and visuals.

However, running a successful in-store promotional campaign takes more than a well-placed BOGOF (buy one, get one free) or shelf wobbler.

Often the brand story can start through other channels long before the customers arrive.

It’s imperative that brands create and build on this momentum, breaking down barriers between different advertising channels, before attempting to influence that final purchasing decision in-store. Often, this crucial last step of the process boils down to how visible the product is on the shelf.

The full retail customer journey, and how this translates in-store is therefore vital for marketers to consider when they are considering fresh brand creative options.

In-store engagement is more exciting but also competitive than ever before, and those that are thinking strategically about how they can use creative displays to incentivise the right customers, for the right products and in a responsible way, will reap the rewards of seeking shopper attention in just the place where final purchase decisions are made.

Photo (above): The People Speak!