How to Integrate Digital Marketing into your next in-store appearance.
Brick and mortar retailers can take advantage of their physical presence (liability) and turn it into an “asset”. Specially on current climate where online retailers are taking bigger market share in basically all verticals.
When your store is a destination by consumers; not just monetary transactions places (product/money enchange houses), your customers are visiting your store because:
They can learn more about your new products/services,
They can be entertained,
They can be supported and
They can be social and meet people like them.
In-store Appearances Key Benefits
Create/increase general awareness of new products and services promoted at your stores.
Generate new customers who might otherwise spend their disposable income somewhere else.
Engage your loyal customers to buy more from your stores and more often.
Increase your customer lifetime value;
In-store appearances are opportunities for your local customers and fans to meet and greet celebrities (national/local), get an autograph and learn from them.
How to spot a good Celebrity for your in-store appearances
Your celebrity needs to be a well known person that can represent your products/services and drive crowds. Enxclusively if possible ( you do not want that celebrity to appear in your competitor store next week).
How do you know a person is a Celebrity that can drive crowds to an in-store appearance?
Depending of the exact type of product/service to be promoted along the in-store appearances you might be able to spot the best personality/celebrity to invite. Always look for well known, local personalities that are social, well spoken and can leverage and amplify your brand DNA, message.
You can Google the celebrity name and see how many pages in your country have included the celebrity name. This will give you a good indicative on how popular/ well known the celebrity is. Check also how many followers on Twitter and Facebook your celebrity has.
If you re-sell a product from a well know national/international brand; they might have access to celebrities to could invite to your store. Work with your product provider to give you some access to thier celebrities and/or product ambassadors.
Before you start planning your in-store appearance
Check with your local council and/or shopping centre any rules in relation to in-store appearances and how they also can ehlp promote your event to the local community.
If everything is ok and there is no issues for your store to run a celebrity in-store appearance, then yo uare ready to start planning it.
Create a web article about the in-store apperance and promote it on your homepage (embeed a youtube video, flicker photo gallery set, and or any other relevant link).
Create and run a Google Adwords campaign bidding for your in-store appearance related search terms in Google and Youtube, inviting users to attend your in-store appearance. Tip: Link to article.
Create a Video: inviting people to attend event and publish it in Youtube and embeed it on your web article.
Send your web article to providers, partners, other local businesses.
Promote your article on a post in your store Facebook page.
If the celebrity is helping you promote a new rage of your products/services, get your product provider to promote the event on thier digital social assets: Facebook, Twitter, FLickr, etc.
Get your local council and local visitor bureau to promote your store event.
Promote your in-store appearance event to your e-newsletter subscribers.
Promote your in-store appearance event to your loyalty program members.
Run a consumer competition for people to win a signed product from the celebrity, you can use this competition to also icnrease your facebook fan base if you run the competition inside Facebook…if you do not how, contact us and we can help you with. (You will need to apply for state permits if it is a game of chance).
Send an sms alert to your subscribers on the day. (Ensure they have opted-in to receive events invitations from you).
Public Relations activities you could activate:
Send a media release to your local media (newspapers, magazines, radio stations) and invite them to be part of the event. Tip: quote your store manager which is will be the key person people might get real contact with.
Local media might want you to pay for advertising, in ex-change for editorial re your in-store appearance event. Try to give them event exlusivity as a way to get media for free.
Promote your event to any relevant local (club, association, group, school, university faculty, other partner’s retail shops, partners websites).
In-store activities to help you promote your event:
Posters around your stores and main window.
Offer flyers to customers who have bought similar products inviting them to assist to the event.
During the In-store appearance event:
Allow exclusive space for media partners (Print, radio,etc)
Have a plan to manage people lining up. (Entertain them with product sample demonstrations, some nice chocolates, lollies, balloons for kids, etc)
If you are promoting a new range through the in-store appearance, you can also offer a “Gift of Purchase” with it.
Ensure you have enough store team members to manage the increase in traffic in your store.
Ensure you have enough signing cards for celebrity to autograph.
After your In-store event:
Promote your event photos and any other material on your Facebook page, Twitter account and Youtube channel.
Engage and reward visitors who posted photos of your event through a competition or a give away.
Measure how many actual sales the event brought (Give a exclusive deal to people who assisted to the event) so you know exactly the dollar value generated.
Contact us if you need support on how to activate your in-store appearance, promote it and get the most out of it.
As I could not find anything on the web that compares different product video reviews, I would like to share some top tips to consider when creating a product video review.
The above examples are from the Footwear/shoe retail industry. .
The Key insights and top tips on How to create a product video review are:
Branding: offer branding elements to reinforce where company promotes the video. You can see above how Eastbay, Running Warehouse, Runners Point (German website) and Wired use excellent branding at the start and finish of each video.
Uncluttered background. Clean and clear background tend to work well. Lululemon, Runners Point and Zappos are great examples above.
Good sound. Ensure you video has a clear sound. DO not make your viewers make an effort to be able to listen.
Be Creative. Use different approaches so you keep the viewer attention. Merrell and Lululemon are great examples on how to bring a video with a different approach. Lululemon does not even use voice. Runners Point also uses a great presenter hands technique (moving product from hand to hand) to ensure the viewer does not get bored.
Call to action: once the video is finished, what would you like the viewer to do? visit a website? visit a store? make a call? fill in a form? be clear. Online Shoes and Runners Point are great examples above.
Unique. Is your video content really giving a unique information, do not just say what it is already available on many website.
Credible and Genuine presenter. Be sure the presenter is credible and genuine. Viewers need to feel they trust the presenter.
Suitable dress: make your presenter wear suitable clothes related to your industry. You can use this as a way to reinforce branding. Online shoes example above you can see how the presenter is reviewing an Asics shoe wearing a Nike top - not really nice match. Runners Point and Eastbay are a great example of dress-product matching.
Lighting. Ensure is totally clear to see the product you are reviewing.
Test. Have your producer to test different techniques and different products, use multiple cameras and zoom ins; before you decide the final taxonomy for your video.
Enjoy the process of creating product video reviews. It should be fun.
Benchmark. Compare how your videos are doing (traffic) with your competitors.
Customer Feedback. Get feedback from your customers (put live some 10-20) before you go and produce a couple of hundred product review videos.
If you are still not sure why you should have a video content strategy please read this article from E-consultancy.
Contact us If you are interested to run a product video review test.
Are you a marketer looking to refresh your digital marketing skills and knowledge? Below are some of the top digital marketing courses you could take this 2012 year. Some are strategy focus some others are focused on a specific digital marketing area.
eConsultancy runs a number of different digital media and digital marketing courses around different cities.
CMS Wire list a number of conferences. Some of them related to Social, Digital Media and Web Analytics.
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