A quick guide from checkstandprogram.com on the impact of in-store advertising Return On Investment.
There is rapid growth showing for on-line advertising and a gradual and inevitable decline in print ads. In-store, advertising falls somewhere in between the two as it is firmly linked to both methods of marketing exposure.
To find out how relevant the practice of in-store marketing is today, a look at the graph below will tell at a glance, that it is holding steady and remains a vital tool in the commercialization and advertising return on investment (ROI). The graph is reprinted here courtesy of www.nielsen.com
To further emphasize the short-term benefits of a marketing and advertising drive focused on in-store promotions, signage, and displays, it is necessary to remember that the optimization of a brand by this method, has to be monitored to gauge the results at the brand level.
Simply put: In the financial outlay TARGET MARKETING < SALES.
Advertising and commercialization must be monitored at a brand level to pinpoint the tactics the are performing. Researchers prove that programs are still relevant in store. They fulfill the criteria for the target marketing expenditure being small and the sales returns being larger.
So the in-store marketing portals and campaigns are still giving a vital platform for ROI implementations.
Once assessing the ROI performance at the brand level, it is important to address brand awareness through the form of advertising that is used. For a product or brand to be linked to continual or excessive discounting or a consistent promotion being run on it, will lead to the decline in the brand’s desirability in the consumers’ mind.
It is possible for the erosion of brand quality through particular promotion methods that are utilized for in-store marketing, so it must be monitored and used with discretion.
A generic example of this can be a brand that is heavily discounted for more than three months will lose its ability to be associated with a quality product in the consumers’ mind. It is no longer an exclusive offer and becomes linked to being a cheap item in the consumer mindset.
So what should underpin the in-store advertising and marketing of any brand or product for a long term positive effect are the promotional methods that are used. Emphasizing brand value with in-store displays and the occasional promotion – as opposed to discounts – will project a better brand image. This will lead to a positive ROI with incremental sales building up for long term projection.