In the world of retail marketing, there is a huge choice of media, strategies and techniques that a retailer has at his or her disposal to promote their store. Whether the objective is to create traffic with point-of-sale promotions, build the store brand or promote specific events… no matter the type of promotion, the tools available to reach the desired audience are collectively known as “the advertising mix.”
The concept of the advertising mix was developed in the early 1950’s. It is essentially a toolbox of different media and promotional techniques that a retailer chooses to fit the needs of their specific marketing objectives. For example, a retailer that has identified that their clientele are highly mobile, may decide to invest a portion of their marketing dollars into radio. It’s a great way to reach travellers – particularly to and from work – and it is an ideal media for high frequency and saturation. It is a very good fit for reaching this demographic.
Conversely, retailers drawing from a large geographic area may choose television for its vast coverage and multi-demographic reach. Retailers focused on specific age-groups or demographics may choose media or promotional techniques that are particular to those potential customers. Trying to reach seniors? Sponsor the weekly bingo or perhaps place ads in the senior’s newsletter. Promoting all-natural acne cream for teenagers? Try social media or on-line promotions. Over-stocked on protein powders and L-glutamine? Try a coupon campaign in conjunction with your local fitness club. Melatonin sales plateauing? Why not run ads after midnight on the local radio station? Trying to boost your cold and flu remedy sales? Perhaps a few well-placed ads on the Weather Channel will do the trick.
Each of these examples utilizes a specific advertising technique (or media) that is best suited to reach the desired audience. And each offers the optimum chance of capturing the attention of that market.
Since its inception, the advertising mix has evolved as the sophistication of the markets has intensified and as the number of promotional ‘tools’ has increased. For many years, newspaper, radio and television advertising were the stalwarts of the mix. Nowadays, a retailer can also utilize direct mail, couponing (with instant gratification via UPC scanning), live and video in-store marketing concepts, outdoor advertising, transit advertising, google ads, facebook, instagram, twitter and the whole realm of social media, websites, web sales and webinars, guerrilla marketing (flashmobs to promote your new location?), product placements, email campaigns, public relations (a column in your local newspaper is unbeatable), community outreach programs, award, team and event sponsorships, QR codes, branded store promotional items, free samples, and so on and so on.
Your ability to reach your market(s) – those groups of customers that make up the largest percentage of potential customers – will ultimately determine the techniques that will give you the best return on your investment. Choose wisely. But take note, everything you do to promote your store is a really good thing. Just do it, do it well and do it often. • by Doug Muldoon
News, Views and Happenings in the world of Canadian Natural Health.
• Launch your new products
• Support your sales team
• Be visible as stores re-focus and re-charge
• Stake your position in the “new normal”
• Reach more stores – from coast to coast
• Introduce your company to new potential customers • Combine CNHR’s print, video and podcast options
Retailers want to see more of your new products. So, we’re making it easier for you and them.
Introducing our new Product Profile Package: a three-pronged way to reach retailers by combining print, video and podcast. You get all three!
PRINT: Claim a spot on CNHR’s Product Profile pages, mailed to health food stores coast to coast, and read by over 10,000 retail store buyers, owners, managers and staff.
VIDEO: This is new for CNHR – video product reviews. You’ll get a 30 second review of your product with product image and voiceover. Five products per video, then e-blasted to CNHR’s database, to be shared among staff and with the store’s customers.
PODCAST: Also a new feature. Your product will get a mention on the New Products portion of the popular CNHR News Podcast, hosted by CNHR editor Bruce Cole and Deane Parkes. Your company name, product name, a couple of lines, followed with your company contact information.
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Contact Candace Sicari for more information: firstname.lastname@example.org , 705-209-9280 Deadline for the Sept/Oct issue is July 31