Know-How Exchange : Branding

I would like to list more specific things you can do, but instead I would like to refer you to some concepts that will lead you in the right direction. In store marketing can remain the focus, but it should not be the bare minimum. There are still consumer-centric ways to carry out your in-store marketing. Procter & Gamble is one of the best reference points in terms of tactics and rationale when targeting the consumer. P&G takes in-store marketing a step further by setting it up in a way that will help their brands succeed in the "Moments of Truth" that consumers experience. You may be familiar with the Moments of Truth rationale, but let me offer a synopsis just in case: The Moments of Truth are instances where certain thoughts and realizations shape a consumer's buying relationship with a product.
First moment of truth (what consumers see on the shelf) Second moment of truth (what happens when they try the product).
Third moment is that point where the product experience ties in with an emotion, curiosity,or passion related to the brand.

Sorry for the long excerpt, but I included all that info to say that you can still focus on in-store marketing as long as it more than just the basic signage and average items. There is no customer experience that taps into Moments of Truth, if there is no mechanism that gives the consumer a reason to own your brand or relate to it. Consumer experience and influentials really shape retail, and good in-store marketing will realize the importance of both. In-store marketers that want to provide the consumer experience needed to have the strongest in-store presence will take the Moment of Truth rationale and brings it to fruition through measures such as special/themed microsites, digital signage, and tactics such as the Oreo Stacking Contests held in the past(https://legacy.poynter.org/centerpiece/073101/oreo.htm). One of your main questions should always be "What can I do to make my brand that much more relevant to the consumer's lifestyle or mindset?" Part of the answer is having visuals and other tactics that provide an experience and capitalize on the inherent Moments of truth that each consumer faces with every trip to the store. The second part of your answer is to have things like microsites, online communities, in-store promotions, etc., that will give you otlets to hear and see what your consumer is thinking or experiencing with your brand. That will give you even more strategic research and insight you can use to shape your in-store marketing.

I apologize for the lengthy post, but it can be difficult to convey just how important consumer-centric in-store marketing is. I wanted to be as thorough as possible so that you have an idea of the rationale as well as some examples on how it is carried out.

A couple specific ideas that jumped across my head:

- An in-store circular or promo that taps into underwear/sleepwear and how people sometimes judge/view a person based on their underwear/sleepwear. Underwear is a category that is often brought up in social circles. Play into that.

- I remember how TV used to use the whole "if you get nervous, just picture everybody in their underwear" phrase when someone had a big speech/performance. You could have some sort of marketing visuals that take that play off of that phrase. I could see someone walking out of the store picturing other shoppers in their underwear/sleepwear.
That is a moment of truth waiting to happen, and you should make your brand responsible for shaping that type of moment.

Hi

In-store marketing or point of purchase marketing is definitely very important today. The availability of a variety of options in the same product category at the same place in the departmental store creates a clutter in the mind of the consumer. Our job is to break that clutter. Some suggestions to gain the consumer's attention at point of purchase cud be:

1. The section of the store where ur product is kept shud give a feel of an exclusive showroom of ur brand! Use danglers with ur brand name and one-liners if any.

2. Use shelf talkers suggesting the benefits of ur product. U could use shelf hangers too.

3. Put mannequins if possible wearing ur brand in the departmental stores. This always creates an environment conducive to ur brand.

4. You could also set up some extra lighting at the section where ur brand exactly is especially where u put some poster or dangler of ur brand.

5. U cud put stickers on the trolleys that customers use in the stores while purchasing. That also hits the cutomer's eye regularly.

I have penned down only the in-store marketing iniiatives u cud evaluate and then implement.

Waiting for ur fedback. Hope i cud be of some help. Best of luck

I'm surprised you're keeping the same brand name as the discount line. Most retailers are so picky about having their merchandise positioned as high quality/designer.

I don't know what your budget is or if the store is picking up the tab. But definitely some great shelving/fixtures, well lit; brand identity promiment.

Also, nothing attracts like great music, especially kids. I'm not really sure who your intended audience is but appropriate music will always draw them in...

Great signage featuring (if you can afford it) models having fun in your clothes. Maybe a short 2 minute video clip playing continuously on video monitors. I always liked the "video wall." A wall consisting of several well spaced video monitors and shelving featuring products. If you can, create your own custom hangers/packaging. Go beyond the standard 4-way and waterfall fixtures.

If you want your brand identity to stand out, you literally have to pull out all the stops, especially in the department store arena. It's easy to get lost among the many different brands (including private labels)..

Let us know how you make out...best of luck...