Not long ago, awareness was king. Eyeballs were all the rage in the early days of Internet marketing. How many impressions could you make with a given ad or promotion and what was the CPM?
Today, engagement rules. Definitions vary but generally revolve around getting some connection between the prospective buyer and your product or service.
No medium creates engagement better than in-store. No other medium puts the person, product and predisposition to purchase in closer proximity. A new study by iVillage/SheSpeaks shows that women are increasingly using online resources to scope out deals, read reviews and preshop before heading to the store. Once informed, they visit stores to more effectively use their time in finding and acquiring exactly what they want.
Want to close the sale? Do a superior job when your prospective buyer is closest to your product and predisposed to buy. Knock their eyeballs out at the point-of-purchase.
Tuesday, May 18, 2010
Tuesday, April 27, 2010
Do Stores Still Matter?
I'm an unabashed fan of shopping in stores. I enjoy the hunt, the thrill of seeing new wares presented in new ways, working with knowledgable and engaged sales consultants - whether a high-end clothing purveyor, the deli manager or the grocery checkout clerk - who enjoy helping me find what I need or just plain want. And I know that I'm not alone.
Stores play a pivotal role for shoppers and marketers. It's the playground where we meet one another, learn what common interests we may share, meet one another's needs and exchange things of equal value - my money and your product - and thereby each feel enriched.
Though study after study show that 70% of all purchase decisions (including unplanned purchases, generally but not specifically planned purchases, brand switching, SKU switching wihtin a brand and the like) are made in-store, this does not guaratee success for any given store, chain or channel.
Look no further than music retailing. How has Apple changed how music is sold? This infographic shows how the entertainment retailing industry has undergone a sea change. Gone are the Tower Records and Camelot Music stores that once dominated music retail, rolled up into the money-losing FYE chain. Once music could be distributed digitally and downloaded legally one-song-at-a-time, the need to buy "albums" in a store diminished. The same is happening with movies and games. Blockbuster was once king; it's no longer jack. I wouldn't buy stock in Gamestop today for the same reason: digital delivery will eventually rule there too. Even Coinstar's redbox juggernaut will eventually fall into decline.
But, until you can deliver Rice Krispies, angora sweaters and automobiles digitally, retail will remain crucial to the successful and cost-effective distribution and purchase of most consumer products. And Tusco Display will keep helping bring marketers and their shoppers together in the most persuasive and pervasive advertising medium ever invented: the retail store.
Stores play a pivotal role for shoppers and marketers. It's the playground where we meet one another, learn what common interests we may share, meet one another's needs and exchange things of equal value - my money and your product - and thereby each feel enriched.
Though study after study show that 70% of all purchase decisions (including unplanned purchases, generally but not specifically planned purchases, brand switching, SKU switching wihtin a brand and the like) are made in-store, this does not guaratee success for any given store, chain or channel.
Look no further than music retailing. How has Apple changed how music is sold? This infographic shows how the entertainment retailing industry has undergone a sea change. Gone are the Tower Records and Camelot Music stores that once dominated music retail, rolled up into the money-losing FYE chain. Once music could be distributed digitally and downloaded legally one-song-at-a-time, the need to buy "albums" in a store diminished. The same is happening with movies and games. Blockbuster was once king; it's no longer jack. I wouldn't buy stock in Gamestop today for the same reason: digital delivery will eventually rule there too. Even Coinstar's redbox juggernaut will eventually fall into decline.
But, until you can deliver Rice Krispies, angora sweaters and automobiles digitally, retail will remain crucial to the successful and cost-effective distribution and purchase of most consumer products. And Tusco Display will keep helping bring marketers and their shoppers together in the most persuasive and pervasive advertising medium ever invented: the retail store.
Wednesday, April 21, 2010
Ultimate Target Marketing
Does anyone remember One-to-One Marketing? Don Peppers and Martha Rogers pioneered the concept when they introduced their book, "The One-to-One Future," about 20 years ago. Great book - and an even better idea. The kernel of the book: technology allows us to replace mass marketing - one product for the many consumers - with personalized solutions for individual consumers.
This has come to pass, for instance, with Amazon recognizing you, knowing what you've purchased in the past, knowing what others who bought the same book have purchased and suggesting books (or music or whatever) that might appeal specifically to you. Mini Cooper will economically produce a car to your exact specifications. Nike will do the same with shoes. Michael Dell made a living - and a fortune - doing the same with PCs. Through my shopper loyalty card, my local Buehlers grocery store prints coupons based on my buying patterns. That's 1:1 marketing, enabled by cheap, ubiquitous technology.
Now, mobile marketing promises to deliver the same kind of individualized attention with coupons and other promotions that happen in-store or even right in front of a particular product. Pretty cool.
Even with all of this one-to-one attention, the shopper often still prefers to see, touch, smell and otherwise sense what they're buying. And it happens in a store where 93% of all consumer purchases still occur. Technology will make marketing better, more focused and more individualized with each passing year but, at the end of the day, turning shoppers into buyers is the name of the game. And the point-of-purchase is where it's played.
This has come to pass, for instance, with Amazon recognizing you, knowing what you've purchased in the past, knowing what others who bought the same book have purchased and suggesting books (or music or whatever) that might appeal specifically to you. Mini Cooper will economically produce a car to your exact specifications. Nike will do the same with shoes. Michael Dell made a living - and a fortune - doing the same with PCs. Through my shopper loyalty card, my local Buehlers grocery store prints coupons based on my buying patterns. That's 1:1 marketing, enabled by cheap, ubiquitous technology.
Now, mobile marketing promises to deliver the same kind of individualized attention with coupons and other promotions that happen in-store or even right in front of a particular product. Pretty cool.
Even with all of this one-to-one attention, the shopper often still prefers to see, touch, smell and otherwise sense what they're buying. And it happens in a store where 93% of all consumer purchases still occur. Technology will make marketing better, more focused and more individualized with each passing year but, at the end of the day, turning shoppers into buyers is the name of the game. And the point-of-purchase is where it's played.
Saturday, April 17, 2010
Store Back
Ad Age featured an article April 14 on the renewed focus that P&G places on what happens in-store and on-shelf. Global Brand-Building Officer Marc Pritchard - P&G has the coolest titles, don't they? - requires that all marketing ideas first prove that they will work on-shelf.
Why the at-retail focus? Because the point-of-purchase remains the most powerful advertising medium in the promotion of packaged goods. Really. The article cites a Nielsen study that found that "in-store marketing clearly beats TV as the leading medium creating awareness of new package goods in the U.S. and five other key developed markets." About 50% of survey respondents cited in-store as their source of awareness of new products vs only one-third who cited TV.
Packaging plays an essential role in product success but so does display and placement. You could have the greatest product since sliced bread but if it's not noticed in-store, it won't be purchased in-store. Getting it right in-store is make-or-break, kids. P&G knows that. Do you act like you do, too?
Why the at-retail focus? Because the point-of-purchase remains the most powerful advertising medium in the promotion of packaged goods. Really. The article cites a Nielsen study that found that "in-store marketing clearly beats TV as the leading medium creating awareness of new package goods in the U.S. and five other key developed markets." About 50% of survey respondents cited in-store as their source of awareness of new products vs only one-third who cited TV.
Packaging plays an essential role in product success but so does display and placement. You could have the greatest product since sliced bread but if it's not noticed in-store, it won't be purchased in-store. Getting it right in-store is make-or-break, kids. P&G knows that. Do you act like you do, too?
Monday, April 12, 2010
How Many Pulls?
Spring has arrived in all its glory here in Ohio. Though we had a rougher-than-usual winter, we're being rewarded with a nicer-than-usual spring. With longer, warmer days come longer, warmer days of yardwork.
As I pulled the Honda mower from its winter slumber on Saturday, I wondered how many puills it might take to get the engine to start. This machine is six years old and never gives me a worry. Would it start in one pull? Too much to expect. Three? That would be terrific.
In fact, it took only five pulls until the engine was purring and the grass was flying. It prompted me to wonder about other things getting restarted this spring. Last year, many industries - custom displays and store fixtures, too - skipped the growing season altogether. The advertising industry as a whole saw a double-digit decline but is clearly headed in the right direction today. As AdAge.com put it this morning (perhaps channeling Mel Brooks), it's "Springtime for Marketing."
We see clear signs of pent up demand being loosed in the form of new projects and orders from clients new and old. We see some clients ordering a multiple of the quantities they purchased in 2009. No one wants to miss the return of the shopper, a precursor to the return of the buyer. Some new clients have turned to us in frustration because their sources of displays and fixtures did not survive the Great Recession while others remain on life-support. No brand or retailer wants to place their trust in a supplier that might fail them during this key time of renewal and growth. Some clients do not have the luxury of shopping the world because they need to upgrade their in-store THIS quarter, not next. Tusco's here to serve them nimbly and reliably.
We yanked on the starter cord a number of times last year but the engine only sputtered. We replaced some parts, changed the oil, put on new tires and sharpened our blades. Now, with gas in the tank, we're humming along singing a song. This year will prove to be one of the great rebound years in modern marketing. And, as more Americans regain their footing, 2011 will be even better.
As I pulled the Honda mower from its winter slumber on Saturday, I wondered how many puills it might take to get the engine to start. This machine is six years old and never gives me a worry. Would it start in one pull? Too much to expect. Three? That would be terrific.
In fact, it took only five pulls until the engine was purring and the grass was flying. It prompted me to wonder about other things getting restarted this spring. Last year, many industries - custom displays and store fixtures, too - skipped the growing season altogether. The advertising industry as a whole saw a double-digit decline but is clearly headed in the right direction today. As AdAge.com put it this morning (perhaps channeling Mel Brooks), it's "Springtime for Marketing."
We see clear signs of pent up demand being loosed in the form of new projects and orders from clients new and old. We see some clients ordering a multiple of the quantities they purchased in 2009. No one wants to miss the return of the shopper, a precursor to the return of the buyer. Some new clients have turned to us in frustration because their sources of displays and fixtures did not survive the Great Recession while others remain on life-support. No brand or retailer wants to place their trust in a supplier that might fail them during this key time of renewal and growth. Some clients do not have the luxury of shopping the world because they need to upgrade their in-store THIS quarter, not next. Tusco's here to serve them nimbly and reliably.
We yanked on the starter cord a number of times last year but the engine only sputtered. We replaced some parts, changed the oil, put on new tires and sharpened our blades. Now, with gas in the tank, we're humming along singing a song. This year will prove to be one of the great rebound years in modern marketing. And, as more Americans regain their footing, 2011 will be even better.
Saturday, April 3, 2010
Made in America
At Tusco Display, we're proud to design, engineer and produce world-class point-of-purchase displays and custom store fixtures. Making stuff is what we do.
And we're not alone. As the National Association of Manufacturers proclaims, the United States remains the world's largest manufacturing economy, producing 21 percent of the global manufactured goods. According to the US Census population clock, there are approximately 309 million Americans among a world population of 6.812 billion people. In other words, we're 4.5% of the population producing 21% of everything. Even after the battering recession, nearly 12 million Americans work directly in manufacturing - about ten percent of the overall workforce.
Making stuff in China or Mexico or Vietnam has its place, too. But when it comes to nimble production of high-value products, minimizing transportation costs (time, money and carbon) and keeping inventory costs low, its tough to beat manufacturers in your backyard.
We're going to keep efficiently, reliably and intelligently manufacturing here in bucolic Gnadenhutten. Making stuff is what we do - well.
And we're not alone. As the National Association of Manufacturers proclaims, the United States remains the world's largest manufacturing economy, producing 21 percent of the global manufactured goods. According to the US Census population clock, there are approximately 309 million Americans among a world population of 6.812 billion people. In other words, we're 4.5% of the population producing 21% of everything. Even after the battering recession, nearly 12 million Americans work directly in manufacturing - about ten percent of the overall workforce.
Making stuff in China or Mexico or Vietnam has its place, too. But when it comes to nimble production of high-value products, minimizing transportation costs (time, money and carbon) and keeping inventory costs low, its tough to beat manufacturers in your backyard.
We're going to keep efficiently, reliably and intelligently manufacturing here in bucolic Gnadenhutten. Making stuff is what we do - well.
Friday, March 19, 2010
Old Medium or New?
Question: Is p-o-p an old medium or a new medium? Answer: Yes.
It's an old medium like TV, radio and sandwich boards because people have shopped in and been influenced by retail environments for more than a century. People buy a preponderance of consumer products in stores. Think about your own purchases of everything from gum to gasoline to groceries. You spend more than 90% of your consumer dollars in stores.
It's also a new medium because p-o-p advertising keeps morphing to encompass video displays, interactive components, motion, sophisticated lighting and a plethora of materils. Sixty years ago, Tusco got started in the business by making steel signs that we painted and screenprinted. Today, you have more sign substrate options than Carter has little liver pills (ask your grandparents).
An established, trusted and truly effective advertising medium does not remain static but, rather, encompasses new methods, modes and materials to stay fresh to reach today's audiences where they live: in-store, in-aisle and in the buying mood.
It's an old medium like TV, radio and sandwich boards because people have shopped in and been influenced by retail environments for more than a century. People buy a preponderance of consumer products in stores. Think about your own purchases of everything from gum to gasoline to groceries. You spend more than 90% of your consumer dollars in stores.
It's also a new medium because p-o-p advertising keeps morphing to encompass video displays, interactive components, motion, sophisticated lighting and a plethora of materils. Sixty years ago, Tusco got started in the business by making steel signs that we painted and screenprinted. Today, you have more sign substrate options than Carter has little liver pills (ask your grandparents).
An established, trusted and truly effective advertising medium does not remain static but, rather, encompasses new methods, modes and materials to stay fresh to reach today's audiences where they live: in-store, in-aisle and in the buying mood.
Thursday, March 18, 2010
Sound Bites
Enjoying all the political hue and cry concerning ObamaCare this week? Ugh. It's crunch time so both the pros and the cons are screaming at us. I even saw a small plane towing a banner yesterday exhorting voters in the 16th Congresisonal district of Ohio to contact Congressman John Boccieri to tell him to oppose ObamaCare.
Political seasons like this one remind me of those 14-second pieces of marketing called sound bites. These consciously-developed and deployed tools of the trade, e.g., "Health reform deserves an up or down vote," take advantage of the fact that voters have short attention spans.
Shoppers have short attention spans, too. Getting it right quickly is the ballgame. At-retail marketing is the only medium that does it when and where someone is in buying mode. Beats the pants off an aerial banner.
Political seasons like this one remind me of those 14-second pieces of marketing called sound bites. These consciously-developed and deployed tools of the trade, e.g., "Health reform deserves an up or down vote," take advantage of the fact that voters have short attention spans.
Shoppers have short attention spans, too. Getting it right quickly is the ballgame. At-retail marketing is the only medium that does it when and where someone is in buying mode. Beats the pants off an aerial banner.
Tuesday, March 9, 2010
Have Shoppers Changed?
In the wake of the Great Recession, there's speculation and some research that plumbs the evolving buying habits of consumers. Are shoppers now different than they were, say, two years ago? Are they chastened, more frugal, less spend-y than they were? And, if so, is this a lasting change or a passing thing?
Some answers are emerging. In a recent study of 8000 shoppers by Alix Partners, researchers perceive a shift away from convenience and toward value (price + product). "Today, for value, shoppers are willing to cede time, service and experience," says Matthew Katz who heads their retail practice. "They are willing to wait in line a little longer or drive that extra two miles."
Consultancy Shoppercentric found behavioral changes among British shoppers. In fact, 87% of those surveyed reported that they had changed how and/or where they shop due to the recession. Nearly half (48%) of those surveyed can be categorized as Soft Reacters: people who are slowly but perceptively changing their shopping and spending habits. Another 24% are Strong Reacters who have been forced to make more drastic changes.
What no one can yet predict with confidence is whether any of these changes will remain as the economy continues to improve. One thing we all know for sure: shoppers continue to visit stores and, as retailers continue to report, they are spending more when they are there. And getting it right at that point of purchase - where the product, people and purchase intent inhabit the same space - remains a critically important intersection for shoppers everywhere.
Have shoppers changed? Yes - somewhat. Will they remain as they are now? No, they'll continue to change as circumstances and experience lead them. Studying these habits will still challenge brand marketers and retailers and feed researchers and pundits the world over.
Some answers are emerging. In a recent study of 8000 shoppers by Alix Partners, researchers perceive a shift away from convenience and toward value (price + product). "Today, for value, shoppers are willing to cede time, service and experience," says Matthew Katz who heads their retail practice. "They are willing to wait in line a little longer or drive that extra two miles."
Consultancy Shoppercentric found behavioral changes among British shoppers. In fact, 87% of those surveyed reported that they had changed how and/or where they shop due to the recession. Nearly half (48%) of those surveyed can be categorized as Soft Reacters: people who are slowly but perceptively changing their shopping and spending habits. Another 24% are Strong Reacters who have been forced to make more drastic changes.
What no one can yet predict with confidence is whether any of these changes will remain as the economy continues to improve. One thing we all know for sure: shoppers continue to visit stores and, as retailers continue to report, they are spending more when they are there. And getting it right at that point of purchase - where the product, people and purchase intent inhabit the same space - remains a critically important intersection for shoppers everywhere.
Have shoppers changed? Yes - somewhat. Will they remain as they are now? No, they'll continue to change as circumstances and experience lead them. Studying these habits will still challenge brand marketers and retailers and feed researchers and pundits the world over.
Tuesday, March 2, 2010
Bad 2009, Better 2010
The Association of Retail Environments recently surveyed its members, mostly designers and producers of store fixtures, to learn about how 2009 went and how these members see 2010 unfolding. They found that, among the 90 companies that responded, the median sales decline in 2009 was 25%. On the flip side, these same respondents expressed a median expectation that sales will increase 10% in 2010. More detailed analysis will be forthcoming in the May/June issue of Retail Environments magazine.
Tusco Display participated in this survey and doesn't find the results surprising. Companies across all industries have shrunk and feel chastened by the depths of our experiences. Today's Wall Street Journal (3/2/10) highlights some of the facts concerning larger companies. If it's true for them, it's even truer for us smaller enterprises. Politicians, pundits and our own people eagerly want us to rehire and get growing but most business owners and managers will go slow, letting our clients and markets drive us to increase capacity.
Brand marketers like The Hershey Co aren't going slow - thankfully - as they gear up for Easter season and the blooming of increasing demand. They are putting their marketing money where consumers spend theirs: in the store. Armed with new insights into shopper behavior and new tools to reach shoppers where they make most of their buying decisions, they are investing a sizable chunk of their $300 million budget to remake their in-store presence.
As shoppers return to stores and increase their buying, brands and retailers will be there to meet them at the point of decision. And that should make the anticipated 10% increase in store fixtures and point-of-purchase displays look wildly conservative a year from now.
Tusco Display participated in this survey and doesn't find the results surprising. Companies across all industries have shrunk and feel chastened by the depths of our experiences. Today's Wall Street Journal (3/2/10) highlights some of the facts concerning larger companies. If it's true for them, it's even truer for us smaller enterprises. Politicians, pundits and our own people eagerly want us to rehire and get growing but most business owners and managers will go slow, letting our clients and markets drive us to increase capacity.
Brand marketers like The Hershey Co aren't going slow - thankfully - as they gear up for Easter season and the blooming of increasing demand. They are putting their marketing money where consumers spend theirs: in the store. Armed with new insights into shopper behavior and new tools to reach shoppers where they make most of their buying decisions, they are investing a sizable chunk of their $300 million budget to remake their in-store presence.
As shoppers return to stores and increase their buying, brands and retailers will be there to meet them at the point of decision. And that should make the anticipated 10% increase in store fixtures and point-of-purchase displays look wildly conservative a year from now.
Tuesday, February 23, 2010
The Medium Is the Message
Back in 1964, Marshall McLuhan famously told the marketing community what we always knew but never fully faced: the media we employ influence how our messages are received. The tools we choose influence the message our audiences receive.
One of the most popular tools these days is "mobile marketing." How do I get my product on your phone? Will consumers allow me to text them cool things about my products that may interest them? Do I email them electronic coupons? How do I connect? Mobile is de rigeur today.
As much time as I spend on my phone, I find such attempts often clumsy and irritating. Do you? Even products I buy, enjoy and admire feel like clutter when they're hitting my smartphone. "Don't call/text/email me; I'll contact you, thank you very much."
By contrast, when I go into a store, I expect - even demand - that I be given valid, timely information by the store staff, point-of-purchase displays, graphics and product packaging. I'm geared up to shop and to potentially buy when I cross that store threshold. I expect to connect with product messages when I'm in a store. When it comes to buying products, my message as a shopper is: the store is the right medium.
One of the most popular tools these days is "mobile marketing." How do I get my product on your phone? Will consumers allow me to text them cool things about my products that may interest them? Do I email them electronic coupons? How do I connect? Mobile is de rigeur today.
As much time as I spend on my phone, I find such attempts often clumsy and irritating. Do you? Even products I buy, enjoy and admire feel like clutter when they're hitting my smartphone. "Don't call/text/email me; I'll contact you, thank you very much."
By contrast, when I go into a store, I expect - even demand - that I be given valid, timely information by the store staff, point-of-purchase displays, graphics and product packaging. I'm geared up to shop and to potentially buy when I cross that store threshold. I expect to connect with product messages when I'm in a store. When it comes to buying products, my message as a shopper is: the store is the right medium.
Monday, February 1, 2010
The Last Three Feet
Have you seen one of the latest Allstate TV commercials? The spokesman asks how the viewer will look back on the Great Recovery. I like it because it recognizes that a recovery is underway and encourages us to think about putting the Great Recession behind us. Who's ready to see better times? Say "Aye."
Ad Age magazine talks about this and other ads (http://adage.com/article?article_id=141846#comments) today. It led me to ask a slightly different question: How will MARKETERS look back on the Great Recovery? Did they ramp up their promotion of their brands in time to speak effectively to customers when they started feeling better about their lives? Were they ready to go when the shopper returned to the store?
Many marketers and CPG companies are scrambling today to redefine their value propositions. As they do so across a range of marketing platforms, e.g., TV, print, mobile, out-of-home, they must execute superbly at-retail. If your product isn't found interesting - or found at all - when and where the shopper visits the store, you're out of the game. With 95% of all purchases made in a store, getting the last three feet of the marketing plan right remains essential.
Ad Age magazine talks about this and other ads (http://adage.com/article?article_id=141846#comments) today. It led me to ask a slightly different question: How will MARKETERS look back on the Great Recovery? Did they ramp up their promotion of their brands in time to speak effectively to customers when they started feeling better about their lives? Were they ready to go when the shopper returned to the store?
Many marketers and CPG companies are scrambling today to redefine their value propositions. As they do so across a range of marketing platforms, e.g., TV, print, mobile, out-of-home, they must execute superbly at-retail. If your product isn't found interesting - or found at all - when and where the shopper visits the store, you're out of the game. With 95% of all purchases made in a store, getting the last three feet of the marketing plan right remains essential.
Monday, January 18, 2010
More Stores = More Sales
From what I see and hear, retail store openings will doubtless grow in 2010. Does anyone doubt this? It's a good time for retailers for several reasons:
(1) Retailer balance sheets are improved from a year ago.
(2) Landlords remain in weakened states due to
(a) lots of empty inventory,
(b) heavy debt loads, and
(c) dwindling property values.
(3) Retailers can drive better bargains with landlords for more or better space.
(4) Retail sales (US) grew an estimated 1.8% over the holidays.
This bodes well for brands seeking to grow - or at least maintain - share of market. And as stores expand or upgrade, store fixtures need expanding and upgrading, too. That's good news for at-retail experts like Tusco Display and the point-of-purchase industry as a whole.
Granted, this year will look terrific compared to 2009 but will surely pale in comparison with 2011 as job growth accelerates, consumer confidence grows and the economy finally rebounds. We're moving from days of the Vicious Cycle (declining home values = less consumer confidence = belt-tightening by consumers = belt-tightening by companies = job losses = less consumer confidence) to a Virtuous Cycle (improved profitability = business expansion = more hiring = more consumer confidence = retail sales growth). I like this new cycle a lot more than the last one. How about you?
(1) Retailer balance sheets are improved from a year ago.
(2) Landlords remain in weakened states due to
(a) lots of empty inventory,
(b) heavy debt loads, and
(c) dwindling property values.
(3) Retailers can drive better bargains with landlords for more or better space.
(4) Retail sales (US) grew an estimated 1.8% over the holidays.
This bodes well for brands seeking to grow - or at least maintain - share of market. And as stores expand or upgrade, store fixtures need expanding and upgrading, too. That's good news for at-retail experts like Tusco Display and the point-of-purchase industry as a whole.
Granted, this year will look terrific compared to 2009 but will surely pale in comparison with 2011 as job growth accelerates, consumer confidence grows and the economy finally rebounds. We're moving from days of the Vicious Cycle (declining home values = less consumer confidence = belt-tightening by consumers = belt-tightening by companies = job losses = less consumer confidence) to a Virtuous Cycle (improved profitability = business expansion = more hiring = more consumer confidence = retail sales growth). I like this new cycle a lot more than the last one. How about you?
Friday, January 8, 2010
UX @ POP
Name a profession more prone to acronyms than advertising. OK, OK, name one not associated with the government (e.g., TARP, FOMC, SSN) or the military (e.g., DefCon 1, CINCPAC, IED). Part coyness, part quickwittedness, we love to develop new shorthand ways of conveying information and showing off a special lingo. We're in the know, you know.
One of the latest in the digital arena is UX: user experience. According to Wikipedia, it's often used to describe "interactions with a particular product or service, its delivery, and related artifacts, according to their design." We're talking iPods, Kindles, Droid phones and website navigation. UX warms the cockles of digitarians everywhere like UV rays have warmed George Hamilton's skin for decades. Mmmm, toasty!
Truth be told, however, the folks who create in-store merchandising are the kings and queens of UX. The point of purchase is the only place where the product, potential purchaser and the pelf (that's an alliterative stretch but work with me here) share the same space. The POP is the last three feet of any marketing plan - but you wouldn't know it by all the hue and cry arising from the advertising world.
Sure, lots of buying happens online and it continues to grow. But, as Michael Tsiros, chair of the marketing department at the University of Miami School of Business Administration reports in CNNMoney.com, online shopping accounts for less than 5% of all retail purchases, excluding gas and food.
Want a bigger share of that five percent or the 95%? Hmmm, let me think... Concentrating less on reaching people on their handheld devices and more on reaching people handling products in stores seems a more sensible way to generate sales. To do anything else would be FUBAR.
One of the latest in the digital arena is UX: user experience. According to Wikipedia, it's often used to describe "interactions with a particular product or service, its delivery, and related artifacts, according to their design." We're talking iPods, Kindles, Droid phones and website navigation. UX warms the cockles of digitarians everywhere like UV rays have warmed George Hamilton's skin for decades. Mmmm, toasty!
Truth be told, however, the folks who create in-store merchandising are the kings and queens of UX. The point of purchase is the only place where the product, potential purchaser and the pelf (that's an alliterative stretch but work with me here) share the same space. The POP is the last three feet of any marketing plan - but you wouldn't know it by all the hue and cry arising from the advertising world.
Sure, lots of buying happens online and it continues to grow. But, as Michael Tsiros, chair of the marketing department at the University of Miami School of Business Administration reports in CNNMoney.com, online shopping accounts for less than 5% of all retail purchases, excluding gas and food.
Want a bigger share of that five percent or the 95%? Hmmm, let me think... Concentrating less on reaching people on their handheld devices and more on reaching people handling products in stores seems a more sensible way to generate sales. To do anything else would be FUBAR.
Saturday, January 2, 2010
Building Blocks
Remember those faux building blocks we had as kids? Though creating a fortress was fun, it was more fun knocking the walls down, wasn't it?
The year just past knocked down a lot of walls: sales plans constructed, parapets of anticipated profits, moats dug and filled to keep bad things from reaching us. Many of these things tumbled to the ground in 2009. And none of it was any fun.
A New Year has dawned with opportunities to rebuild. I see us stacking corrugated bricks again. Except we won't build the same way we did last time. We'll more carefully consider our footers, the materials we choose, and the methods we employ. Better bricks and more muscular mortar will make us stronger, better able to withstand challenges to the fortresses that we want to believe our businesses are.
Mike Lauber
www.linkedin.com/mikelauber
www.tuscodisplay.com
mrlauber@tuscodisplay.com
The year just past knocked down a lot of walls: sales plans constructed, parapets of anticipated profits, moats dug and filled to keep bad things from reaching us. Many of these things tumbled to the ground in 2009. And none of it was any fun.
A New Year has dawned with opportunities to rebuild. I see us stacking corrugated bricks again. Except we won't build the same way we did last time. We'll more carefully consider our footers, the materials we choose, and the methods we employ. Better bricks and more muscular mortar will make us stronger, better able to withstand challenges to the fortresses that we want to believe our businesses are.
Mike Lauber
www.linkedin.com/mikelauber
www.tuscodisplay.com
mrlauber@tuscodisplay.com
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