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Visual branding for Christmas retail sales

For many retail brands, the festive season is the most important of the year. With so many shops and public spaces adorned with lights and colors, adopting your own striking visual presence is essential for making sure your business isn't overshadowed.

From your window arrangements to the design of your in-store product displays and point-of-sale graphics, creating a visually compelling shopping environment for Christmas is imperative for getting the most from the holiday season.

Customizing your brand colors for Christmas

Amending your visual branding for Christmas can be a powerful strategy for getting the attention of consumers in December, but it's important to ensure that seasonal materials don't weaken or clash with your established brand identity. A great example of effective seasonal branding is Starbucks' takeaway coffee cups.

 

Every year, the coffee giant releases a new festive cup design that cleverly features the traditional Christmas colors of red, green and white—allowing the use of an unaltered Starbucks logo.

This strategy can be adopted by any brand that happens to predominantly feature any of the Christmas colors (for example, the red-and-white branding of Coca-Cola has been a perfect fit for its Christmas marketing activities since the 1930s, when the company decided to reposition the drink as less of a summer beverage and more of a year-round favorite).

For companies with branding that is less obviously festive in terms of color, there are still plenty of ways to incorporate logos and other key branding collateral without compromising your well-established color identity. A business using a lot of blue might work with beautiful wintery scenes; another company with yellow or orange branding might incorporate imagery such as a warm fireplace, or a shining star on a Christmas tree.

Inspired Christmas window displays

An arresting Christmas window is a great way to gain the attention of consumers, with many shops and department stores carefully cultivating reputations for their extravagant and creative displays.

A store that becomes known for always presenting a knockout festive window display can become elevated in the public consciousness as an event to be anticipated. In the same way that the appearance of the iconic Coca-Cola truck is eagerly awaited by many as a key part of pre-Christmas preparations, your brand can cultivate a local (or national) reputation for always being an integral part of the seasonal excitement.

A truly engaging Christmas window arrangement is less about presenting the in-store products and more about creating an inspiring story that appeals to shoppers and resonates emotionally with how they'd like to feel about Christmas shopping.

Interior store branding for Christmas

Christmas retail branding shouldn't stop at the front windows—you can keep the story going inside the store. Through product displays, large-format retail graphics and in-store music choices, you can keep the magic going and weave a tale of seasonal wonder that guides your customers from the front door all the way through completing a purchase. Another idea is to invest in a large installation to grab shoppers' visual attention—a big statue, display or robotic character, for example.

Recent years have seen brand professionals exploring the growing phenomenon of experiential marketing. By all accounts, millennials and younger consumers increasingly prefer to spend their money on experiences rather than products to physically own—and Christmas is the perfect opportunity to leverage this impulse.

There are many things your retail business can do to offer an interesting experience to consumers this holiday season. Traditional approaches have involved hiring an actor to play an in-store Santa or building a grotto in the shop to attract new visitors to the premises. Other ideas might include offering hot drinks to customers, installing augmented reality interactive displays, or hosting workshops and live events in the store.

The way you use visuals in your store plays a role in how the experience is perceived. With the use of colors or background imagery, it's possible to promote the illusion of a cozy cottage fireplace with warm colors or tinted lights. On the other hand, a store that sells outdoor wear might prefer customers to think about invigorating winter walks and promote that with cool colors and large format images of snowy trees and beautiful landscapes.

It's always a great idea to think of shopping experiences that are visually interesting—if your idea won't make a good Instagram post, you might be missing an opportunity. Truly remarkable encounters will naturally invite social media activity from your visitors, resulting in the best type of digital media exposure: free, organic and authentic. The more original and memorable an experience, the more likely it is that word will spread, and consumers will flock to your store to investigate for themselves.

Multi-channel Christmas branding strategies

Of course, most modern brick-and-mortar retail businesses will have their own websites, Facebook pages, Twitter accounts, YouTube channels and Instagram feeds. If you're planning to tell Christmas stories and offer amazing experiential shopping to your customers, it definitely pays to get your visual messaging consistent across all of these disparate channels. For example, if your shop window makes distinctive use of penguins, could those penguins be in your Twitter header?

You can expand your visual branding to other media in a bid to get customers more involved with your brand identity. For example, the theme of a TV commercial about an adorable arctic hare could be continued in a series of web shorts designed for social media sharing, or an interactive smartphone app or game that consumers can download.

An old marketing maxim, sometimes known as the "rule of seven," holds that an individual may need to hear your brand name at least seven times before it sticks. The same can be said for visual branding, in that your customers will need to see your Christmas collateral repeatedly before they start to subconsciously associate those festive feelings with your brand. Therefore, reiterating your visual message on multiple platforms at every opportunity should be a no-brainer.

Key takeaway

Developing great visual branding is an intelligent move for any retail brand during the festive season. Leveraging imagery and color association could be the key to standing out from your competitors this Christmas and setting your brand up for a powerful new year.

On how to get started, Printouch Limited is here to help you out, reach to us through www.printouch.com

 

Does Outdoor Marketing Still Work?

 

Many people think that, with the rise of digital marketing, street marketing has lost its potential to influence people. However, if that was the case, we wouldn’t see outdoor marketing around us anymore, would we? Outdoor marketing is still very effective. Its ability to affect our judgments and opinions towards brands is real. Take a moment to think about outdoor marketing in your hometown. You will realize the ads impact how you perceive brands, without you even feeling it. Many people spend a big part of their day outside their homes. In fact, it’s estimated that people engage in outdoor activities for about 8,74 hours per day. During this time, the most efficient way to reach your audience and grab people’s attention is through outdoor marketing. The reason outdoor advertising is powerful is because it is inevitable. You can’t hide a billboard the way you close a popup window. And they end up consuming the information without even realizing it. Outdoor marketing still works today because it’s pervasive and subtle at the same time. No one forces you to look at it, but it’s so prominent – and sometimes compelling – that you can’t avoid it. Outdoor marketing does a great job constantly reminding people of your brand. Keep in mind that visibility nurtures familiarity. And familiarity builds up trust. If you aspire to reach your customers and build some familiarity, then outdoor marketing can help you more than you think. If increasing brand awareness is one of your marketing objectives, then you might want to try outdoor marketing. To help you start, here are the 7 proven outdoor marketing strategies that can boost your brand visibility:

1.Billboards

Billboard advertising is the most common form of outdoor marketing. For a long time, billboards were used to build awareness around a brand. Today, billboards are used to convey different messages in various formats. Brands have learned to innovate in billboard advertising. With the technological advancement, brands today very creative with billboards content. From still to moving or even digital billboards. People are attracted to oversized and colorful visuals. Billboards are the most noticeable forms of outdoor advertising. Considering their size and locations, billboards can be impossible to miss. Billboards help you easily catch your audience’s attention. The more creative and entertaining your billboard is, the more impact you’ll have on your customers.

2. Transit Advertising

Transit advertising is displayed on public transportation (bus, train, subway, etc), or public transportation areas (bus station, subway station, airports, etc.) Those places are usually waiting spots. And wherever there’s people waiting, there’s potential for advertising. The objective of transit advertising is to display your ads constantly in front of riders and get them familiarized with your brand.

3. Street Furniture Advertising

Street furniture advertisement is about using equipment like benches, bus shelters, kiosks, parking garages to display your ads. This kind of advertisement is mostly targeted towards pedestrians. Generally, this type of advertisement affords to include some details in the ad. Street furniture ad’s audiences usually have the time to check out the ad and even take pictures. That is why IBM launched their Ad with Purpose street furniture campaign and everyone was talking about it online. IBM created their ads while thinking about how they could be useful for pedestrians. The ads were billboards but also functional street furniture. They created benches, shelters, and ramps that were used by people. Their aim was to create advertising that brought value and made life in the city easier and more enjoyable. Through their campaign, not only did IBM raise awareness about their brand, but they also communicated their values and got people to like them even before purchasing their products.

4. Point of Sale Displays

This type of advertising is positioned next to a point of sale, for instance, the checkout section at stores. Point of sale displays catch customers’ attention at the point of purchase. This kind of advertising is effective because it targets an audience that’s ready to make a purchase. As people are already buying, they’re more likely to add another item to their purchase. Think about how many times you picked up an item last minute next to the checkout counter. Point of sale displays take multiple forms. The most popular ones are the stands and containers. The stand format is a branded booth containing the product. And the containers could be baskets, coolers, or any kind of container with the promoted product. Above it is a visual, like a poster or banner, advertising the product. Many brands use point of sale displays for discount or sale offers to attract more attention to it. It offers the customer one more chance to benefit from the deal.

5. Retail Advertising

Retail advertisements are everywhere in stores, malls, and shopping centers. They usually promote a product or brand that is present the retail location and invite the audience to visit the store. Retail advertising is displayed on wide spaces. They take up a large surface on walls, roofs, floors, windows or screens. Unlike regular banners or billboards, retail advertising’s main purpose isn’t specifically to raise awareness about the brand. The main objective of retail advertising is to compel customers to visit the store close by.

6. Sticker Marketing

For a long time, stickers have played important roles in the political and artistic sphere. They’re low cost and long-lasting. Politicians and musicians have both used stickers to promote their name and gain visibility. Although not often considered in marketing, stickers can be a great outdoor marketing tool for your business. With stickers, you make your customers become your own brand advocates. They’re usually given for free as gifts and decorative items more than promotion material.

7. Guerilla Marketing

Guerilla marketing is an alternative outdoor marketing strategy that relies on creative and unique advertising to attract customers. It’s low cost and different from anything customers have seen before. Guerilla outdoor marketing is about experimenting and trying new innovative and affordable marketing ideas to yield maximum results. Although it uses limited resources, guerilla marketing is known to be very popular and compelling to customers. The innovative advertising method aims to surprise, attract, and impress. Guerilla marketing is effective because it’s creative and witty. It gets people’s attention but also creates social media buzz.