Delivering the Right Message:
First thing’s first. What is being shared is as important, if not more important, as how you share it. Customers are… well let’s be honest here…ignorant. They can see all your ads. They can watch all your television spots. They can even talk to someone who shopped with you a minute ago…
If you aren’t relaying the right information to potential customers in the medium they choose, they aren’t going to absorb it even if it smacks them in the face. You have to spoon feed it to them and assume nothing. Moderation is important, as to not over do your messaging with invasive signs and relentless ads playing over the loudspeaker. You will have to find that fine line where it is enough to give them what they want but not too much to where it is working against you. I will have some more tips on this later on in the article. It is also paramount to change your ads consistently and frequently. A campaign should run about a month long and then end in a fire pit… but only to lie in a bed of ashes for the next ad to rise out of like the phoenix you want everyone to come see.
If you run campaigns too fast then the consumer doesn’t have enough time to react. If you run them too slow or for too long they will procrastinate and miss out. It is always a good idea to include something like this in your campaigns.
– “Sale ends on _____”
– “Limited time offer”
– “Don’t miss the savings, they will be gone before you know it!”
It basically needs to convey some sort of urgency that if they don’t act now, and I mean right now, they will miss out on an amazing opportunity. It also can be used as a means to keep your inbound guests informed.
What are your customer’s hearing and seeing?
The customer should always walk into a pleasant environment – and that includes audio. I feel this goes without saying but lets cover all our bases hear (no pun intended). Silence causes the customer to feel out of place and uneasy. These are (for obvious reasons) bad for business. But if you are playing music you need to utilize that to your advantage. If you are playing music lets run through the options and see which one is best.
These are the big four in the music department. Radio is out because it is unpredictable and unreliable – who wants to listen to commercials? – not to mention your competitor’s ads may play over the loudspeaker. Instead, make sure you use this opportunity to promote yourself while customers shop and talk to your sales reps.
Next is a playlist, aka a random assortment of songs you paid your son 20 bucks to piece together for you. For one he likely won’t be choosing the songs your audience wants to hear. Second, if you do manage to have your own ads mixed in, they are probably homemade and sound like… well, like they should have stayed at home.
Sirius XM is cheap and has many different channels, but unless you like hearing the same songs over and over again this option isn’t very appealing. Also, guess what? NO ADS.
♦In-Store Music & Messaging Provider♦
Last but not least is audio marketing. They will take care of all your needs and leave you with more money in your pocket then when you started if you play your cards right. A music and messaging provider allows for cross promotion, audio marketing, and driving traffic where you need it most.
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