Choosing Great In-Store Calls to Action

abierto_website C-Store & C-Food Blog

Marketing has always been vitally important to the fast food and convenience store industries, but the job doesn’t end once you get your customers through the door. In-store marketing can make a tremendous difference in what – and how much! – your customers buy. It’s in your best interest to deploy powerful calls to action (CTAs) to influence customer behavior. The Power of Persuasion Even though a lot of customers are going to arrive at your premises with a general idea of what they intend to buy, these intentions can easily be steered with persuasive in-store marketing. You can push …

The ROI of Digital Signage – Part 1

abierto_website C-Store & C-Food Blog

By Rick Sales I speak with convenience store retailers often about implementing digital signage solutions in their stores, and one of the first questions I ask is “What are you looking to accomplish with digital signage?” It may seem like a simple question, but the answer is critical to the success of your program. Regardless of the medium, retailers advertise products to sell more and make more money. Digital signage, as an advertising medium, is a powerful technology that allows you to deliver highly effective, rich-media messages at the point of purchase. Powerful and effective advertising at the point of …

Visual is the New Language of Advertising

abierto_website C-Store & C-Food Blog

By Rick Sales As we discussed in Part Three of this series on Digital Signage in Advertising, posters and end caps are not only expensive; they’re mostly a waste of advertising money. The solution to grabbing the convenience consumer’s attention and influencing his or her behavior is digital signage, which is effective (and cost-effective) for the following key reasons: The Brain Prioritizes Motion. Cognitive scientists tell us that the brain assigns a higher priority to motion than to static images. Even the simple motion of JPEG slides changing on a digital signage playlist will attract the brain and get consumers to look …

Advertising That Influences Consumer Behavior

abierto_website C-Store & C-Food Blog

The three most effective types of advertising to influence consumer buying behavior in convenience and foodservice retail are: Suggestive Selling; Awareness Advertising; and Brand Messaging. Let’s look at each in detail. Suggestive Selling is a technique in which an offer is presented with a “call to action” that suggests to the consumer that he or she must act now. Most promotional advertising in our industry falls into this category. Ads that display a special price this week, a new special pizza available today or a product available “while supplies last” are examples of suggestive selling. Effective suggestive selling ads make …

In-Store Advertising for Upsell, Cross-Sell and Revisits

abierto_website C-Store & C-Food Blog

By Rick Sales Digital signage is everywhere you look — from billboards to shopping centers. There’s no doubt about its popularity, but is it effective? If so, how much more effective is it than its non-digital counterparts? And how about cost-effectiveness? I’ll answer these questions in this new, four-part series on in-store digital signage. The Science of Targeting As a business major in a predominantly engineering-focused college, my classmates used to rib me about what they perceived as the less rigorous nature of the subject matter I was studying. Marketing was a favorite target of ridicule, which they denigrated as …