How to make money from displays and table advertising.

Making money in a public house is about knowledge!

This blog will certainly help you.  Read it, digest it, action it, reap the rewards.

69% of customers go to the bar BUT, 31% don’t.  This means that bar merchandising is a big influence on 69% of your customer base approaching your bar.  However; lets look at the 31% first.

31% of your customers don’t go to the bar, probably because someone else is asking them what they would like to drink.  In this situation they will know nothing about your product range.  So; the important thing here is; the information presented to them at the table to, and the walls en-route to the table.  Without information presented to them they will ask for their own ‘familiar’ products. Products like Orange Juice, Gin & Tonic, Pint of Bitter etc.  The big question here is, ‘are these your best cash profit earning products?’  Not best percentage products, but the best cash earning products.  To explain that;  80% of £1 is 80p 50% of £2 is £1, earning 20p more!  If you had sold, the high percentage earning product to your customer, you would have 20p less in your bank account on just one transaction.  I hope you see where this is going.  So; what if your table advertised say St Clements (orange juice mixed with bitter lemon, ice and a slice), instead of orange juice.  Rhubarb Gin with American and a dash of lime instead of the Gin & Tonic, or the premium Bitter rather than the standard Bitter?  You would make additional profit EVERY time one of your ‘table advertised products’ was purchased.

Display Blocks
Part Populated Display

Back to Bar merchandising.  Abundance is Authority.  This means displaying lots of the same product you are showing confidence in it, it looks popular too.  So; customers are visually drawn to it, making a sale much easier.  Simplicity Clarity Relevance.  Three key words in making money through merchandising.  The opposite of this is Complexity, Confusion, Ambiguity, exactly what you don’t want.  So; the way forward is simple:  Choose a product to display in abundance, this display will be simple and not complex.  Don’t add other products too near to your display, as this will cause confusion.  Keep the display relevant too.  If you are showing something on the TV?  Show products that are relevant to that target customer, and change it often.  This creates a little work, but the rewards are great.

An aid to all of the above, are our Display Blocks (code DB1) https://www.bhma.co.uk/wooden-display-blocks  you can create a simple stunning display for almost any product.  Take a moment to look, they last years and WILL make you money.

Is the perception of your marketing reality?

The Marketing Truth You Cannot Ignore – Perception is Reality! 

This simple statement can enhance or destroy your business!

So; Just what is perception? Perception is defined as the process by which individuals select, organise and interpret stimulation of their senses (sight, smell, touch, hearing or taste) into a meaningful and coherent picture of your business.  The picture painted by the customers senses should be Reality.  Reality can of course exceed expectation.

Much of the disciplines of marketing communications focuses on creating stimuli that positively influence consumer perceptions.  Does your marketing do this?

What is the product you are selling?  It’s important to define.  It’s not just a consumable product, or service that you sell.  It’s the whole business.  The way it looks outside and online.  The quality of the toilets.  The look of the signage.  The quality of the menu, or a price list, whether its stained and dog eared, or whether is clean and new.  All of these messages create a perception for the customer.

I once took a holiday in the Isle of White at a hotel on the seafront.  When I arrived the first letter of the hotel name was missing.  I immediately thought, this could be ‘Faulty Towers’ experience, and it was!  The availability of poached eggs was confined to certain days.  The lift doors didn’t stop if they touched you (I literally had to wrench my shoulder from the doors), and to top it all, unsympathetic staff.  There were many more incidents too.  The message I want to share with you here is my perception was disappointingly – a reality.  Some hotels will unfortunately, have the same negative messages on the outside, customers viewing these messages may well assume that the standards are poor because of those external message and pass to stay at another hotel instead.  This is lost business for that hotelier and they wouldn’t have noticed, because the customer wouldn’t have told them.  The messages outside your business are crucially important, and; will make a difference to your income, either positively of negatively.

My advice:  Take a regular look at your business with the Customers Eyes.  Identify what you perceive, and then strive to communicate with the customer with all of their senses making sure that its positive and matches what you intend them to perceive.

Do you perceive these vegetables to be abundant and fresh?

 

 

 

 

 

 

 

 

 

 

 

 

 

What about this shop?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Perception is ‘nothing fresh and nothing to make your meal with’.  You would probably go to a different supermarket.  The big question is ‘Would you go back to the original supermarket?’  Have they now lost your business?

In consumer behavioural terms, perception is the result of two inputs that interact to form the personal evaluations that ultimately drive purchase:

  • Physical stimuli from the outside environment
  • People’s expectations and motives based on past experiences

While it’s difficult to impact the expectations and motives formed on past experiences, here’s how you, as a marketer, can impact the physical stimuli consumers perceive in your business.

Much of the discipline of marketing communications focuses on creating stimuli that positively influence consumer perceptions. Best practices in doing so include:

  • Identifying your product’s value proposition: In order to influence perceptions, you need to define and document your product’s value proposition, don’t forget your product is not just the consumable product or a service, it’s the whole business. Your value proposition is your big picture promise, the benefit your product or service uniquely provides. Defining your value proposition requires you to understand your target customers’ unmet needs and how your products, as well as that of your competitors, will fulfil those needs. Identifying gaps where your customers face unmet needs that are not fulfilled by competitors can help you to identify your product’s value proposition.

The Basics of Marketing

  • Find out what the customer wants
  • Design the product, service and facility to match
  • Tell the customer you have it.
  • Telling the customer you have it, includes using all of the customers senses.

We have many display products to help entice your customers and improve your marketing, please browse our site for more information.

Patrick Huggins

Director for BHMA Limited.

Is this principle right for Pub Merchandising?

 

What is merchandising?

Merchandising is all about exciting your customers senses. Picture yourself walking into a supermarket when you are greeted by the smell of freshly baked bread, you will naturally look to see where the smell is coming from and there you will be presented with the fresh bakery section where you can help yourself to freshly made bread, cakes and other delicious produce. You probably didn’t need that fresh loaf of bread or the cakes you have now picked up and put into your basket but by placing the products in front of you the way they have done you have reacted on impulse and made the decision to buy. Effective merchandising grabs the attention of the customer to generate an impulse reaction.
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How To Deliver Your Message With A Power Flag

A line of feather banners to grab the attention of passing customers

Power flags (sometimes called wind-chasers & blade flags) are perfect for outdoor events because it is hard to ignore a sign that is standing tall and proud above the crowd!  But how do you ensure your message will be delivered and your flag will do its’ very best for you and your business?

Simple, follow our simple steps below!

What is your goal?

Before diving in with excitement take time to write down what you want to achieve at your next event.

Do you want your potential customers to:-

  • Make a note of your name & address to return later?
  • Find your stand at a busy event?
  • Enhance your presence on the high street?
  • Promote your latest marketing offer?

To Provide Directions & Address Details

If this is your main objective then make sure the main focus of your message is your location!

At an event, unless you have a floor plan, navigating around can be boring and tedious.  Using a flag at the entrance to advise on where your stand is located may be all you need to gain the interest of customers and see your footfall increase.

To Promote Your Brand

Brand recognition is extremely important no matter what industry, business or country. Make sure your flag is flying high with your logo and corporate colours to ensure instant recognition. Customers who recognise your brand will come thick and fast.

To Promote a product, competition or deal

When your advert stands about 3 meters higher than your crowd it is unlikely to be missed! With a promotion make sure you increase the number of flags you display and keep the message the same on each flag. Garages use this marketing tactic for every new registration period to promote new sales.

The design.

When you have the killer strap-line to blow the competition out of the water it’s time for the design!  WHIP it!

  • Wording
  • Hues & Colours
  • Image
  • Placement

Each one of these headers must be taken into account and individually developed to make sure you have a power flag that delivers the perfect message and image to your customers.

Wording

Decide carefully on what you want to say to your customers, always get a second opinion and listen to criticism.

Use the “Who What When Where Why How” approach if possible as it hooks the interest of readers.

After you have decided on your strapline or your message, you will need to make a choice on how it will be best represented:

  • If you work with children then try using a fun chunky font, which is multi-coloured and easy to read like Comic Sans.
  • Building services, tradesmen, or industrial goods suppliers should use strong bold/defined fonts, which promote strength and reliability, Arial Bold is a good choice.
  • Formal businesses such as Estate Agents, Accountants or Solicitors should use a classic font in a single consistent colour similar to Times New Roman.

Hues & Colours

Ideally, these need to be in your corporate brand colours to increase brand recognition.

If you are promoting an event you will need to think about a colour scheme and all aspects need to seamlessly integrate to form a coherent and effective marketing masterpiece.

Blue can be a cold colour and is often associated with sadness, orange creates warmth and high energy and red can give the impression of a sale or urgency.  Ideally, pick colours that match your branding and goal ideals.

Always keep in mind that there are a number of colours which are hard to separate and distinguish at a glance.  The combination of lemon and lime may be a healthy fruit combination, but a light green text on a yellow background is very difficult to read from a distance.

Try using a colour pallet creator to gather complementary colours that are perfect for your business and your overall identity!

Images 

Grab the attention of your viewers with an image to really boost the impact your flag will have on a crowd. Always use a high-quality image to avoid any blurriness or pixelation, if you cannot create an image that you would like to use on your flag, you can find vast libraries of images and photos online to suit your needs.

Placement

This is mission critical, everything needs to be in the correct place to convey the correct message.

  • Logos: Logos are normally at the top of the flag and then repeated further down if required.
  • Text: If the logo does not include the company name it should be set sideways, reading from the bottom to the top. Vertically aligned text can work if you are in close proximity to the passing customers, but it is not always effective and best to avoid.
  • Strapline: Straplines should be parallel to the main line of text and in a smaller size or a different font.
  • Photos: Try and stick with one powerful eye-catching image to avoid making your flag too busy and ensure it relates to your message.
  • Website URL: Usually placed horizontally at the bottom of the flag.

When you have completed your design and are ready to go into production, call BHMA on 01353 665141 or e-mail sales@bhma.co.uk for great service from the start to finish!

How to Maximise Impulse Sales in Time for the Payday Rush!

Primark impulse sales display

Primark just before the checkout. A display of great impulse products.

Payday is great for your business; the end of the month brings about a smorgasbord of customers ready to spend their hard-earned cash!

Your customers will be wanting to freshen up their wardrobe with a new look; upgrade their home with stylish new furniture or meet up with friends and benefit from retail therapy.  So whilst your customers are in the mood to “spend, spend, spend!” make sure you “promote, promote, promote”.

Use discounted products to create sale opportunities that will bring your customers to the checkout; which is the perfect environment for up-selling!

Primark uses this principle very well.  Simple black retractable barriers are used at the checkout to manage their queues where smaller, affordable products are displayed in dump bins to encourage customers to add further items to their baskets whilst waiting.

Dump bins that are designed to fit on top of barriers posts are perfect for catching the eye and making the most of the available space in this area, they not only look good but with an effective marketing strategy, they can have a large impact on your sales growth too.

Include an eye-level and impulse campaign to see your sales soar.  This should consist of products that grab attention and relate to your hot spot (aisle end) areas to create hype and a need to have.  Fill your bins and keep them full to show abundance, there is nothing worse than an empty shelf or bin, it only has a negative impact and always research your market for upcoming trends, themes and events.

Being ahead will allow you to plan your stock for the demand.  For example if a holiday is on the horizon like Mothers’ day consider adding products which are likely to grab your customer attention as a quick fix gift.

Increase impulse sales and generate traffic with our marketing products, developed and designed by the sign & display solution experts at BHMA.

Email us at sales@bhma.co.uk or call us on 01353 665141 with your requirements.

Queue Management Solutions

Amazon go queue

The Brits find queuing second nature especially at large events, product launches & popular restaurants. However, in other parts of the world, this isn’t always the case!

Recently Amazon opened a checkout free concept store in Seattle designed to help eliminate queuing whilst removing cashiers at the same time.  The principle is that you help yourself to goods and as you leave the store your Amazon registered credit card is billed.

On opening day, locals flocked to the store to investigate the new idea and ironically had to form a queue because of the number of people that turned up!  Needless to say, Amazon had to pull out the barriers and start managing the queues!

When it comes to queue management there are a couple of options but they do the same job; to ensure your customers form an orderly queue and have access to designated areas only.

Classic rope and post barriers are the top of the range when it comes to appearance.  They not only look good but are also perfect for creating V.I.P. areas and are used predominantly in upmarket car showrooms, red carpet events and 5* hotels. These are available in polished silver and gold with a range of velvet and twisted ropes, offering an opulent appearance.

When it comes to retractable barriers make sure you pick a colour that stands out and is easy to recognise, especially if they are being used in an area where lighting is limited or a hazard needs highlighting. To maximise your brand image choose a printed belt with company colours and make sure there are no gaps when forming your lines. Perception is reality and if people think they can sneak through an opening to save time they will!

Whichever queue management method you choose it is important to ensure you are using the correct number of stanchions, posts and ropes. There is nothing worse than seeing an overstretched rope or belt and it can be dangerous.

Adopt the simplify to amplify technique, create a distinctive queuing system which is organised and purposeful, without gaps to amplify the importance of your chosen pathway and ensure the correct brand image is given to your business.

For any questions or queries on finding your queue management solution just email sales@bhma.co.uk or call 01353 665141.

5 Tips to ensure you have a successful exhibition

Follow our simple and sensible steps to ensure your next exhibition will be a roaring success!

1. Are you prepared, ready and hungry for an opportunity?

Make sure your sales team are briefed well in advance of the exhibition. Their main aim is to promote brand awareness, gather potential sales and generate leads. Ensure your staff are punctual, prepared and ready for when the doors open. Pop-up exhibition equipment can save time whilst promoting a professional image and reduce the chance of not being ready on time.

2. There is a time and a place for everything.

The sight of food, storage boxes and mobile phones will prevent customers from interacting and give the wrong impression. Nobody wants to stand next to a half-eaten chocolate bar or to be interrupted by a phone call whilst talking about their business ideas and investments. However as the hours roll by your staff will certainly need refreshments, so try to schedule breaks during quieter times and make sure food and snacks are kept well out of sight.

P.s. Make the most of company branded reusable water bottles, perfect for hydrating the staff and maximising brand awareness.

3. Make sure you dress to impress!

This cliché is mentioned at every event you will ever attend, because it is critical. You have just 7 seconds to create an amazing and inviting first impression; and unless you are promoting holidays or fitness equipment, shorts and T-shirt will not do! Ensure your team is given plenty of notice on their expected attire. A uniform or consistent clothing theme that is synonymous with your brand is what you should be aiming for. Staff should be wearing your brand with pride to make it clear to every attendee (and potential client) that you mean business!

4. Ensure your staff know what to do!

Organising your team and ensuring each member has an assigned role will produce the best results. Make sure your staff keep to their areas to ensure your stand is fully manned in each area at all times. Chatting in one corner will lose clients and promote an unprofessional appearance!

5. Review, Revise, Repeat!

Always ensure you have targets when attending an event or an exhibition and review these on your return. Sometimes success can only be really counted after several weeks of chasing delegates and attendees but you should be able to surmise on what areas can be improved for next time. Review your day, revise your plan and repeat. Your knowledge should grow with each exhibition, it is up to you to use this.

For support and advice on your upcoming exhibitions call us on 01353665141 or email us at sales@bhma.co.uk!

How to get the most from your Exhibition

If you’re exhibiting this year I am sure you are wondering what on earth you have signed up to and why!

First, why should you set up a physical exhibition stand instead of attending a webinar or large conference call? Easy! publicity, personal interactions and building a powerful brand image. Attending an expo and allowing attendees to interact and engage with you & your staff actively promoting brand awareness. When building a personal relationship with a potential client shaking their hand directly promotes a trustworthy and confident business arrangement. This is a feeling that cannot be matched at any online event or webinar.

Second, it is critical to build your exhibition stand beautifully in every aspect, prepare and present yourself well and know your stuff! First impressions are critical at exhibitions and events. Well presented staff promote interaction and generate an approachable atmosphere, and a well built and carefully designed stand will attract attendees from the other side of the room. Keep in mind that expos can provide a boost to business sales throughout the year and you are significantly more likely to generate long-term customer relationships when attending.

Finally, timing matters! Setting up a traditional exhibition stand can be time-consuming and often require an extra pair of hands to prepare before your sales team and representatives can start work. Always ensure that your exhibition stand is fully set up before the doors open to the crowds as bad time-keeping will greatly affect how customers view your company for the rest of the event. Investing in a lightweight and highly portable kit such as our exhibition combo pack can often save you time, manpower and money. Great low weight pop-ups require less staff to erect, deconstruct and still give the same great results!

At some larger events attendees will be unable to visit every stand their company would like to, so you need to make sure your exhibition display stands out from the crowd. Interested and intrigued clients are most likely to make time towards the end of their list, so you need to make sure you catch their eye. Your exhibition stand will have a large impact on your brand awareness, good or bad. When viewers of the event interact and chat they will continually spread that awareness. High quality, high impact and high enthusiasm are how you promote your brand best and how you want to be viewed.

Exhibitions can be stressful and chaotic, but we are always ready and willing to give support, product knowledge and friendly advice.

You can call us 01353 665141 or email us at sale@bhma.co.uk

How to create an enticing window display?

Well it’s been a while but after a hectic season we’re back!

Talking of hectic I was in Cambridge shopping at the weekend and was amazed by the amount of high street shoppers I saw. The city was booming.

I also noticed how poor the window displays were and wondered if the shops were as busy as the street! Have people forgotten that their shop window needs to be the epicenter of their business? It needs to encourage new footfall. It needs to build brand awareness. It needs to shout COME IN!

Your regular customer knows your style, your service, your brand, they are loyal, they do not need to be enticed, they will pop in when they are shopping because they trust you.

Your window needs to encourage new business, it needs to say look at me, it needs to say don’t miss out!

So how can you get the best from your window? There are a few ways to achieve this:

  1. Create a mystery! This works well when having a promotion or sale. Simply fill the windows with posters to block the view, this will create an interest and shoppers will be intrigued to see what’s on sale, the only way for them to do this is to pop inside.
  2. Create a peephole! This can be achieved with decorative spray snow at Christmas, or sand spray paint in the summer (just make sure you buy the easy to remove versions!). Passers by won’t be able to resist taking a peek to see what treats are in store, if they have stopped to browse the window display they are more likely to visit.
  3. Stick with the seasons. Everybody loves a change and the seasons are no different, we may moan about the cold but the thought of leaving Autumn and entering Winter fills you with thoughts of cosy fires, hot chocolate and jumpers! Use this to your advantage and create a seasonal display, add golden leaves to your mannequins feet in Autumn, pop Daffodils in your background at Spring or add a couple of suitcases to your sandals and flip flop display. With seasonal vibes being ever present your customer will feel you are in tune with them and your business will be buzzing in no time!
  4. Freshness also promotes a quick response. If your display is filled with foods ensure freshness is at your forefront. The amount of dusty cakes I have seen in a bakers window always makes me want to run for the hills! You want to make sure that your foods, cakes and preserves look like you want to eat them. Use artificial props to create a feeling. For example add olive vines to a deli display, add grape vines to a wine & champagne display and decorate your barrels with hops!
  5. Display one single item only. Premium products are often displayed in this way, how many times have you seen one Mulberry handbag in a large window? Give the impression the item is unique, create desire, create the want, create the need. Don’t be fooled though this will only work for a recognised premium brand, there is no point in displaying an economy pair of shoes in this way, customers will think it’s the pair nobody wants!

Remember your window needs to be eye catching. Use different materials and substrates, be creative, be seasonal and keep it colourful. With todays technology it is possible to print on almost anything, use this to your advantage. Create great dramatic back drops with printed corrugated plastic, metals and tiles and add materials to create layers and interest.

The world is your oyster so take the bull by the horns and get creative!

What is POS?

pos-display-products

POS stands for Point of Sale, this can also be referred to as Point of Purchase, which in a nutshell is the place at which a purchase is made, this could be your business or a trade counter.

If you are a retailer this is one of the most important aspects of your business that you will need to focus on. This is the area where your captive audience, with the correct products, will add to their original purchase.

POS is key to the hospitality and leisure sector, this industry relies heavily on effective point of sale products to develop brand awareness, retain existing customers and attract new customers. This can be achieved with the following methods:

  • Attractive eye-catching Pavement Signs positioned outdoors to bring in passing trade.
  • If you don’t have the space for a Pavement Sign add posters to your windows with your latest seasonal offer, this can be achieved with window suckers or self-cling printed posters.
  • If you have a large outdoor space, utilise this with printed PVC banners. Either fix them to your wall or display with a banner frame, ensure the appearance is fresh and remove when the banner becomes faded or wind beaten. First impressions count!
  • Once inside, the same methods apply. Advertise offers with attractive poster displays, free-standing acrylic holders and floor standing information stands.

The main concept of POS display products is to capture your customers attention, bring them into your business and potentially cross sell other products and services that may be of interest.

When a customer is stationary it is the perfect time to advise them of what’s on offer, they have time to view and absorb. This could be in a hotel bedroom, a gym changing room,a restaurant toilet or when waiting in a queue to pay. Ensure your message can be clearly seen, for example a snapframe on the back of a toilet door is a perfect location as is an acrylic menu holder on a table and a dump bin near the till.

Barriers and free-standing information stands can be used to direct your customers to other areas of your business and manage queues in a structured manner. Poster holders can be added to your barrier stands to promote offers, services and brand awareness.

Remember first impressions do count and in an ever demanding market your POS displays need to be only part of your marketing. Keep your environment clean and excel in your customer service, this will bring word of mouth recommendations which will in turn bring new customers and strengthen your brand.

 

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