Once you have been successful through other marketing efforts to get a customer or potential customer into your business it is essential to capitalise on the opportunity to selland upsell. Far too much effort and money is invested in attracting a customer to your store front to not take advantage of the opportunity.

I sincerely believe that in today’s busy world a customer that has taken time to visit your store is interested in making a purchase of goods or services. The standard response of just gathering information today, just looking, no time today but considering in future – are exactly that- a standard responses to questions of interest that have little or nothing to do with actual intent.

The purpose of point of sale marketing or selling is to reinforce the ideas that made the potential customer come into your store. If the original marketing and advertising had not been effective the customer would not be there. Based on that it seems clear that to lose all focus on what brought the customer there would be counterproductive. That is why many stores when you enter have copies of their offers at the front door and signage repeating those offers in key areas. This also gives the customer reassurance that what brought them to the store was legitimate and not a ‘come-on’.

In an ideal world there would be an associate available to assist every customer. In a perfect world you or your best employee would greet every customer and assist them through the purchase process. In the real world they will be assisted by the person available, when a person becomes available.

Nothing hinders the sales process more than waits or delays. The customer begins to consider other things that they could be doing, or the other places they wanted to check with the intention of stopping back at a less busy time. We all know it is far harder to get them to come back in then it was to get them to come in the first place. You need to fill this wait time with ways to engage your customers or clients in a mutually beneficial way.

The use of signage and brochures is effective at that. It gives additional information to the customer and adds details more specific than they likely had from other sources. This enables them to make a better informed decision and perhaps more importantly to identify other products or services you may offer that would also be of benefit to them.

Digital signs combine many of these possibilities into one. Digital signs are typically video screens that play your set messages on a loop of some type. They can be direct sell, informational on your store and products, or indirect sell and reinforcement (fishing videos in the sporting goods store as an example).

They actively engage the customer but in a way the needs no effort by the customer. They will hear while there regardless and stop to watch points of interest to them. It allows you or your best employees or spokesperson to address each and every customer whilst passively introducing the customer to other products, services, or enhancements you may offer that they do not know about.

A customer that may be reluctant or feel pressured by a sales associate may well be very content to listen to the offers in a digital format. The message can be easily changed or tailored depending on the ever changing needs. Ceiling and wall mounts allow for maximum use of floor space for other needs.

Do not neglect point of sale marketing to round whether digital signs or traditional brochures and signs. It can be a very costly mistake.

About the Author:Reuben writes on many marketing-related topics including for www.saturnvisusal.com who specialise in the digital signs for product marketing and placement

When I talk with marketers or other business students, the conversation usually jumps straight to online marketing. And while, yes, the rules of the game have changed, that doesn’t mean that an effective offline marketing campaign has lost any weight at all.

In fact, the successful blending of an offline and online marketing campaign is the best way to go, but for the purposes of this article, we are going to focus on your offline marketing efforts because those are just as important as your online marketing efforts.

Buzz marketing

Buzz marketing is a popular form of guerilla marketing. At its core, buzz marketing is the spreading of a message organically, through people. You may start the message, but the message is spread by word-of-mouth action by your customers or potential customers.

Buzz marketing is a lot like a game of telephone. But in this game of telephone you control the message throughout the process.

A successful buzz campaign will start with a message that you have created, whether it be through a product or some sale you want to promote. We’ll go with the product angle for now, assuming you own an apparel store.

Start by sending out a hired hand (hire someone to wear the t-shirt) into the community. Have him start conversations with people he sees on the street and have him mention clothes or something to do with his shirt. Of course, this person will have to be adept at starting conversation and not letting people know that he actually works for the company the t-shirt came from.

As he starts conversations with more and more people, the message of the t-shirt will spread across the community, thus bringing business to your front door. The same thing can be done with a message you want to get out into the community without engaging in an expensive ad campaign. Send your message out into the world and watch it spread.

Facebook is a great example of buzz marketing. They didn’t intend for it to be a buzz marketing campaign, but that’s exactly what it turned into. As more and more people signed up for Facebook in its early stages, the more people grew curious and joined themselves. Now, Facebook is the largest social media site in the world and everyone asks, “Have you Facebooked me yet?”

Grassroots Marketing

Grassroots marketing is a pretty simple concept – get out and be where your customers are and make relationships. Most often you see this type of marketing in the form of flyers, but how often do you actually look at those flyers? I don’t.

A successful grassroots campaign is one that gets your brand out into the field.

Here’s an example:

You still own that clothing store. You find out that there is a big music festival happening right in your backyard and your target demographic will be at the festival. So, you set up a booth at the festival to sell your clothes at a discount. Be sure to hand out your card, which has your social media links and website links on it.

Another important aspect of making this particular idea successful is making sure you are ready for all types of payment. Not everyone carries around cash anymore, and making people go find an ATM when they are at a music festival (or any type of event) is foolish on your part. Having a mobile payment system, like credit card processing by intuit, is a great way to show that you and your company are ready for the customer no matter where they are.

One of the most successful grassroots campaigns in the history of the United States was Barack Obama’s campaign for the Presidency in 2008 and 2012. He had hundreds of thousands of workers that went out into the field and talked with people about his visions and his goals. That, coupled with his amazing social media presence, and people knew who Barack Obama was. He won the election, didn’t he?

These are cheap, easy ways to kick start your offline marketing campaigns. They may take a little creativity, but with the proper implementation, they can be a real nice addition to your other marketing campaigns.

About the Author: Genevieve Coates is a freelance writer, graduate business student at University of Florida, and former staff writer for AndGeeks and Speedy. She lives in Gainesville with her husband. 

You’ve been toying with the notion of getting the word out about your company or brand with promotional products. Aside from being a relatively inexpensive option, choosing the ideal promotional product is a fun way to get noticed. Conversely, a poor choice can have a disastrous effect on your company or brand’s image. When it comes to choosing the ideal promotional product, remember to remain relevant, classy and memorable.

Do Keep Your Recipient in Mind When Choosing a Product

The process of choosing the correct promotional products begins by getting to know your consumers more intimately. For instance, are your consumers mainly women between the ages of 25 and 40 who have a college education and children? Then a book light, custom water bottle or a fleece vest featuring your company’s name or logo is a great option. On the other hand, if your main demographic is males under the age of 15, chances are a pink, fleece-lined vest isn’t going to make this core group remember your company fondly. A quick survey of your consumers is a great way to narrow down your choices. If your consumer base is broader, consider other popular, tried-and-true options, including pens, tumblers or blankets.

Don’t Forgo Quality for the Sake of Quantity

You’re preparing for a massive trade show and need to choose a promotional product that accurately represents your brand and can be purchased in larger quantities because you want to hand everyone you meet the item. In the end, you decide a less memorable, albeit more budget-friendly, option is the best way to get your company noticed. Unfortunately, you might have just doomed your promotional product for a quick glance followed by an immediate trip to the nearest garbage can. When in doubt, always choose a smaller quantity of durable, higher-quality products over a larger bulk order of forgettable pieces.

Do Pick a Product That Makes Sense

Here’s a scenario that might not represent your specific needs, but you’ll understand the point just the same. Let’s say your company manufactures and distributes hunting and fishing gear, including poles, lures and deer stands. An obvious choice for an ideal promotional product might be engraved duck calls, embossed fishing lures or fleece coats featuring your company name and logo. Instead, you decide to display your brand name or company website on oven mitts, zebra-print throw pillows or makeup cases. This example might seem outlandish, but it clearly illustrates that choosing the wrong promotional product can confuse, bewilder and even alienate your potential customers.

Do Stick to Your Budget

Compared to several other effective advertising methods, establishing your brand through a thoughtfully chosen promotional product is a relatively inexpensive and fun way to interact with your client. You want to make a great first impression, but this should never be done at the expense of your budget. Instead, determine an advertising budget and let it dictate your final decision. With a little creativity, you’ll easily find a way to positively advertise your company without blasting your budget.

Don’t Forget Your Company’s Website

You’ve chosen the ideal promotional product that doesn’t break your budget and makes sense for both your brand and consumers. Your company logo and name is prominently etched, stamped or embroidered on the product, and you’re ready to hand out the product. Unfortunately, you’ve just made a common mistake that could prove costly: forgetting to include your company’s website. A potential customer clearly remembers your name and logo, but where will he go for further information? If possible, also include your company’s address and telephone number to make accessing you easier.

Finally, take your time before making any final purchases. Always pay attention to how your company’s brand, logo or website address is displayed. Work with the distributor and use your creativity to determine the most attractive layout for your product. When in doubt, always go with color over black or gray and choose a font that’s easy to read.

About the Author: Samuel Matthews is a guest blogger and small-business owner. He is currently in the process of choosing a product to promote the grand opening of his cupcake shop.