How does a business with limited marketing resources successfully educate customers on multiple product lines? There are several cost-effective solutions including: email marketing, SEO, social media marketing and of course direct sales. What worked for our own Signs By Tomorrow in York, PA though was one of his own products – Point of Purchase Displays.
In 2011, Signs By Tomorrow launched their newest marketing campaign that revolved around educating event marketing professionals on suites of products that could help achieve event/conference goals. Rob Kaun, owner of the York, PA Signs By Tomorrow sign company placed the monthly promotion as a light box display in his front lobby. A customer who Rob has worked with for quite some time walked in to ask for a simple sign but immediately saw the point of purchase light box display advertising – are you ready for this – point of purchase displays! When the customer saw the display, he immediately asked him the all too familiar question “Oh, you do this too?”
It just so happens that this customer is Yan Yan candy, which is a popular candy on the West Coast and will soon be sold through a major national retailer. Rob, rather than producing the customer’s usual product is now producing unique 3-dimensional displays. Although the customer originally approached the center to produce a less expensive product the customer saw the display upgrade as a marketing investment and continues to order more displays.
Effective as they may be, point of purchase advertising does not work unless the customer is standing in your actual place of business. In Rob’s case, it was his superior customer service that kept this customer coming back and the York team’s creativity that influenced Yan Yan to invest in a higher end product. As part of an integrated well balanced marketing strategy, in-store promotional displays will provide any business with cost effective cross selling success!