Sometimes called “brand activation”, brand engagement refers to activities that are designed to connect emotionally with consumers and build a loyal following. Often that means reaching consumers during their shopping trips, delivering messaging through banners, signs and in-store displays.
Connecting with these customers is more important than ever. Studies have shown that more-and-more shoppers are making in-store purchasing decisions, and one in six brand purchases are made when a display with the brand is in the store.
Some of the benefits of brand engagement include:
- It can give new life to aging brands, and introduce your products to new audiences.
- It can reinforce your brand’s place in the consumer’s consciousness.
- In a crowded market filled with other products, it helps you stand out.
But this can only happen when you create an emotional, memorable experience for your customers. Here are some questions to ask yourself to ensure you are on the right path:
- How does this in-store brand engagement connect to our brand’s core message and values?
- What is the return on our investment? (This doesn’t simply mean financial gains. Your brand activation and engagement activities might lead to social media followers and other future leads.)
- How many consumers do we have the potential to reach? If we needed to, could we make changes to amplify our campaign?
- Will this in-store brand engagement complement our other marketing efforts?
- What makes our brand unique? What selling proposition do we have that gets consumers’ attention and causes them to talk about us?
The Path to Purchase Institute says brand engagement and activation are fueled by the “4 Cs”: Command, connect, convey and close
1. Command attention
This means letting the shopper know that you’re there. You should be able to attract their peripheral vision, or from a distance.
2. Connect with the shopper
Use the things they know about you to get their attention. (It’s the moment where – as the institute puts it – you’re saying “You remember me, right?”).
It should be something instantly recognizable. Some experts say this should happen within three seconds. Others say it should take just one. Either way, you don’t have much time to connect.
Include visual branding cues that feel comfortable and familiar to shoppers. Elements that provide a visual impact allow customers to engage further.
3. Convey information
In-store displays should tell a clear and compelling story, with a simple message that communicates the benefit of your product. Look for creative ways to educate customers through our POP displays
4. Close the sale
You should eliminate any purchase doubt the shopper might have. Keep things simple, it’s what your customers want. According to the Global Brand Simplicity Index, 38 percent of consumers will pay extra for a simpler shopping experience, and 70 percent of shoppers will recommend a brand that offers a simpler experience.
The Path to Purchase Institute also offers a “bonus” C: Check your gut, which means putting yourself in the consumer’s place.
ProCorr Display & Packaging can help you engage with your customers, by designing and manufacturing innovative, high-quality point of purchase displays. We understand what it takes to get your displays into the retail environment, and to create displays that transform a store’s curious shoppers into your satisfied customers.