Promotion Visual Merchandising Role of Promotion Promotion is

Promotion & Visual Merchandising

Role of Promotion • Promotion is the communication of information about goods, services, images and/or ideas to influence purchase behavior.

Characteristics of Promotional Communication • • • Personal and Non-personal Persuasive Relevant Suited to the product Factual Repetitious

Purposes of Promotion • Promotion links buyers and sellers • Promotion influences purchase behavior • Promotion allows sellers to communicate the benefits of their products to buyers • Promotion is used to create demand for a product or service • Promotion is a major element of the marketing mix

Promotional Tools (Types of Promotion) • • • Advertising Visual Merchandising Sales Promotion Personal Selling Publicity

Promotional Mix • Businesses use a variety of communication techniques to give their promotional messages to consumers. The combination, or blend, of marketing communication channels that a business uses to send its messages to consumers is known as

Importance of Promotional Mix • Key role in obtaining and keeping customers • Appropriate blending of promotional elements enables businesses to communicate effectively with consumers. • Promoters can inform potential customers about products, services, or ideas and persuade them to buy.

Visual Merchandising (Display)

Visual Merchandising • Presentation of merchandise to the customer in a visual way. – This gives customers a firsthand view of the product.

Purposes of Display • • • To sell goods To show new uses for products To introduce new goods To build prestige and goodwill To show proper care of merchandise To suggest merchandise combinations

Classification of Displays • Promotional Displays – designed to sell the merchandise • Institutional Displays – designed to promote community goodwill

Flying In Technique • The use of wires or strings to hang the merchandise in a display

Five Basic Areas of Display Window • Bow – the most important part because it’s seen the most, put current fashions and main merchandise in this area, designed to catch your eye • Center Panel – runs from ceiling to floor • Floor – used for tie-in items to help bring attention back to the window • Back Wall/Side Wall – can be used to hang accessories, last thing seen in a display • Door Wall – last chance for customer before entering the store

Types of Lighting • Primary – minimum amount of light necessary to the window without creating dark spots or shadows – lights up the whole display • Secondary – lights up specific part of the display • Atmosphere – creates an atmosphere

Techniques Used to Create Atmosphere Lighting • Play of light against shadow – moonlight (scary or romantic) • Special lighting devices – black lights, etc. • Colored lights and filters • Wash lighting – entire scene flooded with light – creates a happy mood

Types of Props • Functional Props – display the merchandise (mannequin, Christmas tree, table, etc. ) • Decorative Props – establish a mood (snow, wood chips, leaves, etc. ) • Structural Props – change architectural organization of the window (ladder, pole -vertical, fence – horizontal)

Types of Displays • Window – outside selling area • Interior – inside selling area

Window Display Designs • Closed window design – uses a full background panel; completely separates the store’s interior from the window display • Semi-closed window design – uses a half panel background to separate the store interior from the display. Potential customers can see over the displayed merchandise into the store. • Open window design – make it possible for customers to look directly into the store. No back panel.

Interior Display Unit Designs • Island – Large, open tables stacked high with one or several types of merchandise and separated from surrounding areas • End – Located at the end of merchandise aisles. Used for displaying timely & specially priced merchandise • Platform – Merchandise displayed on stands • Shadow Box – Small closed interior displays built into walls or placed on counters or ledges • Ledge – Shelves built on walls or other display units • Point of Purchase – Open displays usually tied in with a manufacturer’s advertising program. Located in most cases near checkout counters

Elements of Design • Line – shortest distance between two points • Direction – vertical, horizontal, oblique (diagonal), curvy • Shape – circle, square, triangle, rectangle • Size – blend sizes or contrast them) • Space – every item should have its own space • Texture – surface quality of an object (soft, hard, shiny, dull, rough, smooth) • Weight – lightweight or heavyweight • Color

Every object that you put into a display has all 8 of the design elements!

Eight Color Schemes • Triadic – Red, yellow, blue or Green, orange violet • Advancing (warm) Red, orange, yellow • Receding (cool) Blue, green violet • Analogous (next to each other on the color wheel) • Monochromatic (tints and shades of one color) • Complementary – opposites (red/green, blue/orange, yellow/violet, etc. ) • Split Complementary – base and the colors

Principles of Design Things every display must have!

Balance • Equal distribution of objects within the display – Formal – mentally split the display down the center – both sides identical in space & weight visually – Informal – both sides are balanced but not identical if split down the middle

Point of Emphasis • First thing you see – the point of eye contact – Ways to create a point of emphasis • • Contrasting Color Contrasting Shapes, sizes, textures Highlighting with spotlight Placement – putting something in the foreground

Harmony • Blending and combining of everything in your display to create a pleasing effect

Proportion • Arrangement of merchandise within a display

Types of Arrangement • Pyramid – cylinder • Step – Progression of sizes • Zig Zag – background, middle-ground, foreground • Repetition – Repeating or alternating items • Radiation – (sun) emphasis is center and everything radiates from that. • Rhythm – The way your eye moves through the display. (Rhythm will happen automatically if you have properly arranged merchandise. )