A story reported by Bill McCurry and recently replayed in an article in Photo Counter, highlighted the successful use of digital signage for a small town, photo store/portrait studio in the UK owned by Peter Davies. Peter attributes much of his Christmas sales uplift at Marlborough Photo Services to the deployment of 9 small screens that run 24/7 advertising, promoting various services ranging from photo gifts to photo products the store can produce from social media and smart phones.
The marketing focused story makes for inspirational reading however this kind of success is not surprising. Photo consumers have long-stated in research studies that awareness is one of the biggest opportunities for photo retailers. Essentially most consumers in your market have only little awareness of your store and what it has to offer. Given the intensity of competition and the proliferation of new products and services stores can now provide it’s a no-brainer as to what’s needed. Targeted, constant and varied awareness-building promotions have to be a high, marketing priority for photo retailers. Combine the awareness messages with strong, trial-inducing offers and your results will also exceed your expectations! Need to know more?
[content_box color=”default”]Need to know more? Email Peter at peterb@photodirect.com.au. [/content_box]