Entertainment and leisure is one industry where consumers don't necessarily need the products they buy. Which is why point-of-sale (POS) displays should be front-in-line for marketers, brand managers and visual merchandisers. From picking the perfect wooden display unit to the psychology of colour, don’t overlook these nine essential campaign components in the planning stages:
1. Find a knowledgeable wooden display unit manufacturer
Do your research. Quality POS displays come from experience - only invest in companies with proven track records. If they’ve created wooden display wall shelves or units for leisure and entertainment sectors before, even better.
2. Prioritise durability
As well as being irresistible, displays should be durable. Cinemas, for example, are interactive spaces, with Coca Cola spillages and cheesy nacho smudges taking their toll on POS displays. If you’re selling entertainment products in this kind of tougher environment, plump for higher quality wooden display unit set-ups to optimise your ROI (return-on-investment).
3. Think sustainably
As the needs of your business change, so will your POS displays. Outline future marketing strategies from the get-go and start with the basics. The beauty of a wooden display unit is that it’s simple enough to be used for multiple campaigns, giving you a mightier ROI.
4. Assess the environment
Different spaces and industries will require different types of POS displays. From a simple end unit in a hi-tech store to funky wooden display wall shelves in a gaming cafe, make sure your displays adapt to the retail or leisure environment you’re aiming to make sales in. If it looks out of place, customers will notice. If it blends in organically and encourages interest without thought, you’re onto a winner.
5. Maximise wordpower
Think of your POS unit as an extended member of your sales team. The aim is maximum productivity and minimal effort - selling your entertainment and leisure products while you get on with other tasks. You want it to command attention and connect with potential customers, conveying messages clearly, informatively and concisely. Highlight important points such as price reductions and product features, keeping marketing messages short and sweet. Less is definitely more.
6. Appeal to impulsive buyers
As we’ve said, entertainment and leisure products aren’t top of our consumer needs. But that doesn’t mean we never buy them impulsively. It’s all to do with psychology and personality. Can you incorporate emotional messages into your wooden display unit? For example, if you’re targeting mothers - could you encourage impulse buys by highlighting products to treat their kids, with emotive, benefit-led language?
7. Generate FOMO
Otherwise known as Fear Of Missing Out, FOMO is very real. Successful entertainment campaigns are often those that make shoppers think they may miss an opportunity if they don’t buy a product or service straight away. Highlighting bargains and vouchers for a limited amount of time can ease shoppers into lightning-quick decisions. Create a sense of urgency and scarcity and you’ll appeal to shoppers who may not have had any intention of even looking at your products in the first place.
8. Be clever with colour
When we’re scanning a store, our brains are subconsciously trying to process and digest visual cues as effortlessly as possibly. Choosing the right colours for your wooden display unit can have a powerful impact on shoppers’ minds. Studies suggest that people judge a product within 90 seconds of seeing it, and up to 90% of that judgement is based on colour alone. Entertainment industries love to use red - think Netflix and Nintendo - because it represents energy, excitement and urgency. If you want to evoke playfulness, optimism and fun - try yellow. It certainly works for Snapchat. Blending bold and neutral shades can also help marketing messages stand out.
9. Encourage interaction
This is especially important in the entertainment industry. If you’re selling games controllers, for example, create a wooden display unit that makes it easy for customers to pick them up and experience them for themselves. If you’re selling toys for kids, immersive brand experiences needn’t cost a fortune. Virtual reality experiences are popular with entertainment brand campaigns, but they also require close supervision, lots of retail space and big budgets. The best ways to deliver an interactive brand campaign is through rich storytelling, bespoke displays and playful, emotive designs.
You don’t have to break the bank to find a quality wooden display unit provider. With three decades of experience, Admiral Display can help you save valuable time, maximise your ROI and prevent POS headaches with quality bespoke units. Get in touch and see how we can craft a standout display to integrate into your marketing efforts and sell more entertainment products.