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If you\u2019ve ever been to a grocery store, you\u2019ve probably seen a can display. For those who\u2019ve been living under a rock or adhere to intense budget-blinders when you\u2019re shopping, can displays are used by supermarkets to either create a visual eye-catching display or advertise a sale on a certain product.<\/span><\/p>\n \u00a0<\/span><\/p>\n For example, during Football season, it\u2019s not uncommon to walk into a grocery store and see a huge display sporting the colors or name of your home team. Maybe it\u2019s made out of cartons of Coca-Cola or three hundred two-liters of Mountain Dew \u2014regardless, it caught your eye.<\/span><\/p>\n \u00a0<\/span><\/p>\n And that\u2019s exactly what these displays are meant to do. By advertising within a local theme, the supermarket can draw a tie between a national product and your small town, which might be enough to make you reconsider an item you\u2019ve grown used to ignoring.<\/span><\/p>\n \u00a0<\/span><\/p>\n However, when a thousand bottles of Coca-Cola spelling out \u201cHappy Holidays\u201d isn\u2019t enough to seal the deal, most companies will also consider coupling the display with an unbeatable coupon. From here, all the display has to do is catch your eye. With the product at the top of your mind, showing you a coupon is an easy way for the store to secure the sale.<\/span><\/p>\n \u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n You could stack a thousand soda cans in your restaurant, but why not take advantage of your grocery store\u2019s massive marketing efforts by seriously considering grocery store advertising<\/a>. Coupling the right supermarket advertisement with the right display at your place of business in the shopper\u2019s journey can help you zero in on your customers. It\u2019s often not enough to simply put up a poster near the doorway of your store. You need to have your ad be seen where the people are. So, make a strategic plan, and figure out how to perfect your in-store supermarket advertising<\/a>.<\/span><\/p>\n \u00a0<\/span><\/p>\n If you\u2019re not reaching the right consumer base, you\u2019re not going to attract any new sales. For local businesses like realtors, salons, and dry cleaners, it\u2019s important that you focus on appealing to the people in your community, and there\u2019s one place you can expect to find all of them \u2014Supermarkets. In fact, studies have shown that grocery stores pull the vast majority of their customers from a three-mile radius. Locality is the keystone of grocery store advertising. Knowing who frequents what store can also help you get the most out of your supermarket advertisement.<\/span><\/p>\n \u00a0<\/span><\/p>\n Targeting can occur by persona or by geography. Persona targeting looks at your customers and asks the question, \u201cWhat do my customers do, and where would they see my ad?\u201d For example, athletes love smoothies. If you\u2019re a local gym or athletic wear supplier, you\u2019ll probably garner more attention by advertising in a healthy smoothie shack than you will in a pizza shop. However, who knows. Maybe all that late-night pizza regret could lead to a few more customers in the morning\u2026<\/span><\/p>\n \u00a0<\/span><\/p>\n Geographic targeting is when you try to reach your customers by advertising where they live, play, or work. Trying to predict these locations is similar to persona targeting, but it can be simplified because there is a good chance your customers live in the exact same places as a local grocery store\u2019s customers. This is one of the reasons rewards programs<\/a> are so popular. Customers sign up for rewards and include their home info or zip code. Businesses can then use that data to target their marketing.<\/span><\/p>\n \u00a0<\/p>\n In some cases, hyper-local advertising (which is when you release targeted ads within just a few miles of a location) can be extremely effective. One way to do this is to put up signage, which can easily point customers in your direction or advertise local specials.<\/span><\/p>\n \u00a0<\/p>\n Sometimes you can find both types of targeting in a single medium. Grocery stores, for example, offer a combination of persona and geo-targeting. Statistically, they pull 85% of their customers from a 3-mile radius of the store. This hyper-locality makes grocery store advertising so appealing for local businesses and is why we get so many questions about creating advertisements for grocery stores.<\/span><\/p>\n \u00a0<\/p>\n Finding a supermarket near you and then tailoring your supermarket advertisement through persona targeting can help you attract more business and make the most of your offers.<\/span><\/p>\n How your ad makes its way to the consumer is called Exposure. This process covers both the delivery and presentation of the ad, so it\u2019s important to find the right balance in your campaign. Think about how you feel when you get that dreaded pop-up ad on a website when all you want to do is see the article your friend sent. But when ads are really unobtrusive, you can easily skip over them like the ones at the top of a Google search. Each of these presentations is a matter of calculating exposure and the degree to which they interject in the potential customer\u2019s action.<\/span><\/p>\n \u00a0<\/p>\n Ultimately, exposure needs to be a little pushy because you\u2019re going to ask the customer to buy something eventually. However, if the ad is too invasive, it can lead to serious consequences and derail your entire campaign. A tiny pastel coupon in a magazine may go overlooked, and a huge flier tucked under your windshield could just get balled up and thrown away.<\/span><\/p>\n \u00a0<\/p>\n Calculating your consumer\u2019s response to your advertisement is just part of the game. Part of why grocery store advertising is so effective is because consumers are already prepared to shop, and placing an advertisement on a receipt directly into their hands or having it just inches from the fingers on a shopping cart while they shop is a firm reminder of your business\u2019s services without being too \u201csalesy.\u201d<\/span><\/p>\n \u00a0<\/p>\n It\u2019s important to select your graphics around what you\u2019re really trying to draw attention to and make sure your customers get the right message. For example, the cartoon drawing your daughter did of you may be super cute, but if it\u2019s not attracting attention to the awesome 2-for-1 deal you\u2019re offering, you may have to go with another image. Similarly, if your team designs a callout that\u2019s too flashy for your in-store supermarket advertising campaign, customers may ignore it and mentally liken it to those horrible online pop-up ads.<\/span><\/p>\n \u00a0<\/p>\n Try to find something that highlights your business and draws attention to your promotion without overwhelming your prospective customer. Advertising on the backs of receipts<\/a> is an easy way to get that image out there, especially in grocery store advertising. Receipts are something customers are not only sure to look at but will also hold onto, so they\u2019re a great medium for presenting your advertisement. Plus, they\u2019ll never be considered too intrusive, and they\u2019re going to make their way into your customers\u2019 hands no matter what. Likewise, advertising on a grocery store shopping cart<\/a> is a great way to be ever-present without being intrusive to make sure your brand is front-of-mind when the customer is ready to buy.<\/span><\/p>\n \u00a0<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":" If you\u2019ve ever been to a grocery store, you\u2019ve probably seen a can display. For those who\u2019ve been living under a rock or adhere to intense budget-blinders when you\u2019re shopping, can displays are used by supermarkets to either create a visual eye-catching display or advertise a sale on a certain product. \u00a0 For example, during […]<\/p>\n","protected":false},"author":1,"featured_media":202027,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[43248,9925,3626,4172,19280],"dealstore":[],"offerexpiration":[],"class_list":["post-202026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising-101","tag-cans","tag-grocery","tag-stack","tag-stores"],"yoast_head":"\nHow To Get In On The Action<\/span><\/strong><\/h2>\n
Targeting\u00a0<\/span><\/strong><\/h3>\n
Exposure\u00a0<\/span><\/strong><\/h3>\n