This is a form of brand communication I have used with retailers in the past, and I think very relevant in the future communication with our prospective Retailers. I learned this listening to a podcast from Simon Sinek a few years back -- a new way to approach the marketing presentation of a company.
I have adapted this way of thinking to a retailer’s brand platform, as well I have sectioned off the visual areas within a store and coined the terms
WHY from 8’-0” from floor to the ceiling
· GLOBAL communication.
· Pound your chest of the retailer’s brand
· Departmental communication
· Quality statements
· Community connection.
HOW from 4’-0” from floor to 8”-0”
· PROCESS Communication
· Tell the Retailers Compelling Story
· Quality Standards
· Core Values
· Product Profiles
· Special Services Provided.
This is usually just above a fresh service department but can be expanded into the center store areas when needed.
· The Key: tell your story
WHAT from 4’-0” from floor and below at product level
· Communicate either price or compelling information.
All the above is supported with décor and signage programs, the silent communicator within a store acting as a guide for the retailers employees.
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