There was a time, not so long ago, that it was perfectly acceptable to celebrate the festive season by throwing a bunch of tinsel around and scattering some snowflakes in the shop window but today’s punters expect a little more from their Christmas displays.
With that in mind, and with the festive season fast approaching, we thought we’d suggest a few ways that retail brands and small businesses might want to consider expanding their festive marketing palette without succumbing to cliche.
Dynamic signage
The big Christmas adverts have become pop culture cornerstones that we all look forward to seeing every November now. From John Lewis to Aldi, every major chain has to have a festive film to tug on the heartstrings of shoppers and they often build entire campaigns and brand identities around it.
So it surely makes sense for brands to make the most of this and bring the world of their advertisements into their stores? By using the latest LED screens and interactive displays it’s not only possible but it can be changed every year for each new festive frolic.
A call to action
The CTA in marketing is a golden goose if you can get it right. It’s the succinct phrase that makes people want to click on your website or shop in your store. When it comes to your Christmas LED display content, try to settle on messaging that is subtle and yet different enough to stand out from the competition.
For example, focusing on your limited edition products or discounts is always a good shout. But whatever you decide on, don’t try to overcomplicate your message with dozens of CTAs. Stick to a few really good ones and use them in different ways to really bring it home.
Theatrical concepts
The Christmas season is a big deal. Indeed, in the wake of the 2020 pandemic and the rather subdued Christmas we had last year as a result, 2021 looks set to be a bigger deal than ever before. To fully represent the size and scale of Christmas, retail establishments that can afford it should be making big gestures this year.
For inspiration, let’s look back to 2014 when Jason Bruges Studio transformed the iconic London Shard into a Christmas tree. It’s this kind of daring installation that will move hearts and minds this year. But you don’t have to do something on that kind of scale. Think just as ambitious but smaller and more practical.
Know your demographic
Know who you are selling to and half of your work is arguably already done for you. This means doing the requisite market research and studying the language, the trends and the kind of content that generates buzz amongst your chosen audience.
Never is this more important than at Christmas, when everyone is shouting for attention and the loudest voice is often the only one to be heard. Focus on an LED colour scheme that appeals to your demographic and stick with it, not being afraid to break free of the conventional greens and reds if needs be.
Creativity is king
Content isn’t king anymore, creativity is! At least at Christmas, anyway. LED displays offer so many ways for us to engage with our audiences and the best ideas might not even have been had yet. So don’t be afraid to shoot for the moon and challenge preconceptions with your displays and your ideas.
Image: fotohunter / Shutterstock.com
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