A Creative Communications Agency

In a recent Adage.com article they review the new Deloitte study that shows in-store marketing is the fastest growing medium in the industry. Yes, in-store not the internet. Many companies use internet marketing already and as happens in many situations it has become a regular part of a creative campaign. So while it is still a large media to promote you brand or product you always need to look at what’s next.

A good creative campaign utilizes multiple channels to communicate to the consumers. This is why a print campaign runs along with TV, web and direct mail. Cover the bases and then look at where you can go next. Standing out in the market is the important thing. If your message is sandwiched between a hundred other ads in a magazine you need to differentiate yourself and find where the rest of the competition isn’t. Over the course of time new media channels have managed to evolve and adapt to the changing culture. Many people though the radio would be replaced by the television. The Internet would eliminate the newspaper. But each newcomer to the communications game has found it’s place to live along with everyone else.

The Deloitte Study gives some explanation of the definition of “in-store” marketing but the specifics are still a little unclear. Officially, the report opts for the broadest — and perhaps fuzziest — possible definition: “All marketing stimuli designed to engage the shopper, build brand equity and lead him/her to make a purchase while he/she is in ’shopper mode.’” 

In-store marketing isn’t a new medium, it is just getting more attention. Getting the message to the end consumer in their daily routine through television, print and direct mail is where it starts. But when they get to the store you need to make sure you continue communications. Leaving the trail of breadcrumbs right to your product. Be wary that the ‘big bad wolf’ of your competitors will be trying to lead them of your trail.

Is advertising everywhere? What would be the next? A form of communications that hasn’t been invented yet?  The first commercial cellphone came out in Japan in 1979, where they already thinking of how to get an ad through that channel?