A convenience store might very well be one of the best places to inspire impulse purchasing. A customer walks into a convenience store for a specific need. Perhaps it’s for a drink or a lottery ticket or a tobacco product.
But consider how many micro decisions a customer makes in that small space between the front door and a purchase. And how many expressly affordable temptations beg for their attention.
None of those choices gets more than a fleeting moment of consideration. This is why effectively marketing not only inside but all around the convenience store is key. How can you maximize your visibility in and around the store to ensure your product is top of mind and you see a corresponding lift in sales?
The Don’ts
Don’t Rely on Just One Tactic
Imagine you’re marketing a beverage. If you’re considering a single tactic like cooler-door clings, you’re missing myriad other opportunities to call attention to your product! What about floor graphics, a standee, ceiling danglers, clings on the front door and windows? Or pushing further outside the store, to catch the shopper on the way inside: wrapping ice boxes or Amazon lockers, or posters on the building exterior? Are there gas pumps? What about pump-top ads, or even ads on the gas pump nozzles? All of these attention-grabbing placements are available to you.
Don’t Be Too Subtle
Think of how visually chaotic a convenience stores is, a thousand items hoping for the customer’s attention. Ads with understated visuals, small text, or uncompelling offers are practically begging to be ignored.
Don’t Neglect Permission and Compliance
Every convenience store or convenience store operator has different requirements regarding ad displays on their premises. Managing all that permission and compliance can be a real headache, and mistakes will quickly get your ads removed from the store—and potentially prevent you from advertising there again.
Be sure to work with a media partner who will handle communication with store operators and managers, and ensure a professional installation (and de-installation, if required). They can help you to navigate any restrictions you need to consider before ad production begins.
Don’t Let It Get Stale
New products and new engagement tactics are testing and launching constantly in c-stores. And as a result, consumer experiences expectations are always shifting, too.
If you let your campaign get too stale, you risk ad blindness. So, keep your creative team and partners working to ensure impactful creative and timely creative refreshes.
The Do’s
Compete at eye Level, complement at other levels
You already know that the closer to eye-level you can place your ad, the better chances it has of capturing attention and winning engagement. Cooler clings, pump-top ads, and outdoor posters all do that. So do Amazon lockers and ice boxes.
But don’t forget the spaces above and below, where there is less competition to catch the eye. Ceiling danglers, floor graphics, and similar tactics can gain you extra impressions—and attention!
Make Engagement Easy
Scannable QR codes invite in-the-moment engagement for discounts, loyalty programs, and special offers. Use them liberally. Prominent social handles can help with post-visit engagement, too.
Remember to Localize
Understanding local language preferences is essential. By communicating in the language your customers are most comfortable with, you create a welcoming environment and make them feel valued. This could even lead to increased customer loyalty, engagement, and sales.
Beyond language, consider ways to make your store feel like a true part of the neighborhood. This can involve referencing local landmarks, events, sports teams or schools in advertising. Incorporating these local elements, you can create a sense of familiarity and connection with your customer base.
Work With a Reputable C-Store
Advertising Partner
You can boost your chances of success with c-store advertising by partnering with a leader in alternative out-of-home advertising.
Only one company has been innovating in the c-store advertising space for more than 20 years. Only one company has built a national c-store partner network that includes more than 20% of the c-store locations in America.
AllOver Media has a wealth of experience driving strategic and effective store advertising campaigns for their clients. That expertise is supported by dedicated campaign managers, a world-class in-house creative team with deep point-of-purchase experience, and the most extensive in-house production capabilities in the industry.
If you are ready to launch an actionable and winning marketing campaign for your brand, we’re ready to work with you. See How AllOver Media Can Help!
