How can retailers overcome the digital revolution, "the great marketing challenge of the 21st century"? Bernard Eaton, MD of sales promotion specialist Greenwood Retail, explains how digital advertising can be employed to smash the sales records …
“Back at the turn of the century, if you wanted someone to write your full-page advert for say, the London Evening Standard or Belfast Telegraph, I was your man, and, you could expect your furniture store to have been busy all weekend," says Bernard.
"But those days have gone. The internet and social media changed everything.
"The big challenge has been to understand and harness the immense power of digital marketing, as the heft of some traditional advertising, especially press, has diminished.
“The key is in understanding that all media channels are merely methods of communication. When a new channel such as social media emerges, we just need to grasp how it works, then test and measure.
"Remember, all advertising is about the message. The effective messages haven’t changed. The words and psychology remain the same. It’s all about sending the right message with good targeting and timing, whatever the communication channels may be.”
He adds that Greenwood’s clients can testify that the company's copyrighted, high-impact sales promotion strategies – which utilise an optimised blend of the latest digital marketing along with traditional marketing methods - can generate 25-100% of annual turnover, depending on the nature of the event and other variables, with high margin maintained in just 17 days' trading. "Just as they always have done," says Bernard.
“Also, Greenwood’s retail clients continue to enjoy record-breaking sales success despite war, tax increases, sporting events, economic uncertainty and the associated downturn in big-ticket spending.”
Greenwood is a retail sales promotion company which specialises in organising high-profile sales events, on behalf of retailers all over the UK and Ireland. Many of these clients are also members of AIS and Minerva. To find out more, contact Greenwood Retail on 07771 700247 or visit its website.
