The now dark Bill Express advertising screens are a marketing opportunity for newsagents.
While some newsagents have connected them to DVD players and other devices for use in store, I suspect that most newsagents will not venture that far. Given that most of the screens are in excellent highly visible and high traffic locations, here are some in-store marketing uses for the screen which you could consider:
- Feature a poster or cover display of your Magazine of the Week. Promote a title most customers would not see at the front of the shop.
- Promote lottery jackpots – OzLotto is $40 million this week. Hopefully it will not go off and next week you’ll have a $50 million jackpot to promote.
- Invite a local charity to provide a poster to be stuck over the screen for a week or two.
- Cover the screen with white board material and make your own Specials Board. Be sure to change the specials at least weekly.
- Put up a poster supporting your a local sports team.
- Talk to your merchandiser about creating a greeting card display to go over the screen – something around the Kung Fu Panda themed cards and bags from hallmark would work.
- Create a simple product based display. For example, AFL footy cards are still hot in our newsagency. We could blow up a footy card pack to the size of the screen so it really stands out when people see it.
All of thse ideas are designed to add to the theatre of retail. With the screens up high and in a great position whatever you promote ought to get a good lift as a result of your efforts. Have a crack.
If none of these ideas excite you, go out to the front of the shop and look at your screen and dream up some ideas which will fit your business. Leaving it dark helps no-one, you might as well use the excellent location to your advantage.