Branding Pharmacies #4, Your window display differentiates and positions you.

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Your window display differentiates and positions you.

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It is the foremost tool of marketing and communication at the sales point. And yet very few make a professional use of their window display.

If you pharmacy were a magazine, the window display would be cover. Isn’t the front cover the main appeal that gets you to stop at and buy a magazine? Can your window display do the same? When was the last time a window display grabbed your attention and made you stop? Have you thought about what your pharmacy is saying if your window display is not being utilized? Leverage your shop window to differentiate yourself from your competitors; launch campaigns with your own individual style.

“Research has shown that 80% of customers are hooked by the direct effect of the window display.”

Designing a window display involves knowing the techniques of montage, knowing the materials and how to communicate through objects and spaces. And this extends much further than just dumping all the PLV material from the various laboratories in the window.

1) The window display sells image: The image your window display projects is key for grabbing the attention of the passer-by. Remember that your pharmacy must “clamour” for the attention of anyone who passes by. Prioritize clarity of image before information overload – invariably our minds are stressed and so our brains are naturally attracted to appealing and pleasant images.

2) A window display is three-dimensional: Like your store, and unlike a TV commercial or a magazine page, your window display exists in three dimensions. That means that you have to know how to manage space, light, colour, shapes, forms, and objects to communicate visually. Set it up so that it can communicate, as if it were a a stage in a theatre, where you can use lighting, change the floor, transform the backdrop, hang things from the rafters.

3) A window display is there to communicate: It’s as if you had your own TV channel. To communicate, you need to know three things:

1. Who is the window display targeting with its message:
2. What is the window display’s message?
3. For how long is the window display going to convey this message?

You must utilize the window display according to a calendar in which different campaigns can ‘take the stage’ throughout the year.

Remember, in order to position your pharmacy in your customer’s heart and mind you have to communicate clearly along a single axis.

This is part of the content of Branding Pharmacies. To continue reading please download the .pdf below.

• Download Branding Pharmacies #4

• Download Branding Pharmacies #3

• Download Branding Pharmacies #2

• Download Branding Pharmacies #1

Finally, remember that this book is presented in 12 deliveries, by “posts” and “pdfs”, to be published monthly here and at www.marketing-jazz.com/blog/branding-pharmacies.

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