Digital Retail Communications

Project 5:

Digital Retail Communications

How do you advertise a brand effectively using innovative in‐store communications in retail (interior and outdoor) spaces ?

Outdoor signage is a centuries‐old staple of the advertising and media promotion world. Due to digital technology, it is facing its biggest transition since the 19th century. From video walls to digital billboards to smaller screens that convey dynamic marketing and branding information, digital content distribution and display is changing the face of outdoor signage, and revolutionizing the future of the advertising and public perception. Outdoor advertising companies now schedule multiple clients per day, offer customized packages and sell increasingly more advertising space at one location. Marketers are finding it increasingly difficult to reach key groups of consumers, such as young men and working mothers, through traditional media channels (newspapers, network TV, etc.). Thus, it is no mystery why marketers are embracing out‐of‐home media (both digital and static). It is also easy to understand why retailers and brands are investing in quality point‐of purchase (POP) advertising, colourful in‐store signage and other in‐store media (collectively, these in‐store media are often referred to as “Shopper Marketing”) that is influencing purchasing decisions at the point of sale far more today than was the case during the “Golden Age” of network television in the 1960s and 1970s.

1. RESEARCH:

Research: read and record information about traditional and digital indoor and outdoor signage and in‐store communications using Graphics, advertising, media and PR promotion books and magazines for quality images and ideas for this project.

2 . Select a client (1):

B&Q

Comet

New Look

PROJECT OBJECTIVES:

For your Client . Using a range of different products from within the selected brand visualise how the brand will benefit from shifting from advertising using ‘traditional’ media to digital signage/innovative multi – media.

Produce an innovative In‐store communications concept.

2 x A3 boards:

Board 1 will demonstrate a story board (research/ visuals & annotation) visualising location, installation and ways in which the public will view or interact with retail signage communications. (Use indesign for board layout and Photoshop for image editing)

Board 2 will present the final concept(s)

Present the final concept in 3 different locations.: eg. in stores, on high street, in city spaces, on vehicles, cimemas, on mobile devices etc..

High quality presentation is essential. Use only high quality images: photography, scanned images, stock images, your own graphics…

2. PROJECT SUMMARY REPORT:

Reflective documentary/report in your blog: Write a reflective evaluation of your approach describing experiences, creative processes, and methods used during the project. Use supporting information taken from advertising/graphics books or magazine(s) and the web to contextualise communications and ensure you correctly reference these sources.