Implementation and installation are inherently ignored as a vital part of the process when marketers are developing in-store communications programs. Communicating the retail message well is the crux of the mission but it’s like the old tree in the forest adage — if no one sees it, will they buy. It’s assumed that if they build it, someone will put it up. However, the fact is that the majority of in-store communications programs are installed improperly if at all. Very often, program elements are never put up and by the time an overwhelmed store manager realizes it, the promotion has ended and the manufacturer has wasted thousands of dollars on materials and shipping for it all to wind up on the store room floor.
The wise marketer should look for a firm that will not only help them design a program that is creative, targeted and impactful, they should also examine the firm’s ability to see projects through to completion and installation at a level that will actually produce lift.
