High Streets

There is a lot of talk at the moment about how many high streets are failing. One of the most common explanations is that the internet has changed people’s shopping habits. Whilst this is undoubtedly true, people still like dealing with people, and this is something we have found in our business. Despite increased brand spend on digital marketing, there is still a strong case for brand owners to undertake face to face marketing, whether that is product sampling, taste-testing, or just engaging your customers in some way to get their feedback, buy-in, or support.

People still like to go out and have a look around the shops, the trouble is that they don’t always buy on the spot! Retail has always relied on hard work to create the kinds of spaces where people want to come and be encouraged to shop. Our work over the past 20 years has seen a big shift in marketing spend away from POS to online, but one of the most rewarding parts of the marketing mix has been the ability to get out and in front of customers and prospects and get some real immediate feedback. Our promotions cover lots of sectors, and we can supply entertainment staff such as magicians, or face-painters, or any kind of performers. All of this adds up to an opportunity to get people out from behind their screens and start mingling, which creates a more memorable experience on a day out. An extreme example of this is the recent parade of the Giants in Liverpool, where thousands turned up to see a story unfold across the city. Yes, you could have watched it on TV or online, but the feedback from spectators was overwhelmingly positive, and it gave something to talk about to their friends. The town centre café’s and restaurants did well too, as all those people needed something to eat or drink. It also serves to encourage people to go out more often, just to experience the vibe and see what is going on. Things are changing, but that means we have to think differently and work that little bit harder to make sure we get customers on board.

#highstreets, #brandambassadors, #brand, #retail, #shoppingcentres, #visitorattractions, #product sampling, #tastetesting

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