1. Lesson 9 – Advanced Promotion VIRTUAL BUSINESS - RETAILING

2. Advanced Promotion This lesson explores “outdoor marketing” or the effective use of store window signs Outdoor Marketing is marketing conducted outdoors

3. Outdoor Marketing Billboards (print and digital) Transit advertising (buses, subways, taxis) Commuter displays (airports, bus stops) Information kiosks Airplane banners (at the beach) Store front windows and displays

4. Outdoor Marketing Rule 1 Keep it simple Uncluttered design 3 main components: A compelling image or photo A unique, benefit laden, emotionally charged headline Your name, logo, contact info

5. Outdoor Marketing Rule 2 Use high contrasting colors To attract attention

6. Outdoor Marketing Rule 3 Forget Fancy Font Styles Thin or elaborate script fonts are hard to read Use thick stroke fonts in simple styles to increase legibility at a distance Keep ample space between letters to avoid blurring Avoid ALL CAPS Use BIG font sizes Larger fonts are easier to read at a distance

8. Outdoor Marketing Rule 4 Use outstanding photography High-resolution images Make a big visual splash with 1 central image

9. Outdoor Marketing Rule 5 Focus on 1 key objective You only have seconds to convey your message Do not list multiple features or lots of information Make one point with impact

10. Outdoor Marketing Rule 6 Narrowly target your audience Do not try to appeal to everyone Make an emotional and meaningful connection to your target

11. Outdoor Marketing Rule 7 Use story elements to grab and keep attention Thought provoking message Vivid mental picture Drama, excitement, suspense, delight

12. The Storefront First physical impression a potential customer has Ads posted in store front windows should be Simple Easy to read Uncluttered Contain strong offers

13. The Storefront Loss Leaders Products offered at a special price, at or below cost. Lures customers into store, away from competitors. Hopefully to sell them other goods at a profit. Pelican example with 50% off patio tables

14. The Storefront Bait & Switch Offering a good price, then intentionally not stocking enough to meet demand Customers are lured into the store but there is not product to buy Illegal in some states Pelican example with 50% off patio tables

15. Cupcakes Design a storefront banner for the cupcake bakery. Use the rubric as your guide.