News is around us all day every day in this world of mobile twenty four hour news coverage. From the serious to celebrity to quirky, news is more accessible than ever before.
Retailers have an opportunity to tap into this twenty four hour news cycle and leverage it to their commercial advantage in a number of ways.
The most passive and simple way is to place a large flat screen TV within the business and thereby provide customers with access to current news. This is a boring and uncreative approach to leveraging news. But it works for many businesses today. It can show relevance and provide entertainment for customers who are browsing or waiting for service.
The are far more creative ways to leverage news coverage to drive traffic and sales for your retail store. Here are some of them to get you thinking:
Recreate a news event in your window. Connect with a major news story, from today or in history, which connects even vaguely with your type of business, and recreate a scene in your window.
This needs to be a scene which is readily identifiable to the story and based on a story with mass appeal. The display needs to be eye catching – either for its authenticity or with the creative and bold take it represents of the story.
What you want here is a window display which generates excellent word of mouth, which brings new people to your shop window.
It also has to be the type of display which can work for at least a couple of weeks, so that you get a reasonable return on your investment.
React to a story. If there is a local story about a person or group in need. Consider creating a window display which appeals for support. Use your business as a focus point for drawing attention to the issue and raising funds.
Your commitment demonstrates your care for causes and your preparedness to use your business for issues for the greater community good.
The window display could lead into the store with engagement through donation collection, education of shoppers or some other form of practical engagement to promote the cause which is the focus of the story.
Focus on people. Celebrities in the news could be relevant to your type of retail business. If so, consider an interactive engagement.
For example, consider hosting your own red carpet look alike fashion parade around the same time as the Oscars or Emmys. This promotes the fashion business and provides an opportunity for a bit of local fun.
No matter how you connect with a news story, do it in a fun and professional way. Choose stories and events which speak t you, your customers and the commercial needs of the business.
Measure the benefits delivered by your engagement and learn whether this approach is good for business. If so, consider new story related events four to six times a year. Become known for being topical and creative. This will drive great word of mouth for your business.