Publicado el 19/10/2021
Espacios Tematizados

Branded spaces are those that generate brand image, creating a small, completely personalized world within the shopping shelf itself. The idea is to take a completely groundbreaking idea, and take over the space, generating an immovable presence. Let’s call it art.

Now, not all branded spaces are the same, and that’s why today we want to talk a little more in depth about this. Because decorating the point of sale is not the same as branding it. And a themed space for Valentine’s Day is not the same as a themed space for Christmas. And the latter is what we want to talk about.

Yes, we know what you’re thinking, ”.Christmas campaigns? But ”team” we are already thinking about 2022!”Well, we’re not saying don’t think about next year’s campaigns, we’re talking about there’s still time to create THE Christmas campaign. Don’t let opportunities like this one pass you by, the kind that only comes once in a lifetime.

Unique projects that generate brand image.

A few months ago, we talked about macro exhibitions, and how having one can be key in increasing your sales, but today we go a step further. In fact, we go one dimension further. Thematizing a space is not only about decorating it with POS elements. It goes much further, and although it is something that does not come to mind when we think of point-of-sale campaigns, it is one of the most effective methods to generate impact and recall in the consumer.

Making a space on the POS is equivalent to making a space in the consumer’s mind. It consists of gaining notoriety through presence. It’s time to get creative and bring out the big guns. And especially at Christmas, when campaigns abound, trying to capture the attention of shoppers. That’s why it’s more important than ever to have a good campaign with branded spaces.

Oh my God mom, look!!!

Nothing better than hearing the scream of a child who has just been conquered by a point-of-sale campaign thanks to the branding of the space. Gift on the Christmas list, check.

And yes, the Christmas campaigns are hitting every sector: food, decoration, clothing… but above all, toys. This is the key moment in which a brand ensures that it stays in the consumer’s mind for its subsequent ”Christmas List”. But also in the short term, because standing out among all the brands ensures a purchase for those copious family reunions and dinners that abound at this time of the year.

Christmas is the time when most families go to the point of sale to shop together, and it is the time of the year when they go most often during the week. In addition, due to the current situation, Google conducted a study on consumer shopping patterns in 2020. Some 9% of consumers start their Christmas shopping as early as September, and another 74% started their shopping earlier than other years.

Scotch Elves campaign, for Scotch

If you were still hesitant to start your Christmas campaigns now, this is the push you needed.

But what do I do?

This question is quite easy to answer for Trade Marketing and Brand Experience agencies like Grupo WDi.

The first point is clear to us, there is no more Trade campaigns without Brand Experience. The consumer has changed and so has our way of communicating with him. Campaigns have to be personal. Maybe in the past an eye-catching display was enough, but now having a unique display is taken for granted. The important thing is: what else?

Of course, design, production and staging, which we talk more about here, play a vital role, because each space needs its own light. The right dimensions, the design that best suits not only the brand but also the time of the year, and an optimal implementation will create the atmosphere you are looking for.

There are a lot of possibilities you may not have thought of before, but today we’ll talk about some that generate a lot of awareness:

  • Neons and pyrographed signage: it’s a way to signpost your space and highlight the products you want in an innovative and eye-catching way. It is not commonly used in everyday campaigns, so why not use it in special occasions like Christmas?
  • Dolls and animals to scale: nothing generates more impact than ”real” size figures (or as much as humanly possible, we can’t put a rhinoceros in a shopping mall). It is one of the most striking and groundbreaking ways to theme a space. Jungle animals, a playmobil, maybe a football-sized chocolate… the possibilities are endless.
  • Decorate the entire linear with miniature spaces: create a small soccer field, a doll’s house or a playground are some of the most creative ideas. This type of branded spaces generate consumer experience, being a bridge between the consumer and the brand and making them an active part of it.
  • Holograms, screens and monitors: of course, we could not forget about digitalization in the theming of spaces. In an era where digital interaction is the order of the day, having all kinds of technology increases brand engagement considerably.
You can be anything you want campaign, for Barbie

These are just some of the things that can be done at the point of sale to generate notoriety and conquer the consumer, but there are infinite possibilities when it comes to Trade Marketing.

As an integral marketing agency, it goes without saying that at Grupo WDiwe take care of all types of decorations and theming, from the design of the campaign to its assembly to create an absolute and unique ambience for your brand.

If you think your brand is ready to get into the Christmas spirit, just contact us! We’ll be happy to help.

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