A showcase is the calling card of any retail outlet. It serves not only to attract more buyers, but also to create a certain image. If you see dirty windows, with stains and strange substances, you will probably assume that the store, boutique or office offers lower quality services.
That is why shop windows began to be decorated with inviting advertising - pictures, inscriptions and even flickering garlands all year round. We will tell you about all the features of advertising on windows and shop windows, and also lift the curtain, which will show how to properly apply images and care for them.
Choosing the right material
The main feature of advertising on shop windows is their durability. A good material must withstand any temperature changes, weather conditions, and treatment with household chemicals. As a rule, for the production of advertising they use a durable self-adhesive film, which, moreover, should not come off for a long period.
They mainly use vinyl film - either glossy or matte. It all depends on the personal preferences of the owner of the outlet. For example, if you need to stick an image on the street, then most often a matte material is used so that the sun's rays are not reflected in the gloss. Advertising on windows (residential, retail outlets) is selected individually, depending on the location of the store, the curvature of the surface, the presence of corners and the quality of lighting.
Material for outdoor advertising varies. There is a film that can be easily removed and does not leave traces of glue on glass or plastic, and there are those that can be disposed of with working tools - a spatula, special chemicals, hot air. If you want to save money, you can make a one-sided image. This means that such outdoor advertising cannot be seen while indoors.
You won't pass by
When such samples are placed at an exhibition, near your retail outlet or somewhere in crowded places, it 100% attracts attention. Is there something (some samples) near your retail outlets that would attract people's attention? (Ideally, of course, you don’t need to limit yourself only to your own points; there are parks, shopping centers, etc., where you should be present in the minds of your customers)
Very often the answer is no. Because it is supposedly expensive, there is no person who would do it, and a couple of other common excuses. Window workers are accustomed to working according to the old scheme. The old scheme no longer works, especially if there are competitors who give huge discounts.
Features of advertising on the windows of a store, home, boutique in an entertainment complex
A beautiful and original image always catches the eye. To do this, you do not need to use fluorescent colors, which also glow in the dark with luminescence.
As mentioned above, the window is the business card of the store. And therefore, many marketers advise not to decorate windows with a useless picture, but to use it as an additional advertising stand. That’s why, walking through a shopping center, we already know that clothing and shoe boutiques are offering discounts, a coffee shop is offering new promotions, and a small bread stall has started making excellent Cinnabons (popular cinnamon buns).
Pure advertising stunt
The topic of window cleaning is also a frequent guest on advertising podiums. True, as practice shows, the Federal Antimonopoly Service does not like pure advertising and advertisers have to “wash themselves off” with fines.
Mom washed the frame
“Mom washed the frame” , “Our windows don’t need to be washed”, “Take care of your mothers” - these three, at first glance, completely harmless slogans, caused serious indignation at the beginning of April 2010 in the Stavropol Territory. Unusual drawings made with oil paint appeared on the asphalt in front of the entrance to multi-storey residential buildings. The outline of a female silhouette was depicted on the asphalt canvas, very reminiscent of the corpse of a woman depicted by the police who fell out of the window during the washing process. The latter was hinted at by the fact that the “victim” had a rag and a bucket in her hands, and the inscription on the dress completely dispelled discrepancies about the cause of the accident - “Mom was washing the frame.”
At the same time, billboards of the same company appeared in the city, depicting a victim of window cleaning with the inscriptions: “You don’t need to wash our windows” and “Take care of your mothers.” Below, the company guaranteed self-cleaning of windows thanks to the application of a special innovative coating on the glass. As it turned out, in such an unusual way, one of the local window companies decided to advertise their new product - self-cleaning windows.
The FAS, due to the fact that this coating is not applied to the window frame, but only to the glass unit, that is, the need to wash it remains after using the self-cleaning miracle product, recognized the advertisement as untrue. After all, it was the fact of washing the frame that was stated as the cause of possible fatal household injuries. The result of the advertising campaign was a net fine of 4 thousand rubles for the window company’s violation of advertising legislation.
If you don’t wash your windows for Easter, order new ones!
The OFAS appreciated the witty advertising of plastic windows initiated by Vladimirskaya. For an advertising banner with the slogan “Don’t wash your windows for Easter - order new ones!” the company had to pay 100,000 rubles for being incorrect in relation to religious symbols. As we can see, the good intentions of a window company to save citizens from the tedious need to wash and seal old wooden window blocks by replacing them with new plastic windows are not always perceived by supervisory authorities as pious.
Preparing the surface
In order for the self-adhesive film to firmly “grab” the surface, it must first be cleaned and treated. In the worst case, the appearance of the application will be spoiled: the corners will begin to peel off, and the coating itself will begin to “bubble,” deforming the image or inscription. To do this you will need:
- If there is already outdoor advertising on the surface, it must be removed. If the film does not come off on its own, then take a small spatula and a hair dryer. Attention! You must be able to access the power supply! Under the influence of hot air, the glue will begin to melt, making the film easy to remove. A prepared spatula or any hard object will make this process easier.
- When you remove the remnants of the self-adhesive film from the display case, you need to clean it of dirt. To do this, detergent is diluted in water and the surface is thoroughly treated using a lint-free cloth. It is necessary to clean not only the area where the image will be pasted, but the entire display case - this will significantly improve its appearance. After all, advertising on windows must be firmly fixed to surfaces.
- Now you need to remove residual grease, traces of household chemicals, wax and alkali from the base using alcohol or vinegar diluted in water. You can stick advertising on the window only after the surface has been previously dried. It is important to pay attention to the material from which the display case was made. For example, if acrylic glass was used as a basis, then alcohol will only harm and ruin the surface.
Sports Marketing
Sports marketing in window advertising introduces an emotional component into the consumer's perception of the brand, which effectively affects sales growth.
Advertising goal
This tool was first used on the Russian market by the manufacturer of window systems Profine RUS. The leading manufacturer of PVC profiles was able to verify its effectiveness when it launched the “KBE + Football” marketing program, aimed at revealing the concept of “Real success without unnecessary noise.” The choice of the football theme within sports marketing, represented by the most star Russian football player, Andrei Arshavin, is due to the leading position of this sport in Russia. The popularity of football among the population opens up the opportunity to attract the maximum number of people who belong to the KBE target audience. Advertisers also focused on the coincidence of window sales and football championships in seasonal activity.
Advertising hook
The Positron Plast window and facade systems plant in St. Petersburg launched an advertising campaign on transport in support of its brand, the face of which was the titled boxer Nikolai Valuev. According to the advertisers, Valuev’s image is associated with the main competitive advantage of Positron Plast windows - reliability. In addition, the window advertising plays on the atypical image of a famous person - a simple, family man, close in spirit to the majority of the brand's customers.
Application methods
There are two application methods, which are selected depending on the location of the display case and the presence of defects. It does not matter where the advertising will be placed - on the windows of the house, shop windows or glass walls of boutiques.
- Dry method. It involves placing vinyl film on those surfaces that have curved lines and corners. This method allows the image to be firmly fixed without peeling or peeling.
- Wet method. This method is unique in that it can be used during bad weather, especially for advertising on residential windows; for decorating a display window with a multi-colored and large image, and also if there is no application film, which is a ready-made stencil that is carefully applied like a sticker.
Sales of windows via the Internet
Work on the Internet. Regularly advertise on local message boards. Use social networks: Vkontakte, Facebook. Create a group or public page, advertise yourself in local intra-city groups, constantly post information about new products, special offers, post informational articles about new products in the field of plastic windows, installation features. Your task is to inform as many residents as possible about yourself. Create a video channel on YouTube, post materials about editing on it, explain the concept of what editing is according to GOST.
Create your own website if you don't already have one. Install a chat program on your website to quickly connect a client with a manager. Bring the selling page of the site to the top of queries in your city and region. Being on the first page of search engines provides the company with sales stimulation, since this is where a huge number of target users who are ready to make a purchase are looking for information. Use modern marketing solutions to attract buyers. For example, video reviews of your satisfied customers. Be sure to use an online calculator program so that the client can easily calculate the cost of his window on his own. Give the buyer the opportunity to independently choose the size, type, material of plastic windows and the ability to quickly and easily fill out an application.
Thanks to the website, the buyer has an excellent opportunity to learn about your company, get acquainted with your offer and make an application without leaving home. The website does not need to be made too expensive. It is enough to bring it to the first page of queries for the region. Target website visitors come for low-frequency queries that give the highest conversion. A good result in website promotion will be achieved by combining contextual advertising with search engines. This method is good if you want to increase product sales as quickly as possible.
Periodically monitor reviews of your company on other sites and respond to complaints in a timely manner. Ask satisfied customers to post their reviews on local forums and review sites.
The modern market in this segment is maximally oversaturated. There is a whole range of marketing methods that can attract buyers. These are seasonal discounts on the purchase and installation of PVC windows. In winter, the number of people wanting to replace windows decreases significantly. Traditionally, a drop in sales is compensated by a developed system of discounts. You can attract buyers not only by reducing the price, but also by free dismantling of old structures, free surveyor visits, garbage removal after work, and receiving discounts when ordering windows for the entire apartment at once. It is often practiced to offer installation of one window for free, a mosquito net or window care products as a gift. There are many options to attract customers and, accordingly, increase the sale of plastic windows!
More about the dry method
The dry method is more reliable than the wet method. If the surface has curvature and unevenness, then after a soap solution the film stops sticking, which makes it more difficult to shape the image. This problem is especially faced by those who want to decorate the corner of the window with an inscription or a solid design. For the dry method, an industrial hair dryer is used, which literally melts the adhesive base and firmly fixes the film to the surface. In this case, you need to apply the image only to a dry surface, otherwise bubbles will begin to appear.
Printable advertisement
Booklets
Booklets were, are and will be an integral part of window advertising. Small, informative booklets are able to describe to the buyer all the advantages of the product and buy it. An important component of the booklet is the information load (new technologies, convenient forms of payment and delivery).
Leaflets
Leaflets are fiercely hated (primarily because they are intrusive distributors). Most buyers will never admit that they take leaflets (even fewer will tell the truth about not throwing them away). But the whole “work” of leaflets lies in the fact that, without throwing them away in the first minute after receiving them, a person cannot get rid of it for weeks. Quite an annoying advertisement, for a piece of paper, you must agree.
Related article: Self-adhesive window insulation tape
More about the wet method
Vinyl film is applied to the surface after the display case is treated with a soap solution using a spray bottle. This method is ideal for large images that consist of several applications. Using the wet method, you can apply the film so that no bubbles form. But the main feature of the method is the formation of a single structure from several parts.
To ensure that the image is complete and perfectly smooth, the vinyl film on a wet surface can be adjusted and leveled. In the wet method, as in the dry method, it is necessary to use a spatula, with which the surface is leveled, accumulated air is removed and the contours of the film are firmly secured. Thus, advertising on windows and shop windows will look neat.
Competent staff
In order to increase sales of plastic windows, it is not enough to simply rent an office and establish industrial relations. In the conditions of fairly fierce competition that reigns in this market, you will have to master the basics of marketing and become a good seller. The basis of sales is a competent manager. And not just technically competent, but also able to teach the benefits of your product to a potential buyer. A competent manager who is fluent in words and able to communicate with the client in his language can bring great profit to the company.
Main directions
The MRRK company offers a professional approach and a high level of execution of any type of outdoor advertising:
- signs
- roof installations
- volumetric letters
- light boxes
- led signs
- entrance groups
- neon advertising
- media facades
- advertising steles
- advertising signs
- advertising pylons
- billboards
the most unusual shapes and sizes for an original presentation of your business, made taking into account regulatory legislation in the field of outdoor advertising in Moscow.
Our own modern production, extensive experience in the capital's advertising market, and the use of innovative technologies allow us to provide full-cycle enterprise services: from design, manufacturing, installation, repair to maintenance of all types of advertising structures.
For our company, each customer is an opportunity to realize the most creative idea on the best terms:
- calculating the cost of an advertising structure in 10 minutes - we value our time and yours and take into account the high competition in your business
- design layout of an advertising structure as a gift - we will develop personalized 3D project options for you with reference to a real object
- the surveyor’s visit to the site on the day of your request is free - we give you a bonus by taking on these costs
- if this is your first time placing an order with us for the production of an advertising product, a 10% discount - we assume our constant cooperation.
The managers of our company will take on the role of guide and consultant on all issues: design, materials, terms, payment and operating conditions of the advertising structure, so that it becomes an effective tool for presenting and promoting your business with maximum emphasis on individuality.
