Using Decals to Build Brand Identity

Using decals to build brand awareness is great wayretailer or by signs or banners in the store.
to stretch your marketing dollars. The decal onceThe marketing team knows that if 30% of
affixed to a conspicuous medium will remind theconsumers purchase because of the coupon included
consumers at large of your brand. In many articles, Ion the liner of the decal, Heavenly Skis has just
have detailed numerous case histories of theincreased sales by 30%. Everyone is happy the
effectiveness of decals to build brand awarenesscustomer because of the savings, the retail because
years after broadcast, and print media presentationsof the sale of more merchandise, and Heavenly Skis,
are forgotten.because of an accessory product sale is always at a
Decals also employed to drive sales of accessories ofhigher margin.
a main product line, or product lines that dove tailThe second possibility of using decals to sell products
with your products. We will deal with these twothat dove tail with your product. Our same company
issues one at a time.Heavenly Skis manufactures winter sports equipment,
First, the idea of using a decal that the retailerand wants to use decals as building brand awareness,
distributed to your customer at the time of sale asbut has a small advertising budget and cannot afford
an additional sales tool to sell other items you sell.additional cost.
Many manufactures have additional products for salesHeavenly Skis has a good relationship with Warm and
that complement the prime product that sold as anComfy that manufacturer a winter product known as
accessory.Warm and Comfy hand warmer and foot warmers.
To describe how this idea of selling other productsThese products placed in the gloves or boots of the
with a decal let us consider a not so fictional situation.skier or snowboarder to keep their hands and feet
The fictional part of this example is the companywarm. The Warm and Comfy marketing team
name we will call Heavenly Skis. Heavenly Skisadvertising budget is robust, so when the marketing
Company manufactures skis and snowboards andteam of Heavenly Skis introduces a marketing idea to
sells these products in retail ski outlets nationwide.benefit both companies.
This winter sports equipment manufacture also sellsThe plan it to print decals with the Heavenly Skis logo
as accessories clothing, gloves, goggles and crazyimprinted on the decal and on the liner of the decal a
designed headwear.coupon is printed to purchase Warm and Comfy
The scenario of a retail sale at a retail outlet of aproducts at a discount. The marketing plan works like
customer purchasing skis manufactured by Heavenlythis Warm and Comfy pays for most of the printing
Skis Company, after the customer pays for the skis,cost for the decal; Heavenly Skis pays for a smaller
the retailer hands his customer an imprinted decalshare of the cost.
with the manufacturer's logo. The customer leavesThe Marketing team at Warm and Comfy envisions
and immediately affixes the decal to the rear windowthat this coupon plan can increase their sales by 30%
of the car proud to announce to the world of his/herand jumps at the chance to tag along on a main line
intelligent purchase. The decal now used by theproduct. The reason the marketing team of Warm
customer to recommend the purchasing of Heavenlyand Comfy is willing to collaborate with Heavenly Skis
Skis and building brand awareness.is that their product is an impulse purchase, and
The marketing team at Heavenly Skis is not willing tobuying skis is not. This coupon will remind the
be as pedestrian as other marketing teams, but workcustomer they also need Warm and Comfy product,
outside the advertising box. This team knows thatmaking an impulse product into a must have product.
decals do build brand awareness, but this marketingDoes anyone see the value of thinking outside of the
team knows that this decal can be a vehicle to sellmarketing box? The problem with most marketing
more of their products.teams is they know too, much. If the marketing
The marketing team works out a viable coupon planteam knows, too much they never consider radical
with their retailers using the decal. The plan works likenew ways to market and advertise their products, or
this. Each decal has on the liner a coupon printed onservices.
the liner of the decal offering a discount for otherI just have outlined two ways to employ an
items purchased at this retail store. The couponadvertising tool in not so new, but be it very radical
allows the customer to purchase one of those radicalway. Is anyone listening? We must envision new
looking ski or snowboarding hats at a discount. Theways to make that what we think is impossible,
existence of the coupon communicated by thepossible.