Action: Actions speak louder than words – a moving object, an object in action, draws more attention than a stationary one.
Benefits: State the benefits as clearly as possible.
Campaigns: not single ads. Every advertisement, no matter how small, must form part of a campaign, showing a link and continuity.
Consistency and continuity of image: Having carefully researched and established an image stay with it. Nothing does more damage to an image than constant change.
Editorial Value: Support copy should not be overlooked. Editorial adds credibility to a campaign and should be related in every way.
Essence: Establish the brand mana (essence) of the client's business and underline every activity with it. Refer to Wasabi's Degrees of Focus modelling to explore brand mana.
Individual Identity: In order to stand out, every client must have an individual identity, one that is not confused with that of the competition.
POS and Ticketing: The most important element in all retail campaigns. The advertising theme must continue consistently throughout the store. The store must reflect the ad and the ad must reflect the store.
Price Perception: Make prices and captions relating to price bold!
Product Selection: Do not feature items simply because the supplier is paying. All chosen products have to be relevant to the theme & sales.
Product Understanding and Involvement: Get involved at store level. Understand the business, spend time in the company – get your hands dirty.
Promotions: Promotions are the lifeblood of any retailer. Promotions should be regular and co-ordinated with POS and in-store activity to achieve maximum impact.
Simplicity: Keep the ads and the message simple, bold and easy to understand. The promise of the ad must be fulfilled. A customer's perception of the ad relates directly to their perception of the store. The ad must not over-promise – this leads to disappointment. The store experience must always live up to the promise.
Topicality: Take advantage of whatever news is making the headlines and use it to attract attention.
Urgency: Retail advertisements must be urgent; people are more likely to react to a shout than to a normal voice. If you have something to say – make it bold.
