As Alton Towers launches snazzy dynamic price retail electronic shelf labels, we shine a spotlight on print and the power of a poster. Hospitality and leisure marketing content needs clear messaging, consistent branding and emotional appeal.
Hospitality marketers are navigating an increasingly competitive landscape in 2024 and may begin to doubt the power of POS - repurposing ever-tightening budgets into digital content instead.
If you have begun to doubt the power of a poster, mastering the principles behind poster marketing could help you to stand out from the competition.
1. Captivating Visuals
At the heart of any successful poster lies its visual appeal. Whether the hospitality customer mission is fun, escapism, relaxation or indulgence, captivating visuals are paramount.
From mouth-watering dishes and cheeky cocktails to images of events promising a welcome escape, posters must instantly capture the imagination of your audience.
Never underestimate the importance of colour palette, imagery, and typography to create an inviting and visually stimulating experience.
2. Clear Messaging
The average Brit is exposed to around 3,500 to 5,000 adverts daily, from billboards, TV ads, online ads, radio spots, press ads, social media...
In this noisy world of dwindling attention spans, clarity is vital - especially when a high percentage of hospitality target customers have had a few cheeky drinks too.
Posters in and outside hospitality venues must convey their message swiftly and succinctly. Whether promoting a special offer, announcing an event, or showcasing a new menu item, your message should be crystal clear at a glance.
Try to think of it as how you would design a Hollywood blockbuster movie poster – efficient but impactful with every square centimetre and letter used:
Intro: Marvel presents
Image: Superhero captivating image
Headline: SPIDERMAN
Strapline: Time to get Spidey (I'm not a copywriter)
Info: In cinemas March 1st
CTA: Book your tickets now! (link to cinema no doubt)
Also, bear in mind the conventional marketing wisdom "Rule of Seven". This rule dictates that a prospect needs to see or hear your marketing message at least seven times before they act.
Keep your language and tone on-brand but concise and use prominent calls-to-action to guide your customer toward your desired outcome.
3. Strategic placement
The location of a poster within a hospitality venue can significantly impact its effectiveness.
Considering the layout and ambience of the venue, plus customer behaviour, can help you determine the most strategic placements for optimal visibility and engagement. High-traffic areas such as entrances, waiting areas, and toilets are prime poster real estate.
The 30-10-3 explained
Red Bull famously developed the 30-10-3 method for poster/message placement.
30-10-3 stands for 30ft / 10ft / 3ft, so let me explain how this works for hospitality:
30-foot comms are for your all your external messaging (banners, correx signage, windows and A-boards). Use this space for hard-hitting messages that drive immediate decisions. Think 2-4-1 cocktails or Happy Hour, on now! These messages should change passing customer behaviour and drive them into your pub, bar, or restaurant for your rhythm of the week offer or event. Watch out for agencies making your 30-foot comms too wordy or using elaborate typography. Otherwise, your posters will become illegible (and irrelevant).
10-foot comms are internal poster frames. Use these to tempt your customers into upsells like sharing dishes and cocktails. Or plant that seed about an upcoming event. The customer is already in your venue - this is your chance to stretch their spend and ensure you don't leave money on the table.
3-foot comms help drive your spend per head! These are at the pub/ bar/cafe point of purchase (when the customer is the most susceptible). 4 x bombs for £X, Double up for £x - that kind of thing. Next time you are in a Maccy D's or Costa, watch how well they do this with go-large messaging. You will probably say, oh, go on then.
Use this 3-step perspective from enticing customers through the doors for 2-4-1 cocktails to upselling them into pitchers and shots on the side! Simples.
4. Consistent Branding
Consistent branding across all marketing materials reinforces brand recognition and trust.
Every element, from logo placement to colour schemes and typography, should align with your brand guidelines and deliver your brand promise. Cohesive branding enhances the aesthetic appeal of posters while cultivating a sense of familiarity and loyalty among patrons.
Posters serve as ambassadors of your brand identity.
Look at this example of a poster from Coca-Cola. Now your brain has been so well educated over years of constant exposure to spot the distinct red & white colours and the shape of the bottle, that you instantly recognise it, fill in the gaps and connect it to a soft drink. Now that is the power of brand!
5. Engaging Content
Beyond promoting focus products or services, posters in hospitality venues should aim to engage patrons on a deeper level.
Compelling storytelling, intriguing trivia, or captivating visuals are just some of the ideas which can spark curiosity and forge emotional connections with the audience.
Of course, there is a lot of cool stuff going on digitally right now, but I for one am fascinated by the MIXR media trial across the Stonegate group estate. Their connected network of media screens delivers relevant content to the right demographic at the right time of day across 800 venues in 275 towns.
In partnership with their key drinks suppliers, initial trial data has revealed a whopping +130% growth in spirit sales and +18% in beer sales on featured brands. The reason behind their success is simple - all content is made relevant and memorable for the guest by following three simple rules:
Get in the zone – the right message, on the right screen, at the right time in the customer journey.
Keep it nice and simple – the average customer will only look for 4-5 seconds at a time.
Stay relevant – use content tailored to guest mindset, influenced by the weather or occasion.
6. Adaptability and Flexibility
In the ever-evolving landscape of hospitality, adaptability is essential.
Posters should be flexible wherever possible, enabling easy updates and modifications to reflect changing offerings, seasonal promotions, or special events. Whether through reusable templates or digital displays, agility in poster design ensures that marketing efforts remain relevant and responsive to the venue and its patrons.
I firmly believe in adapting your message to the time and day of the week. The same way you would adjust your atmosphere management. It isn't rocket surgery! Just talk about breakfast in the morning, switch to lunch meal deal at the lunchtime slot, and then show cocktails/shots messages late at night.
The teams at JD Wetherspoons are the pros at this, changing external POS at key timeslots throughout the day, you'd think they had an alarm clock to remind them.
7. Measure and Iterate
You can measure the effectiveness of poster marketing in hospitality venues through increasing your footfall, sales conversions, and customer feedback.
Analysing these metrics enables marketers to identify areas for improvement in the execution, placement, relevance and cost of each campaign.
All-in-all, marketing with posters in hospitality venues is an artful blend of visual appeal, clear messaging, strategic placement, consistent branding, engaging content, adaptability, and measurement. We are in a world where social media and word-of-mouth dominate. And a time when our ever-dieting budgets cannot afford a splurge on digital signage.
So when executed thoughtfully and strategically, posters can still offer great ROI, captivate audiences, drive engagement, increase dwell time and spend per head, and enhance the overall guest experience.
Thanks for reading...
If you need any day-rate marketing help with your marketing campaigns, communication strategy, or how you can execute the 30-10-3 across your hospitality brand or group, please get in touch: alan@spacemanmarketing.co.uk
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