Eight tips for better retail brand messaging

Jugularis a New York City-based advertising agency specializing in brand makeovers and brand launches. -Ed.

1. Start with a strategy.

You may think that you don't need one but consistently good content (especially when there are lots of elements created) usually comes from it. The key words here are "consistently good content" meaning over the course of several years. Price alone is a weak strategy for product promotion unless there's something attached to it, like a guarantee or a value message.

2. Remember: Retail advertising doesn't mean stupid and brainless.

Yes, you can have headlines. And yes, headlines can be thought-provoking but so can the body copy and even the legal copy. Just because there's a coupon doesn't mean the coupon can't be entertaining or interesting. Give it a twist...someone might pay attention.

3. Don't disregard the design as a tonality.

Even if your messaging is straight-forward, you can still present a distinctive tonality with the proper fonts, imagery, color scheme and design treatment. H&M has a brilliant campaign because it's not just the $12 bikini top that's the draw, it's the gorgeous model shot and styled fabulously that makes us realize that $12 bikini top is fashionable too. However, the font is always the same and the look stays similar throughout the campaign.

4. Keep the message simple.

If the retailer is presenting a complicated offer, it has to be presented easily. Cash back and percentages off of retail/wholesale/off-the-truck/at-the-counter tends to get confusing to the consumer. Make it simple and easy to understand. Don't make us do math while reading your ad.

5. Use different applications to capture your consumer.

Nowadays, there are so many ways to alert your customer about your product/store. Zip codes can be acquired, email addresses, map quest, Google search, GPS, etc. can pinpoint where your customer can be reached. Use them all but keep the messaging and tonality consistent.

6. Tie content to other in-store media.

What do people see in the bathrooms? What do they see in the parking lot? What's happening by the counter? What happens while I'm waiting for the site to process our order? What kind of music can be heard? (online or on-site) What does my receipt say?

7. Don't forget the shopping experience.

What is the consumer thinking while shopping or after they've purchased and are using the product? When do they stop paying attention? When will they be surprised? My favorite example of this surprise "experience" is at Ian Schrager's Delano Hotel in South Beach, Fla., where every room has a little silver holder that is attached to the wall with a real complementary green apple. The inscription reads "An apple a day..." (which they replace every day). It's not a coupon for a free breakfast, but this makes us want to take pictures of it, tell everyone about it and makes us want to come back and stay there again.

8. Have fun.

Despite what everyone around you might say, fun comes out in the messaging. We're all tired of the doomsday "we're all broke" messaging. If your advertising has a sense of fun, humor, wit, charm, realness and doesn't take itself so seriously, your customer will sense it. We all need it right now and companies need to lighten up.