Planning promotional print for an independent retailer
Retail promotions fail on logistics more often than on creative. The materials arrive late, the window does not match the leaflet, and the staff find out about the offer from a customer.
Build the promotion as one kit
Everything a customer sees between the doormat and the till should carry the same offer in the same words. Inconsistency at the shelf is what kills conversion after the leaflet has done its job.
- Door-drop leaflet for the local catchment
- Window posters sized to your glazing
- Shelf tickets or barkers for the promoted lines
- Till-point cards for the add-on offer
Work backwards from the first trading day
Fix the launch date, then count back through distribution, finishing, print and artwork approval. Print schedules are the part people forget, and an approved file on the Friday does not become a leaflet on Monday.
Design for the glass, not the screen
Window posters are read from across a pavement, often at an angle and through reflection. Fewer words, larger type and strong contrast. A layout that looks sparse on a monitor is usually right on the glass.
Brief the team before the leaflets land
Give staff the leaflet, the terms and the end date before the drop, not after the first customer arrives with it. A promotion the team cannot explain converts badly regardless of how good the print looks.
Frequently asked
How far ahead should retail print be ordered?
Allow the full print turnaround plus distribution time and a buffer for artwork approval. Sharing your launch date early lets us schedule backwards from it.
What size window posters work best?
It depends on your glazing, but A2 and A1 are the common workhorses. Measure the usable area before designing.
Can you produce the whole kit together?
Yes, and it is the safest way to keep colour and wording consistent across every item in the promotion.
Got a promotion date in the diary?
Give us the date and we will schedule the whole kit backwards from your first trading day.