Due to new governmental advertisement policy, many vape shops across the UK are leaning towards the use of alternate marketing techniques and methods, such as digital signage. Mario Troullis, director at TrouDigital, discusses digital signage as an in-house advertising tool.
As of May 2017, the Tobacco Products Directive will be placed into full force. New legislation will dictate an array of things for the vape shop industry – no radio advertising, no email marketing, no text messages and no ads in newspapers or magazines.
To ensure products are advertised and viewed by a set target audience, more vape shops are turning towards innovative methods such as digital signage to market their products in line with these legislative changes.
There are a number of reasons they have invested in digital signage.
-The nature of vape shops
For most consumer companies in the 21st century, the drive towards online shopping has overtaken the use of small shops. However, within the vaping industry, face-to-face interaction and small shops have thrived due to the nature of buying vape related products – customers seeking advice and trying out flavours. Suffice to say, vape shops are seeking more tech-related marketing tools, with digital signage proving to be a popular in-house advertising tool.
-Catching the attention of passers-by
With restrictions set on advertising, conveying the message of new products can prove somewhat troublesome. This is where digital signage can be of use – with the potential to not only advertise new products, but release small vapes of the new flavour as customers walk by and into the shop, it can significantly help grow a client base.
-Bringing vape shops to the age of tech
Many small shops find it suffice to simply use the lowest amount of technology available and rely upon old school marketing methods and techniques- flyering, posters, and word of mouth. With so many intrinsic links between vapourising and technology, the logical route for many vape shops is to diverge to the use of audio visual related marketing tools, with digital signage providing an effective means to display digital content.
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