Photo: Liz C – Spick Brick Pics
EVERYBODY KNOWS what a shop window is for.
It’s for business owners to show off their best stuff. The stuff they sell to keep their business ticking along.
So, if you sell womenswear, you’ll probably stick a posh frock in the window to stop passers-by in their tracks. If you sell shoes, you’re sure to stick some sassy stilettos up front. And, if you’re a purveyor of property, you’ll want your best bricks and mortar on display.
A really good shop window is a visual snapshot of the business as a whole. It reveals the business’ character. Its ethos. The way it wants to be perceived.
Big window screen
In a sense, a window display is a massive analogue version of the screens we’re all glued to in this digital age (maybe this is why Microsoft landed on the name Windows). In some ways, this traditional engagement channel is even better than a website because it allows customers to step inside the shop. Not in an augmented reality way. In an actual reality way. Once inside, customers can find out more. See real property details. And talk to a living, breathing human being. Ahh, happy days…
Having established how important such displays are for businesses, you’ll probably be surprised to learn about one that has chucked all that theory out of the, ahem, window in favour of something completely different.
Sanderson Young estate agents on Gosforth high street has put all house details under the counter for the moment. Instead of having ‘particulars’ on display in its front window, it’s currently parading a sea of black and white memorabilia.
Footy final
It is of course the weekend of the League Cup Final. Newcastle United are playing a team from Merseyside at Wembley in two days’ time.
It’s a chance for Newcastle to pick up some domestic silverware, something that hasn’t been done since 1955, when Milburn was to Newcastle what Isak is today. This means the League Cup Final is probably the most important game NUFC has played in in 70 years.
Marketing is usually about convincing customers that your product or service is worth spending money on. It’s about building brand loyalty and helping to increase sales.
One city, one club
But, when the people of a one-club city are laser-focused on a football match, all marketing plans, metrics and, ironically, even goals fall by the wayside. The job of marketing in this case is to connect the business with the fans. Be part of the city zeitgeist. It’s a chance for a business to have some fun and announce to its customers that it’d rather support its football team than just about anything else this weekend.
Hats off to Sanderson Young for scoring a peach of a goal by getting their tactics spot on. Check out its window display to see for yourself.
Sanderson Young chairman Duncan Young, says:
“As an estate agency born and bred in the North East, we follow the club through all its highs and lows and share the joy of its increasingly often football prowess and aspirations to win a cup. We act for many of the players and we are, like all of our clients, 110 per cent behind them this weekend as we all hope that the whole team play out of their skin, defy the betting odds and make ‘Ma proud’ that we weren’t back for tea and instead bringing silverware back from Wembley!”
And ha’way the lads for Sunday.
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Please drop me a line if you have any questions. I’d be happy to chat to you about marketing property.
Let’s create content with even more kerb appeal.
— Lucas