The Key Points in This Chapter
- The process of creating activation ideas can be as simple as gathering a few people together and brainstorming; through to using a full Hothouse. Whatever method is used though, be sure to start with a solid immersion in the shoppers you need to convert.
- All activation ideas should incorporate the core principles of retail theater.
- The theater in a retail store is a “silent language” that works within and below consciousness to influence a shop-per’s perception of value, quality, behavior, and ultimately satisfaction.
Part A: Activation Ideas
The facilitator held up a box, and then whistled over the early morning din to get attention.
“All phones in here please,” and he dropped in his to illustrate ...