3 Great Ways to Market Your Business Through Better Displays
What made you begin reading this article?
Was it the title initially grabbing your attention?
What (initially or repeatedly) intrigues your target market?
Do visual displays have a strong influence on consumers?
Consider the following:
- - 29% of shoppers admitted entering a store based on the quality of the sign
- - 49% admit to driving by stores because the signs are too difficult to read
- - 40% of drivers, stopping at convenience stores, admitted not planning on stopping at the onset of their journey, being influenced by signage along the way (1)
Are you effectively using signage to intrigue customers, gaining more revenue and acclaim in the process? Those who enjoy great foot traffic attend to particular elements of signage, creating better displays and warranting more attention to respective places of business.
Consider placing more emphasis on the following when engineering your signs and considering placement.
The best slogan placed on a sign with alluring colors won’t do a thing for business unless targeted consumers can see it. Consider your sign’s visibility first. If leasing your store, ensure the size of your sign is one of the agenda’s in your agreement; as a study suggests, the size and type of sign influences customer attention and retention of the brand in memory. (2)
In a study, those eating at a restaurant were asked how they learned of the eatery. 35% responded entering due to seeing the eatery’s sign in passing (3) Ensure your sign is highly visible, seeing for yourself as a ‘consumer ‘ in passing and making your leasing terms aligned with optimal signage opportunity.
To give you a better sense of how important signage is (to well-established brands too), it’s estimated McDonald’s spends tens of thousands of dollars on signage per location (3)
What message is elicited by your sign? How does it make your consumers feel? Does it impact them on an emotional level, causing them to react to your call to action?
Brands spend much time on slogans and taglines, but how those words are coupled with graphics and colors also influences reception. For instance, blue is associated with trust and quality; yellow and orange are aligned with caution and danger; purple is a calming color, associated with royalty or chivalry; and, red and orange are often coupled with food packaging, making people feel hungry. (4)
Are consumers influenced by colors? Yes. University of California researchers found children assigning negative feelings toward dark color and positive feelings toward light, with boys being more positive than girls toward darker colors. (5)
What kinds of emotional impressions are you making on your customers?
You don’t need a silver-tongued poet penning your brand’s words, but don’t underestimate the power of text. Some believe the slogan is more important than the brand itself in regard to getting consumers to spend dollars. (6) One study, exposing consumers to the slogan, “Save money. Live better,” inclined them to spend twice the money. Moreover, savings rather than luxuries are more alluring to consumers.
What does your company slogan say about offered goods and services? Is your company sign’s slogan about you or about them, the customers? Marketers engineer ad copy, highlighting benefits rather than features; make messages about the customer, how offered goods/services better their predicament, addressing an immediate need.
About Author: Yogesh Mankani is a business branding consultant. His articles mainly appear in marketing blogs where he enjoys passing on his expertise. Visit ImpactSigns.com for more ideas.