Every retailer, both on and offline, wants to have a business that attracts customers and drives sales. To achieve this goal, a company needs to get noticed first. As a business owner, you need to get familiar with signage.
Signage is, in general, any graphic display for conveying information to an audience. Quality signage is a smooth, efficient way to drive traffic and communicate with your customers.
Your store should be concise, clear, handy, and attention-grabbing. It allows the customers to navigate the shop. So, let’s take a look at three types of signs prominent in commerce today, as well as some useful practices for making the most of them.
When it comes to your physical store, you have several options to choose from – let’s divide them into groupings.
Outdoor signs may be the most critical asset in your toolbox, working to increase exposure. You put them outside your store and at strategic spots in the local area.
Here, you could go for sidewalk signs, which are the most cost-effective and lightweight. You can move them around, too. The only thing to remember is to make the message witty and engaging.
Vehicle graphics are excellent for promoting your business in the local area. Mark your business vehicles with these, or get a taxi service to encourage you.
Indoor signs, in general, work best in your store. They aim to inform potential customers and advertise aspects of your business.
Some useful examples include window graphics, murals, and floor graphics. The first type is easy to make – all you need is vinyl and images. It becomes a part of the decor, as well as an ad. It’s super customizable for both informing and promoting products and services.
Murals are similar to window graphics, usually placed at the wall or storefront. Floor graphics are another tool you can use to enhance the aesthetic appeal of your store and advertise products.
You use signage to promote your products and services – this type entices people to engage with your business.
Not all signs aim to advertise. You also need a platform for conveying info near or in your store.
By adding safety decals and signs, you show that you care about the safety of your customers. Use them to warn of potential hazards and promote rules.
In the age of technology, though, you can’t rely only on physical signs to promote your services and products. Especially if you run an e-commerce store, digital signage services are your best friend.
This type of sign is a content distribution platform controlled from a center to show digital content on one (or as many as you wish) displays. You can use this to play any type of information – ads, information, safety precautions, and events.
Besides, it works with almost all industries, although it’s the most eye-catching in retail. Once you employ digital signage services and get several such ads in your store, you’ll notice the engagement level rising.
What Makes It Excellent
If you run a physical store, you may be wondering why you need technology for promotion.
The main reason digital signage grew in popularity so much is that it engages with the audience more than static signs. Visually striking images, those that move and change all ensure that no ad looks irrelevant and redundant.
Luckily, this type is also super flexible. You can have a single screen and up to as many as your store can handle. What you play on them is also 100% up to you.
Large public spaces and retail venues focus more and more on user experience – they want to create a place where people want to be. The key ingredient to this is an exciting design.
Since digital and print signage are doing different things, many companies started teaming up to create hybrid visual solutions, taking the best of both worlds. Digital displays add interactivity, immediacy, and motion to ads. Big print provides vibrancy and budget-friendliness. Together, the ads become super high-impact.
Most often, the issue with digital signage itself is the price – you can’t fill out the place with displays. Big print fills out the voids on a sustainable budget.
No matter the kind of signs you include in your advertising model, there are several practices you can follow to make them as helpful as possible.
- Keep it simple – if a message is too long, it will be lost on the customers. Think five-second rule.
- Be specific – make a customized sign that places the right message in the right place. Read about narrowcasting to get it just right.
- Make an effective punchline – when creating text, think headlines. Simplify the lines, remove extra words, and make it punchy.
- Add a call to action – you want your customer to do something, and a call to action conveys that message.
The Bottom Line
At least until digital signage becomes the norm, you’ll need to invest massive amounts of money if you opt only for this. The smartest thing you can do is combine different types of signs and take advantage of the best of both worlds.