A well-designed sign can be a powerful marketing tool that attracts new customers, increases customer engagement and helps shoppers find what they are looking for. In fact, signs are one of the cheapest and most effective forms of advertising, according to Whizbang. Training. And, unlike TV commercials that run for short periods of time, on-premise signage is visible 24 hours a day and can be continuously working to brand your business and drive traffic.
Signs are also a cost-efficient way to promote sales and special offers and to introduce your company’s logo to potential customers. Professional marketers apply the term “silent salesman” to displays or products that are designed to increase sales without requiring the assistance of a person. This is particularly useful to small businesses that don’t have the staff available to promote products and services.
The most effective silent salesmen are those that offer a clear, concise message. Posting a sign with twelve lines of text in an area that a customer will inhabit for five seconds is unlikely to be effective, says Underhill. It is important to consider the needs of a particular zone, such as the location of counters or restrooms in a restaurant, when creating a message for it.
For example, a store with a large assortment of items may benefit from a sign that identifies what categories each product falls under. This will allow a shopper to quickly find the item that best fits her needs. This could increase sales of items that aren’t in the top selling category.
Another great use of a silent salesperson is in the form of signage that explains how a service works. For example, if a shop has a valet service for its customers, signage can help them to understand how it works by explaining the process and offering contact information.
When used properly, signage can increase the effectiveness of a marketing campaign, as it allows a company to target potential customers who live or work in its service area, rather than spending money on broad-based advertising. For example, a local grocery store can target consumers in its immediate neighborhood with in-store signage that directs them to specific aisles. This will enable shoppers to purchase their daily groceries more quickly and efficiently and will make the shopping experience more enjoyable for them.
If you are interested in learning more about the ways that signage can act as a silent salesperson for your business, please contact us at Fresno Sign Company. Our team of experts can walk you through all the ways signage can enhance your marketing reach and encourage shopper engagement. We look forward to assisting you.