Integrated marketers know well the myriad roles even simple business signage plays in the success of their operations. Banners, posters, POS displays and other in-store signs are on the job 24/7, creating interest, enticing buyers, even getting slow movers to fly off the shelves.
But today’s businesses have lots of competing priorities. And when they get really busy, keeping up with sign strategy and maintenance can temporarily go by the wayside, turning once vibrant, attractive displays into dated, brand-bruising eyesores.
How to Know When It’s Time
Here are some tips to keep in-store signage working hard and looking great, all year round:
First, walk the floor: Grab your creative team and take a stroll around the grounds. Scrutinize all customer-facing real-estate, including lobbies, showrooms, waiting rooms and counters. Don’t forget the exterior windows. Be sure to check for signs’:
Quality: Are they fresh looking, free of dust and in excellent repair? Material that’s frayed or faded may give customers a bad impression.Quantity: Are there too many signs… or maybe not enough? Would adding or removing a few help sales or improve the shopper experience?
Messaging: Will customers find your headlines engaging, accurate and informative?
Brand alignment: Have you rebranded lately or updated your logo? Make sure all signage reflects the most current color palette and typestyles. Doing so helps reinforce a polished, professional image.
Social opportunities: If you’re new to social media, look for ways to include social logos and requests for likes, reviews and follows into POS and countertop signs. Add QR codes, where appropriate, to encourage interaction.
Location: Higher or lower? Closer to the front or further toward the back? Sometimes simply moving posters or banners elevates their visibility and impact on buying behavior.
Seasonal inventory: Think about any upcoming holidays and decide whether new signs or graphics would help accentuate the occasion and enhance the in-store experience.
Take the Next Step
If you decide it’s time for some changes, share your goals and ideas with a signage or creative services provider. A fresh perspective will expand your horizons and increase your chances of selecting the right mix of signage. Of course, there’s no substitute for experience. A reputable vendor can be a tremendous source of knowledge and ideas for design and layout, size and materials, in-store placement and other signage essentials. More of a do-it-yourselfer?
Check our post “How to Avoid the Five Most Common Mistakes in Sign Design,” and take these steps to help new signs pass the all-important squint test.