I often see signage, adverts and other marketing material that is usually lacking the necessary information required to drive clients through the door. No one ever does, but, it is important to always think about the advertising from the third person – the clients. Clients don’t know everything you do about the business, what you stand for, what you’re selling or why. It’s important to make sure they are catered for and the best way to do this is to make sure your main selling point (or offer) is at the forefront of that advertising – along with a few other good resource items. In this post I will show an example, how to fix it and a 5 point checklist that should at least be thought about before doing any form of marketing. Remember, planning is important!!
The example
Whilst walking home one afternoon I saw a sign out the front of a pub that made me think – is this sign really enough to draw in customers? It was simple, but NOT affective and just read: ‘Kitchen open’. It’s a common mistake that we often take for granted and 90% of people reading this post won’t even think it is wrong and technically it may not be, but it’s not correct either. So… what’s the big mistake? Well put simply, the signage isn’t saying enough. The kitchen is open, and that’s great but most pubs have kitchens and given the time at which the sign was put outside anyone walking past would expect it to be open. So you aren’t telling me anything I don’t already know and as a consumer I am not interested to walk through your doors. Whilst the example is for a pub, this form of advertising is common across all genres – too simple and not effective.
How to fix it
What if the pub owner adds a special offer to the sign, I thought – for example half price steaks, or even better, $20 porterhouse steaks. Then the owner is not only telling people the kitchen is open, but now telling clients about a very attractive offer. By describing the type of steak they use they are also telling people (subconsciously) what type of kitchen they are – porterhouse steaks being a fairly high-end cut of meat. Using a better form of language is important. Using attractive language and an offer that draws in customers is even better. Make it easy for the customer to say YES, not Nah and move on. The right offer can be your best ammunition when you have limited space – use it effectively.
5 point checklist
- Always have an offer. Don’t just tell people simple information that they can probably already gather. Make them an offer they can’t refuse. Interest them to come through your door.
- Use words that are easily digestible and quick to read. If you use language that only you understand you will find it hard to get anyone interested.
- Be specific to what you are selling. If you advertise that you sell computers but only sell Macs, say that. Consumers often get upset when they go to a store expecting a variety of the things and you only sell a particular type. Being specific is also beneficial to your brand (image). People think differently about certain brand names, varieties and companies. This is where buyer loyalty can be used to your advantage.
- Size does matter. Having signage that takes up more space or content that utilises the space effectively is a huge benefit. If you have the option to go large take it.
- Add colour. Colour will draw an eye to it. Use the right colours, reds, yellows or oranges to maximise attraction. Using opposite colours to the backdrop is also effective. If a wall is yellow, use a bright purple to really accentuate the signage. Human eyes are drawn to bright colours or things that look out of place. A bright purple sign on a yellow wall will definitely draw the eye to it.
Summary
Overall using your signage effectively will be the best use of your investment. Having a sign that is attractive and says all the right things will ensure your money isn’t being wasted. Use simple words, make it bright, have an offer.
