Messages are inherent in a business’s attraction of new customers. The market itself is flooded, with consumers being exposed to 3,000 ads and promotional messages every day. Signs have become a possible source for business owners to persuade customers to enter their store and to retain customers who have been with them for some time.
American consumers face these advertisements and general marketing messages throughout the course of their days. This can occur through advertisements placed in the newspapers, from advertisements placed on the side of the street, from billboard ads, from ads placed on the back covers of magazines, radio, television, and more.
The advertisement game in the United States has been going on for hundreds of years, possibly since the beginning of the country or even before. The advertisement game attempts to persuade customers to buy their products, whether those products are medical treatments or shipping containers or cigarettes or books.
The American consumer, as mentioned above, is being thrown at 3,000 times per day with different advertisements. The advertisements might be subtle–such as a business card with a logo on it–or fairly overt–such as a billboard sign that advertises a type of toothpaste to buy.
Because the advertising possibilities for many business owners are broad, it puts the onus on the business owner to be able to craft out an advertisement to suit many avenues, or to choose an avenue that best suits their needs. Although much has been written about television, newspaper, and media advertisements, little has been said about signage.
The value of on-site signage has been the subject of many recent studies. One study found that the value of on-site signage is equivalent to 24 full page newspaper ads each year. Another found that a single on-site sign costs two cents per one thousand views, while a 300 line newspaper ad $2.81 per one thousand views and reaches only 53% of the market.
A retailer might find that signs play an important part in day to day operations of their retail store. The retailer may use a combination of banner installation, safety and security signs, custom pop up banners, outdoor mesh banners, custom printed signs, double sided window decals, and more to appeal to customers as they walk through the store.
Customers, as they walk through the store, will see themselves approaching or noticing different signs. They may stop at an outdoor sign that is presented in front of a row of merchandise, or walking inside the store at a bunch of products that are correctly signed, with the price tags on.
These situations make it easier for people, men and women and children, to see the merchandise and be able to quickly make a decision about them based on price. The customers will likely appreciate the ease with which they can shop, without asking for a customer service rep to guide them.
A retailer might be able to sell a product quickly, as in the case of a product that is placed near the doors with a big sign in front of it written with attractive colors. According to a 2014 Mass Merchants study, 16% of unplanned purchases were due to a display noticed while shopping.
Customers can be interested in a product just because of the signage or a display. Custom pop up banners may attract attention just due to their appearance and may sell the products by enticing customers from the get go. Retailers may look at the statistic that 82% of purchasing decisions are made in the store as evidence of the power of signs.
Custom pop up banners may entice customers with their color and font size and appearance and call attention in a positive way to the merchandise displayed below it. That merchandise will be sold possibly sooner than other merchandise, which is the goal of custom pop up banners to begin with.
Oftentimes, it will be merchandisers who put together the displays in stores or puts the price tags on items. Customers who walk through the store but don’t see price tags on items may become irritated or confused by the lack of the signs in a store. The signs help to organize the pricing and merchandise within a store.
Merchandisers pose a great benefit to companies.
Shop Smart Magazine
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