Business owners are aware that the biggest challenge that any retail business faces is bringing customers through the front door. Even though some businesses can benefit with the help of direct marketing, others have to use a passive approach. Things like word of mouth are the most important here. But ensuring your business is attractive and easy to find for potential consumers or prospects are paramount when it comes to growing a customer base.
Build a Lasting First Impression
Signs clearly play a pivotal role in attracting consumers to a product as well as to a business. Attractive signs are both enticing and memorable. They make an initial promise of what is on offer from a store and lay down the framework for what customers can expect by interacting with the store. Basically, they are a critical part of branding and their value should never be underestimated.
Poor signage can affect consumer behavior negatively too. Most consumers believe that unattractive signs offer unprofessional service or inferior products. Consumers tend to stay away from a business altogether if a sign is missing as well. A sign is usually taken on its face value. An amazing sign signals that amazing things await them inside the store while a poor sign triggers negative emotions like bad customer service, poor quality products, and bad after sales service.
Signs are needed Inside Too
In-store advertising can turn out to be just as valuable when it comes to driving sales. It is estimated around half of every in store sale is a spontaneous one. Most of these purchases are based on information that is available to shoppers while making the purchase. It can also be used for triggering the memory of shoppers.
A sign may help them remember they needed a product or were planning on purchasing it anyway and end up buying it. It can be used to display new arrivals that are exclusively available in the store and promos that are running on the shelf.
A very common example is that of discounts and deals that are available at the moment on certain products and services.
How much is too much?
Moderation is pivotal as far as signage is concerned. The presence of signs may be important, but too many will dilute any message you’re trying to get across. Consumers have to deal with a barrage of marketing messages nowadays and it’s only natural they ignore most of it.
There are a number of ways in which too much advertising can turn away customers:
- Consumers might just start forming negative opinions of a brand with intrusive marketing techniques. This may cause them to avoid your brand on purpose.
- Consumers will also stay away from brands if they are feeling bombarded. They might purchase ad-block software and ignore signs and in-store material.
- Clutter can also lead to confusion especially when there are multiple brands to choose from. Consumers who have numerous marketing messages will find it difficult to distinguish between all of them or develop any sort of engagement with a single brand.
Customers usually appreciate marketing messages that inform and speak to all their needs. They will dislike any messages that seem intrusive, unnecessary, or excessive. Businesses may start experiencing diminishing returns from advertising because of this.
Based on consumer habits, it is clear that businesses should focus on quality instead of quantity as far as marketing is concerned. It certainly pays to invest in some well-designed and well-placed signs when trying to attract the attention of consumers, drive sales, and provide valuable information.