Give Me A Sign

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A few months ago I got a call from a woman who started the conversation by telling me her name and then she said, “I share your passion.”  Then the phone went dead. She was on a cell phone and she had apparently dropped the call at the worst opportune time. But in the few moments I had before she called back, I was wondering what PASSION it was that she shared. So when the phone rang again I couldn’t wait to find out. After apologizing for the dropped call she said, “SIGNAGE.”

Closest thing to a Silver Bullet

After taking a sigh of relief and glad it wasn’t anything silly or embarrassing, I realized there aren’t too many people in the world who share my weird passion for retail signage. I feel that way because it’s the closest thing a retailer has to a Silver Bullet. Stores can significantly increase sales almost immediately. So then Nancy said she has spent most of her professional life working in some part of the sign industry. I was interested.

She then explained that she had worked for Microsoft for many years and even worked on the original graphics for PowerPoint and Word. She left the company to take care of an ailing mother. She then got to the reason why she was calling me. She had read a lot of my work and was planning on attending an upcoming event. She explained that she had been developing a signage software package for retailers and wanted to use some of my principles in the program. I was flattered but then I asked if she could develop a sign package using all of my concepts and theories along with her expertise.  She agreed and that is exactly what we decided to do.

We are close to completion of The Essential Retail Sign Shop. We have sent the package out for live testing with technical people and a few select retailers for hands-on feedback. But I also want your feedback on what would be helpful to you in a retail sign software package. So I created a special page on my website just for your feedback. If you offer your opinion I will send you a Special Report I have prepared on signage called, The Retail Sign Manifesto … 47 Strategies to Exploit the Power of Signage.

This week’s tip includes some of the elements of that special report.

Signage can and will create significant increases in your business but first you need to know the different types of signs and applications for signs. Some of these are very obvious while others are not quite as obvious. But my point is how many of the obvious ones are you doing and how many of these do you even think about?  This list turns out to be too long to include in its entirety so I have had to abbreviate it. I will also be writing just a brief explanation on each of the categories due to the limited amount of space I have for this column. The Sign Manifesto goes into far more detail. (That was the tease to get you to offer your ideas and or suggestions. Even if you just share what price a product like this should sell for would be helpful.)

Excerpts from the Manifesto:

A. On premise exterior signage

1. Above the door—Most important part of your advertising initiatives. Don’t skimp here.
2. On the door — Just don’t junk it up with too many since it can detract from your business.
3. Window –From just repeating your name on the window to creating themes for every window. Framing a window can also be powerful.

B. Off premise exterior signage

1. Transit—These are the signs that are at bus stops, airports, and train depots.
2. Directional—These are signs that just give directions to your place of business such as “Next Exit” This type of sign can make or break a business.
3. Banner (town cooperative)—These are the signs that are big and can be seen from further distances. Great for big events.
4. Billboard—They are powerhouses and I feel terrible I never recommended them to retailers until recently. It creates  word of mouth advertising.

C. Threshold signs – These are the signs a customer sees within the first 10 feet of entering the store

1. Featured vendor-Who is your vendor/manufacturer or artist of the week? It’s a sales aid that makes your store more interesting.
2. Event announcements and schedules—This one is obvious but do you do it? Retailing is becoming more event oriented and this is the solution.
3. Community involvement—What are you doing in your community? Share it.
4. Store announcements-This can be anything you want it to be.
5. Pictures of all the employees and owner-This might sound goofy but it works to help create a warm fuzzy feeling
6. A map of the store-Even if you have a small store you do have different departments. Make it like a treasure map.

D. Interior Signage – This is anyplace inside the store

1. Informational/Directional-This is appreciated by customers.
2. Department Identifiers-This just informs the customer what’s being sold in a particular area
3. Community involvement signs-Same as above
4. Sell Signs/ Did You See This Sign-These are the signs that will use words or expressions such as “NEW- DIFFERENT-JUST ARRIVED-HOT- OR EXCITING” Any word that sells.
5. Price Proposition- Is it on sale, is it part of a bigger sale, is it a 2 for, or is it a permanent price reduction? This could take 10 pages alone.
6. Image Enhancement/ Brand Builders—This could be your store logo or anything that helps to enhance your brand in the mind of your customer.
7. Entertaining-Anything that is meant to entertain customers  while they shop
8. Policy Signs
9. Services Offered-This is pretty obvious and required in some states.
10. Testimonial Signage-Any sign that has a picture or just a quote about how great your store is.
11. Proud Papa—Pictures of products you are most proud of. Applies to florists, jewelers, bridal shops and business that is creating something.
12. What’s New- Any new arrival, new product, or new line to the store.
13. If you buy this you will need this—This is just a simple suggestion. It works and customers perceive it as GREAT service.
14. Reminder of things they need –Same as above
15. Markdown Section—Don’t hide them celebrate them. It’s part of retailing.
16. Comparative Shopping Signs—Show ads from competing stores selling the exact same item. Make sure your price is lower. Duh
17. Employee Motivation—Let’s not forget this powerful technique of giving positive messages to our employees.
18. Educational—Educate and become the resource not just a store.
19. Market Dominance—If you are the biggest or best in a category, tell your customers.

E. Item Enhancement Signs

1. About the vendor or designer (Bio or Picture) — Obvious
2. The Story Sign –Just a different technique
3. Why you should buy it—Spell out the benefits to the customer
4. What it will save—It’s more than just saving money today
• Time
• Money
• Stress
• Planet

Explain what you will be saving the customer and they will be more apt to buy the product.

This is just a sampling but if you just use a few of these principles you will be miles ahead of your competition. Have a great week!

http://www.RickSegel.com/SignShop