The most productive stores these days are sparing no money on the window displays and even outside the door in order to grab the customers even before they set a foot inside.
Local stores face intense competition, which makes unique marketing elements important. A local store has around 3 seconds to catch customers’ eyes as they walk past, and this is why outdoor displays become so crucial component of marketing rather than an auxiliary adornment.
Why does every square foot count
Smart retailers know that storefront real estate extends past the windows. The entrance area, its side walls and even temporary displays on the sidewalk all represent chances to reach passers-by.
That may seem like a coffee shop cliché, but local cafés have perfected the approach. They dangle seasonal specials at eye level by the front door, promote new menu items with overhead clips and draw pedestrians across the street with an A-frame sign. On-premise signs impact product or service purchase decisions for 71% of consumers, provided to Sign Wizard shows research from the Sign Research Foundation.
The benefit of rotating ad display messages
Physical displays offer something permanent signage doesn’t: flexibility. A Portland bookstore changes its exterior messaging every two weeks, featuring genres, author events or reading challenges. Keeping casual passers-by involved, it provides them with reasons to return.
Local retailers leverage banner printing to promote can’t-miss sales and events that foot traffic would otherwise miss as the season turns, holidays loom or inventory changes. HelloPrint provides services that allow a small business to make over its window communications without the expense of permanent signage.
How to implement an efficient size and placement strategy
The best displays accompany size to the height of the eyes. A banner that is to be seen by drivers requires larger type than one aimed at walkers. Boutique owners frequently put detailed information about products in front at eye level, by the entrances. More general promotional messages are higher, where they can be seen from further away.
The point isn’t just the announcement itself, but where it was placed so that commuters could read it from their cars during the morning rush.
Balancing promotion with aesthetics
Great storefront displays add value and avoid complicating the process of shopping. The best ones keep the store’s graphic identity while easily conveying current promotions or news.
Three is a magic number: successful retailers typically subscribe to the “rule of three” and focus exterior messaging on up to three key points at any time. Beyond that, you start overwhelming prospective customers rather than educating them.
Lots of small businesses engage with quality printing companies like HelloPrint to design consistent cohesive visual material for events that will be displayed for multiple rounds of advertising over the years. The investment is worth it when customers are able to easily recognize your business and determine what makes it worth stopping in.
Some say physical marketing is dead but that’s wrong it has now evolved. Establishing themselves as hyper-local businesses that use their storefronts to communicate as opposed to silo up and hide behind an anonymous facade, small businesses are winning out over those who continue to ignore the fact that your shop front is a vital touchpoint.