When we think of marketing programs our minds are quickly drawn to social, print and broadcast media. Although these programs can be quite glitzy and create media and consumer buzz they overshadow an extremely impactful marketing program not often considered by managers and owners. It is the signage used at the brick and mortar store itself.
Signs in windows, on doors, over display racks or by the register are interpreted by the shopper to determine the quality of the merchandise or the management of the store. Sometimes only subliminally but always effective in relaying a message.
Whether your store is in a mall, strip center or stand alone, the same psychology of engaging a customer applies. Yet many stores fail to consider the image their signage conveys to the consumer.
Here are the seven worst messages commonly conveyed:
- “We sell crap".
- "I don't do enough business to hire a second employee”.
- “This is not a serious business”.
- “We keep most our doors locked because we do not trust you ”.
- “Go to the bath room elsewhere”.
- “Details don't matter to us".
- “You are not welcome here”.
© Max Impact, used with permission.
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