Trade Show Display Basics for your Benefit

As it is true of almost all aspects of life, technology is changing fast the way people create and present trade show displays nowadays. While this is a factor you cannot ignore, the basic function of the display remains unchanged – to attract customer attention and disseminate information about your company and your products/services. For those reasons, the basics of a trade show display remain unchanged, and you need to factor them into all your marketing planning.

Choose the right graphics

Ornate, artistic, and highly colored graphics with a large amount of artwork may look very attractive. However, you should be aware that you are not exhibiting your products/services in an art gallery.

What is important is that the message and information that the display tries to convey should be easy for the curated audience to read, understand and remember. The bottom line is that the clarity of the message and its desired effect should be primary, and artwork and graphics secondary.

Use a memorable headline

Most visitors to a trade show head for a few specific booths, and spend the rest of their time wandering around. These are exactly the people whose attention you need to target. Their attention span unfortunately is just a few seconds, and then they move on. That is all the time you have to make an effective impression, arouse their curiosity and to bring them into your stall.

It’s imperative, therefore, that your display headline must do the trick for you: it should be in an easy-to-read font, short, clear, direct and interesting enough to make them pause and then come in.

Keep the description focused

The trade show display should be succinctly informative to the visitors, not overly technical and all-inclusive. Let it highlight in bullets the Unique Selling Points of your products/services. If there is too much matter, the visitors will lose interest and walk away. If they are interested, they will ask the staff at the booth for more information.

Show up prominently your company name

The trade show is all about promoting your company. You need to make sure that the name is prominently and captivatingly displayed, so that it is etched in the memory of the visitors. If there is a company logo, strike a balance between the text and the graphic – the logo means nothing unless you have a distinctive name related to it.

Display clearly your website and social media addresses

Visitors cannot gather from one visit to a trade show booth as much information as they might require. In addition, there will usually be issues and questions they have after the visit. Placing your website and social media addresses prominently will help them later to access the information they want.

It is not easy to find the right mix of technology, creativity and display expertise to create ideal trade show displays. The best way to go about it is to seek the service of a professional signage company that specializes in this area.

They will be able to combine your industry and product knowledge with their signage and display specialist skills to design for you an excellent display; it will surely attract the kind of crowds you want and help you stand out at the trade show.

Creating Memorable Signs : Dos and Don’ts for you

Signage is the commonest cost-effective publicity medium available. The precise purposes of a business sign are to: create public awareness of the business entity and the products or services on offer; arouse interest in the form of footfalls and queries.

Many business owners try to ensure that their signs serve those purposes by looking around and following what others are ‘successfully’ doing. In most cases, business signs are sized nicely, balanced in the amount of information they convey, and perfect in the use of tasteful artwork and color coordination.

In other words, most of these signs are like a million others – all of them anything but memorable. That is what you do not want. That’s how your business sign should not be.

The universally known sign

One sign that is recognized all over the world and evokes immediately associations of the industry it represents is the HOLLYWOOD sign in Southern California. Forget the fact that it was originally put up by a real estate developer over 90 years ago, to promote a new property subdivision.

Today it means movies – not just in the place of its location, but all over the world. Let’s look at how it has turned out to be such a memorable sign.

It is dramatic

It is far too big, brash and loud. It is located in a strange place; it would have been perfect for a real estate subdivision, but not for the movie industry. It is 3-dimensional, where it does not need to be so. But it works beautifully.

It is unusual

The color scheme is odd: a white sign on a hillside of green and dark brown. The sign is not mounted on a pole or stand, but sits on the ground. It is not in proximity to high traffic areas and people have to look for it. But it works wonderfully.

It is not “correct”

The letters of the sign are not level: they rise and fall as the terrain undulates.  Would a normal sign have such sloppy lettering? It would not. But once again, the sign works enchantingly.

The HOLLYWOOD sign is an old one, of a period when signage was unknown to be what it is today – a sophisticated high tech science. It does not conform in any way to what are generally accepted as the fundamentals of good signage. It has major defects that advertising and PR experts would pronounce ‘fatal’.

But it has become a celebrated all-time icon. None of these “mistakes” were made on purpose – they just happened. At times, making such “mistakes” deliberately can work for you in creating memorable signage.

The HOLLYWOOD sign breaks all the rules that most people associate with business signs. But it works as no other, and has become an evergreen icon of the industry. In other words, playing too safe and being too conventional can make your signs forgettable.

Going to the other extreme can detract the onlookers from your message; the sign, not your business, would become a talking point. Finding the middle ground is not easy.

The best way to get your signage right is to work with a professional signage company. They have the experience and expertise to create signs that are memorable, maximize the publicity you get, and increase the footfalls as you expect.

The Role of Signs in Rebranding your Business

No retailers love a soft and slow market. Unfortunately, this is what happens rather frequently, especially when you struggle to attract eyeballs and retain footfalls. However, this can be a time, which you can use to your advantage. You can review your business critically and dispassionately to identify trouble spots. Have things become stale, boring and predictable? Could these be part of the problem? Could a little rebranding help improve the situation? If so, get started without delay.

Signs are reliable tools

What kind of rebranding can promote your business is something only you know: no one else knows your business and your market better than you do. Raising money can be difficult, when the market is dull or weak. The moment you make up your mind on the rebranding action plan, you need to keep expenses down, and make it as cost-effective as possible, without compromising on the outcome of the action.

The solution is simple – signs! Despite all the new marketing tools available today, like the internet and social media, the right sign in the right place in retail business, is still the most efficient strategy to attract customers and ensure a rise in profits.

Decide on a consistent and pleasing design and color scheme of the sign. This will become part of your revised brand. Find an effective logo or image that you can use everywhere to reinforce your new business image.

Create an equally effective message about the changes you want to spread. At times, you may need to spread more than one message. If so, decide on the proportions and mix of the messages with the budget available. Then get the final action plan and budget ready. Think not that you are risking money during difficult times; you are in fact investing for the near future to keep going ahead full steam.

Employ a professional signage company

When your homework is done, your next step should be to contact a professional sign making company. Work with them to fine-tune your business requirements and the budget in order to design the different types of signs you need. Your business acumen should go hand in hand in hand with their signage expertise. The outcome would be the best signs put up in the best locations proclaiming effectively your new message.

Signage is a far more complex and specialized field than most people realize. Depending on the design and the location, a simple sign could be as effective as an expensive high tech tool. Multiple smaller signs in different locations may be better than a single huge one in certain cases.

The best way to ensure that you make the right decisions and get the maximum return on your investment is to work with a reputed professional sign making company. They have rich experience and the right technology to provide you with the kind of service you need. Check their testimonials to boost your confidence in them.

Signage Types You Should Know (Part-2)

We looked at a few signage types and definitions in the previous post. We continue to look at a few more in this post.

• Mission signs: Also known as purpose signs, they give customers a clear statement of the ethics and beliefs of the business.
• Motivational signs: These are the same as incentive signs.
• Point-of-purchase signs: These signs attract interest to specific products, and prompt quick purchase decisions. They are usually found near checkout counters with the products exhibited nearby.
• Policy signs: These signs provide information on business policy such as exchanging products or returning those that are defective.
• Price only signs: A sign of this type displays nothing but a specific price – for example “$19.99”. No product information is given, and so such signs can be used for any goods of the same value.
• Product benefit signs: These are signs that provide information on the benefits a customer can expect, if the product or service is purchased.
• Promotional product signs:  These are small signs that look like price tags, placed on products. They contain usually the logo of the manufacturer or retailer, contact information and a tagline promoting the product.
• Proud papa signs: – Proud papa signs draw attention to those parts of a retail establishment the management is most proud of and wants to show off.
• Reminder signs: These signs do not directly sell, but remind customers of associated goods they may need. For example a reminder sign in or near the paint section of a hardware store could ask “Do You Need Brushes?”
• Story Sign: Story signs give background information of a product such as where it is from, or how it was created. These signs require very careful wording because the information given may be interesting to some but not to others; it must therefore be made clear that reading the sign is not essential. Additionally, it should be as brief as possible, or else the customer may lose interest in both the sign and the product.
• Testimonial sign: These signs repeat customer feedback on the excellent service received, or the high quality, or usefulness of products bought.
• Threshold sign: These signs are placed within a few feet of the entrance of the store. They provide the latest information that may be of interest, and direct customers to where they can find special offers and so on.
• Way finding Signs: These signs are used in large retail establishments to point to customers locations of products, for example “Toothpaste This Way.”
• Window Graphics: These signs are graphics, placed in display windows to attract the attention of those passing by and lure them into the store.

The various types of signs listed in this post are meant to help you understand better how they attempt to increase customer interest and boost sales. As marketing and selling need to be more sophisticated and customer friendly, consider how these signs can be exploited to expand your business.

A professional signage company will be able to provide you with reliable inputs on the latest trends in signage. They will be happy to work with you to create the kind of signs that will bring prospective customers into your store and push your sales up. If you want professional results, you need to use trending signs made for you by professionals.

Signage Types You Should Know (Part 1)

As a businessperson or store owner, you are probably used to signs for promotion of your business. You know how effective they can be in conveying to your market population the message that would bring the customers in.

But are you sure that you are aware of the full potentials of signage? Do you know there are different types of signs for different purposes, which can boost your sales in different ways? Here are listed a few types of signage you should know.

Backroom or coaching signs: These signs are placed in the employee restroom or break area; they convey motivational messages to enhance performance levels of the employees.

Benefit signs: These signs highlight specific aspects of a product that promise specific benefits to the buyer.

Clearance signs: These signs demarcate an area in a retail establishment where are displayed products for sale    at specially reduced prices in order to reduce the inventory. The idea is to attract the attention of bargain hunters.

Customer profile signs: These are used to give information about the best customers of a business, as an acknowledgement of their contribution to its success. Names are put up only after obtaining permission.

Digital kiosks:  These are standalone units that have multimedia displays; they provide information on the business and/or products that will be of interest to customers.

Digital signs: These moving electronic displays, located usually in high traffic areas, provide continually updated business information to customers.

Educational signs: This is a kind of signage that provides customers with product details, which are informative and of some educational interest. For example, signage of an HVAC product may give details about ‘go green measures’, energy conservation, environmental implications of its use, etc.

Emotional signs: This type of signage helps strike an emotional chord in customers; to give an example: “10% of what you pay will be given to orphanages.”

Employee information signs: These are used to remind employees about policy or procedure changes that they need to keep in mind when working in specific areas. A “No smoking” sign indicates an area where flammable products are put on display.

Entertainment signs: These are signs that do not directly sell products, but use words or images to bring a smile to customers’ lips; they are thus made more open to spending money in the store, buying products they never thought they would.

Floor signs: A floor sign is an image painted on the floor that directs people in a specific direction; it may use graphics to point to people the locations of the products they are interested in.

Incentive signs: These signs are used to remind employees of performance-related contests and awards they could win by superior performance.

Information signs: These are used to inform people about the social or cultural activities of the business; for example, “We support the local orchestra.”

We will look at more signage types and definitions in the next post. In the meantime, if you would like to know more about the signs mentioned here, and how they can be used effectively for your business, contact a professional signage company. They have the knowledge and expertise to tell you what you need to know and, if required, make the signs the way you want.

How You can Create Effective Retail Signs

Retail signage is not just a matter of making prominent a product name and its price to catch the eye of potential customers. It is about telling him what he needs to know (whether or not he realizes it), and giving him a compelling reason to buy it.

Many retailers with the best of products, locations and displays are often left wondering why their sales are flat. The reason is usually signage problems. There are a few basic points, if kept in mind seriously, will help you create and use effective signs that will surely sell fast your products.

Be to the point

Remember we live in the times of Twitter, one-minute YouTube videos and the like. Attention span of viewers is getting increasingly shorter; no one has the time or patience to read longish fine print on a congested sign. Let the message of your sign be brief and to the point.

Use the right fonts

Fancy lettering may look attractive, but reading it takes more time than straight forward clear-cut letters. Once again, your potential customers have other things to do than spend a few extra seconds looking at a hard-to-read sign. And for the older generation, who wants to use binoculars to read a sign with a tiny font?

Provide a reason to buy

Tell the potential customer why he should buy what you are selling. Saying that it’s good or not expensive is not enough. Tell him it will improve his appearance or increase his safety. Once again, with limited space, you need to be direct and to the point.

Get the potential customer to relate to the product

Get the customer to visualize himself or herself, using the product. Use the words “you” or “your” in the sign to create a link between buyer and product.

Let images be powerful

Texting is trending these days, the messages getting shorter and shorter with abbreviations, initials and emojis, replacing the full word. Use these elements in the sign wherever you can; but remember that the texting style is generation-specific; it is primarily the lingo of the world of netizens and teenagers. You may have to use the old world style if your target population is the 40 plus generation.

Let not your signs be monotonous

The aim of the sign is to attract attention and appeal to good humor; puns, jokes, amusing images and anything else that keeps the sign from being insipid is good. A person who can be made to smile at your sign is always an easier person to whom you can sell your products.

Test the signs

A sign may be perfect as a concept or when you hold it in your hands. However, it may not be so good when put up in its chosen location. The tinting of the glass, the reflection from the sign and other things could make it difficult for a person driving by to view it. Test out the sign with a few customers before actually using it.

Knowing how to use effectively your signs is half the battle won to increase sales. The other half is to get the right signs made effectively in the right way. That means using the right fonts, colors, sizes and materials.

This is where a professional sign making company can be a huge help. They have the experience and expertise to guide you properly and create the best signage for you. Your business acumen coupled with the proven skills of a signage professional will give you signs that sell your products to your satisfaction.

Designing Your Outdoor Sign: The Key Issues for You to Consider

Geography is an important factor in brick and mortar retailing. Your business is in one location. Your customers are located all over the city. Yes, there are roads that can bring them from wherever they are to the place where you are.

But how do you get them to travel? – by placing outdoor signs to remind them of who you are, and what you have to offer them. The outdoor sign, like a magnet, draws customers’ attention.

The effectiveness of this pulling power depends on how well the sign is designed and made. Here are the key issues you need to consider when planning the use of outdoor signage.

• Design: The design is what makes the initial impact. A well-designed sign, though in a bad location, is certainly better than nothing. But a badly deigned sign even in a good location will create a negative image: that will be the undoing of your business. When finalizing the design, pay special attention to logo size, color and fonts.
• Size: Check on the municipal guidelines on outdoor signs to ensure that you comply with them. It can be incredibly frustrating for you to have a great sign removed, just a day after its installation. You will feel bad when you are told it did not meet the specs of the local authorities. The despair will be intense, because you spent so much time and money on its creation. And the market will wonder why your sign came up and disappeared so soon. That is the kind of negative business image you should never ever send.
• Height: Height is critical in terms of visibility. When you drive your car, you will see easily a sign, if it is pole mounted and above the tree line. Pedestrians can, however, see the signs mounted at lower levels. The abundant response of the main audience being the deciding factor, place your signs at the optimum height following, of course, the municipal regulations.
• Mounting: The style, design and size of a sign are often dictated by the way it needs to be mounted. Better to know how the sign will be mounted, before starting to plan the design and size. Mounting considerations should not mandate last minute modifications that would impact,  for sure, the effectiveness of the signs. Moreover, any additional cost, wasted labor, or wasted time would certainly make you feel bad.
• Environment: The sign must be durable with capacity to cope with environmental extremes like scorching shine and heavy rain – two things that can seriously affect the life and the quality of your signs.
• Surroundings: The sign must be prominent and noticeable. At the same time, it should not clash with the surroundings, and stick out like a sore thumb and seem out of place.

Your retail establishment may be confined to only one location, but your outdoor signs will make your presence felt wherever they are placed; the message they send through the passers-by will travel in all directions. It’s of utmost importance, therefore, that the kind of your business image you try to create through them at these multiple locations should be very effective.

Your signs are the vital things that will improve your retail footfall, and your sales depend on how effective the signs are. That is why using the services of a professional sign making company is so important. They will be able to guide you on the type of sign, the size, the design and everything else that goes into making it an excellent marketing tool.