Signage, when it is cleverly and professionally thought out, can make all the difference to your brand. Signage has many functions, but POP (Point of Purchase) signage is designed to advertise a product at the location in which it is displayed. Effective POP (Point of Product) signage is a critical component of a merchandising program.
Signage Reinforces Your Brand Is Your Customers Mind
According to the Small Business Association effective POP (Point of Purchase) signage develops a memory for a location of the products or services and then reinforces a memory and extends recall of other advertising efforts and attracts new customers and then modifies customary purchase decision. The underlying principles of POP (Point of Purchase) signage are the same to communicate the price features benefits of the product value in order to close sales or habits.
Astudy shows that 75% of people claim to remember a sign that they have seen inthe last month. This therefore showsthat signage is a way to promote and get your brand seen and remembered bypeople.
Jamiefrom signage company Dock Street Signs said “While choosing the rightsignage can help boost your revenue a careless approach to promoting suchproducts can also do damage to an otherwise well thought out merchandisingplan.”
Speak To Your Customer
Thefirst step is to understand the needs of your customer. The most important function of your signageis to convey information that speaks to the needs of your customers. Inexperienced retailers struggle with whatto put on the signs, so sign makers help them by helping them choose what toput on the signage and what not to.
Thesignage should contain information to help to sell the product such as pricingbut also include product features and benefits too. It shouldn’t contain too much information nortoo little also. This is what a lot ofpeople struggle with to get right.
Choose The Right Font
Signagehas to be able to be clearly read so the font used on the signage needs to alsobe thought carefully about. Signs comein all sizes and shapes, but they should be appropriate to the res of the signsyou use. Signage needs to fit theenvironment that you are putting it in.
Yourcustomers will remember your message on the signs longer if they are short andbullet points and you state your facts. Customers are smart so don’t confuse them by adding unnecessary informationon the signage.
Signage Wear & Tear
Changeyour signage as it gets older and shows signs of wear and tear. Your brand or business will not give a goodimpression with tatty or faded due to the sun’s exposure on your signs. It will make your brand or business lookcheap and like you don’t care what kind of an impression you make.
Signscan increase sales with customer loyalty and improve the customer experiencetoo.
Different signs can carry different messages depending on your business and the message you want to get out. It can be a loyalty scheme for your current customers or signage to encourage future customers to take a look at your business. So, adapt your signs to match your business needs.