Customer-Involving Signage and Selling

Here's some easy ways to create signage that will attract, not annoy customers (and local government agencies that regulate signage):

1. Since movement always attracts attention, any banner, sign set of a pole that might move with the wind or electrically-turned sign will stand out from the static messages around it.

2. A retailer could become known for catchy sayings, advice, or questions (that are answered in the next day or week's sign message). Messages may or may not be directly related to the store's products or services ? but they should appeal to the store's kind of clients. For example, a beauty salon may have hair-related sayings ? or simple quotes on beauty ? and wit.

3. For 24-hour involvement, consider videoing local notables (from mayor to sports columnist) and attention-getting people (cute kids, beautiful adults, etc.) using or discussing your product/service.

Creating a continuous feed video loop of the short vignettes and put the video in a TV monitor inside the store for viewing ? and/or another on a stand in the window, facing out with the sound piped out from above peoples' heads (where vandals cannot damage the site where the sound is sent outside. That way passersby can watch.

We are all voyeurs. We like to eavesdrop or see each other in action, especially in fun, odd, inspiring, humorous or other human situations. So-called "reality TV" has proved that.

4. Do a variation of the Burma-Shave signs of America's past where people driving through long stretches of boring desert or other unchanging landscapes. The sequence of signs had progressive rhyming lines to pull people into the message.

A set of stores on a block could co-create a continuing set of signs, with messages about their stores in a continuing theme. Each side of the signs, set out perpendicular to their storefronts, could be read, sequence, by the passersby in their car or on foot, depending on the sign placement.

Adapt your selling to make prospects comfortable in these less-certain times What kinds of online and on-location marketing will attract more shoppers, spending and buzz in this New Normal world?

Consider consumers desire for comfort, security and personal recognition ? and exactly how you will serve those largely unspoken needs:

1. "Time-Starved Culture"

Both bricks and mortar and 'only online" stores could offer the opportunity for shoppers to fill out a shopping list online of their gift recipients' names and mailing addresses . . .

2. "Need to be Known in a Relationship-Diminished World"

. . . Then enable the customer to write a personal message to each of her/his intended gift recipients . . .

3. "Worried About Money"

. . .then offer, upfront, a "special savings" if your customer spends at least a certain level of money on the gift list (thus encouraging great per-customer spending, with less labor and marketing costs for the retailer)

4. "Seeking Value"

. . or, rather than offer a "special savings", cross-promote with another retailer who also reaches the same kind of customer and agree to give one of your gifts to their biggest spending customers (coming to your store to pick up the gift) in exchange for your cross-promoting partner to give a gift of the same value to your biggest spenders.

Thus the SmartPartnering retailers gain access to each others' most lucrative kind of customer in a credible and cost-effective manner, while offering their customers an enticing reason to spend more.

Kare Anderson is the author of LikeABILITY (see Grand Store at http://www.SayitBetter.com), Make Yourself Memorable and SmartPartnering. A popular speaker on SmartPartnering and on how to be more frequently-quoted to become your kind of customers' top- of-mind choice, she also publishes the SayitBetter newsletter, with 32,000 subscribers in 28 countries.

In The News:


Forbes

Debunking Myths: Don't Count Out Traditional Advertising Channels; Embrace Them
Forbes
The widespread belief that web and social media ads are giving a higher ROI than the "old-fashioned" TV, press, and radio advertising is a costly myth. The myth hinges on the belief that the more precise targeting achieved by digital advertising not ...


The Guardian

Apple cuts cookies – but there is more to come in the online advertising arms race
The Guardian
Apple is cutting down on how many cookies advertisers can force on to your devices, with changes coming to iPhones, iPads and Macs. The advertisers, naturally, are not happy. Digital cookies are small text files that can be used to track users as they ...


ZDNet

iOS 11 rolls out today with Safari anti-tracking: Here's why advertisers hate it
ZDNet
Apple is rolling out iOS 11 and macOS High Sierra today, bringing with them a new cookie anti-tracking feature in Safari that advertising groups say will "sabotage the economic model for the internet". Globally, iOS is dwarfed by Android, but Safari ...
Apple blocking ads that follow users around web is 'sabotage', says industryThe Guardian
Advertisers accuse Apple of sabotaging the economy of the internetNEWS.com.au
Advertising trade groups deeply concerned about Apple's cookie blockerMarketing magazine Australia (registration)

all 34 news articles »

CNBC

Uber just sued one of its ad agencies, and it points to growing mistrust with mobile advertising
CNBC
Uber is suing mobile marketing agency Fetch Media for allegedly "squandering" tens of millions of dollars on its ads. Uber claims in a lawsuit the ads were not viewable by people or were placed on websites that don't exist. Uber's ad issues are ...
Uber is suing an ad agency for click fraud related to advertisements that ran on BreitbartBusiness Insider
Unwanted ads on Breitbart lead to massive click fraud revelations, Uber claimsArs Technica

all 30 news articles »

HuffPost

Grab Them By The Ears: 3 Facts About Audio Advertising You Need to Know
HuffPost
I've been selling audio for a long time and consider it one of the hardest-working and most promising forms of advertising out there. In fact, the IAB has estimated that 79% of audio consumption takes place in moments when visual media cannot reach us ...


Phys.Org

Study finds religious program advertising appeals mainly to fear
Phys.Org
Christians and fundamentalists are a major section of American society, with influence in political, social and economic circles. Yet, little is known about how advertisers work to reach a fundamentalist population. A study from the University of ...


Bloomberg

Facebook Can't Leave Advertising Business on Autopilot - Bloomberg
Bloomberg
Internet companies live in fear of being labeled censors. Google, Facebook, Twitter and other big web companies squirm when politicians or other people ...

and more »

Hyperallergic

Handcrafted Japanese Shop Signs Perfected the Art of Advertising
Hyperallergic
Known as kanban, these ancient advertisements were highly specific, not only in terms of the goods they marketed, but also in terms of their designs and messages. Shop owners often commissioned professional artisans known as kanban-shi to craft them, ...


Business Insider

What you need to know in advertising today - Business Insider
Business Insider
Sports are as much about fandom and conversation as they are about watching games, and for a long time ESPN's hit show "SportsCenter" owned that ...

and more »

Marketing Land

5 futuristic advertising channels and the first rule of advertising dynamics
Marketing Land
There are already plenty of mobile games that use in-app advertising to monetize “free” games. As virtual reality takes off (some say it will grow to a $75 billion business by 2021!), why wouldn't we see VR ad growth as well? For example, a car ad that ...

Google News

Push vs Pull Advertising

Push vs. Pull Advertising - Understand the Consequences for your... Read More

How To Make Your Advertising Work!

Many believe that when it comes to advertising, it's a... Read More

Worn Out Brochure Design Is Keeping Small Business Owners Down

I got another one of those calls the other day...Can... Read More

Direct Mail Catalogs & Brochures: Write Captions That Sell

Many prospects skim through catalogs and brochures, glancing at the... Read More

How to Know if Direct Mail Will Work for Your Business

Here's a great lesson that applies to direct mail. Ready?... Read More

What?s the Score?

You may be aware that in a basketball game the... Read More

Using The Popularity of Celebrities and Currrent Events to Promote Your Business

In this article, we want to explore the idea of... Read More

Marketing Tips - Advertising

Typical methods of advertising-newspapers, radio and television are effective if... Read More

In Advertising Bigger isn?t Always Better

If you have been following the recent advertising news you... Read More

Information To Include On Your Business Card

The logo and graphic elements that you include on your... Read More

Imaging Isnt Everything

Many home improvement contractors attempt to use advertising to expand... Read More

How To Write Super-Effective Ads and Sales Letters!

"The more things change, the more they stay the same".... Read More

16 Ways to Make Your Business Cards Unforgettable

Every time you hear someone say "May I have one... Read More

Top Jingle Companies: What to Look For, What to Expect

The internet offers you the opportunity to seek out jingle... Read More

Why Most Advertisements Stink!

Question: What do you think the most important part of... Read More

Understanding The Basics Of Advertising

I get the L.A. Times delivered to my door every... Read More

Secrets to Get Free Advertising

The opportunities to get free advertising for your product or... Read More

Advertainment is Sneaking Into Music, Movies, TV and More

The very name "advertainment" sends thrilling vibrations up the spine... Read More

Science of Advertising and How to Benefit From It

It is very important to realize that persons buy from... Read More

Testimonials Convert Prospects Into Buyers

Big businesses get instant credibility with their well-known company name... Read More

The Inside Secrets Of Free Publicity For Your Business

Product publicity is the "secret pathway" to business success... Read More

Books, Bibles and Fast-Talkers

Every community has 'em. Fast talkers who roll into town... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that... Read More

Mortgage Marketing - Broadcast Advertising vs Direct Advertising

Do you know how to design and deploy a marketing... Read More

Finding Your Target Market

Achieving sales is probably the biggest challenge a web business... Read More