There is perhaps no component of a retail business more important than the sign used to attract new customers and bring them inside to view the company’s products or services. After all, a business can have some of the best products in their local community but, if no one knows the business even exists, they’ll find it hard to close a single sale. That’s where a consultation with a marketing expert can make a real difference for business owners.
Signs go well beyond merely announcing the existence of a retail business to the surrounding community, however. As a marketing expert knows, the purpose of a sign is also to set the stage for the company’s brand. A marketing expert uses a sign to convey the business’ colors and logos to customers, giving an indication of the products that will be found within the company’s doors. In this way, signs can actually function as a “preview” of the company’s offerings and they can serve as an enticing factor for consumers who are weighing whether or not to check out what a business has to offer.
Signs also present a really great way to advertise special deals and limited time promotions that might enhance foot traffic and boost sales. Slide “A-frame” signs can be designed to announce discounts, weekend sales, or free events, and they’re likely to be seen by a significantly large number of passersby. Furthermore, they often require far less of a financial commitment than print ads in local newspapers or television ads designed for the local community.
Retail Signage Demonstrates the Values and Qualities of a Great Business
While some business owners might think of a sign only as a way to announce their location or a special deal, a market expert knows that signs serve as a great way to communicate about the products and services sold within. Like virtually every product on the market, signs are made in a number of different sizes, shapes, materials, and quality levels. A poorly designed sign, or one that simply doesn’t accurately represent what a business stands for, can actually turn off potential customers. This is why businesses should work with a marketing expert to create a strong sign for every aspect of the company.
Often, customers will view a sign’s appearance, quality, and even its position, as indicative of what the business offers. If retail signage looks quickly and poorly designed, or if its materials appear to be second-rate, most people will assume that the company isn’t very reputable. They may also feel that its products will resemble the poor quality of the company’s signage. This is why working with a marketing expert is absolutely essential. A marketing expert can create the right sign, convey the right message, and improve brand reputation overall.
There’s where a professional retail signage designer, like marketing expert Paul Cookson of Scarborough, can make a real difference for companies across every industry and sector. With marketing expert Paul Cookson’s years of marketing and design experience, he is a leading expert when it comes to using the highest quality materials, the best retail signage designs and positions, and the most effective advertising photography for each company’s unique products.
Getting Started with Retail Signage: Tips to Consider During the Process
It’s a good idea to understand the components of an effective retail sign before working with marketing expert Paul Cookson and his team. This will allow for some preliminary ideas to be developed before meeting for a consultation with a marketing expert, which will speed up the process and help the company create the perfect retail signage product for their unique needs. Each sign, whether it’s designed for promotional purposes or simply to advertise a business on the street, should adhere to a few basic principals.
Retail Signage Should Employ a Simple Message
Business owners often work with a marketing expert to develop a simple idea of the sign they’d like to create. All too often, business owners can be a bit too ambitious when it comes to the amount of copy and artwork featured on their retail signage. Remember that business signs for retail operations should be visible and readable from a distance. This means two things: The business’ name needs to take center stage with a larger font, and any additional copy should be used on an as-needed basis. A market expert will help to convey a simple idea and convince customers to come in and learn more. Less is certainly more.
Retail Signage Colors Should Convey the Brand’s Mission
There is much to be said about colors, and business owners should work with a marketing expert to consider what they think their sign’s color scheme should be. Pink, for example, tends to come with a number of connotations among most consumers. So does blue. For businesses engaged with eco-friendly materials or environmentally friendly products, green might be a good choice. Each color has a number of uses that will further convey the mission behind the company’s logo and text.
The Purpose of Retail Signage Determines its Design
What is the retail signage being used for? If the sign is to announce a business to the community, it will be designed differently than one used to advertise running promotions or limited time events. Determine how retail signage will most often be used and where it will be placed, as this will help to create the perfect size, shape, and type of sign for any sales goal. A marketing expert can help clarify the purpose and aspect of each sign required.
Work with the Retail Signage Experts and Enjoy Long-Lasting Results
Marketing expert Paul Cookson has been developing retail signage for businesses throughout Ontario and beyond for several decades. His expertise covers some of the largest local brands, with signs that incorporate bright colors, excellent logos, and bold text that demands customers come in for a visit and learn more about what the company has to offer. Best of all, his marketing expertise extends well beyond retail signage. In fact, Cookson’s work with some of the largest brands and Toronto-based marketing agencies means that he can often offer a “complete package” to retail business looking to take their work to the next level.
For those companies that need an effective sign and a great way of reaching out to new customers, it’s important to get in touch with marketing expert Paul Cookson right away. After an expert consultation and a discussion of the company’s goals, a robust selection of signs can be created to match every marketing message, business goal, and personal preference.