Signs are simple, right? All you have to do is plug it in, write up some killer sales messaging, and your sign will take care of the rest.
But no matter how powerful retail signs are, there are a few ways we can improve their effectiveness and see much, much better results.
Today we’re going to focus on messaging. While your sign is a powerful tool, it’s useless without equally powerful messaging.
Let’s go over a few quick points to help you squeeze every last drop out of your sign, and help you reach a bigger audience than ever before.
LED software has come a long way, with most modern signs boasting super quick, easy to use programs for scheduling, writing and displaying content.
With that said, you’ll need to learn your software inside and out to truly get the most out of your sign. This is especially important for retail stores that might have multiple locations spread out across the country, where scheduling and automation through the Cloud can save you a TON of time.
Remember, incredible hardware can easily be sunk by subpar software. Make sure your retail LED sign manufacturer has systems built in to help you succeed, rather than just helping you install the sign and leaving you to your own devices. Simple, effective software helps make your job a whole lot easier.
Sometimes people get carried away with LED signs. With a typical readerboard sign, you’re limited to the number of letters you can fit on the sign at one time. But with videos and scrolling text and other multimedia features, your advertising capabilities are greatly expanded.
But just because you have infinite “space” doesn’t mean you should assume your customers have infinite time. No one has time to read paragraphs of information, whether they’re flying down the highway past your billboard or meandering by your storefront.
Figure out exactly point you’re trying to get across with each message, and hone that message down as much as possible so visitors don’t need to stop and think about what they’re seeing. Make viewing your content seem as natural as possible, and reap the rewards.
Unless you know your audience extremely well, it’s best to avoid sensitive topics. Over the past year or so I’ve seen so many businesses potentially alienating half of their customer base by posting political messages online or on their signage, but I’m not just talking about politics.
LED signs can and will reach a huge chunk of your community, and the payoff for successfully writing witty or provocative content usually isn’t worth the damage it can cause your brand. Stick to the script and focus on business.
You shouldn’t think of your retail sign as an exact replacement for your older signage. It’s capable of so much more, and limiting your messaging to just text is limiting your sign’s ROI.
Think of LED signs more like the product of crossing a TV with a billboard, and we’re starting to look at things the right way. We’re capable of delivering audio and video messaging to supplement your text, as well as utilizing apps for things like temperature and time of day to really give your customers a special experience.
Using the right visuals—especially in high traffic areas with lots of distractions—can be the difference between failure and success.
Yes, they’re certainly powerful tools. But really understanding the ins and outs of LED advertising is the secret to seeing big, big ROI for your business.
And above all else, don’t forget that your software lets you adjust messaging on the fly. If something isn’t working, change it! Don’t let your Thanksgiving message stick around until Independence Day, and don’t be afraid to experiment a little!
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Subway Franchise Owner - Colorado
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