As I mentioned in a previous issue, in December I met with MMBA Conference Presenter Tom Shay in very warm Florida.
As we were have lunch outside (notice I keep rubbing in the weather), we noticed some activity at a men's clothing store across the street.
There were two men (pictured below) brushing off their merchandise.
As you can see, their store front was fine, but not spectacular.
There was nothing specific that would make a potential customer look and take notice.
But when they were brushing, people turned their heads.
This begs the question, what are you doing to make people notice your facility?
Here are some ideas from Bob Phibbs, The Retail Doctor:
Create A Memorable Monument Sign!
It is so easy to do what everyone else does with black block letters on a beige concrete sign. While many developments have strict sign policies which reduce most businesses to a commodity by the road (Think "Jane's Fun Toys For Girls and Boys" reduced to "TOYS,") if you present a compelling sign, you can get away with it like Skribbles in CT. Who wouldn't think it would be fun to send their child there? Roll Out A Red Welcome Mat!
The best hoteliers and event producers know there is nothing that screams "Special Treatment."
The 20th Century Limited pasenger train used a plush red carpet to direct people as they boarded.
A simple mat with "Welcome" on the front in a high traffic area draws attention to your store.
When I was in New Zealand I saw a florist who used red rose petals (probably from old roses) scattered across the sidewalk like a carpet to draw passersby attention to her beautiful windows and into her store.
Beth Hnatio-Pumphrey with EJP Studios in Frederick, MD suggests writing on the sidewalk with chalk. She advises to draw "Arrows, cute sayings, types of items or lines you carry. It is different.People notice and it leads them to your door." Put Something In Your Parking Lot!
Light pole signs - You've seen these at gas stations and fast food restaurants.
These should be printed in full color.
Maybe a red loveseat with, "Valentine's Is Coming" and your logo at the bottom would be great for January.
Speak with your landlord to see if there is an objection.
The goal on these types of signs is not to "sell" anything (Big Sales 20% off!) but to showcase your best product.
Think something short like, "Learn About Wine," or "See Our Craft Beer Selection" or "We Have the Perfect Gift"
Fly Some Flags!
A string of pennant flags from a light pole to the front of your business.
You can get a multi-color version at sporting goods stores for under $50.
The trick with flags is to replace them about every other month while they are still bright and before they are all ripped.
Decorate Your Outside Walls!
If you can make your building immediately recognizable for what you sell, have at it.
If you can't you can still put a tall banner from roof to sidewalk in eye-catching colors ( think forest green instead of a garish fluorescent pink).
At the top put, "We've got" and add pictures of your best products.
Again, the goal is not to scream price, but showcase the wants.
City sign ordinances may seem to not allow but check - usually they will let you have it up for 90 days.
Can't put it on the building, you can get freestanding banner holders to place by your doors.Placed outside, these are used where you cannot use a building banner but with the same message. Costs with weighted banner holder can be a couple hundred dollars and can be changed monthly to refresh your image.Click Here for More from Bob
Bottom line, you have a choice...
Paul Kaspszak
Executive Director
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