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Retail signage: POP can close a sale

Posted by Gary Baron on Fri, Jun 8, 2012 @ 09:38 AM

POP or point of sale signage is a critical but sometimes overlooked part of the retail experience. Maybe you've done a good job branding your message in advertisements and created external signs to let customers know where to find you, but if you're lacking POP signs, you might be missing out of the opportunity to "close the sale" with customers in your store.

What makes POP or point of sale so important? These are the kinds of signs that prompt a customer to make a purchase when they're already in your store and even near the register or checkout. It's that little reminder that influences an impulse purchase or reminder to pick up something they had forgotten about.

Most importantly, POP signage helps drive home brand awareness. Whether you're trying to call attention to specials, sales or just to your brand, internal and external point of sale signs are what often seal the deal.

If you can think of a leading retailer, they are almost certainly using POP displays. Some examples include Dunkin Donuts, McDonald's or FedEx Office. You might think restaurants and retailers like these don't need it but POP signage is driving home specific and branding messages to consumers who might not realize the specific offers are available.

So what are some of the best options available to you in POP and point of sale signage?

Dimensional Displays - You don't just want to slap a logo on a sign and then hope for the best. You want to stand out from the crowd, and one way to do that is to get a dimensional sign or display. Dimensional letters and signs add a value to your business, make your logo and brand more eye-catching and will drive traffic to your business.

Often times dimensional displays also work great for trade shows and events away from your store or office. In a room full of companies trying to get noticed, you want your displays to be the most attractive, most clean and to be the most clear at branding your message.

Dimensional signs  can be designed in a wide variety of materials, including metal, acrylic, PVC, flush mounted or stud mounted. Depending on what style you choose, the message you convey might be different, so make sure you work with a company that understands what will work best for your message.

Banner Stands - If you want to make it easy to transport your POP from store to store or trade show to trade show, maybe you want to invest in a banner stand, specifically a pop-up stand. A quality stand allows you to replace and remove graphics easily depending on where you're placing it, includes strong casing that's lightweight and easy to move and comes with a carry bag to make transportation a breeze. A spider banner stand isn't as scary as it sounds, it's an extremely light and movable version of the pop-up stand that makes life easy and lets you display your brand message wherever you are.

Banners - Sponsoring an event in town or opening a new location? A digitally-printed or vinyl banner is an essential tool in driving home branding as well as messaging. Whatever the occasion, make sure that your message is clear, easy-to-read and movable based on what is happening in real-time. A quality banner stands the test of time and, assuming it's not time-specific, can be re-used with minimal wear and tear shown.

There is more to POP but now you know the essentials. It's easy to forget about adding the final piece of the signage puzzle but it's a step we promise you don't want to overlook.

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Topics: marketing, point of purchase graphics

Retail Signs, Point of Purchase Signs, get your customers' attention

Posted by Gary Baron on Thu, Feb 16, 2012 @ 11:08 AM

Point of purchase signage, also called POP, is one of the leading marketing tools that any retail seller can utilize. It is paramount to maximize this marketing medium to boost traffic and revenue. It makes sense to advertise right where customers are and point of purchase signs do just that.

The main advantages of using signs are:
  1. An affordable way that gives a quick return on the investment.
  2. POP signs add an increase in ascetics of the store.
  3. By directing customers to their needs and showing promotions, sales increase.
  4. An affordable way to increase impulse buying.
  5. Branding is easily accomplished on-site in a cost-effective way.

Higher margin products can receive increased attention with point of purchase signage. Using color and graphics on signs and displaying them near products that are higher cost will draw customers to those areas. This increases their exposure and leads to more sales. An impulse buy is much easier to accomplish using the signage as a marketing technique.

Retail signage, besides increasing impulse purchases, also establishes brand awareness. Creative and effective store signs will brand a store, even if it is not part of a franchise or big chain. It is more important in a small business to develop brand awareness that does not have the advantage of nationwide recognition. One of the simplest and inexpensive ways is through point of purchase signage. Consulting with a firm that provides these signs is a good first step in taking advantage of these advertising benefits.

Reasons to use POP signage are:
  1. Boosts storefront traffic as displays increase walk-ins.
  2. Signs with eye-catching designs will attract traffic.
  3. To draw attention to sales and specials to increase revenue.
  4. Longevity because point of purchase displays last long and can be re-used for long periods of time.
Retail signs are an invaluable tool not to be overlooked. So much is concentrated today on technology that the tried and true methods are often forgotten. Marketing and branding as well as catching and holding a customer's attention, in a cost-effective way, make point of purchase signage an absolute in retail stores. Consult with a signage company that is knowledgeable in this area that can advise on the best colors and graphics. Plan advertising campaigns, sales and specials with the company so the signage needed is ready for display at the proper times. Having a handle on a simple marketing campaign integrating POP signs will lead to higher traffic, more impulse buying, increased brand awareness, and increased sales. Make durable, flexible, well-designed signage a part of the campaign and see immediate results.

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Topics: dimensional sign, branding, point of purchase graphics, retail graphics

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