Before there was Twitter, before Instagram, before email, heck even before cold calling and direct mail, there was marketing’s tried-tested-and-true medium: Signs! If you take a quick look around you in any given retail environment, persuasive signage should be easy to spot. Persuasive signage – the kind that entices you to think or act a certain way – should be an active part of your complete marketing strategy. In a world oversaturated with notifications, ads, and BOGOs, customers often just a need a sign to point them in the right direction. Why not let that sign be from you?
The art of persuasive signage involves reconnaissance, creativity, and reliable marketing strategies. Imagine the message of your sign being spoken by a celebrity influencer, one with charisma that demonstrates empathy, or a solution to a problem. Persuasive signage makes it clear that this product over here is exactly what the customer has been searching for all their life – or at least since they walked into the door of the shop. To achieve this you first have to know your competitor.
Oh, did you think we were going to say you have to know your audience? You absolutely do, but first you should know your competitor and their persuasive marketing strategy because you don’t want to get your heart set on an idea 
only to discover your customers already associate it with another brand. Scope out the competition by doing a little of that recon we mentioned and find out what their signage has to say. What you want to do with that knowledge is something different! Think about big retailers with steep competition like grocery stores or clothiers. They have markedly different advertising concepts, from message to font and colour scheme. Dare to be different!
Next, you have to know your audience, particularly what type of messaging they respond to, and where they tend to look for information. If your signage is in your store you and you want to direct them to a specific location within, you should post your signage in the most likely places their eye will first be drawn. Don’t go overboard with eye-catching decorations like balloons and lights, this may cause the customer to become overwhelmed and look elsewhere. Your sign should be easy to read, fast to understand, and helpful, but that doesn’t mean it can’t also be daring, funny, or empathetic.
Charitable and not-for-profit organizations, you’re included in this blog post! When you’re at a festival or fundraiser and trying to attract attention to your merch table or newsletter sign-up list, persuasive signage is for you! You already have a heartfelt organization mandate, so broadcast that in simple terms to get attention. Be bold, tug on the heartstrings, and always be authentic.
Grand River Sign Design has helped to create a lot of persuasive signage. Book a consultation with our designer to find out how you can catch the attention of your customers with banners, table top signs, and more. Visit our showroom at 25 Struck Court Unit 5 in Cambridge or call us (519) 740-7272.
