Signage is one of the most important aspects of effective marketing in hospitality and retail. Effective, eye-catching signage can increase the number of people that enter your store and, once they’ve entered, convince them to take action.
Unfortunately, signage is also one of the aspects of retail marketing that’s all too frequently neglected. Many retailers, particularly small businesses, view signage partially as an “optional extra” that isn’t integral to their marketing success.
Failing to create effective signage can leave your retail business without the large-scale awareness and steady flow of traffic that it needs in order to become as highly successful as it can be.
One of the most important parts of creating effective signage is using a sign holder that matches your marketing priorities. From size to visibility, a variety of factors have an effect on the value and usefulness of your retail signage.
In this guide, we’ll share five factors that you should consider when choosing a sign holder for your retail business. Read on to learn what you should look for in order to purchase the highest quality, most suitable sign holders for retail marketing success.
Size
What size is your retail signage? Retain signs can range from large – window signs and hanging in-store signage – to small signs used on desks, beside products and in in-store exhibits.
Choosing the right size of sign holder is essential for showcasing your signage in an effective, visible manner. Before you purchase any sign holders, work out the exact size that you need to best display your in-store and window signage.
Construction
Do shoppers often bump into your in-store signs? While signs that are behind your counter or in the windows of your store won’t nee thick and sturdy sign holders, a sign that’s frequently bumped into or brushed by needs a high quality sign holder.
For signs that are frequently bumped into by shopping carts and other items, choose a thick plastic that can tolerate bumps and scratches. It’s also important to choose a sign holder that’s stable, such as one with a bottom or top-loading plastic frame.
Versatility
What type of signage will you be displaying? Do you need a sign holder to hold one type of sign, such as an opening hours or store policy sign, forever? Do you need a more versatile sign holder to hold a variety of signs that change every week.
Versatility is one of the most important aspects of a sign holder. Sign holders with a simple top, side or bottom-loading design make switching your signage easy, giving your retail store extra versatility to change its marketing message when it needs to.
Purpose
What is the purpose of your signage? Are you showcasing a discount offer sign that needs to be seen by everyone that passes it, or are you displaying an opening hours sign that only needs to be seen by people that are deliberately looking for it?
The purpose of your signage will determine the type of sign holder that’s the most appropriate. Countertop signage is best suited to an angled sign holder, while table signage is more suitable for a table tent or side loading advertising frame.
Visibility
How visible is your signage? The key element of effective marketing is visibility. No matter how effective your marketing message might be, it’s unlikely to have any real effect on customers (and prospective customers) if it isn’t visible.
Some sign holders offer better visibility, particularly from certain angles, than other types. For example, an angled side frame offers ideal visibility for countertop signs, since it angles upwards towards people’s fields of vision.
