eSigns Tip: Timing is Everything
Network television does an incredible job of telling viewers what’s coming and when. Promos for new shows, special programming, and even repeats of entire seasons appear MONTHS before their actual air date. Kudos to TV for getting the job done, but their tactics don’t necessarily work for seasonal retailers. Knowing when to put out signs and how long to leave them up is more science than art, so eSigns.com asked a few “pros we know” to offer some suggestions. Here’s what they said:
Anticipate and embrace the natural milestones in your consumer’s life. The first and last day of the month are a familiar cycle that can logically coincide with your in store event. In other words, signage for the June sales event should be in place for the first day of June that you are open, and down on the first day of the new month. “Teaser” signage a few weeks in advance is acceptable, but monitor in store activity to make sure it doesn’t delay or inhibit sales. Consumers understand a different sale every month and may learn to anticipate your start and end dates.
If you are not running your sales event for the entire month, check your sales records to see if your monthly transactions are “paycheck sensitive”, with spikes on or just after paydays. That will tell you whether to put your signage up in the first half of the month or the last half.
Seasonal events that fall in sequence should be handled like the passing of a baton in a relay race. Halloween signage down, Thanksgiving signage up. Then on Black Friday, Turkey Day is gone and the Holidays-Themed messages are up. The Easter, Mother’s Day, Father’s Day series for restaurants and retailers works the same way. But our experts remind us, one season up at any given time, please, and don’t try to shove the season down your customer’s throats too early. Thirty to sixty days in advance will likely serve you best.
All of experts mentioned that outdated signage is an image killer that makes you and your operation look sloppy. For best results, schedule the tear down of signage and decorations just like you schedule the set up.
And remember, whether you’re way out in front, or running behind with in store signage, eSigns.com can deliver your Yard Signs and Banners faster and cheaper than the other guys. Fast. Easy. Cheap. And Totally Awesome says it all!