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Give Me A Sign
By: Art Gib

If you're in retail or are in some way marketing your service to the public at large, signage can be a vital part of your plan. Not many people realize it, but even an Internet presence is a form of signage, but just because you have a web presence doesn't negate the need for both at-store and in-store signage.

You should be doing everything you can to help people want to decided to do business with you. Not only should they be attracted to you through the at-store signage on the outside, they should also be attracted to specific products and services by in-store signage as well.

Having traveled quite a bit, I have seen some very interesting signage. Some of the most interesting was in Japan. At one seafood and sushi place, there was gigantic crab, the size of a minivan, attached to the outside of a restaurant, complete with moving legs.

It almost looked like the roles would be reversed, and the crab would snatch up the patrons before they had a chance to enter and eat his aquatic brethren. Once inside the restaurant, there was in-store signage everywhere, mainly advertising the various beers and beverages that they served.

The one thing that most of these signs has in common was a bikini-clad beauty that immediately drew the eye, regardless of the product. Knowing how marketing works, I'm sure that more than one drink was sold due to one of these eye-popping posters.

Another place in Japan where I saw the use of at-store and in-store signage maximized was one of the large electronics shopping districts in Osaka. Every store had large neon signs on the outside, blinking and flashing to make sure that potential customers couldn't miss out.

Once inside, it was like there was an in-store sign for every product and for every special offer. Some of the signs not only blinked and flashed, but called out to passing customers to stop and take a look at what they had to offer.

All in all, Japan was amazing for signage, everything from animated characters to famous American movie stars, selling everything for office supplies to electronic equipment to ham and baked goods.

It worked very well over there, and I believe that a business that employs the same tactics in the United States has a much better change for being noticed and becoming profitable. At-store and in-store signage is where it's at.

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Image Forward Inc. (www.image-forward.com/)In-Store Signage lets customers know who you are and what you have to offer. Art Gib is a freelance writer.

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