The signage era is going through a resurgence today!
Signage, hoardings, standees and other below the line (BTL) marketing collateral is as relevant today as it was before the invention of the internet. In fact, by merging the two, it is possible to extract maximum benefit from both. Let us see where you can place your signage for best results:
High Traffic Areas
When it comes to placement, a high volume of traffic is the single most important reason to spend your resources on putting up a signboard. If the place does not catch the public eye, then your money would be wasted and there will be no benefits from such a move. This holds equally true for both indoor and outdoor areas.
Interior Columns, Pillars, and Walls
These are very common spots for digital signage—and for a good reason. After all, they are almost always visible to anyone who walks into the store. Moreover, most of these signboards and other material is placed flat against any surface or it has been positioned at a specific angle so that it always faces the audience. Placing such signage in highly trafficked areas will ensure that the target audiences will easily see them as they browse the market or store.
Freestanding Kiosks and Standees Liberally Scattered Throughout the Outlet
Vertical standees and their more advanced digital screen counterparts are not restricted to simply hanging on existing fixtures or walls. In fact, they can easily be placed just about anywhere in a location while using freestanding kiosks and other types of displays. The best place is a high traffic area that comes directly after the ‘decompression zone.’ That is, the first few feet of the market. This is because once the customers get past this zone they adjust to their new environment and are, therefore, far more likely to observe and engage with the screens and other marketing collateral.
Various Customer Service Counters
Interactive digital menus at point of sale counters that have highly informative content are often positioned directly behind or on the side of the checkout or service counter. The main purpose is to entertain customers waiting for their turn at the counter. All such content should be engaging and upbeat and designed to effectively shorten the perceived waiting time, while urging viewers to buy the product.
Waiting Areas
Digital signage is very useful in areas where customers experience significant downtime such as waiting rooms and lobbies. Using bright and colorful signage can be a great way to entertain people while subtly urging them to buy a product. However, in case of digital screens, the content should match the average waiting time of the audience
In light of the above, we can successfully conclude that creatively used signage can encourage shoppers and other customers to buy products. But the placement of all such marketing material is extremely important to ensure optimum efficacy.
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