One of the oldest – and arguably most effective – methods of marketing has always been sidewalk signs. These signs are simple, relying on nothing more than curiosity and a person’s tendency to read to do the work for you. However, by writing a clever, witty message and clearly relaying the benefits of stopping in, a sidewalk sign can draw in customers that may never have stopped before. These signs particularly cater to impulse buyers, and are perfect for businesses that don’t have huge marketing budgets due to their relatively inexpensive cost.
Interruption Techniques
Most marketing methods function through something called ‘interruption’ techniques – commercials, for instance. These appear during a break from a television show, forcing the viewer to either pay attention or go do something else.
While this method of advertising is generally frowned upon, sidewalk signs use the best parts of the technique without annoying customers. By placing a sidewalk sign just slightly in the path of walkers, they are forced to avoid it and take notice. This makes them aware of the sign and what it has to say.
Design
Sidewalk signs don’t have to bear just text. By writing on them with colorful chalk and putting geometric patterns behind the message, the sign can attract attention through more than just words. In addition, this makes the sign stand out more from all the plain, normal signs around it.
Designs are commonly found on more artsy, hipster-esque coffee shops and grocery stores, although they can work for any sort of establishment. It’s just important to bear in mind the connotation associated with the designs.
Inexpensive
Printed pavement signs to promote your business can cost as little as $100, and if used correctly, pay for themselves within the day. This makes a sidewalk sign one of the smartest investments a business owner can make; at the end of the day, the sign can be wiped off and reused the next morning.
The message can change each day, allowing for A/B testing on what techniques work most effectively, as well as what location yields the best results. It’s a one-time cost that keeps on giving – and it can still be deducted from a business’ taxes at the end of the year as an advertising expense.
Convenience
Perhaps best of all, a sidewalk sign can be folded up and placed into a vehicle. If a business ever caters or has a presence at an event somewhere, the marketing materials can go with it.
Multiple sidewalk signs can be purchased and moved into different locations to test their effectiveness in different areas. Most are made of wood or strong plastic, meaning the signs will not fade nor break for many years. If the sign is of A-frame construction, it will typically have a small handle at the top to make it easy to carry.
Sidewalk signs are one of the easiest – and most fun – methods of advertising out there. Everyone loves a fun, attractive design, and it’s possible to draw in more customers through the course of the day with a single sign than even a radio campaign could provide.
