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7.22.2015

Common outdoor signage message themes used year-round

We talk about the importance of outdoor signage messaging with respect to the seasons of the year, and for good reason. It’s important to target messages as accurately and succinctly as possible.

What we have a tendency to forget to do is to point out the fact that there are common themes amongst the tips, tricks, and tactics used in each season to garner these worthwhile techniques. These themes remain consistent in essence throughout the year and should always be remembered during the creation and execution of the messaging.

Below are a few of the tips we recommend:

Here’s a hint: ever seen “Name that Tune?”

The premise behind the old TV game show “Name That Tune,” was to be able to guess what a song is given as few notes as possible. Contests received the clue and then bid with each other on just how few notes it would take for them to guess the song. Eventually, the bidding would whittle down to just a few notes. And, on the rarest of occasions, a contestant would bid 1 note, and sometimes get it right.

Signage messaging is a lot like this game, but instead of contestants bidding, competitors often bid on how short they can make their message while still getting the point across. The one who can do it in as few words as possible is the one whose message is most often remembered.

”Free” is always good.

Many businesses offer a “free” something-or-other: free consultations, free installations, free estimates, free delivery...in order to entice the customers and begin the relationship. For example, we offer a “get the job done on time or it’s free,” guarantee (nudge-nudge, wink-wink). If your company offers such initial services, it’s usually good to lead with such a moniker.

Time of year should be considered

If your business cycle does align with a specific season of the year - “Holiday Season Sale,” or “Valentine’s Day Specials begin January 15th,” “Your 4th of July Barbeque Headquarters,” or the like, update accordingly. It matches the target customers’ mood.

Then, remember to update accordingly once the season is done. No business wants to be considered the equivalent of those who leave up colored Christmas lights in April.

If we said it once (this month alone), we’ve said it a million times: never, ever bury the lead

Most importantly, take all the tips above, put them into your marketing plan, mix them up, bake at 350 degrees, set to cool, pull it out, and put it front and center in your plan. Or, like what we’re tongue-and-cheek not doing in this paragraph: never bury the lead.

Give your best offer up front. Swing hard. If you miss on a customer, you miss. But keep going. Wins come more frequently with your best effort.

Test, test, test.

If the first message doesn’t give you the results you desire, try another one. Keep testing until you find one that works for you and, most importantly, your customers.

In the end, it depends on the funnel

Only Ron Popeil can, “set it and forget it.” For the rest of us, it’s continually trying new things, testing new messages, keeping up with the Joneses and doing what we can to show we are still relevant to our customers.


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