RM Online - Here comes the sun

Nothing gets the attention of customers or adds life to a quiet store more than bright, colored seasonal graphics. It sends messages to the viewers that something has changed - a season, perhaps.

Seasons mean specific jobs for property and homeowners. As a retailer your goal is to educate and stimulate customers. Remind them not to wait, but plan projects and reserve equipment in advance - not do everything at the last minute.

Remember that bright colors attract attention. For example, displaying a bright yellow sun could be a great introduction to start thinking about spring or warm weather chores around the house or office. Cloudy and rainy combinations could encourage those procrastinators to get busy and do those inside tasks that need attention. Put a lawn mower out in front in the winter and suggest it would be a good idea to do that general maintenance and get a tune-up before warm weather comes. Help your customers plan ahead and you'll see your revenues increase.

This seasonal signage should be displayed in windows and exteriors of buildings. Get the attention of passers-by. Think of this as a very important marketing investment. Customers will drive out of their way for a better deal and price - that's "destination shopping," vs. just going to the store closest to home. Keeping the graphics simple and light in nature delivers the message quicker. Have fun with the images. Add some personality, whimsy and humor.

Here are seven quick tips for maximizing the effect of seasonal exterior graphics and signage: 1. Choose a prominent, high visibility location for greatest exposure - your corner roof or over the main door, perhaps wherever you can be sure people can't miss it. 2. Make sure the size and scale of the banner or the sign complements the location. 3. Use a variety of bright colors for the artwork and also the copy. 4. Keep the message simple, to the point and easy to read. 5. Work with durable high-quality materials that will last despite weather conditions. 6. Illuminate the sign at night with a spotlight. 7. Change the sign four to six times a year.