Optimize Your On-Premise Signage to Increase Sales


Advertising your business doesn’t have to be such a herculean task. Small and medium scale businesses struggle with the cost of executing a large scale outdoor advertising campaign. However, the versatility of Out-of-Home advertising makes it possible to promote your products or services using resources at your disposal.

As the name connotes, out-of-home advertising is any advertising that reaches the consumer outside the home. Wikipedia defines it as a form of advertising focused on marketing to consumers when they are “on the go” in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). Therefore your signage can work for you as an OOH medium.

Optimize your on-premise signage by using it to boost your business positively. Small and medium scale businesses that want to increase awareness about their products and services, but do not have a large budget to execute a full outdoor advertising campaign, can make use of their signage within the premises and still get high returns on their investment.

On-Premise marketing has a lot of advantages, the most important being that it increases sales for the company by influencing consumers to purchase their products. Furthermore, when done creatively, it leaves an unforgettable shopping experience for consumers, which sparks word-of-mouth referrals about your business. Research has proven that recommendations from friends, family and work colleagues, about a product or service, has a more potent effect on immediate purchase.

The aim of any form of advertising is to get people to talk about the brand. These recommendations from people will have a rebound effect on your business, by creating a positive image about your brand. In this way, consumers see you as you as credible which enhances loyalty on their part.

On-premise marketing can be done indoor or outdoor, based on the nature and scope of the business, not forgetting the preference of major stakeholders within the company. Digital signage located outside the premises can be used to communicate a powerful and compelling message to passers-by, thereby arousing their interest and propelling them to pay your company a visit.

It is imperative to note here that regardless of the scope, on-premise marketing done outside still falls under out-of-home advertising, therefore businesses should be aware of one major rule in OOH – Keep it short and simple. The message should be short and compelling enough to arouse consumer’s interest. It could be in images, words and images, or audio-visuals. Businesses can also go a step further by making their signage interactive and engaging.

For instance, if you are running a promo or a discount on any of your products and services, make it exciting by getting people to interact with it via your on-premise digital signage. You could play a game and the winner gets a free bar of chocolate. You could also use QR codes, quizzes or guess words to foster interactivity and engagement. When you engage your audience, you leave an indelible mark in their minds, making them want to come back for more.

According to Small Business Chronicle, on-premise marketing can be done both indoor and outdoor. The strategies that can be employed include, but are not limited to “large banners placed on windows to apprise customers of special sale items, placement of point-of-sale materials on shelves near the items on sale.

POS materials are usually relatively small and often fit over product identification tags on shelves (these are white tags at the front of shelves which contain special code numbers for ordering and inventory control), video screens to demonstrate or explain products and services and food retailers sometimes allow customers to sample food, which is another form of merchandising.”

Apart from its cost-effectiveness, optimum utilization of on-premise signage and other media for advertising within a company fosters a positive brand image of the business as one which is consumer-focused. This Christmas season, get the best of your on-premise signs and watch your sales margin increase significantly.