Sign Up! – Make the Most of Your In-store Signage
[Originally presented at The Fall Event 2024 - CLICK HERE to download a PDF version]
by Tom Kegley
Sometimes underestimated and overlooked, in-store signage is one of the most valuable tools in your marketing toolbox. Signs come in all shapes, sizes, and substrates. They have multiple purposes– directing, educating, motivating, connecting, storytelling, brand building, and more.
This guide will spotlight the vital role signs can play in your business. Learn about strategies that should be the foundation of an effective sign program, when and where the opportunities for signs, elements of content, and integrating brand. Then, as form follows function, take stock of production aspects, and consider the many choices and sources available to the Group for producing signs. With Group Service Providers and Sponsors and in-house/out-of-house resources, Group Members have all the means for dynamic and impactful signage that generates sales and enhances brand. Put it all together and get your signs up!
Why this topic? Store signage is one of the most effective and efficient marketing tools at your finger- tips. It’s applied at ground zero, your garden center, where as much as 60% of the buying decision is made.
This guide offers something for new or established retailers. Whether you produce signage in-house or outsource production, you’ll have a better understanding that will make your sign program more appealing and engaging.
The focus here is not on the more permanent storefront sign. Rather, it’s a look inside the store perim- eter where signage is more readily produced, on demand, and seasonal. I’ll share my notions, insights, and examples.
These are the facets of signage we’ll consider.
Don’t take the power of your signage for granted:
A powerful marketing tool for small businesses-
builds brand, reflects quality and mission, sets you apart from competitors, nimble, readily made.
Works at Ground Zero- enhances customer experience, supports and is persuasive at point of sale, impulse drivers, silent salesperson.
Comes in all shapes, sizes, and colors. From macro to micro, moveable, and changeable.
Easy to change with seasons, months, weeks, days, holidays, events, and promotions. Gives you something to focus on- current needs, things you want to push.
Cost Effective- big bang for the buck. Economical to make now- not so before. Choose from a range of materials and processes. Easy to maintain.
Multi-message- big picture to small detail, price, sell points, services, how-to, navigation, new items. Captures attention and engages customers with information and spotlight. Works 24-7.
The study references storefront, but the findings resonate inside the garden center.
Facets of effective signage.
Clarity is the essence of a good sign. Are your signs legible, readable and understandable, and do they stand out in their given location?
Key elements of clarity include:
Fonts- clean and bold work better than decorative and frilly.
Contrast of color- be mindful of combinations of color for maximum contrast in message and back- ground.
Size- take viewing distance into account. What reads well at 4 feet may not work at 20 feet.
Less is more- the more you fill up your space with bits and pieces, the harder the message is to digest.
Location, location, location!
The entire garden center is the playground for signage. Look for your opportunities for placement- high traffic areas, new plant displays, category sections, entrances, etc.
Draw people in to the product- start with larger formats, then scale down sizes at appropriate spots until your customer is face to face with the product.
Complement the environment- take stock of the setting and find ways to integrate your sign in terms of format, size, message, and design.
CONCISE- What’s the message- to the point- mindful of audience
A fine example of brand articulation- consistency in typography, color, and layout enhances and rein- forces your brand statement.
Format- make sure your sign is a good fit for the location and message. More on format later.
Durable- your sign should last as long as the message is relevant. Don’t let it get faded and frayed. Redo and refresh as needed.
Quality- remember the survey: quality of signage has impact. Think of your signage as an investment- don’t cut corners.
Design- put aesthetic into the function. More on aesthetic later.
Signage wears many hats in the garden center. The versatility of the message coupled with a wide range of formats gives you comprehensive and coordinated options.
Whatever it is, give it a name- your store, departments, plants, features, benefits, etc.
Signs are portals to information- explain things, show and tell, motivate, take a deep dive (in appro- priate circumstances).
Tell your customer where to go, where they are.
Guard against danger and mishap.
One of the more flexible and timely aspects of signs. Easy to update and reset.
Big events need big trumpets.
Promote your brand, plants, programs, and departments.
Rebirth of QR- the quick path to more and more information.
Connect your various formats and placement in visually coordinated ways- design, color, imagery, and content. Cohesion strengthens the message.
It’s not all about price and item. Signs can convey emotion, moods, feelings, and the character and nature of your garden center.
The sky is the limit here. From tiny to giant, soft or rigid, various dimensions and shapes, 1-sided/2-sided, options for installation. Take advantage of today’s production technology.
Right at the product.
Moving outward.
Look for opportunities to sync your signage with the setting. Utilize fixtures and structures
Be creative with unique shapes and sizes.
You can spread the message far and wide with today’s large format technology.
A critical element that impacts function and cost. A handful of the most common options will cover the bases for you.
Aspects to take into consideration.
Corrugated plastic- inexpensive workhorse for short-term messages.
PVC- (polyvinyl chloride) hard smooth resin in various weights, great looking print output, very durable to the elements.
Vinyl- the go-to for opaque banners, large and small.
Mesh vinyl- lets various degrees of light to shine through, great in windy settings, super print qualities, particularly suited for giant sizes.
Adhesives- stick them everywhere- floors, walls, ceilings, and items. Fabric- for a special look and function. Great color saturation.
Good design is a combination of elements-
Message- the reason to be, choose words carefully, be mindful of the audience, be brief. Setting- Consider the spot and surroundings. Setting and sign should work together. Brand- remember, the sign reflects brand. Give it your signature, your logo.
Layout- Work for a pleasing balance of the elements.
Color- maybe the most important thing you sell – be appropriate, take advantage.
Images- proper resolution of photos and art are essential. A general rule of thumb- 1” = 1’ at 300 dpi. Fonts- easy to read, consistent, not too many, reflect your brand.
Flexible- Design with the idea that your sign may need to translate to different formats and processes.
There are pros and cons for having signs produced in-house or going to an outside source. Determine which route suits your circumstances.
I touch on the pluses and minuses of the process, but you need to look hard at the cost factors. Signage is more than ink and paper.
On the plus side, you have more hands-on control of the process. Typically, you can turn your production quicker. And digital technology and equipment are much more accessible and affordable than in times past.
On the downside, you are responsible for maintaining any equipment. You need dedicated and trained staff for operation. And the process calls for a level of expertise and understanding, from de- sign to printing to installation.
On the plus side, you have a wider range of options in terms of technology and equipment. You can rely on the expertise of people who do this sort of work exclusively. You can develop good partner- ships and working relations with your vendors- they’ll look out for you. You forego the big headache and responsibility of printing equipment. And you free up staff from the necessary efforts in design and production.
On the downside, you add a layer of time as you’re fitting into someone else’s scheduling. You’re add- ing a layer of communication, which is usually the root of error and misunderstanding. And, you add a layer of complexity as you give up some hands-on control of the overall process.
One of the great values of The Garden Center Group is the wealth of resources and expertise at your disposal through Service Providers and Sponsors. Get in touch!
Don’t forget the offerings and programs for signage from Group Partners and Sponsors. They have tailor-made solutions to help you sell the particular products you buy from them.
The bottom line- putting all these components together in cohesive and coordinated ways will give you a sign program that will enhance your brand and increase sales. Sign(s) Up!
I’m glad to help you in any way- developing a brand template for your signage, layout/design for par- ticular items, and/or print production.
Here for you!
Tom Kegley serves of The Group's "Chief Envisioner" and has broad and innovative experience on local, regional, national and international levels with trade and consumer brand creation and management.
Having played key roles in the development, introduction, and maintenance of plant brands and products directed to gardeners, Tom Kegley's work includes hands-on creation of in-store messaging and consumer outreach through print and electronic media.
As a creative resource for The Garden Center Group, Tom Kegley Communications can help define the quintessential value of your garden center brand, align that essence at all constituent touch points, and coordinate the message across all appropriate channels.
Visit: https://tomkegley.com
for more information and insights into their growing toolbox of IGC solutions!
Contact: [email protected]
Tel: 843.991.4366
REMEMBER: Your interaction (by phone and email) with Group Service Providers such as John Kennedy, Tim Quebedeaux, Sid Raisch, Jean Seawright, and of course, Danny Summers are included in your retainer!
