I was impressed a couple days ago when I entered Building 2 at Banbury Place in Eau Claire, Wisconsin. At the bottom of the stairs was a free standing white board with information about Moneatza’s Eats and Treats. I took the elevator to the second floor. As I stepped off the elevator and glanced down the hall, I saw another very large white board, approximately 5’ x 3’, for Moneatza’s Eats and Treats attached to the wall at the end of the hall.
Both boards pointed the way to the restaurant, one at the bottom of the stairs and one at the end of the hall. Since the business can be confusing to locate, these white boards immediately helped customers find it. Whether customers were taking the stairs or the elevator, the white boards helped direct them to their destination.
The boards also featured the day’s specials and the restaurant’s hours.
I complimented Monica, the owner, on the white boards. “Good job making it easy for customers to find your restaurant. That is a big challenge for you. The strategically-placed boards were a good solution.”
“Yes, I do have that problem,” she agreed. “The white boards have been a big help.”
Signage is an overlooked, underused, and often forgotten marketing tool. Likely that’s because management is very familiar with the information that a sign could offer and doesn’t realize that the customer may not know this information. We can easily overlook the importance to our customers of what seems to be obvious to us. We may not think that something we understand about doing business with our companies may not be understood by our customers. We forget to show customers how to find our location, an item, or a service.
We don’t look at our businesses from our customers’ point of view. Consequently, we don’t give customers the information they want.
Often, this information can best be communicated via a sign. Take a look at your business from your customers’ point of view. Listen to the questions customers ask. Encourage your employees to share customers questions.
What information would your customers like to know that you could offer on a sign?
This week's marketing trivia challenge is What signage have you used that made a big difference to your customers? E-mail me your answer.
Both boards pointed the way to the restaurant, one at the bottom of the stairs and one at the end of the hall. Since the business can be confusing to locate, these white boards immediately helped customers find it. Whether customers were taking the stairs or the elevator, the white boards helped direct them to their destination.
The boards also featured the day’s specials and the restaurant’s hours.
I complimented Monica, the owner, on the white boards. “Good job making it easy for customers to find your restaurant. That is a big challenge for you. The strategically-placed boards were a good solution.”
“Yes, I do have that problem,” she agreed. “The white boards have been a big help.”
Signage is an overlooked, underused, and often forgotten marketing tool. Likely that’s because management is very familiar with the information that a sign could offer and doesn’t realize that the customer may not know this information. We can easily overlook the importance to our customers of what seems to be obvious to us. We may not think that something we understand about doing business with our companies may not be understood by our customers. We forget to show customers how to find our location, an item, or a service.
We don’t look at our businesses from our customers’ point of view. Consequently, we don’t give customers the information they want.
Often, this information can best be communicated via a sign. Take a look at your business from your customers’ point of view. Listen to the questions customers ask. Encourage your employees to share customers questions.
What information would your customers like to know that you could offer on a sign?
This week's marketing trivia challenge is What signage have you used that made a big difference to your customers? E-mail me your answer.
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