SubscribeFairfield Displays & Lighting have just received the results of a £3 million research study carried out by one of the world's top research firms. The results are quite stunning and astounding.
The average person is assaulted with 3,000 commercial messages a day. After a while people simply tune out to these messages. Businesses are therefore being faced with a challenge to see how they can communicate their message cost effectively in today's highly cluttered market.
Almost every medium is suffering
The cost of traditional media advertising is increasing and the circulation of newspapers and magazines has been declining. Internet growth, at 68% just a few years ago is now only 9.5%. Direct mail clutter has doubled in the last decade. The bottom line is that advertising is more expensive and less effective than ever before.
Pub, Hotel and Leisure Complex Signage
So what can Restaurants, Pubs, Hotels and Leisure Complexes do to increase the effectiveness of their marketing? There are two important things you need to do immediately.
- The most important lesson today in marketing is to GET NOTICED. That's number one. If you cannot get noticed, then it doesn't matter how good your food or service is. Studies show that the eye is dynamically attracted to light. So the most popular restaurants, pubs and bars make sure that they are using a lot of light and in a dynamic fashion to attract attention to their store fronts. Get noticed. It's critical. Fairfield offers a free counsel on how to better light your store front for maximum appeal.
- The second most powerful place to influence your current sales and future sales is at the point of purchase. Yes, your premises should be considered as a retail environment and planned in such a way that you maximise your method of communication.
Just how much does impulse buying affect your bottom line?
More than 50% of purchases are actually impulse purchases. Just think about people walking into your premises, are you communicating clearly all your special offers, are your signs positioned at points to maximise your sales? A written message ensures a standard of communication; you are not leaving your important marketing message to a member of staff who is working for you only a few hours a week.
Can you take your finest prepared specialties (be it a drink or meal or a new health treatment) have them photographed in an attractive way and displayed with dazzling designs and lighting? When you do this, watch the sales of that item/service sky-rocket by comparison. A picture, well lit and displayed, is worth a 1000 words.
Leisure Sector Signs and Brand Loyalty
Only three out of ten purchases are decided in advance of the shopper going into a store, and this is even higher in the leisure sector as people are relaxed and can be easily influenced. You clearly need to grab the consumer's attention to increase your sales.
Are you maximizing your potential to build up brand loyalty in your premises? By creating brand loyalty, you can expect the lifetime value of a customer to exceed a staggering £100,000. This has several messages; the most important among them is to treat every customer like they were going to be a £100,000 customer. Give every customer a great experience. Just think it is far easier to sell to an existing customer than find new customers. Who are you targeting? Families, couples, singles or business people? If your premises are aimed at families, research has shown that children will be the biggest influencer so make sure your signage is aimed at them and just watch the growth of your sales.
On-Premises Signage Research
How effective can a simple sign be in your premises? In a recent study, people were taken through an area and then asked if they could recall any signage. A full 94% recalled seeing a sign. Of the people who saw the sign 84%, also remembered the product and even the specifics about the offer. With results as high as this, how can you maximise the signage within your premises?
The first thing you can do is to get the signs in the correct position. Research has shown that sales of a product/service can increase by 54% just by positioning a sign. Check the points where customers will spend time such as reception areas, corridors, treatment rooms, meeting rooms, bars and restaurants and even the public toilets and changing areas. Look around for awkward corners and columns; these are ideal areas to create a feature out of your signage.
Advertising with Light Boxes and Rotating Displays
The effectiveness can be greatly increased by adding lighting or motion. In fact, research shows that sales can rise an incredible 107%. Far too many signs are positioned in dark unlit areas and the message is totally missed. Use a light box and just watch the sales increase or alternatively use track lighting that allows you to get the correct level of light on your sign. Use a 'Gobo' to enhance your corporate logo. This is a light that allows you to project an illuminated logo onto your walls or carpet. A simple but highly stylish option.
Where can you add motion and, use rotating displays in your windows perhaps showing different styles of menus? In bar areas recent research has been carried out using multi-media above the bar showing the latest cocktail for example and the images have greatly enhanced sales. Research by the Point of Purchase Advertising Institute has shown that displays with motion showed can increase sales up to 317%. With figures as high as this it is certainly worthwhile investigating the possibilities of motion within the premises.
So it can be seen from the above research how important good signage can really impact your sales. It is, therefore vital to work with a company that understands what influences customer's purchases and is able to advise you on the best possible style of signage for your premises. When selecting a system, it must be flexible. Signs should be quick and easy to change by any member of staff. You need to make sure that the colours used in the designs will reflect the correct image as 80% of your brain is used to process images and colours. Colour actually accounts for 60% of an initial impression to accept or reject the product/service.
To find out in more detail about this incredibly powerful displays and signage can help you increase your services ring 0845 166 5209 for a free consultation. Fairfield Displays & Lighting work across the globe with offices in the UK, USA, and Europe plus a network of distributors across the rest of the world. Full details can be found of local offices on the website.
For immediate images click on www.fairfielddisplays.co.uk or visit one of the large showrooms - full details on the website.