It’s the most wonderful time of the year! The season of giving and receiving peaks for shoppers as businesses ramp up in preparation for holiday sales, starting from Halloween until the new year. But how does a business stand out from the rows of retailers and the onset of online offers? Whether your marketing includes retail signs, banners, window decals and graphics, or some other type of sign, you want results. Here are our top tips for designing successful sales promotions and the best way to utilize signs to communicate to customers and drive sales. 

Trust the Tried and True

In preparation for your holiday sales, it’s important to evaluate your company’s holiday marketing history and reexamine what’s previously worked. The holiday season is built on an air of nostalgia. Is there a traditional tagline your customers loved or a seasonal character that compliments your brand messages? Don’t be afraid to introduce or reintroduce your old tricks to new and existing customers. Pay attention to what hasn’t worked in the past to avoid repeated mistakes. Every year brings changes. Research what new values, spending habits, communication, and shopping styles your customers have developed throughout the year to help you remain relevant.

K.I.S.S. = Keep It Short and Simple

Mistletoe aside, the holidays are not an ideal time to launch a new brand look or message. Shoppers are inundated with messages and images urging them to buy and buy now. Without the right planning, it’s easy for a new concept to get lost in translation during the hustle and bustle of the holidays. The key to attracting new customers and inviting your existing customers back is to keep your brand message recognizable, concise, and easy to remember. When designing a campaign ask yourself, what is the key takeaway you want your customer to remember? And focus on that. A few things you can do to K.I.S.S. in terms of your message during the holidays is to:

• Build seasonal elements into your existing brand colors/designs
• Express your brand personality on holiday themes or stories
• Use clear and easy to read fonts and images for signs and graphics

Build Excitement

Nothing sells better than excitement. This is the season to take advantage of major holiday shopping dates to center promotions around. Create anticipation by using countdowns for an upcoming sale and include sale end dates for a feeling of limited availability and exclusivity. A well-planned contest or campaign around a holiday theme keeps the momentum in leading up to a big sales event. Use designs or lighting in your retail signs that are attractive and highly visible to evoke emotions of excitement and urgency. Perhaps consider using LED neon signs to really stand out against the competition.

Go to Your Customer

Wherever your customers are, be there. A popular way to get in front of your customers without appearing commercialized is through influencer marketing and partnership marketing. Are your customers avid hikers? Enlist leaders of a large hiking group or association to test and review your product to their group or place your logo on their website promoting a special member-only discount. Does your target market attend festivals or conventions? Set up large banners as backdrops for event photos or inquire about being included in event swag bags or giveaways. Whether your customers are online, in-store, on social media, or at festivals, learn what shopping methods, habits, and lifestyles your customers enjoy and get in front of them. 

Personalize Your Message

Another way to stand out and avoid being hyper-commercialized is to wrap your holiday campaign in a creative, meaningful, and memorable message your customers can relate to. Tell your brand story and connect to your customer by using inclusive words such as “YOU”, or  “WE” in your communication. Ask your customer questions or incorporate humor in your brand message. Connect with your customers by creating content such as blogs, podcasts, videos, social media graphics, etc. Be sure your content is consistent with your brand across all platforms. Stories are impactful and build trust. Invite your customers to share their positive experiences with your product or service via social media. If your brand has a unique tag line or image, you can turn key elements of your retail signs into window decals or stickers your customers will be proud to display on their own, expanding your market reach and word of mouth. 

Create a Shopper Experience

Despite the rise in online shopping, 46% of shoppers say they prefer to buy in retail stores. This provides the opportunity to turn retail shopping into an experience. Pleasant signage both inside and outside of your store, a clean and inviting layout throughout, and QR codes on a well-placed point-of-sale display can connect your retail shopper to your online store. The use of digital signs or a branded Instagrammable sign or backdrop in-store can be coupled with a specific hashtag for customers to share a fun and personable photo of your shop. Online shoppers can enjoy clickable online signs (similar to your retail signs), interactive quizzes, videos, and more, all of which can build a robust and well-rounded on- and offline holiday shopper experience.  

Give Back

Nothing says the holidays like giving back. Partner with a non-profit organization and include signage at each of their events. Combining a promotion with a fundraiser can also be a way to give back while raising brand awareness. Be willing to also give more during the holidays. A sign announcing a special or free service like gift-wrapping or shipping, or a special coupon available when they sign up for your rewards program can do wonders to increase sales. 

The time to prepare for the holiday sales is now! A robust marketing plan that’s versatile, simple, and well designed, helps drive sales and elevates your customer to a shopping experience that will bring them back long after the holiday season is over. Contact your local Signarama team of sign experts to get moving on bringing your holiday promotion ideas to life.