Signage More Important than Ever to Promote Key Messages During a Sluggish Market

The media has already levied its take on sales projections for September going forward through the year-end holidays. Modest sales gains reported for the month of June dashed many retailers’ hopes for a successful third and fourth quarters in 2007. All the more reason to look for ways to hone your messages and target customers through LED message boards and other related in-store signage.

According to Jim Minard, vice president of sales and marketing for Nu-Era, retailers need to cut through what is perceived consumer uneasiness about higher good and gas prices and the weakening housing market. “Many people are thinking twice about spending money on nonessential items,” he said. “As a result, it has never been more important for savvy retailers to use a variety of signage and related communications options to ensure customers are aware of key messages, brands and promotions.”

Minard indicated LED message signs have recently become a popular marketing tool among retailers. The technology behind them has existed for years, but creative retailers are now discovering more ways to use this technology to grow their business and communicate with customers.

LED message signs allow retailers flexibility. One of the downsides to using traditional signage is that every time a sale ends or a holiday comes and goes, the signage has to be changed. In this instance, retailers either find themselves storing a large quantity of signs that are infrequently used, or having to purchase new signage for every promotion and holiday as they occur. LED signage allows retailers to have one sign – a focal point – that works all year, even for specialty promotions.

“This type of signage is easy to program using either a remote control, which is included, or a simple software system that can be installed with a PC.” Minard said. “Retailers should use the signs to complement existing marketing messages, as well as seasonal promotions already advertised in-store and in customer communication pieces like sales flyers. LED signage is also useful in non-retail service environments including restaurants, hair and nail salons and fitness centers.”

Nu-Era specializes in providing a variety of displays, fixtures, supplies and signage for retailers nationwide. The company offers a wide range of products to help retailers draw attention to and capitalize on their in-store products and promotions at www.nu-era.com. “Sale prices, seasonal promotions, marketing messages and any other information retailers want to communicate with customers can all be controlled through one in-store LED sign,” Minard added. “While fixed signage is still a recommended marketing tool, retailers can cut down on the amount they need and save money in the long run.”

Business owners should take advantage of the inherent features of LED signs to maximize their effectiveness. Creative message transitions, like text scrolls, will catch the eyes of customers more readily than a standard sign. Experiment with the features of the sign to deliver a powerful message in the most appealing manner. Creativity goes a long way toward success with all your in-store signage, including LED message signs.

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Nu-Era and nu-era.com are services of The Nu-Era Group - the industry leader in store fixtures, supplies, and fulfillment. Nu-Era has been providing its customers with competitively priced quality products with customer-oriented service since 1949. Nu-Era features an entire section of www.nu-era.com dedicated to retail signage including LED message signs. For more tips and related articles, visit Nu-Era’s Retail Supply Information Blog at www.retailstoresupplyinfo.com.