Why You Should Invest More Time and Money in That Simple Sandwich Board

Author: FASTSIGNS® of Coquitlam, BC

Are you a business that relies heavily on foot traffic? Are you looking for a cost-effective, eye-catching way to attract attention to your store, restaurant or company? Invest in a sandwich board, and here are the reasons why.

We have become obsessed with on-line popularity. While there is no denying the power of social media, don’t forget the foot traffic that passes your store or business every day. Obsessing about “clicks” and “likes” has its place, but spare some thought for the value you place on your outdoor signage and the humble sandwich board.

The sandwich board is a particular favourite of mine. With a little effort and creativity, this simple and effective signage can go a long way in attracting customers. A FedEx Office survey on signage found that; ”almost eight in 10 (76 percent) American consumers enter a store they have never visited before based on its signs, and nearly seven in 10 (68 percent) have actually purchased a product or service because a sign caught their eye.”

We already know that sandwich boards are:

  • mobile and convenient

  • durable

  • reusable and flexible

  • economical

Combined with all the above perks, we also know that they get noticed and attract attention.

I want my clients to be as successful as possible, and here are my top thoughts to make more impact and capture the foot traffic that passes by your location. Think of your Sandwich Board as a landing page for the street.

Be creative. People love to be surprised by intelligent design and ideas. A creative design informs us about a business’s style, personality and culture and can attract the curious.

Work with a graphic designer who can create your brand and messaging and ensure the content is consistent and on point. As an entrepreneur, it is tempting to try and do everything yourself. Hire smart, creative people. It requires an investment to see a return.

Don’t be cheap. Too often, folks come through the door, and their only thought is to get the lowest priced unit they can. Doing this Is akin to saying: “my marketing and brand are not important to me”. Your sandwich board is a marketing investment.

Be focused and clear in your messaging. How often do you see sandwich boards that are a shopping list of services? How often do you stop and read the list? My guess is: not often.

Think carefully about the content, and keep the message short and simple, but change it regularly.

A chalkboard allows you to update content quickly by hand but can become a chore that often gets missed. Have a plan to change your message regularly and to work in conjunction with your web marketing.

Be fresh, be seasonal, tell stories, be funny, celebrate team members or suppliers, share new ideas, thank the community and support those in need.

People are busy, and they tune out the wallpaper of the street. Grab their attention from time to time with something unexpected, an image or accent, to the sandwich board.

The custom made sandwich board below, for a martial arts studio in Toronto, is one of my favourites. Thinking outside of the box and investing in a unique sign grabs the attention of passing foot traffic, is memorable, and became an online viral success story.

Sandwich boards have been a popular form of advertising since merchants and tradesmen hired men to carry the placards in the 19th century. Charles Dickens is responsible for the name “sandwich men”. The popularity of this cost-effective means of promotion was revived in the 1930 Great Depression when advertising budgets shrank.

For all the reasons cited, sandwich boards continue to be a popular option for marketing and bring character, creativity and humour to our neighbourhoods and streets.

If you enjoyed this blog, you might enjoy reading about Joseph D'Allegro, a copywriter and advertising guru in New Jersey and master of hilarious sidewalk promotions.

Thinking of investing in a sandwich board? FASTSIGNS is here to help you with your design needs and material choices, and we will create a unique board just for you. We look forward to doing business with you and taking the time to make you something unique and special.

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