Page 95 - Duct Tape Marketing

79Chapter 6: Projecting the Right Image

Many businesses boast that their signage is their most effective means of
attracting first-time visitors. But before banking on your sign to reel people
in, realize that when people respond only to your signage, they’re making
spur-of-the-moment, drop-in visits — perhaps at a time when they’re short of
both time and money. Instead, work to achieve destination visits by making
impressions and cultivating interest well in advance of prospects noticing
your sign and walking through your door.

Leading people to your business

Don’t expect people to find your business on their own. Instead, lead them to
your door. If your business relies on a heavy volume of consumer visits,
convey directions in ads, mailings, and other advance communications. You
can even invest in directional road signs or billboards if appropriate. At the
very least, be sure that when visitors arrive at your business — whether
you’re located in a corporate high rise or a home office — they are welcomed
with a sign that presents your business name along with instructions on how
to reach your front door.

Parking

If people have to drive to your business, is it clear where they should park?
If a parking fee is involved, do you have a validation program that customers
know of in advance? Is the parking area clean, well marked, and capable of
making a good impression? Have you saved the nearest spots for customers,
rather than for your own car or for those of your employees? (How many
times have you driven up to a parking space only to see the spot nearest to
the door marked “Reserved for Manager”? And what do those three simple
words tell you about your standing as a customer?)

Nearing your front door

As a prospect approaches your entrance, does your business look open and
inviting? Here’s a list of questions to consider:

ߜ Is your signage visible and professional?

ߜ Do signs and window displays clearly indicate what your business does?

ߜ Is the entrance easy to find?

ߜ Is your entryway signage welcoming — or is it papered with negatives
such as “No UPS,” “No Smoking,” “Deliveries Use Back Door,” or “No
Outside Food or Beverages”? You need to add only a few words to state
your rules in a positive way. “Let us hold your umbrella and packages
while you shop” sure beats “No backpacks.”