Storefront advertising is not paint on glass. It is the greeting smile before they step into it. The truth is that passers-by are short attention spans. You have seconds, perhaps milliseconds, to engage them. What can you do to freeze somebody? Bold print and bright colors? Sometimes. However, the successful use of storefront has more to do with than throwing neon at a window.
Windows talk first. Use them. You might be in some beige strip mall, but there is always a place to be creative. Vinyl decals can yell SALE! or speak softly Local Artist Featured This Month. Monotony is interrupted by seasonal exhibits. Winter? Frosty patterns and glittering lights. Summer? Surfboards, sand, or sunglasses, even when you are selling cupcakes. The object is simple: to violate routine, to attract glances, to entrap steps.
It is not only the crusty coffee shops that use sandwich boards. A quip, a joke, or new flavor of the soup served on the day serves people a reason to look twice. Two points should they giggle. People recollect jokes long after they recall prices.
Now, about lights. One can lose a dark shop at night. But planning the light? What shines like beacon. It attracts people like moths. On the one hand, you can make lights accentuate exhibits, or on the other, they can create a cozy atmosphere to make your store look inviting, even though you are across the street.
Your secret weapon is color. Be emphatic or quiet, but always intentional. People can be nudged by a red awning, blue window frames, or orange door. People may forget your logo but would never forget that strong color.
A story can be told through murals and artwork. Perhaps you have a local artist do a painting of the city skyline, or maybe a fantasy monster jumping over your door. People stop. They snap pictures. All of a sudden your shopfront is toying above the social media.
The game is altered by interactivity. Chalk paint allows individuals to doodle. Perhaps there is a follow-up about your favorite movie snack in your glass: “What is your favorite movie snack?” People sitting there writing (or sitting), other people stopping to read–and suddenly you have a sidewalk meeting place.
Do not forget about senses. Fragrances of bakery products, music wafting through the door, something you can touch (a fluffy welcome mat!), or even bubbles of a machine that is well hidden. Hit on unexpected terms and strangers turn out to be members.
Your store timings must be appealing. Here, neon signs are marvelous. Late openings! or,–if they are odd hours,–Yes, we open at 7 in the morning! Keep it theatrical.
Stay on message. When giving a deal, use spicy, straight language. Half price lattes everyday. No circus talk of how you are changing caffeination. Reserve the poetry to your Instagram.
There is no need to be scared of mixing it up. Switching is done on a weekly basis. Shuffle. Include a whimsical element, such as having a small duck figurine in the window that children can locate. Human beings enjoy small games and oddities.
Social engagement glows. Make a Pride month rainbow painting. Exhibit school children arts. Put window decals of local heroes. People would like to see other people supporting them.
And tell a story on your store front, if you have a story to tell. Possibly there is something like Serving pastries since 1971, or Family-owned three generations. Connection is the king. Individuals like to understand that they belong to something real.
Then there is technology. The window contains QR codes, which are connected to discounts. There is a small monitor that broadcasts customer testimonials. Combine online/offline.
It is not in the end of the day storefront advertising is not a matter of shouting. It is intentional standing out. To make people stop, grin, and go in. A tiny bit of interest can make the difference between a person walking on, and a person becoming a lifelong fan.
