Which Pavement Sign is Right for my Business?

Pavement signs are one of the most popular and possibly even one of the oldest forms of outside advertising. The purpose of a Pavement Sign is to attract customers and boost sales. They can help increase brand awareness, promote special offers and events, advise of upcoming changes and warn of any dangers.

Pavement signs can also be known as A-boards, A-frames, sandwich boards and kerb signs, all available in a wide range of materials, styles and sizes, with most being foldable so they can easily be stored when not in use and usually double-sided, enabling your message to have full visibility from all angles.

There are many forms of pavement signs, how can you decide which one is right for you? Hopefully, the answers and advice below will help 🙂

How much is your budget? Prices can differ greatly depending on your requirements. For example, a very basic snap frame a-board that can display a poster in a sheltered location is only around £40, compared to a solid wooden a-board that is branded, has the dual functionality of a poster holder and a chalkboard and can be positioned in a relatively windy location will be around £400.

Will you need it to be branded with your business name or logo? If you are choosing to use your pavement sign as a temporary sign you may be displaying posters that are changed regularly and as such may have your business name on the poster, on the other hand, you may want an opulent look for your business signage and prefer for your a-board to be professionally written and to be in keeping with your brand.

Is it going to be a temporary sign and display a poster, have a hand-written message on it or will it be used as a permanent sign? The use of your pavement sign is very important. How do you intend to portray your message to your customers? What is your message? Is it a permanent message e.g. Car Park 200m Right or is it a temporary message e.g. Quiz Night this Friday? The changeability of your message should determine whether you need a chalkboard surface like our chunky wooden a-board, a poster holder or a printed permanent message.

What material would you like your pavement sign to be made from? The first thing to think about is what will suit your business image? Do you have a modern or contemporary business? Do you run a fish and chip shop or a ladies boutique? Maybe a swinger sign is appropriate for The Golden Fry but for Amelia’s Accessories, our painted wooden a-board would be more suited. There is a vast range to choose from including wood, steel and aluminium.

What size do you need? This may sound like a simple question however it is a very important one. If you are positioning your pavement sign by the side of a road to catch the eye of a motorist then you will need a generously sized sign, like our Defender Forecourt Sign to ensure your message can be read, on the other hand, if your business is positioned in a high street you may be governed by the size of the pavement width and council restrictions, it is always best to double-check with your local council before purchasing.

Hopefully, the above guidance will help you choose the right pavement sign for your business, however, if you would like a little more help please don’t hesitate to give us a call on 01353 665141, we are always happy to pass on our expertise and knowledge.

How Do I Make My Signs Stand Out?

Due to the pandemic, we are displaying more signs than ever before!

Your signs could be displaying social distancing regulations to reassure your customers they are safe visiting your business. They could also be special offers you may have or Menus to draw consumers out and back to your establishment. Whatever you are displaying, it needs to stand out…but for the right reasons!

What is your message and who is your audience?

Before we make your sign stand out, we need to know what message would you like to put across. Is it a menu? Are you advertising an event? Or do you have important information that needs to be displayed?

You then need to decide who your message is aimed at. For example, this could be an age range or it could be an industry. This will affect how you create our artwork.

If your message is aimed at children, make it colourful. Use images as well as text. If you are a school, some of your younger children may not be able to read yet so images will help get your message across.

Are your customers whizzing past? I don’t know about you; but when I am in the supermarket, my aim is to get in and out as quickly as possible, so a notice with a huge essay would not catch my eye at all. A short and to the point message would have more impact, such as ‘Please use Hand Sanitiser Before Entering’ with a symbol.

How are you going to display your sign?

So we know the message, who it is for and have the artwork, next we need to think about how we are going to display the sign and what environment the sign will be used and displayed in. If you are mounting your sign outside, it will need to be printed on a material which is suitable for external use, whereas you can use paper or card inside for a more economical and temporary sign. Some of the more popular materials are:

Flexible PVC – This is a versatile material that can be used for banners and posters. It is perfect for internal and external displays and the thickness determines the type of sign it is used for. I would recommend 440gsm PVC for outdoor printed banners and posters, and at least a 1mm thickness for a standard wall mounted sign.

Aluminium and Dibond – These are perfect for a sign that needs to last a little longer and the message is going to be current for a while. Aluminium can be flexible whereas Dibond is more rigid and preferred in the sign industry for durability. It looks like aluminium on the surface but has a solid polythene centre that is sandwiched between two sheets of aluminium.

Paper & Card – This is really handy when you need to get a message out quickly and it will only be displayed for a short term. Please don’t write your sign by hand as it will give the impression that your business is not professional, why not try our downloadable signs to give a more polished appearance. Remember paper and card will go soggy in the rain so it’s best for internal displays.

How to make your signs stand out

Once you have your sign prominently displayed how can you make it get noticed?

Think about the seasons! We are heading into Autumn and Winter, so it will start to get dark earlier, straightaway this makes me think of illumination! There are a number of ways you can illuminate your sign and catch your customers attention, the more popular options are:

Lightboxes – these illuminate your posters from behind, making your poster much brighter and more visible. For internal use, a Snap Frame Lightbox is a great solution and enables you to change your displays quickly if needed by simply snapping open the frame. For external use, Coloured Outdoor LED Light Boxes can be used and they are available in a range of colours to suit any business. Great for shops, leisure centres, bowling alleys and more.

Menu Cases – these illuminate from their sides, highlighting the contents. You will have seen illuminated menu cases outside many restaurants however these cases are not just for menus. There are many designs, colours and sizes for a multitude of uses. Maybe you are looking for something a little trendy and upmarket? Then the Copper Menu Case is the ideal candidate! Copper is bang on trend at the moment and will definitely catch the attention of most bystanders. If you are a little narrow on space then one of our sleek free-standing cases is just the job, with their small footprint they don’t take up very much space and have very little impact on a walkway or entrance.

White Flashing LED’s – these are a completely different way of adding illumination to your designs. Placing single LED bulbs through carefully placed holes in your artwork can create stunning features. Great for seasonal artwork for Christmas, New Years or Bonfire Night. Give them a try, you will not be disappointed!

In the current climate, you are probably displaying important information regarding government regulations; so it is vital your customers notice your signage. Some will be more important than others, some inside, some outside! I hope this guide helps to get your messages noticed and if you would like any further advice please give our sales team a call on 01353 665141, they are always happy to help.

What’s the best way to celebrate National Margarita Day?

With a Chocolate Margarita of course! To encourage your customers to participate in National Margarita Day on the 22nd February simply follow my favourite recipe below.  Combine it with chocolate to celebrate World Chocolate Day too on the 9th February and encourage upselling throughout the month of February to help banish the winter blues.

Chocolate Margarita

When it comes to chocolate cocktails, adding complementary flavours such as citrus makes it a little more interesting. Both tequila and orange juice are natural companions to chocolate. By adding just a hint of orange and lime, it goes beyond simply drinking spiked chocolate.

Ingredients

  • 1 cup ice
  • 2 ounces blanco tequila
  • 1 ounce chocolate liqueur
  • 1 ounce cream (or half and half)
  • Splash orange juice (fresh)
  • Splash lime juice (fresh)
  • Dash chocolate bitters
  • Garnish: sugar and cocoa powder (for rim)
  • Garnish: shaved chocolate

Steps to Make It

  1. Gather the ingredients.
  2. Rim a margarita glass: Begin by mixing equal parts of sugar and cocoa powder in a small dish until it becomes a consistent brown colour. Then wet the rim with a piece of citrus fruit by running it around the edge. Roll the wet rim in the cocoa sugar to get an even coat all the way around. Tap off any excess.
  3. In a blender, add the ice, tequila, chocolate liqueur, cream, and bitters. Squeeze in a splash each of orange and lime juices.
  4. Blend until smooth.
  5. Pour into the prepared glass.
  6. Top with chocolate shavings.
  7. Serve and enjoy!

To let your customers know you have this amazing cocktail add a simple show card to your tables with a printed cocktail menu.. https://www.bhma.co.uk/acrylic-showcard-base

Recipe credit – The Spruce Eats, Photo credit – S&C Design Studios

How to make money from displays and table advertising.

Making money in a public house is about knowledge!

This blog will certainly help you.  Read it, digest it, action it, reap the rewards.

69% of customers go to the bar BUT, 31% don’t.  This means that bar merchandising is a big influence on 69% of your customer base approaching your bar.  However; lets look at the 31% first.

31% of your customers don’t go to the bar, probably because someone else is asking them what they would like to drink.  In this situation they will know nothing about your product range.  So; the important thing here is; the information presented to them at the table to, and the walls en-route to the table.  Without information presented to them they will ask for their own ‘familiar’ products. Products like Orange Juice, Gin & Tonic, Pint of Bitter etc.  The big question here is, ‘are these your best cash profit earning products?’  Not best percentage products, but the best cash earning products.  To explain that;  80% of £1 is 80p 50% of £2 is £1, earning 20p more!  If you had sold, the high percentage earning product to your customer, you would have 20p less in your bank account on just one transaction.  I hope you see where this is going.  So; what if your table advertised say St Clements (orange juice mixed with bitter lemon, ice and a slice), instead of orange juice.  Rhubarb Gin with American and a dash of lime instead of the Gin & Tonic, or the premium Bitter rather than the standard Bitter?  You would make additional profit EVERY time one of your ‘table advertised products’ was purchased.

Display Blocks
Part Populated Display

Back to Bar merchandising.  Abundance is Authority.  This means displaying lots of the same product you are showing confidence in it, it looks popular too.  So; customers are visually drawn to it, making a sale much easier.  Simplicity Clarity Relevance.  Three key words in making money through merchandising.  The opposite of this is Complexity, Confusion, Ambiguity, exactly what you don’t want.  So; the way forward is simple:  Choose a product to display in abundance, this display will be simple and not complex.  Don’t add other products too near to your display, as this will cause confusion.  Keep the display relevant too.  If you are showing something on the TV?  Show products that are relevant to that target customer, and change it often.  This creates a little work, but the rewards are great.

An aid to all of the above, are our Display Blocks (code DB1) https://www.bhma.co.uk/wooden-display-blocks  you can create a simple stunning display for almost any product.  Take a moment to look, they last years and WILL make you money.

Is the perception of your marketing reality?

The Marketing Truth You Cannot Ignore – Perception is Reality! 

This simple statement can enhance or destroy your business!

So; Just what is perception? Perception is defined as the process by which individuals select, organise and interpret stimulation of their senses (sight, smell, touch, hearing or taste) into a meaningful and coherent picture of your business.  The picture painted by the customers senses should be Reality.  Reality can of course exceed expectation.

Much of the disciplines of marketing communications focuses on creating stimuli that positively influence consumer perceptions.  Does your marketing do this?

What is the product you are selling?  It’s important to define.  It’s not just a consumable product, or service that you sell.  It’s the whole business.  The way it looks outside and online.  The quality of the toilets.  The look of the signage.  The quality of the menu, or a price list, whether its stained and dog eared, or whether is clean and new.  All of these messages create a perception for the customer.

I once took a holiday in the Isle of White at a hotel on the seafront.  When I arrived the first letter of the hotel name was missing.  I immediately thought, this could be ‘Faulty Towers’ experience, and it was!  The availability of poached eggs was confined to certain days.  The lift doors didn’t stop if they touched you (I literally had to wrench my shoulder from the doors), and to top it all, unsympathetic staff.  There were many more incidents too.  The message I want to share with you here is my perception was disappointingly – a reality.  Some hotels will unfortunately, have the same negative messages on the outside, customers viewing these messages may well assume that the standards are poor because of those external message and pass to stay at another hotel instead.  This is lost business for that hotelier and they wouldn’t have noticed, because the customer wouldn’t have told them.  The messages outside your business are crucially important, and; will make a difference to your income, either positively of negatively.

My advice:  Take a regular look at your business with the Customers Eyes.  Identify what you perceive, and then strive to communicate with the customer with all of their senses making sure that its positive and matches what you intend them to perceive.

Do you perceive these vegetables to be abundant and fresh?

 

 

 

 

 

 

 

 

 

 

 

 

 

What about this shop?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Perception is ‘nothing fresh and nothing to make your meal with’.  You would probably go to a different supermarket.  The big question is ‘Would you go back to the original supermarket?’  Have they now lost your business?

In consumer behavioural terms, perception is the result of two inputs that interact to form the personal evaluations that ultimately drive purchase:

  • Physical stimuli from the outside environment
  • People’s expectations and motives based on past experiences

While it’s difficult to impact the expectations and motives formed on past experiences, here’s how you, as a marketer, can impact the physical stimuli consumers perceive in your business.

Much of the discipline of marketing communications focuses on creating stimuli that positively influence consumer perceptions. Best practices in doing so include:

  • Identifying your product’s value proposition: In order to influence perceptions, you need to define and document your product’s value proposition, don’t forget your product is not just the consumable product or a service, it’s the whole business. Your value proposition is your big picture promise, the benefit your product or service uniquely provides. Defining your value proposition requires you to understand your target customers’ unmet needs and how your products, as well as that of your competitors, will fulfil those needs. Identifying gaps where your customers face unmet needs that are not fulfilled by competitors can help you to identify your product’s value proposition.

The Basics of Marketing

  • Find out what the customer wants
  • Design the product, service and facility to match
  • Tell the customer you have it.
  • Telling the customer you have it, includes using all of the customers senses.

We have many display products to help entice your customers and improve your marketing, please browse our site for more information.

Patrick Huggins

Director for BHMA Limited.

Out with The Old & In with The New

For many pubs, bars & restaurants New Year’s Eve is one of the busiest & most profitable days of the year, with customers in and out all day long, New Year’s Eve parties are a brilliant way to encourage families and their friends into your business to celebrate the big night with you and see in the new year.

However, there is nothing worse than putting all of your efforts into creating a great party for no one to turn up. Let’s not let this happen to you this year, we have some great products that will help you with your advertising efforts for New Year’s Eve but can also be re-used throughout the year.

» Read more

Can Supermarkets Influence What You Purchase?

The answer is yes, supermarkets can influence you on what you purchase once you’re inside.
When did you last walk into a shop for just a pint of milk or a loaf of bread, yet you left with bags full of groceries and items you didn’t really want or need to purchase?  Probably not so long ago, and it happens for a reason.  The way we shop is more predictable than you might think, supermarkets have experts working for them that take full advantage of this and will influence you on the way they direct you around the shops, positioning of the aisles to placement of the products they place on the shelves and if it should be at eye level or not, we will go into further detail on this in this article.

» Read more

Is this principle right for Pub Merchandising?

 

What is merchandising?

Merchandising is all about exciting your customers senses. Picture yourself walking into a supermarket when you are greeted by the smell of freshly baked bread, you will naturally look to see where the smell is coming from and there you will be presented with the fresh bakery section where you can help yourself to freshly made bread, cakes and other delicious produce. You probably didn’t need that fresh loaf of bread or the cakes you have now picked up and put into your basket but by placing the products in front of you the way they have done you have reacted on impulse and made the decision to buy. Effective merchandising grabs the attention of the customer to generate an impulse reaction.
» Read more

How to Maximise Impulse Sales in Time for the Payday Rush!

Primark impulse sales display

Primark just before the checkout. A display of great impulse products.

Payday is great for your business; the end of the month brings about a smorgasbord of customers ready to spend their hard-earned cash!

Your customers will be wanting to freshen up their wardrobe with a new look; upgrade their home with stylish new furniture or meet up with friends and benefit from retail therapy.  So whilst your customers are in the mood to “spend, spend, spend!” make sure you “promote, promote, promote”.

Use discounted products to create sale opportunities that will bring your customers to the checkout; which is the perfect environment for up-selling!

Primark uses this principle very well.  Simple black retractable barriers are used at the checkout to manage their queues where smaller, affordable products are displayed in dump bins to encourage customers to add further items to their baskets whilst waiting.

Dump bins that are designed to fit on top of barriers posts are perfect for catching the eye and making the most of the available space in this area, they not only look good but with an effective marketing strategy, they can have a large impact on your sales growth too.

Include an eye-level and impulse campaign to see your sales soar.  This should consist of products that grab attention and relate to your hot spot (aisle end) areas to create hype and a need to have.  Fill your bins and keep them full to show abundance, there is nothing worse than an empty shelf or bin, it only has a negative impact and always research your market for upcoming trends, themes and events.

Being ahead will allow you to plan your stock for the demand.  For example if a holiday is on the horizon like Mothers’ day consider adding products which are likely to grab your customer attention as a quick fix gift.

Increase impulse sales and generate traffic with our marketing products, developed and designed by the sign & display solution experts at BHMA.

Email us at sales@bhma.co.uk or call us on 01353 665141 with your requirements.

5 Tips to ensure you have a successful exhibition

Follow our simple and sensible steps to ensure your next exhibition will be a roaring success!

1. Are you prepared, ready and hungry for an opportunity?

Make sure your sales team are briefed well in advance of the exhibition. Their main aim is to promote brand awareness, gather potential sales and generate leads. Ensure your staff are punctual, prepared and ready for when the doors open. Pop-up exhibition equipment can save time whilst promoting a professional image and reduce the chance of not being ready on time.

2. There is a time and a place for everything.

The sight of food, storage boxes and mobile phones will prevent customers from interacting and give the wrong impression. Nobody wants to stand next to a half-eaten chocolate bar or to be interrupted by a phone call whilst talking about their business ideas and investments. However as the hours roll by your staff will certainly need refreshments, so try to schedule breaks during quieter times and make sure food and snacks are kept well out of sight.

P.s. Make the most of company branded reusable water bottles, perfect for hydrating the staff and maximising brand awareness.

3. Make sure you dress to impress!

This cliché is mentioned at every event you will ever attend, because it is critical. You have just 7 seconds to create an amazing and inviting first impression; and unless you are promoting holidays or fitness equipment, shorts and T-shirt will not do! Ensure your team is given plenty of notice on their expected attire. A uniform or consistent clothing theme that is synonymous with your brand is what you should be aiming for. Staff should be wearing your brand with pride to make it clear to every attendee (and potential client) that you mean business!

4. Ensure your staff know what to do!

Organising your team and ensuring each member has an assigned role will produce the best results. Make sure your staff keep to their areas to ensure your stand is fully manned in each area at all times. Chatting in one corner will lose clients and promote an unprofessional appearance!

5. Review, Revise, Repeat!

Always ensure you have targets when attending an event or an exhibition and review these on your return. Sometimes success can only be really counted after several weeks of chasing delegates and attendees but you should be able to surmise on what areas can be improved for next time. Review your day, revise your plan and repeat. Your knowledge should grow with each exhibition, it is up to you to use this.

For support and advice on your upcoming exhibitions call us on 01353665141 or email us at sales@bhma.co.uk!

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