An advertising display shouldn’t just look pretty, it should also perform a very important function. It may look effortless to create a display that can pack a punch and convert into sales, but there is a method you can use when you start thinking about your design to make it as powerful as possible.
Call to action
The first thing to think about is what you want people to do after seeing your display. Do you want people to come into your shop? To stop and talk to you about a certain issue or to buy something? Have this in mind and choose action words on your display to provide a call to action.
Such as ‘Come into…’ ‘New’ or ‘Volunteer today’.
Add some urgency to make sure that the passer-by has a reason to stop right then and there rather than in a week. There’s nothing like the fear of missing out to help get more people involved. Words such as ‘today’ ‘now’ and ‘new’ help with this.
Strong images
A picture speaks a thousand words so it’s important that you choose a strong image that shows what you’re trying to say. Whether that’s a picture of your product being used, or how your service helps people – an image can make or break an advertising display. It helps to draw attention to you and can help people to feel a certain way.
Using strong imagery on your display will also help you to cut down on your wording – as passers-by will only have a few seconds to make a judgement about whether or not they’re going to come in. Keep wording to a minimum with your call to action or strapline. It’s then up to you to do the talking!
The right display
Depending on where you want to use your display, you’re going to have to think about what sort of display you need to convert visitors into leads and sales. Shop windows suit displays such as hanging banners, exhibitions suit pop up stands and banners and conferences or ‘pop up’ events involving tables tend to suit display boards. Online suppliers such as Marler Haley can provide advice on what format is best depending on where you want to use it.
Think about the bigger picture
In order for your display to convert, you need to step back and think about the bigger picture – the person’s journey. Think about the actual steps they’ll take after seeing your display and make sure that there are no blockers to them converting.
If you’re asking them to come in for something new, make it easy for them – put that new item at the front of your shop to help them find it. Add additional displays and excitement around that space to help sway their decision further.
If at an exhibition, make sure you have space in order to have a quiet chat with the person in more detail and an area to write down their details.
After all, a display can only do so much to help convert, it’s then in your hands!
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