bake - May 2015 - 36

Make a call to action: Signs are advertisements, and
as any good advertiser knows, you need to get the

"Outdoor signage in particular
should be branded effectively
to draw the customer in and
help to convey the experience
that they can expect inside the
establishment."

customer to do something; that's the call to action.
An effective sign needs to have a simple goal.
Outdoor
Whether a sidewalk sign, a window sign, a large sign
above your shop or out in the parking lot, outdoor
signage may represent the most important to your
bakeries success. This sign alerts customers that
they've arrived at your store. In addition, this sign
draws the impulse customer into your shop and acts
as the introduction and first impression.

Katelyn Gray from SmartSign

Larger, concisely written signs with contrasting colors
and fonts lend themselves to readability. They grab
customer attention and announce location.
Another important outdoor sign, especially in the
warmer months, is the sidewalk sign. Bakery owners
can create sidewalk signs with minimal investment. A
chalkboard sign will do wonders for bringing typical
foot traffic in front of the bakery in for impulse buys.
Use creativity to advertise lunch deals, daily specials
and signature products.
"Outdoor signage in particular should be branded
effectively to draw the customer in and help to
convey the experience that they can expect inside the
establishment," Gray says.
Persuasive
Persuasive signs within the store serve a number of
purposes, but again, keep messages concise or risk
Keep it simple: Your sign's message needs to be clear,

losing consumer attention with information overload

yet one with too much information is often ignored.

and graphics that are too busy. That said, convincing

Use the five-second rule which states that if you can

language and attractive imagery are key to influence

convey the main themes of the sign in less than five

shoppers in the directions you want them to go physi-

seconds, you pass. If it takes longer, shorten your

cally, mentally and emotionally.

message or use a series of signs.
"Using persuasive signage allows products or brands
Write in headline text: This should help you be

to more effectively communicate with customers,"

concise and simple all at once. Understand the first

Gray says. "These displays can turn an otherwise

principle of print journalism: the punch line matters.

ordinary product into a popular 'hidden gem.'" This

Can you simplify your text? Can you take out preposi-

strategy will also aide in creating a higher perceived

tions and extra words? Effective custom signs use a

value for products, increase brand awareness and give

message hierarchy: headline, explanatory text, and

you an advantage when striving to improve revenue

finally, a call to action.

and sales, she adds.

36 < MAY 2015 | bakemag.com


http://www.bakemag.com

bake - May 2015

Table of Contents for the Digital Edition of bake - May 2015

bake - May 2015
Editor's Note - A Need for Transparency
Table of Contents
News Bites - Bakers set sights on gold medal at iba
Alternative pizza formats
AIB certification enhances website
My Favorite Things
Management - Prevention
Labor Front - FSMA Moves Forward
Ingredients - Blueberry Challenge
Equipment - The Science of Fermentation
The Scenic Route to Success
A Buying Environment
What's Your Sign
Heirloom in Bloom
Bagel Popularity
Donut Craze Continues
Storytelling with Sweets
Easy, frozen, gourmet
Cafe - Sandwich Delivery
Products
Product Showcase
Classifieds
Ad Index
Online - BakeMag.com
bake - May 2015 - BB1
bake - May 2015 - BB2
bake - May 2015 - bake - May 2015
bake - May 2015 - 2
bake - May 2015 - Editor's Note - A Need for Transparency
bake - May 2015 - 4
bake - May 2015 - 5
bake - May 2015 - Table of Contents
bake - May 2015 - AIB certification enhances website
bake - May 2015 - My Favorite Things
bake - May 2015 - 9
bake - May 2015 - Management - Prevention
bake - May 2015 - 11
bake - May 2015 - Labor Front - FSMA Moves Forward
bake - May 2015 - 13
bake - May 2015 - Ingredients - Blueberry Challenge
bake - May 2015 - 15
bake - May 2015 - 16
bake - May 2015 - 17
bake - May 2015 - Equipment - The Science of Fermentation
bake - May 2015 - 19
bake - May 2015 - The Scenic Route to Success
bake - May 2015 - 21
bake - May 2015 - 22
bake - May 2015 - 23
bake - May 2015 - 24
bake - May 2015 - 25
bake - May 2015 - 26
bake - May 2015 - 27
bake - May 2015 - 28
bake - May 2015 - 29
bake - May 2015 - A Buying Environment
bake - May 2015 - 31
bake - May 2015 - 32
bake - May 2015 - 33
bake - May 2015 - What's Your Sign
bake - May 2015 - 35
bake - May 2015 - 36
bake - May 2015 - 37
bake - May 2015 - Heirloom in Bloom
bake - May 2015 - 39
bake - May 2015 - Bagel Popularity
bake - May 2015 - 41
bake - May 2015 - Donut Craze Continues
bake - May 2015 - 43
bake - May 2015 - Storytelling with Sweets
bake - May 2015 - 45
bake - May 2015 - Easy, frozen, gourmet
bake - May 2015 - 47
bake - May 2015 - Cafe - Sandwich Delivery
bake - May 2015 - 49
bake - May 2015 - 50
bake - May 2015 - 51
bake - May 2015 - Products
bake - May 2015 - Product Showcase
bake - May 2015 - Classifieds
bake - May 2015 - 55
bake - May 2015 - 56
bake - May 2015 - Ad Index
bake - May 2015 - Online - BakeMag.com
bake - May 2015 - 59
bake - May 2015 - 60
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