Many convenience store owners & marketers are unsure just how long they should wait to switch out their convenience store signs. The timing for changing out gas station signage (or other marketing and promotional signs) varies based on a number of factors that have to do with the time of the year, specific sales and promotions, holiday marketing needs and even aesthetic basics such as wear and tear as a sign ages.
Need help determining if it is time to update your window signs?
Here are a handful of the common reasons to change out your signs.
Season
The seasons play a big role in deciding when your signs should be changed out. Promoting hot beverages like a Pumpkin Spice Latte does not make much sense in the summer. The promotion of cold items during the summer (such as frozen drinks and sodas) matches the wants and desires of the public. Hot items are in demand in the winter. Plan the look and feel of your window sign strategy to match the season.
Holidays
Whether the holiday is one of the “big ones” like Christmas or the 4th of July, or is more of an overlooked holiday like Labor Day, design the changes in your convenience store signs to match the occasion. Signage that is connected to a specific holiday can inspire customers to learn more about the specials you are offering and generate greater traffic and sales.
To ensure the best results during holidays plan and design your new signs early and change them out as the new holiday approaches.
Condition of Signs
Wear and tear on your signs is a sure way to not increase sales. Signs that are peeling and cracking make it less desirable for customers to make an impulsive purchase. Fading is likely to make your sign unreadable to most customers which guarantees no additional sales.
As you start to see fade, it’s time to change out the sign.
Sales and Promotions
Everybody loves a sale!
Gas station signage can promote time of day specials to customers like breakfast, lunch and dinner. Beverage specials to entice coffee drinkers in the morning or even an “in-store combo” to move multiple items such as a free soda with the purchase of a hot dog and chips (baseball gameday special) are all good options.
If your supplier is wanting to move more of a certain product and gives you a deal to promote, you’ll want to do this as quickly as possible. The longer the promotion runs the more revenue you’ll bring in from the sale.
This is one of the most common reasons you will need to change out your window signage more frequently.
Signage Fatigue
Sometimes a sign is up for so long that it just becomes part of the landscape. The biggest issue here is that customers become blind to them, which obviously leads to no increase in sales.
So while this is variable under a number of conditions if you notice a decline in sales for any given promotion or sales in general it may be time to change out your window signs.
While there are certainly other reasons that can inspire you to switch out your signs, these are the most common reasons and should be a part of your marketing plans moving forward.
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