SIGNS

Sign are useful enough tools. They can direct to customer to your location, reinforce an image, or even warn someone who is contemplating activities that are unwise, or even dangerous.

Unfortunately, I noticed a disturbing use of signs in marketing. And while I am sure you would never use signs this way, I feel compelled to share what I discovered.

I was doing a little holiday shopping at one of the major retailers yesterday and noticed a sign placed prominently in front of the shelf display holding a game that’s on my list. Take a look.



At first glance, it might appear this item is “on sale” for a limited time.

But take a look at what I found when I removed the “As Advertised” banner from the shelf.



This price being promoted by the “As Advertised” sign (complete with ‘price good through’ dates) is the regular price. The sign was merely attracting my attention. I almost unwittingly accepted the sign as an indication of a discount.

I think most people are like me and would make the same assumption.

Which means you could use this simple technique to make something regular appear extraordinary.

Except that when the truth is revealed, a wave of resentment and distrust will wash over customers because they were duped (or almost duped) into buying what they thought was a bargain.

So, what is my point?

Use appropriate signs to grab the eyes of prospects, but make sure you don’t create a situation that could lead them to feel they were taken advantage of.

And pay attention when you are doing your holiday shopping!

Comments

[Dave Walker]

Remember when sale flyers were about things on sale? Thumbing through a stack of flyers delivered with today's paper, I'm amazed at how few items are actually sale items, even though the featured placement on the front page, the big price tag, etc., etc., would make somebody assume that these items are on sale. The big banner "Holiday Season Sale" isn't helping.

I'm not sure it's exactly misleading, but you sure need to pay attention. And marketers wonder why people don't trust them...