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Imagine a staff member who can be employed at minimum cost, requires no training and works all the time without complaining.
Used properly, that's exactly what signage can be for your range. There are three basic promotional uses for signs:
Upselling. Employees are not always comfortable telling customers about specials and asking them for more money. If there's a sign next to the register explaining the current special, the employee only has to refer to it in asking customers if they've noticed the deal of the day.
In-store merchandising. Merchandising is designed to motivate customers to buy what you're selling. If that's food, then you want to use signage that makes mouths salivate. You want pictures of ice-cold drinks to appear especially enticing on a hot day. In the pro shop, even a mannequin can act as signage for promoting sales of shirts and hats.
Special events. When advertising clinics, demo days or fund-raising events, place signs close to the register and all other high-traffic locations such as
• primary doors
• crosswalks and intersections and
• bathrooms, including stall doors.
When hanging any sign, key in on areas that are relevant to the product or event, such as posting a notice about lessons above the ball dispenser. Remembering that people have to return to the clubhouse, put signs on the 18th hole of the miniature golf course advertising ice cream, drinks or any other cross-promotional specials for customers to enjoy after playing.
Size does matter. Signs need to fit their location. Outdoor signs can be bigger than indoor ones, of course, and exterior signage doesn't need to be limited to the range. Banners and other signs can be placed near the facility's permanent street sign to grab the attention of passers-by. Use something that can be put up and taken down with ease.
Keep all signs neat and clean. They should look as fresh and new as possible to maintain the value of what is being promoted. Make sure a temporary sign doesn't become a permanent fixture. If customers see the same sign all month, then they'll begin to look past it, and the value of the special has dramatically decreased.
The point of any sign is to grab attention, so don't be afraid to be a bit tacky, maybe even bordering on garish. Subtle and cute just aren't effective. This is the one employee that needs to be bold and loud. |
