The advertising at the stores never sleeps. Your windows, your doors, your awnings–and even your sidewalk–act as the first impressions of strangers. Consider it: On the busy street, why should people stop? And what deters them is the glint of something different, perhaps daring, perhaps playful or just downright interesting, in your shop window. Behold that old glass transforms into a sales machine.
The gimmick of storefront advertising is not to plaster a logo in one place and you are done. View it as your handshake with the world. Here a touch of color, there a funny jibe, perhaps a cardboard cutout of life-size to get anyone twice taking. A large donut was hung above the door of one proprietor. After that, nobody forgot where to get their carbs. Be brave, even unbelievable, because memory has a longer life when it applied to those who really stop and stare.
Weather may turn into your partner or your enemy. Rainy city? Consider vinyl decals that are waterproof or rainy-day sidewalk chalk that puffs up into inspirational quotes when it rains. UV-protected signs do not fade in areas that are swollen by sunshine. Switch up every season. One week, circles of snowflakes, the following week, hot-dog-on-skates when it is hot. This makes your brand feel not stale and neglected.
Glass. Let us speak about glass. The storefront windows are essentially blank canvases. Extravagant, supersized graphics has the capacity to attract curious looks- including selfies. There are temporary cutouts suggesting the viewers to take a closer look and, perhaps, enter. Interactive tools have gone bonkers in some retail shops: quizz boards, rotating clues, or simply – jars of jellybeans with a tag to guess how many. Seemly bets are more than a glance.
Sometimes less is more. A busting billboard is screaming at itself. A few short phrases, a hero shot of a product, that will tell it all. Utilise contrasts in colour; a touch of yellow in a world of black is noticed. The type should be large and cheerful, not coy and squeaky. There is such thing as too much lowercase, and it is the same with yelling in ALL CAPS. Find the balance between striking the pose: Hey look at me! and being a sidewalk bully.
Budget? The strapped budgets do not have to be boring. When in the hands of creative people, chalk images, paper cutouts, even window soaps drawings may become miniature art pieces. On off-hours or at night, practical spotlights or string lights cast a fresh take on an otherwise dull facade. When you are selling romance, then soft and inviting is the way to go. Selling skateboards? Neon lightning bolts, thank you.
Window display advertising does not work alone. Match with your online presence. Take pictures of the newest window stunt of yours and spread it via the internet to the four corners of the world. Apply QR codes. Relate offline creativity to online traffic. One time I heard of a sushi restaurant that took the window in and made it into a giant spin-the-wheel. Players were required to establish their presence through QR code. There was a doubling of foot traffic during the week.
Local taste magics you. Seasonal events, holidays, cultural eccentricities–that is what you should bring into your window promotion. Distribute water and clever signs to the parade-goers on the day of the parade. Local and tourist pride are both attracted by hometown pride. Plant your store firmly in the community. Hello, Dog Owners. Water for Pups Inside!” sent down dozens of grateful tongues–canine and human.
Subtlety is the victor sometimes. Something subtle and secretive like fog on the glass and some mystic phrase will send curiosity skyrocketing. Don’t oversell. Half your work is done by letting people speculate on their own account.
Maintenance matters. Chipped paint or smashed neon destroys credibility. Your storefront is your living face of the business. Make it fresh, lively and consistent. Exchange the obsolete messages. Spills, smudges, spider webs, whatever is there to take the shine off of the first impression.
Storefront advertising is not a tick box exercise. It is a walk-talk dialog between your business and the street. Flirt with passers by, sometimes it will cause a smile or even a double take and don t forget: your windows could talk louder than you.
