Does Point Of Sale Signage Really Work?
As I've admitted before, we have a rather unhealthy penchant for Taco Bell. Primarily because it's the fastest, closest option. Many a marketing plan are hammered out on the little Taco Bell tables.
On our last 2 visits, we noticed an alarming pattern. We both ordered something we never had ordered before: Grilled Steak Nachos Bell Grande.
I've never order a nachos plate from Taco Bell in my life. And when we realized we had both ordered the same thing two times in a row - something we never ordered before then, we started asking questions.
Not surprising, right next to the register was a big bold sign promoting the New Grilled Steak & Chicken Nachos Bell Grande.
Wow. Talk about sneaky.
Neither of us realized we had seen (let alone been affected by) that signage. But apparently we were.
Interestingly enough, our Taco Bell tab sky-rocketed based on this new, premium purchase. Good for them.
So what's going on here? Was this sign really able to affect us? If it worked on us, and cause our tab to go up by $2, how many other people has it worked on? How many extra $$ are they taking in each day as a result of this one sign? How much in a week? A month?
Could it be that such a simple tweak could yield thousands of extra dollars?
I submit to you that it is indeed possible, and plausible.
You see, when we're in the buying mode, we're very succeptable to suggestion. Especially when the stakes are low (like at a Taco Bell - how much can you lose?).
Effective marketing very often affects people at a "less than conscious" level. Back when we had real jobs, we worked with about 100 clients who spent large sums of money on the radio in markets all over the country.
I maintained strongly then that our radio campaigns (and perhaps radio in general) worked because people were hypnotized by the road, and the "child" mind was wide open for suggestion.
Is the same true at the point of sale? It could be especially true when we're hungry. And not just hungry for food, but hungry for whatever we're buying.
A few final thoughts:
- Create a hunger for your offering (remember the starving crowd story from Gary Halbert).
- POS signage is so low cost that it is likely a test worthy idea if clients come into your office or store to do business.
- Relying on "hypnotism" is a bad marketing strategy to place a monetary bet on. But when the risk is a few signs, it's a worthwhile gamble.
P.S. If you're interested in getting some interior signage to dress your place up - and create a buying atmosphere - contact our friend, and your fellow Gold Member, Cheryl at Winter Park Blue. The do excellent work with small orders of signs (like foam-core with an easel for your counter top). Her number is 1-888-264-8075.