How we change what others think, feel, believe and do |
Multiple Signs
Disciplines > Marketing > Pricing > Multiple Signs Description | Example | Discussion | See also
DescriptionDo not have just a single price on the item. Put signs all over the place to show what is on sale and what a great bargain these things are. Things to do include:
In other words, shout out about what a bargain your customers can get. Make sure the signs are all themed, using similar typefaces, hues, proportions and additional entries such as images, lines and accompanying text. The signs should also be appropriate for where they are, from fitting in windows to containing just enough text for people to read as they pass. ExampleA department store has sale signs at the entrance to the car park, on the front doors and throughout the store. Maps are set up to show the route to departments with pictures and prices of some of the bargains to be had in each zone. An online retailer puts sale prices in its headline banner. Click-throughs get to pages with similarly themed messages. Product pages include links to further bargains. DiscussionRepetition is a basic persuasive principle. The more people see something, the more they may be tempted to investigate and perhaps buy. This is the principle behind repeated advertising of things that people already know perfectly well exist. Repetition is also behind how customers will pick up an item and put it down several times before deciding to buy it. When you repeat something, you also communicate that it is significant for you. By empathy, people pick up this excitement and important and so take the bargain more seriously. See alsoRepetition principle, Shout 'Sale!'
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