How we change what others think, feel, believe and do

Multiple Signs

Disciplines > Marketing > Pricing > Multiple Signs

Description | Example | Discussion | See also

Description

Do 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:

• Show the price in marketing literature and on your website.
• Include pricing in emails and other push communications.
• Have a sign at the front door showing the price of items that are bargains and which you want to sell the most.
• Hang signs from the ceilings, including pointers to where the bargains can be found.
• Have signs on entering departments and above show stands.
• Have signs on shelves, display counters and point of sale.
• Put clear pricing on each product.

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.

Example

A 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.

Discussion

Repetition 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 also

Repetition principle, Shout 'Sale!'