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How-To Use Retail Signs To Outshine the Competition

•Competition encourages businesses to be their best and provides lots of options for customers.

•Strong competition gives you a chance to differentiate your business by being unique.

•Be aggressive with your competitive strategy—it’s better to be on the forefront of your industry than to waste time playing catch-up.

•Retail signs are a very helpful tool for being competitive.

•The first part of competitive strategy is analysis of your competitors.

•Have your employees do a little “spy” research into your competition, examining their advertising and their storefront.

•You’ll need to know what the other guys are promoting before you can figure out how to one-up them.

•There are a variety of competitive strategies, from running a smear campaign to emphasizing your strengths.

•The former is can be effective, but it’s risky. It looks like you don’t have much to offer so instead you’re knocking your competitor.

•Focus your message on what makes your business unique.

•Your signs should clearly sell your business rather than critique another one.

•If you do want to be bold, place a large banner near your competitor’s storefront or purchase a nearby billboard.

•When you know your competitors’ strengths and weaknesses, it’s easier to find a way to set your business apart.

•Decide your approach, whether it’s emphasizing lower prices, better production selection, or excellent customer service.

•Convey this message through all of your signage, from the banners you hang over your entrance to the window decals you display in your storefront.

•Have poster displays on your product fixtures which sell the benefits of your products.

•One bold strategy that will get noticed but not develop a bad reputation is to compare your product versus your competitors’.

•Feature a product you’d like to push, and include a poster or banner that identifies the key features that are better than the competitor’s.

•Include an actual version of your competitor’s product for customers to use for their own comparison.

Feel like an expert now? Great!

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