The Ins and Outs of Creating Instagram-Friendly Signage
based chain Alfred Coffee is the coffee shop that begat a thousand memes,
inspiring ‘Grammers by the boatload to make a pilgrimage and get a photo in
front of the But First, Coffee neon sign and outdoor mural. Today, alone,
there are more than 30,000 posts tagged #alfredcoffee. Clearly, the store was
designed with user-generated content (UGC) in mind.
things first: Why should integrated marketers care about UGC?
such as Instagram posts or Yelp reviews, can kick-start
your e-commerce sales, give your marketing a boost, and build a
deeper connection with customers and prospects. A Business Insider study showed
that shoppers who engage with user-generated content are 97% more likely to
make a transaction than those who don’t.
store needs signage, so why not make the most of the opportunity? Before you
Make the Signage Arresting
Today’s customers value
authenticity and brands that reflect their values. Just giving them a cool mural to
pose in front of is not enough to actually get them, or their followers, to buy
anything. If you’re at a loss, you can always go the Trader
Joe’s route or do something that looks unique and vintage.
Stay True to Your Brand
includes your color palette, fonts, and the overall voice. Prominently display identifiers
like your store name, and your Instagram handle or your URL. The more it looks
like your brand, the more long-term benefit you’ll get out of it. Which brings
Give Your Sign Legs
took the famous mural and put it on coffee sleeves and merchandise. Get more
bang for your buck by leveraging elements of your sign. You don’t have to
contain it to the actual store: a good sign picture can work as the hero on
your website or Facebook page.
the most traffic-stopping window display is only going to get minimal play,
since it’s harder to photograph anything behind glass. A cool outdoor mural
might draw crowds, but it might not be enough to get people browsing in the
to include your new signage inside your store, somewhere that won’t interfere
with the actual physical customer journey or aggravate your other customers.
Plant the Seed
new ‘Gram-worthy signage isn’t “if you build it, they will come.” Try
engaging the right influencers. Or if the business already has a
healthy social media following, integrated marketers may just need to post
their own pictures, clear the aisles, and get ready to welcome new customers.