April 2021 - 26

MERCHANDISING
missing, it isn't a proper retail display.
Each display should have a clear
purpose and either inform a purchase
decision or inspire customers to take
on a project or try something new.
Sight Lines and Placement
Department signs (18 inch by 40
inch verticals) are typically placed to
be read from 25-40 feet in distance,
A-frames from 6-8 feet and table tops
from 2-3 feet.
All signs should be completely
visible and not obscured by plants or
other signs. Think of your department
signs as the street signs dividing
your walkways. A-frames are used as
end caps and variety signs are used
on table tops. The closer you get the
customer to the product, the more
specific information you can provide.
Fixtures
Investing in the right infrastructure
can make all the difference in the
presentation of your signs. Outdoor
sales yards should be equipped with sign
posts, A-frame sign holders and table top
sign holders. We recommend using 4 foot
by 4 foot posts that are sunk and secured
with concrete to hold your department
signs. These signs are typically 18-24
inches wide by 40-48 inches tall. They are
typically secured to a yard arm with zip
ties and grommets on four corners.
A-frames should be metal or sturdy
plastic and typically hold a 24-inch by
36-inch sign (we use both Corex for
short term signs as it is less expensive
and Sintra for long-term use).
The Silent Salesperson
With an educated workforce harder
to come by, signage in your store is
more important than ever. Signs can
deliver a consistent message, they
never take a day off and they really
make your garden center look good.
You should also make sure your
signs provide a simple answer to a
simple question. Think of your signs
as your most informed salesperson -
someone who has the right answers to
the basic questions. A strong message
would include why customers need it,
how to use it and how much it costs.
Each sign display should have a
clear purpose.
Vendor Support
While it might seem contradictory
to the 360° test, you can instantly
augment your signage budget by
taking advantage of POP material from
either your hard goods or green goods
vendors. When used selectively to
promote products that are unique to
your market or the independent garden
center channel, you can really stretch
your dollars. Many vendors also offer
cooperative advertising dollars for signs
that promote their products. Check with
your sales representative to see what
your garden center might be eligible for.
COVID-19 Signs
There are many resources for signs
reminding your customers to use
masks, practice social distancing
or other customer limitations. We
offer customized design at Sunrise
Marketing, but many templates are
available for free downloads. While
the vaccine is on the way, it might be
another year before shopping gets
back to normal; be prepared.
If you need help with your store signage,
contact us and we'll walk you through the
process and help you with your project.
Visit www.sunrisemarketing.com/contactus
for more.
Kurt Fromherz is the founder of
Sunrise Marketing, a marketing firm
specializing in IGC and nurseries. With
over 35 years of industry experience Kurt
has written for many trade publications
and spoken at many industry events.
Sunrise Marketing is celebrating
27 years in business this year.
Circle 115
26 | LAWN & GARDEN RETAILER | APRIL 2021
http://www.sunrisemarketing.com/contact

April 2021

Table of Contents for the Digital Edition of April 2021

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https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/thrive-guide-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-november-december-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-july-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2019
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