PROSPECTS IN A COMMERCIAL BUILDING WITH A PLACARD
A small service business
was hidden away at the back of an office building with little walk-by
traffic and no chance to place a business sign that passers-by would
notice. He decided to promote where no one had previously done so.
He asked the building
superintendent to allow him to place a poster-sized sign on an easel
in the lobby. The building supervisor worried that everyone in the
building would want the same arrangement and he didn't want to have
to deal with that hassle. But the small business owner kept the
heat on and suggested that they test the sign to see if what he
worried about came to pass.
The small service business
was right. They put up a sign on an easel in the building and no
one else asked for one. So, the business owner got to keep his sign
in the lobby and was able to prospect inexpensively with the many
daily visitors to the office building.
This approach has been
used by some small businesses without asking permission from the
building manager. It seems that in loosely managed buildings the
managers don't even notice a signage. And if they do, they don't
seem to care or do anything about it. However, in strictly managed
buildings, the managers notice, but in half the cases allow the
sign to exist anyway.
Key Marketing Questions
if you do a sign , make sure you answer these three questions:
1. What do you do?
The answer is a business function checklist of services so passers-by
may determine if they want or need what you're selling and come
into your office.
2. Why buy
from you rather than someone else? One or two strong points
of differentiation are needed. Could be convenience and price or
quicker turnaround and ability to meet face-to-face, etc.
3. How do I
get in touch with you? List your phone, e-mail and suite or
office number. And, place business cards and/or brochures in a take-one
Plexiglas holders on the front of the sign as a reminder. Particularly
if they don't need your offerings today.