Playing the Frame Game

A Frame advertising boards like this one are all the rage…

A Frame Board advertising

… old school marketing for the High Street.

And the reason you see so many A Frame boards around is this.

It works.

Sometimes it does only the first part of any advertising – it grabs the attention of passing shoppers.

Sometimes it does more. The message entices people inside the shop or store.

And that’s critical for the bricks and mortar business. It needs footfall to survive.

Some A Frame boards carry a fixed message.

Some A Frame boards are like a mini blackboard so the message can be changed.

Some A Frame boards focus on fun. Like the one here (which just about gets away with longer copy and smaller font size than the typical message):

A Frame Board advertising

Others shoot straight with a clear offer. Like the twin-attack approach by a gym below.

These type of boards are a common sight in any high street around the UK.

There is, of course, the natural impulse of competition. One business puts up a board, the neighbouring businesses want to ‘keep up’ and not be outdone.

But there has to be a strategic reason for putting these boards out on the pavement. And A Frame advertising taps into the way society is, the way people are, these days.

Next time you’re in town, just stop for a while and watch.

See how people behave.

They tend to walk with their heads level or slightly lowered to the ground (rarely up towards the sky). They may or may not have a mobile phone in their hand. They are rarely giving their environment 100 per cent attention.

With the gaze more often than not at ground level, people tend to notice A Frame boards more than shop windows or brand signs above.

And because these boards are in the street – sometimes a physical obstacle to the path people are taking – they slow the step. They break attention. They speak out “Stop. Look at me. You might see something you like. Don’t miss out by walking by.”

Some messages play on humour, fun and wit. They raise a smile, of course, but the business also needs that to be strong enough to entice people in.

A fun approach with no customers does not a business make.

Sometimes even obvious phrases like “Come inside”, “Dogs welcome”, “Yes, it’s OK to browse” or “More offers inside” are all that’s needed to tip the balance in your favour.

A clear, direct offer is still a good way to go.

They gym examples above tell you both a feature (“new equipment”) and a benefit (“First month free”). I would test having the price revealed, and then not revealed. Because you want people to go in and sign up or find out more.

The message “Your First Month FREE. See inside for details” might work better. Clear offer but with a call to action to find out more. Play on people’s curiosity. Tell them what to do next (step inside).

Have you seen any great examples where you are? Do share them – and say what you like about what the business has done with their A Frame board advertising.

To the streets!

(And if your marketing could do with a little tweak or TLC, you know where to go.

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