Signs of the Times

>> Posting a sign on the corner is not a surefire way to lure customers these days. Even paying someone—in costume or not—to hold the sign and wave at passersby won’t get much response. Businesses are finding it takes a savvy strategy of promotions and parties, smart pricing and target marketing to gain customers.

Shimmer & Chic, a jewelry, accessories and gift store in Fort Myers, keeps prospective customers’ attention by sending out reminders on a regular basis, says co-owner Cyndie Grimes. They take the form of e-mail blasts, promotions and invitations to private, after-hours events. A portion of proceeds from certain events benefit nonprofits such as Builders Care.

"Just seeing a sign for anything is not driving people in right now," she says. "People are so discretionary right now with their income and how they’re spending it."

On a recent trip home, Grimes passed three people holding signboards—for a pizza place, a new subdivision and a furniture store. None persuaded her to steer toward the businesses, she says.

That method of marketing can be effective for one-day events or other time-specific promotions, says Susan Bennett, owner of Susan Bennett Marketing & Media. She notices more during tax season, for example, when tax-preparation firms reach out to weary folks seeking advice.

"If it’s a one-day kind of sale, then certainly have someone on the street corner," she says. "If you have a service to offer, like travel or a law firm, I don’t think standing on a street corner is going to do it for you."

Being "in your face" with customers can backfire, but there’s no question that repetitive contact builds repeat business, Bennett says. "You can’t run one ad and say, ‘OK, I’ve done my promotion for the month.’"