The lawn sign that changed my life
Written by niki juhasz
It’s finally – FINALLY starting to warm up. (Your girl is not meant for the winter.) That means some days, I’ll take a lunch run to enjoy the sunshine.
I was on one of these runs last week, bored and thinking about needing to mix up my exercise routine. And then I passed a lawn sign. It simply said:
Free Outdoor Workout Classes
And then included a QR code.
While I’ve been a TAD dramatic saying it changed my life, this is *brilliant* marketing.
Here’s why:
Length. It was only four words. I was on a run (granted, a pretty slow one) and could read the entire message while on the go. Anyone driving, walking or jogging could do the same. This is so critical to think about as you create designed marketing.
For example, billboards and lawn signs should include no more than seven words.
Here are some additional guidelines for digital signs.
Simple Messaging. Too often, communicators feel pressured to get ALL the important details onto one billboard, lawn sign or social media graphic. This leads to busy materials and cramped designs that your audience won’t read. All you need is enough information to intrigue your target audience.
As you build your messaging, ask: Why should your audience care about what you’re sharing? Why does it matter to them specifically? Start there.
(Implied) CTA. Once you grab their attention, your audiences need a way to take action. The sign included a way to easily learn more! All I had to do was scan the QR code to get all the details I needed.
Think about how your audience can engage with your marketing. For example, I wouldn’t have been able to scan a QR code from a billboard while driving, but it was perfect for a lawn sign.
Placement. The sign was next to a community center, with trails, a playground, and tennis and basketball courts. You couldn’t pick a better spot where your target audience – people who like being outside and are active – will see it.
Timeliness. The sign I noticed appeared in the spring, which is exactly when someone like me would consider joining an outdoor workout class. But a winter sign about swimming laps indoors would have worked just as well.
The key takeaway here? The best marketing isn’t complicated.
