“You can never tell a book by its cover.”

—1946, Murder in the Glass Room, Edwin Rolfe and Lester Fuller

 

You may not be able to tell anything about a book from its cover, but people generally do rely on exteriors of buildings to explain what is inside. To this end most retail outlets put an enormous amount of energy into the outside appearance of their stores. Often lost in the design process is the need for on-site outdoor advertising, otherwise known as Outdoor Point of Purchase (P.O.P.). This is a critical aspect in the eternal quest for the perfect magnet to draw potential customers into stores.

 

 

If outdoor P.O.P. was adequately compensated for in the planning stages of the building, permits will be in place for the necessary infrastructure. If not enough forethought took place, or needs have changed, it can get a little messier. This is where the “sign business Grinch” (otherwise known as the local sign bylaw inspector) usually makes their appearance. Getting permits for extra signage can be difficult in many jurisdictions, and with good reason. Unrestricted signage can lead to some very unsightly views.

 

So, we’ll divide this into two categories—one for those that have permits, and one for those that don’t. (Or, for those who just want more, and who doesn’t want more of everything?)

 

P.O.P. WITH PERMITS

Any permanent outdoor fixture is going to need a permit. There are many choices available to those who have permits.

 

Changing message signs—scrolling LED signs are ubiquitous in every city, and with good reason. They are an excellent way to present outdoor P.O.P. information to potential clients. The messages are quick and easy to change, the eye-catching displays can be in constant motion and the bright, backlit colors have high visibility. Initial purchase costs are high, but maintenance is not bad. Leasing options also increase their affordability.

 

Banners can get very large for reasonable prices—and backlit as well.

Backlits—Outdoor backlit signage presents perfect opportunities for P.O.P. advertising. Pylon signs in the parking lots are commonplace, but few have an area built in for changeable backlit graphics. It’s often easier to get a permit for changes to existing signage structures than it is to get a permit for a new installation. Adding this feature to existing signs gives the client a wonderful new P.O.P. opportunity and supplies steady business for the sign shop to replace the graphics regularly. Waterproof printing media for backlighting is available in some very inexpensive formats. Couple that with a solvent or UV printer and the result is exciting visuals that are cost-effective for regular replacement.

 

Frames—Sign frames come in all shapes, sizes and methods of display. The common ones are simple channels with openings on the top or side to permit the graphics to be slid in and out. Frames that “snap” open and shut to grip the graphics are also popular. They are a little more expensive but usually more attractive as well. The beauty of these babies is that almost anything can be graphic substrate. UV inks printed directly onto styrenes are a very common solution, but the permutations of possible choices for printer/media combinations are endless. The frames can be mounted onto buildings, poles or light standards on the property. This is another excellent opportunity for both the client and the sign shop to have a long-lasting and consistent relationship.

 

Construction hoarding is a time-honored way for developers to advertise their product.

Hoarding—Every new building site needs a construction hoarding. And these hoardings provide giant, permitted P.O.P. billboard space for the construction project. There are two ways that the graphics can be supplied for hoardings. One is for a sign shop to be contacted in advance to prepare the boards for mounting to the hoarding frame before construction begins. This gives the sign shop a wide range of choices for production methods, ranging from simple vinyl letters on painted substrate to full digital print coverage. Inexpensive outdoor grade adhesive vinyls coupled with solvent ink are a good solution for keeping the cost down on these temporary installations, as is direct UV printing to a rigid substrate. The other, more common scenario is for the sign shops to be hastily contacted after the hoarding is already up. This generally means that the construction company has used some horrible, trashy old boards for the hoarding, unfit for direct graphic mounting. In this case the graphics can first be mounted to, or direct printed to, inexpensive secondary substrates like Coroplast, ABS or styrene.

 

P.O.P. WITHOUT PERMITS

Sign bylaw regulations vary widely over jurisdictions, but most of these ideas should work in most locales without a permit.

 

Sandwich Boards—Sandwich boards and other moveable media holders can offer the retailer seeking some extra punch an optional venue for outdoor P.O.P. There are a huge variety of ready-made products on the market. These include small frames on stands that can be moved with one hand, giant changeable letter boards that need a small army to relocate and everything in-between. However, if they can be moved, they are temporary signage, and don’t require a permit in many jurisdictions. Many of these moveable signs feature the tracks that allow for changeable graphics. The same printing options are valid for these as for the permanently mounted frames.

 

Living Ads—We’ve all seen them, the people wearing sandwich boards or gorilla suits waving at passersby. Hokey? Yes. Effective? Definitely. You can’t ignore them. The trick is to maximize their effectiveness with appropriate signage that is easy to read and comprehend while speeding by in a car. 

 

Banners—Banners have saved many uncomfortable business situations by being versatile, affordable and attractive options for outdoor P.O.P. Solvent and UV printers can image directly onto most types of banners. The substrate choices are vast, encompassing everything from heavy-duty scrim vinyl to gauzy cottons and polyesters. The strongest substrates can withstand amazing forces of nature, yet are still good-looking and competitively priced. Permit requirements for these will vary a lot, depending size, use and venue. But again, temporary items are easier to fall between the code lines and/or the evil eyes of the Grinch.

 

Wraps—Everybody knows the value of driving a wrapped vehicle around the streets, it’s a rolling billboard that is only paid for once. But what about parking one in front of a retail outlet? Now there is a billboard right in front of the store, just where it was needed most—pointing the clients right into the door. Vehicles can be very eye-catching P.O.P. opportunities because of their uniqueness. For the client, they provide a cost-effective method of adding to their P.O.P. arsenal, especially in areas with tight signage regulations and/or limited outdoor space. Vehicle wraps are generally done using specialty media for vehicle wraps. Lamination can be liquid clear coat for short-term use or manufacturer matched cold laminates for a more durable product.

 

Windows—Windows are the ultimate free advertising space. Often not the subject of sign codes or bylaws, windows are a vast, inadequately tapped outdoor P.O.P. opportunity.

 

Posters are an obvious first choice for placing in windows—cheap to print and easy to replace. Hanging systems are available from P.O.P. wholesalers. Many different types of poster paper are available and almost any printing system will work effectively. A poster contract is a good one. Margins are often low but the work is steady.

 

Backlit light boxes can also be hung in windows effectively. This has several advantages over permanently attached exterior units. They may not need permits if they are self-contained UL approved units with a cord that plugs into a socket (as opposed to hard wired). This makes them temporary (the magic word again). They are also a lot cheaper to purchase than outdoor lightboxs and much easier to maintain, but just as effective.

 

See-Through Window Graphics—Posters and signs block the light and obscure the window displays. See-through window graphics are a good alternative. 

 

Clear Window Film—Wincos film from Lintec is a clear material that is printed using UV inks. Since it is a polyester film, it is optically clear, unlike vinyl films, which are a little cloudy. Graphics printed onto this film produce a subtle image that can be effective for minimalist advertising. For more of a punch, white digital ink can be used as well. Light and vision go through the unprinted portions for a very effective outdoor P.O.P. solution.

 

Perforated Window Film—Another option is see-through window films like those made by ContraVision (also manufactured under license by 3M and Flexcon). See-through graphics are often a preferred form of advertising on retail windows and entrance doors because they are highly visible from outside the store, but invisible from the inside. 

 

The polyester film acts as a safety function in the event of breakage, while also providing reduction in solar heat, glare and UV radiation. These amazing P.O.P. billboards prevent window clutter and maintain daylight in and view out for staff and customers alike. And at night, they light up for a potentially stunning effect. Different versions of this film are available offering different mounting options, different levels of print area vs. see-through qualities and other viewing needs. 

 

SERENDIPITY

There are lots of opportunities for outdoor P.O.P. Sometimes circumstances even give you extra “bonus” chances. Is there a bus shelter near the store? Or maybe just a bus bench? How about a bike stand or a garbage container that can hold graphics? For example, getting a permit for a bike stand is probably easier than getting one for a sign stand. But the bike stand can be designed to hold some P.O.P. advertising. Bus shelter advertising companies will be happy to target the specific store’s neighborhood with their posters and bench ads. No opportunity should be overlooked in the never-ending search for outdoor P.O.P. display space.