The Ins and Outs of Creating Instagram-Friendly Signage

Summary: Integrated marketers need signage anyway, so why not get some synergy by creating Instagram-worthy store signs that encourage user-generated content? A good sign will not generate hashtags, but sales and customer engagement.

So-Cal based chain Alfred Coffee is the coffee shop that begat a thousand memes, inspiring 'Grammers by the boatload to make a pilgrimage and get a photo in front of the But First, Coffee neon sign and outdoor mural. Today, alone, there are more than 30,000 posts tagged #alfredcoffee. Clearly, the store was designed with user-generated content (UGC) in mind.

First things first: Why should integrated marketers care about UGC?

UGC, such as Instagram posts or Yelp reviews, can kick-start your e-commerce sales, give your marketing a boost, and build a deeper connection with customers and prospects. A Business Insider study showed that shoppers who engage with user-generated content are 97% more likely to make a transaction than those who don't.

Your store needs signage, so why not make the most of the opportunity? Before you do, consider:

Make the Signage Arresting but Relevant

Today's customers value authenticity and brands that reflect their values. Just giving them a cool mural to pose in front of is not enough to actually get them, or their followers, to buy anything. If you're at a loss, you can always go the Trader Joe's route or do something that looks unique and vintage.

Stay True to Your Brand

That includes your color palette, fonts, and the overall voice. Prominently display identifiers like your store name, and your Instagram handle or your URL. The more it looks like your brand, the more long-term benefit you'll get out of it. Which brings us to...

Give Your Sign Legs

Alfred took the famous mural and put it on coffee sleeves and merchandise. Get more bang for your buck by leveraging elements of your sign. You don't have to contain it to the actual store: a good sign picture can work as the hero on your website or Facebook page.

Placement Matters

Even the most traffic-stopping window display is only going to get minimal play, since it's harder to photograph anything behind glass. A cool outdoor mural might draw crowds, but it might not be enough to get people browsing in the store.

Aim to include your new signage inside your store, somewhere that won't interfere with the actual physical customer journey or aggravate your other customers.

Plant the Seed

Your new 'Gram-worthy signage isn't "if you build it, they will come." Try engaging the right influencers. Or if the business already has a healthy social media following, integrated marketers may just need to post their own pictures, clear the aisles, and get ready to welcome new customers.