You've seen the throngs of people that pass by your store every time the nearby mass transit station unloads. You've also seen how those people pass you by every day, even though many of them could use your services. There are ways to grab the attention of even the most numbed commuter, but you have to make them pause and consider rather than simply walking past.

Start With A Strong Brand Identity

The most important element of any marketing program is the actual definition of your brand. What do you want to convey? Your logo should be memorable and linked to your product. That's the first step. This strong brand and logo should then be promoted throughout your shop. Best practices include adding your graphic to your signage and any kind of shop awning you might have. It should also be printed on any bags for your merchandise and on any gift cards.

Although these items may not directly help draw people off the street and into your store, it will build up recognition in the long term. Commuters may see someone carrying a bag from your store on the train. They might see someone drinking coffee from a cup with your name on it. These small things over time make them more likely to step inside your store.

Learn A Lesson From Trade Show Booths

At a convention, each trade show stand has to compete for attention, and often faces many others with similar products. In addition, the visitors are rushing past in a throng, trying to reach their destination with little thought of interruption. This is a very similar situation to the one you face. You're trying to catch the attention of commuters, and they're trying to catch the attention of distracted visitors. You can use the same impactful marketing tool that they do: the banner stand.

Designing A Banner Stand To Catch Attention

The two most prominent elements of your banner stand should be your company logo and a clear indication of what it is you offer. If you own a coffee shop, you might have the logo on top, a smaller image of your company's cup, and then a list of today's special coffee roasts. For a restaurant, you can utilize the same promotion of today's specials. Retail stores can advertise sales or perhaps hype a new product. The idea is that you use small trade show booths to communicate quickly and effectively with your potential customers. They should know what you're about within a few seconds of passing your sign.

Add On-Street Entertainment

Once you have a banner stand, there is one more step you can take to help assure success. On-street performers can be a great way to make people pause, and perhaps even brighten their day a little. If you do choose to hire a performer, don't promote your business too obviously. People should pause to watch because it's an interesting performance, and should happen to notice your shop as a consequence. If you can't find a suitable entertainer nearby, perhaps consider finding one you deem good and offering a small stipend to perform outside your shop. Most will be happy to oblige for a small fee. Just make sure that their act doesn't disrupt the ambiance of your shop. If you're a restaurant with outdoor dining facilities, you won't want a drumming group, but a performing mime or contortionist might be the perfect entertainment.