Exterior signs catch people’s attention as they’re walking down the street, tempting them to check out a new business or reminding them of an old favorite. A study performed by FedEx showed that 76 percent of customers have entered a business for the first time solely because of their exterior signage.

As digital marketing becomes more and more popular, restaurants can’t afford to forget the vast benefits associated with traditional marketing practices like exterior signage.

A sandwich board is a great place to announce deals, events, hours, and so much more. Here’s some key information to keep in mind when designing your first sandwich board.

Hone Your Communication

Amidst the COVID-19 pandemic, restaurant owners have been required to keep up communication with their customers. Whether it be announcing changed hours or safety protocols, restaurants have had to rely on many different marketing channels. While many people check social media around the clock, there are plenty of people who don’t.

Using both print and digital marketing will ensure that you capture both sides of the coin. On social media, you can post updates easily. With a sandwich board, it’s just as easy to announce any updates you may have for your restaurant. Not only will this catch the attention of those walking by, but it will keep returning customers in the know as well.

In order to create sandwich board copy that is engaging, you’ll want to think about your audience and the types of customers that will walk by your restaurant or shop every day. Are they walking to and from work, out shopping already, or looking for a place to eat? When brainstorming copy, think about your location, the clients you serve, and how you can further engage them.

Match Your Restaurant’s Brand 

Restaurant owners should always ensure that their messaging and design is consistent across all of their marketing materials. Having a cohesive brand is a great look, and will impress anyone entering the restaurant for the first time. While it may seem like something small, making your sandwich boards match the theming of your menus or your digital menu boards are a great way to showcase a cohesive brand and style, making your restaurant appear more appealing.

Sandwich boards are also a great place to show some personality. By matching the theming of your restaurant, cafe, or shop, you’ll give people a good first impression.

Simplify Your Messaging

When designing a sandwich board, use large text, simple messaging, and images. Sandwich boards are almost always glanced at, seen when driving or walking by, so it’s important to keep the messaging short, sweet, and easy to read.

Design your sandwich board to be read and understood in just a few seconds. If it has an entire paragraph on it or small font, people won’t read it. When it comes to the messaging itself, make sure it’s short and sweet while still getting your point across.

Placing a QR code on your sandwich board is a great way to interact with customers while also keeping your design simple and easy to read at a glance. By using a QR code, you can link to your menu or website, allowing customers to quickly learn more information about your restaurant.

Change it Up

If you’re using your sandwich board to display specials, promotions, or events, make sure you’re changing it up frequently to reflect the correct information. Old information or events won’t pull in customers, so change up your copy when necessary in order to keep things fresh!

Many businesses have found success in writing jokes or one-liners on their sandwich boards and changing them frequently. Not only does this attract customers in the moment, but it gives customers something to look forward to if they walk by the store frequently. You may find that they’re eager to see what new joke or one-liner you have written each weekend!

If You’re Not an Artist, Hire One

Poor design surely won’t attract the attention of passersby, so make sure that you hire a designer if you aren’t a talented artist. Just like bad copy, bad design is a turn-off. With good design and brilliant copy, you can entice potential customers with ease.