By Darryl Rosen

I’m often asked to identify the characteristics of an effective shelf talker.  It’s an important question! In my travels, I see a lot of shelf talkers that neither engage nor inform.  It seems (by looking at many shelf-talkers) that many a sales professional is just trying to check of an item on his or her to-do list. Most shelf-talkers just take up space and seem sort of half-asked.  But it shouldn’t be that way.  Numerous studies show that nearly half of all purchase decisions are made at the point of purchase.  In other words, many consumers don’t know what they want when they enter a store and they need help making a selection. Certainly, with stores cutting staff, effective shelf-talkers (aka: silent sales professionals) can and will help move product.  Effective merchandising is a great way to differentiate your business and your products.  
I bold-faced the word “engage” above because as you’ll see below, grabbing the consumer’s attention or engaging them is half the battle.

Engaging shelf-talkers stand out in the following ways:

1)   Engaging shelf talkers have big fonts – or at least a big enough typeface so that consumers can comfortably read them.
The population is aging (as am I) and as one ages, he ultimately loses his or her ability to see like the good old days.  (If you don’t see that now, you will soon. No pun intended!) All typefaces should be bold and clear.  Try to use the following colors as they’re easy to decipher: Black, red and white. Suffice to say, consumers shouldn’t need to squint to read your shelf-talkers.
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2)   Engaging shelf talkers are readable and can be read while a consumer is moving.
Consumers move pretty fast and if you spend some time in an account just watching them, you’ll know what I mean.  To draw the attention of people moving quickly, a sign must not only have the right size letters, but should also be in a font that one can read while moving.   Stay away from crazy fonts.  If you’re not sure, make a sign, put it up and see how it looks as you approach it.   If the words aren’t clear as you approach, go back to the drawing board.

3)   Engaging shelf talkers are creative – but not overly creative. 
How’s that for a contradiction? It’s not just crazy fonts that sabotage your efforts; excess creativity can take a bite as well.  Creativity is a good thing but not at the expense of your message.  Often images and graphics work against the effective delivery of your message.  A well-designed sign is creative, and highlights the unique selling benefit or the product’s story, while highlighting, but not necessarily emphasizing the artist’s skills.

4)   Engaging shelf talkers are informative in at least one compelling way.
It’s about to get controversial here!  I abhor tasting notes.  I think they have a place in beverage selling but, unfortunately, most descriptions rely on overused phrases like “hints of pear” and “a floral bouquet”.  Further, I believe that many sales professionals use these descriptions because they’re easily sourced from either the Internet or the supplier.  I firmly believe that both the sales professional and retailer know far more about how to sell a product in a given market than the supplier – in some cases located half a world away.

Aesthetically, in the case of shelf-talkers, I am bothered in two ways.  First, there are often way too many words for such a small space.  Second, as many shelf-talkers look the same, one doesn’t necessarily stand out.  That’s the whole objective of a shelf-talker – to stand out.

Shelf talkers should have one primary focal point.  Something other than what one could discern by picking up the bottle.  If the product has one redeeming benefit, than that’s what should catch the consumer’s attention.  Just scored a 93 in a major trade publication, then that’s what should catch the consumer’s attention.  It’s certainly more time-consuming to make your shelf-talkers stand out, but you’ll be rewarded by the extra effort.

5)   Engaging shelf talkers are well maintained and don’t look like they’re been hanging there since wine was invented.
Retailers know that it’s beneficial to shake things up a bit.  By that I mean it helps to give your store a fresh look every once in a while.  Often, just moving a product from one end of the aisle to the other leaves consumers with the impression that it’s a new product.  Back in my retail days, I remember how we would move a product 2 feet and customers would ask when we got the XYZ Chardonnay in stock.  Funny thing is we had it all along; it was just 2 feet the other way!

A well maintained shelf-talker may give the illusion of an exciting new product and, just that fact alone, might spur some incremental sales.
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That’s just the way it works!

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Even though we live in a digital world, it is still important to promote your business offline as well as online. One of the ways in which you can do this is through the use of quality business cards. This is one of the reasons why business cards are still important in the digital era.

Over the past couple of decades, technology has come a very long way. We are now more reliant on tech than ever, and the internet has become a staple in day to day life. So, does this mean that printed materials such as business cards are redundant for businesses? Well, the answer to that question is most definitely not.

Adding to your professional image
Business cards still play a vital part in the promotion of your business, because they add to your professional image. Of course, you need to ensure that you have high-quality cards that are professionally printed. You also need to ensure you have the right information on the cards. By doing this, you will get the most from your business cards and will be able to use them alongside digital marketing.

Representing yourself and your business with real business cards
So, why is it still important to represent yourself and your business with real cards? Well, there are many reasons why these cards are not redundant and should still be used. Some of the key reasons behind this include:

• They are more personal. Exchange of information over digital platforms can come across as very impersonal. However, using a business card adds a real personal touch. You can engage more effectively with another person when handing out a card. It is also something physical that they have, which adds a personal touch. Emails and social media exchanges are very convenient, but they do not have the same personal edge as a card.

• They are great for events. Most business people go to a range of events each year. If anyone wants your business details, whipping out a pen and scribbling them down is not ideal at all. However, handing out a business card is professional and slick. This makes them ideal for business events and networking.

• Gives a good impression. A well-designed business card can give others a great impression of your business. These cards will form the initial impression for someone that you meet. If you want them to remember you, handing them a card is a great way to achieve this. It will provide them with all the contact information they need.

• Convenience and ease. These cards provide you with greater convenience and ease when handing out your details. As a business person, you may spend a lot of time on the road. This means that you are likely to bump into a lot of potential customers and contact.

• It can be shown to others.  If you impress a contact with your business card, there is a chance that they will show it to others. This immediately enables you to promote your business without lifting a finger.

• Makes you look organised. Having business cards to hand makes you look far more organised. Nobody wants to deal with a disorganised company.

The importance of a well-designed card
One thing you should bear in mind is the importance of having professional-looking cards. Often, your card will be the main first impression someone gets of your business. A tatty, badly designed card will do you no favours. Make sure that the cards are dynamic in terms of design. Also, make sure they contain the most vital information. This includes your phone number, email address, fax numbers, and social media details. In addition, you should ensure that the card is not cluttered with information. Keep it simple but use a striking design to make it look really slick and professional.