January is a notoriously tricky month for retailers.

On the one hand, some shoppers are ready to hit the stores with their Christmas cash and wallets full of gift vouchers as soon as the holidays are over. But plenty of people will be feeling the pinch after last month’s festive splurge, and so will expect brands to lay on big sales and impressive discounts to entice them to part with their money.

As well as balancing their inventories and cleaning out any lingering over-orders, shop owners need to get their pricing strategy right if they want to boost footfall at what is often considered to be the most depressing time of the year (if so-called Blue Monday, ie the third Monday of the month, is anything to go by, anyway). They also need to make sure they draw in the crowds with an effective advertising campaign.

Printed flyers and leaflets can generate good coverage but are often a shot in the dark, and they’re not particularly eco-friendly, either. Social media marketing is sometimes hit and miss, and paying for online ads can be costly.

So, how do you generate a buzz around your store’s latest offer this January without breaking the bank?

With digital advertising billboards, of course!

Digital displays for retailers are designed to reach large audiences in and around shopping centres, even when space is at a premium. Forget blurry images delivered by bulky, cumbersome boards that take up far too much square footage – LED billboards will provide you with a flexible, versatile, and surprisingly robust means of advertising promotions at your retail venue at what can often be a make-or-break time of year for brick-and-mortar businesses.

Why invest in digital signage for your retail outlet during the January sales?

Get a high-quality picture as standard with retail digital signage

Thanks to their large size and 4.8mm pixel pitch, contemporary digital signs deliver crystal clear imagery that can be seen at any time of day.

You can change your content yourself

There’s no need to take down and reinstall your digital advertising onsite every time you want to promote something new. If your marketing requirements change, you can swap your ad for another one at the click of a button, from wherever you are in the world.

Benefit from your sign’s robust construction

Modern-day digital signs are built to international safety standards and specifically designed to withstand even the wettest, windiest weather conditions.

How can you use your digital retail outdoor signage to your best advantage?

It’s one thing bringing digital billboards to your site, and it’s another making sure you get the best possible value for money from your purchases.

Here are a few top tips to help you run a high impact outdoor advertising campaign, supported by the latest in LED technology.

Place your sign in the right location

It may sound obvious, but you’d be surprised how many brands fail to find the optimal place for their LED digital advertising! The key is to find a spot that gets a lot of traffic from either cars or pedestrians (or, in fact, both). We recommend erecting your sign outside your retail park, in an adjoining car park, or across from busy motorways or main roads.

As an aside, you won’t need planning permission to install digital billboards or one of our printed temporary billboards, so you can order your January sales signage without having to worry about any additional paperwork. Bonus! And because they are manufactured using robust materials, you won’t need to worry about your signage being damaged by the elements, either.

Adjust your ads according to the time of the month

At the start of January, you may want to use your digital signage to share general marketing statements and top-line sales information. But as the month progresses, you can experiment with more specific messaging that promotes particular deals or, if you are advertising at a retail outlet, signposts customers towards a store with an especially attractive offer. As you edge towards the last week of what is notoriously a long month for shoppers AND businesses, you can use your ad to promote high profit items or deals on stock that needs to be cleared to make way for new items – all without having to move or adjust the sign itself!

Make sure your ad design looks professional

Setting up your digital billboard and placing it in the correct position is only half the battle when it comes to ensuring tangible results from your outdoor advertising campaign. Don’t be tempted to cut corners when it comes to producing the ad itself, because poorly considered graphics can be a real turn-off for potential buyers. If budget allows, invest in professional design expertise – and always proofread your ad copy to iron out any mistakes before you start putting your brand in front of thousands of people.

So if you wish to hire outdoor LED signage just speak to our sales team.

Prefer to opt for a printed alternative?

Printed billboards are just as effective as their digital counterparts, particularly if you are looking for a short-term solution. Our printed signs come in 4 different sizes to cater for every scenario. All of our signage is mobile and easily transported to your required location. With a quick installation you can be advertising your retail outlet within 24 hours.

Contact Trotter for more advice on using digital or temporary signage to advertise your January sales (or at any time of the year, in fact!).