BUSINESS
Kerb Appeal
KERB APPEAL:
Making your business
LOOK WELCOMING Sometimes, we are so used to our own surroundings that we don’t see things as others do. Just as poor online reviews can mean that potential customers change their minds about booking, so an unwelcoming practice exterior can prevent clients from crossing the threshold…
W
Decide what image you want to project. What does your business say about you? Just as you might choose an outfit to convey a particular image, so you should design your clinic exterior to send a message. Have a look at some shop window displays in your nearest shopping centre or high street. Consider how they are designed to appeal to a particular demographic. What draws your eye and makes you want to go in? What makes you feel that the shop isn’t for you? A children’s stationery shop will have a colourful display of products designed to appeal to the impulse buyer, while a high end boutique might have bay trees and a carefully curated selection of outfits on display. Few will have windows filled with fading product containers, or a dusty display of orthotic insoles.
HEN it comes to retail
Do window graphics accurately reflect all the
business, people spend
services you offer or are they out of date? Are
thousands on the right
your opening hours correct? Does the window
corporate image, branding
graphic include the shop phone number and
and ambience to entice customers to enter their
website? Your frontage should make it easy for
stores and part with their cash. It’s about making
potential clients to get in touch even when you
sure that your practice rooms or clinic looks as
are closed.
appealing on the outside as on the inside.
blue suggests professionalism and reliability.
Colour can have a powerful effect on customer
Have a look at some shop window displays in your nearest shopping centre or high street. Your window display should convey your
perceptions. Sunshine yellow paintwork, a
enthusiasm and expertise. Consider using pop
at a bare minimum, look clean, safe, well-lit
window full of divination cards and a unicorn
up banners that can be changed regularly. If you
and attractive. Smeared, dirty windows and
door handle can really make you stand out, but
practice a less well known therapy, then consider
flaking paintwork can be easily remedied with
would be inappropriate for a specialist sports
a window display that explains the treatment.
a little effort and elbow grease. Have a look at
massage business or a business coach. Green is
Similarly, ask yourself if your window reflects
your signage. Is it complete, clean and correct?
regarded as fresh and natural, red is rarely used
your USP. It should reflect why customers come
Does it make clear what business you are in?
in premises promoting stress-free relaxation and
to you. If you chose to use a frosted window film,
Start with the basics. Your premises should,
rather than allowing potential clients a glimpse of your premises, then make sure this is designed to show what you do and how well you do it. Perhaps have leaflets and cards in a rack outside for people to take. Although over 81% of the information we take in when buying is visual, other senses also play their part. If, for example, scent plays a large part in your business, then sprinkling essential oil on your doormat or outside can be used to considerable effect. Travel agents have invoked exotic holidays using tropical coconut essential oil, while the scent of a branch of LUSH is unmistakable. n Being more inviting builds business.
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holistic therapist 2020
holistictherapistmagazine.com
