Sign Walker Or Sign Spinner
While some would argue that human directional advertising is equally effective as either sign spinners or sign walkers it has been proven through sales measurements that sign walkers have a greater effect on sales. The major difference between a sign walker and sign spinner is that sign walkers generally are holding a double sided 10 to 12ft advertisement highlighting a specific event. And the sign spinner usually has an arrow shaped or narrow advertising sign which is double sided and can be spun or manipulated in different ways very easily.
The market reasoning behind sign walking being more effective without analytical proof is simply based on the sheer visibility and comprehension of the content put on display. To compare and contrast sign spinners usually are displaying one piece of brand information on both sides of their advertising vehicle and in addition the sign is in perpetual motion so passersby don’t have the opportunity to read the copy but rather are attracted to the place of business because of entertainment value. The exact opposite is true about sign walkers. Not only are the signs much larger and visible the quality and amount of content is much more informative. In addition it is more common to find sign walkers advertising for specific events such as grand openings or seasonal sales that a particular company is putting on. And the signs are being gently waved not spun indiscriminately.
The primary reason that this difference would seem to dictate profitability in addition to superior market visibility is because generally sign walkers work in teams with one organized goal in mind. When a sign event company is contracted to promote an event using human directionals a strategic marketing plan is developed determining the most effective point of B2C interaction. The most common places for effective B2C interaction when promoting a sale, or the opening or closing of a store is in the immediate vicinity of the place of business. However, this same interaction can be executed effectively at points of entry, this can be defined by side streets leading to the place of business or by drive ways into a parking lot for major malls.
Another reason that sign spinners are gradually loosing this battle is because of professionalism. While everyone loves a good show not everyone genuinely appreciates it. And if a company has either moved locations or the consumer is simply trying to find a business which advertised some sort of promotion in the paper by following a media trail, a constantly moving sign is going to be very difficult to use for navigational guidance at best.
The real question is which came first in this case the spinner or the walker. But, that is like saying the chicken or the egg. Because so many people have different opinions about the value of each type of human directional advertisement. To go with those opinions is a healthy competition within the market place. For the foreseeable future the difference of static display and perpetual motion will do battle but, eventually sign walkers will win out because ultimately the financial benefits will out way any entertainment value drawn from the spinning and back flipping of sign spinning.