I was visiting a client in a medical office building today, and noticed a waste of the hospital's money.

As natural light bathed the beautiful three-story atrium, with fountains bubbling pleasantly in the background, there was a series of vertical banners that were doing absolutely no good.

Their idea was to promote a variety of services throughout the building, including glaucoma screenings and some elective medical services. But they're facing the wrong way.

In his book Why We Buy, Paco Underhill notes that customers entering a building are on a mission -- to get inside and get where they're going. That's it. They're not taking in any messages on their way in. I've witnessed it myself.

As I looked from the perspective of someone walking out, all the banners had their backs to me. Turn those puppies around, and you'll instantly grab more eyeballs.

The exit route is prime territory for messages. People aren't in such a hurry, and the landscape is wide open for communication.

Do you have underutilized space along your exit route? Face a message to your customers on their way out, and give them a good reason to come back soon!

Labels: customer centered, marketing, research, signage