Apr 21

Storefronts Matter

You pay a premium to rent a ground floor store on a busy (main) arterial.

Then you spend a fortune fitting up the interior.

But what retailers and service businesses then forget is to pay (almost) as much attention to the outside of your store as to the inside.

It’s the thing that folks see 24/7/365 so why ignore its vast potential to build your brand and market it day after day… for free?

Usually because they employ designers who are interior designers or because they’ve run out of money and can’t afford to do a proper treatment to their storefront.

This is a mistake. 

Jayme Monterro, the young entrepreneur who owns Purrdy Paws (mobile and store-based pet grooming business), got the message in a big way.

She’s just opened her new location on Bank street (downtown Ottawa Canada) and recently unveiled her storefront, which is both a show stopper and eye-catcher.

All she needs to do is add a couple of sponsor names to complete the look and add some dough to her coffers and she’s set.

Here’s what her storefront used to look like:


What does a billboard cost?

In a city like Ottawa, about $1,000 to $3,500 per side per month, depending on where it is and the traffic (both vehicular and pedestrian) that goes by.

So you should look at your storefront as a $30,000 per year billboard that’s actually free.

@ profbruce

Read more about Purrdy Paws and sponsorship here, https://profbruce.tumblr.com/post/138408174484/downtown-pet-grooming-shop-opening-soon-want-your

footnote by Jayme:

Thanks for the mention(s) Prof Bruce! I’m really excited with the outcome 🙂

having the painter painting generated lots of questions and walk-ins to our  store.

Due to the fact my sign is so high and had a white background, it
really didn’t pop off the front of the building as it was white itself. Now with
the dark background the sign is far more visible and inviting.

contemplated the idea of having sponsors funding the mural but was worried if
they decided not to renew that we would have to repaint or they would end up
getting exposure regardless of if they’d paid. I considered the canopy idea as well and
then came up with the following thoughts:

If customers still could not
see my sign easily or didn’t pay attention to the sandwich board, the paw prints
are a clear indication of what type of service we offer. They are eye-catching
and direct.

I decided against the canopy as well, but wanted to still
offer potential sponsors front of store exposure as you suggested. We are
proposing window spots (the top three windows) at two different price points as
the center one is larger and central. We have an artist who can paint their
preferred logo or design from the inside of the window and should they choose
not to renew it can easily be removed and replaced at a minimal

Thanks again Bruce!





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About the Author

Bruce is an entrepreneur/real estate broker/developer/coach/urban guru/keynote speaker/Sens founder/novelist/columnist/peerless husband/dad.