When building a marketing plan, businesses typically think about online ads, social media marketing, direct marketing, and so on. Unfortunately, these marketing strategies may only reach prospects who are looking for similar products or services. Hundreds of people are driving by their business every day. Since business signs are commonplace, business owners often take them for granted and undermine their power.
Signage marketing is the use of visual aids, often large and artistic, known as signs to communicate to the public and promote a business, product, or service. Signs are designed to grab the attention of the public. It is impossible to walk or drive through an urban environment today and not see signage. Every business has signage, largely because it is the simplest, most accessible form of advertising. Storefront signs say, “My business operates here.” Flags and banners say, “We’re having a sale right now.” Big window clings say, “Look at the products I sell.”
Signage is Important
Signage plays many different roles for a business. Signs are more than just an advertisement or to show off your brand. They are a multifaceted tool. Signs are a form of communication. They can serve many purposes for the viewer. Signs inform and instruct the public about a topic, issue, product, service, or business. They may convince viewers of a need for a product or service. Signs sometimes are designed to influence the public on a certain point of view on a topic or issue.
Benefits of Signage Marketing
Signs serve purposes for a business as well. According to a study conducted by researchers from the Sign Research Foundation, the addition of a sign at each fast-food outlet in Los Angeles resulted in an increase in the overall revenue by almost $132 million! Captivating business signs can serve as effective marketing tools.
Signage is a tangible, visible representation of your brand. They can inform, direct, or entice a customer to take the desired action. They attract attention, create intrigue, and promote interest. Signs actually beckon our unconscious minds! Signs expose people to and educate them about your business and brand. They strengthen your brand’s awareness and customer recognition. Signs help your business to stand out from the competition. No matter what your sign says, viewers will make assumptions about your brand based on how they respond to your sign. They will form answers to questions such as:
- What your brand offers
- Why the customer needs it
- Why your brand is best
- Where to find your brand
You want to be sure that the assumptions they form are positive ones! If your signage sends a good message and creates positive emotions, there’s a good chance your brand will benefit in some way. Unfortunately, the opposite is also true. Poor signage will spark a lackluster response and may even lower people’s expectations or perceptions of your business. In a world where perception is reality, good signage is vital and important!
Why Use Signs?
Traditional signage marketing has worked for hundreds of years. It is low cost and easy to maintain. There’s no need for an internet signal or electricity, aside from a solar panel wired to light for nighttime visibility. Once your traditional sign is in place, you know it will be there and be seen until you decide to take it down. Signage is one of the best ways to interact with consumers in the physical world. Consumers cannot just click off the web page or click the x. They cannot send a sign to their spam folder. They cannot unsubscribe to your sign. Signage offers your business the opportunity to capture consumers that your marketing may not reach in other channels. It reinforces your messaging and builds familiarity and loyalty. There are many reasons to use signage as part of your marketing strategy.
- Signs offer a first impression of your business.
- Signs draw visitors into your business.
- Signs open the door to discovering more about your business.
- Signs establish your brand.
- Quality signs offer a competitive edge to your business.
- Signs promote your business around the clock non-stop.
Location of Signs
Marketing works when you reach the right people, at the right time, in the right place. Using signage in your marketing strategy gives you control over the location consumers will receive your message. Considering the context of the location will guide you in creating the most appropriate message for that location. For example, a sign in the window of a shop may prompt an immediate response of a customer coming in and even purchasing an item. A sign on the highway is more general and informative.
A successful sign considers the audience. Based on the location, imagine the type of viewer who will encounter the sign. Be sure the message is relevant and meaningful to them. The sign should resonate with the viewers who will see it.
The overarching goal of any marketing strategy is to push a consumer to act. Use language and images that will give them a reason to do something in response. Research shows that 8 out of 10 customers enter a store because of their interest in the business’ sign alone. Also, 42% of women and 31% of men enter a store based on the business sign.
Grab Attention with Signs
Signs are designed to grab attention. If no one sees the sign, the sign provides no benefit.
There are several strategies to help make your sign grab the attention of viewers.
- Keep the message simple (7 words or less)
- Make the text large and easy to read
- Choose a compelling color scheme
- Contrast the color of the text to the color of the backgrounds
- Be sure the sign does not blend into its environment
- Stay on brand
Of course, creativity will take you far in marketing. Be as creative as you can without complicating or muddying your message. Consider placing a sign in a place the audience would least expect it. It will be poised to make a big impression! The unexpectedness will more likely stay on the viewer’s mind in a more meaningful way until they are able to act.
Types of Signage
There are countless types of signage. Businesses can create signs in any size, shape, color, or material and display them just about anywhere. You are only limited by your imagination! Here are some known types of signage.
- Billboards – These highway signs may be seen by commuters driving to work every single day, and your message will make an impression in their minds.
- Mobile billboards
- Wall and Floor Graphics – Indoor or outdoor, these graphics grab attention, give direction, and boost brand awareness.
- Public Transport – Buses, taxis, trolleys, and streetcars are all ideal places to catch an audience.
- Vinyl Wraps – Vinyl wraps can go on vehicles, windows, furniture, buildings – anything with a smooth surface. These are great for putting your message in unexpected places.
- Flags and Banners – These larger-scale signs can’t be ignored and can draw passersby into your business.
- Digital Signs – Digital signs get the benefits of physical signage and use the possibilities offered by digital technology. They can be highly customizable, flexible, and easy to update.
Signage can be used as a versatile marketing tool to boost your brand value, draw new customers, and increase revenue. Consulting with a signage professional to create the perfect signage for your business will offer you the best results. At NuMedia Marketing we can help you keep up with the latest in signage marketing. Contact us today for all your sign needs!