Every business, whether just starting out or already established and focused on growth, should regard signage as a vital part of marketing. It’s a proven, cost-effective way to get your message out. Even those who already include signage as an important aspect of advertising may want to increase their signage to generate even more consumer traffic. Here are three instant benefits of increasing your company’s signage.
Branding is about recognition, and a sign with your logo that a commuter sees a dozen times a day creates instant recognition whether they stop to read it or not. Signage should be attractive and easy to associate with your product or service. For example, if you run a tropical fish store, you could use fish-shaped signs that show beautiful colored images of exotic fish on a blue background alongside your business name and address. Local traffic seeing these signs over and over again will start to think about your business whenever they think about fish. As Wikipedia points out signs can be: “symbols to communicate a message to a specific group.” This is what drives targeted traffic – not just generic signage but branded signage that instantly clicks with your targeted customers. In a competitive marketplace, creating and promoting not just a name, but a brand identity, is important.
2. Cost effective
Each sign can be thought of a silent salesperson working 24/7 for your business. Considering that, your cost per sign is extremely low compared to most other forms of advertising, such as radio, television, print publications, and even online ads. For small or new businesses with limited funds, saving money while still getting good results is important to the bottom line and future stability. Another cost-saving benefit of signage is that it’s re-useable. Promotional signs can be stored and used again later at a cost of almost zero. Doubling or tripling signage under these circumstances makes fiscal sense and instant savings.
Signage can be created in virtually unlimited sizes, shapes, colors, fonts, and materials. Building mounted signs take advantage of foot traffic. Billboards attract the attention of motorists. You could affix magnetic signs to your own vehicle to transform it into mobile advertising. Interior signs help buyers locate merchandise and drive impulse sales. Other common sign types are pennants, fence banners, lawn signs, and with modern technology, digital display signs. The important thing to take away from this is that you can design signage for a variety of uses, and the more types of signage you place in more locations instantly creates recognition with a new audience. Just be sure your sign is legible – think promotion, but as the SBA says, think practical.