We all know how important first impressions are when it comes to meeting someone new. The same can be said for businesses as well. As a business owner, you often only have one opportunity to make a good first impression on potential customers. If you don’t, you could be missing out on making a sale and gaining new customers. One of the most effective ways to draw customers to your business is by incorporating custom signage into your marketing strategy.
Whether you’re a small business that is just starting out or one that is established and has been around for several years, one thing is certain—your signage plays a vital role in your business’s success. Using signs to advertise a business and promote its offerings has been a common practice throughout history. These days, however, this traditional method of marketing is often overlooked in favor of digital advertising strategies. Many businesses fail to realize just how important signs are. In fact, they’re one of the most visible means of communication that your business has with existing and potential customers and should be combined with a strong digital marketing strategy. Here are seven ways custom signage can give your business traction.
1. Increase Brand Awareness
One of the most important benefits of using custom signage to advertise your business and its offerings is that it helps build awareness around your brand. People are more likely to make purchases at businesses they’re most familiar with and signs do just that—they tell your customers who you are and communicate other important information, such as what specials and promotions you may be running. Even businesses in smaller towns with seemingly little competition need to find ways to stand out and create an image of themselves that customers will remember. A well-designed sign with your logo, company name and eye-catching colors will go a long way in helping people recognize and remember you.
2. Make You Stand Out
When it comes to promoting your business, one thing is certain—it pays to be different. In larger cities where you may have numerous competitors, a well-designed sign can make a huge difference. As you design custom signage for your business, get creative and use bold colors, unique design options and an intriguing message to set yourself apart from other companies who may have similar offerings and make it easier for your customers to remember who you are.
3. Share Important Information
Not everyone who passes by one of your signs will turn into an immediate customer and want to make a purchase, and that’s perfectly okay. There are more ways to use custom signage effectively than just to encourage potential customers to come into your business. Signs can also be used to communicate important information to new and existing customers. For example, you can use signs to share details about an upcoming sale or provide information like your company’s website address or phone number where you can be reached, making it much easier for customers to engage with you later.
4. Generate Impulse Purchases
Think about the last time you went to a mall or shopping center. You probably remember seeing signs everywhere, hanging in windows and displayed outside of storefronts, showcasing the special sales and promotions various businesses had to offer. It’s likely that you were successfully coaxed—or, at the very least, very tempted—into making a purchase just because you saw a sign that caught your eye. Investing in quality signage is an effective way to encourage customers to make unplanned stops and impulse purchases. In fact, according to a study by FedEx and Ketchum Global Research and Analytics, 76 percent of customers said they entered a store they have never been to before solely because its signs attracted their attention. Sixty-seven percent said they made a purchase based simply on a company’s signage.
5. Increase Profits
According to a comprehensive study by the University of Cincinnati, on-premise signage has an enormous impact on businesses. Well-designed signs that are properly placed are especially effective in directly and indirectly generating an increase in sales revenue for businesses. In this study, 225 companies in various industries from retail to accommodation to food services were surveyed—all reported an increase in business since adding new signage.
6. Cost-effective Marketing
Investing in custom signage is one of the most cost-effective marketing strategies available. While you may have to make a large upfront investment, signs are a less expensive tool for promoting your business than other strategies. For example, the cost of advertising your business on TV locally is anywhere between $200 and $1,500 for a 30-second commercial. The costs associated with promoting your company and its offerings online or at an event are also significant in comparison to on-premise signage. Custom signage allows you to achieve a strong impact on your customers without depleting your budget.
7. Year-Round Advertising
For many other forms of advertising—such as TV commercials and newspaper ads—you have to pay over and over again if you want to keep your advertisement in front of potential customers’ eyes. With a sign, however, you’ll only have to pay once up front and will be able to advertise your business 24 hours a day, seven days a week and 365 days a year. With proper care and maintenance, you should be able to use your signage for several years before replacing it. The truth of the matter is this: The time and money required to maintain a high-quality business sign that attracts customers is nothing compared to the cost of showing a commercial or placing an ad in your local newspaper where you’ll likely only reach a small percentage of your target audience.
There are many benefits to using signs as a way to promote your business, from building your brand to increasing profits and engaging with your customer base. As you sit down and start to think about your advertising budget for the next quarter or year, consider including custom signage into your marketing strategy.
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