Building a Successful Signage Strategy
Retail and business signs are
critical to the success of local businesses. To adequately share information
with consumers and connect with potential customers, business owners need to
attract consumer attention, giving them a reason to walk through the door. By
promoting your business’ brand and features with signs, you can quickly and
easily communicate the message you most want to share.
Below are four ways that integrated
marketers can use retail and business signs to make a difference for your
Help Your Business Stand Out
retail signs help get first-time shoppers in the door of a business. A good, eye-catching sign will also help with word-of-mouth as an identifier
when someone is looking for your business. The quality of your interior and exterior
signs may reflect the quality of your products or services to potential
customers, so be sure to order high-quality signs. Conversely, the absence of
signs or the use of poorly written or worded signs may deter visitors and
customers from entering your store at all.
important to a business, large or small. Those businesses with a single
location need effective signage to stand out from competitors in the area, and
a business with multiple locations needs consistent signage that reflects their
brand to help customers recognize them regardless of location.
It’s Cost-Effective, Year-Round Advertising
Your signs are an always-on,
inexpensive sales team, promoting your business, day and night. The initial
cost of a sign, amortized over its lifetime in front of/on/in your business,
will ultimately be one of the least expensive marketing tactics you ever
undertake—and you only pay for it once. Your signs will passively promote your
business and services 24 hours a day, seven days a week, 365 days a year.
One caveat to the 24/7 nature of
signage is to consider what happens when the sun goes down—does your sign need
up- or downlighting? Should it be specially illuminated? Or will it be visible
without any extra adornment?
Great Signs Encourage Spending
point-of-sale signs, display signs, and other announcement signs help influence
a customer’s actions, encouraging them to spend. Be strategic with the
placement of signs to guide customers to the items or services you want to
sell—these are your in-store advertisements, drawing
attention to specific sales or promotions.
Signs are also great for compelling
add-on purchases or impulse buys. They grab customer attention and generate a
sense of urgency, tempting buyers to make unplanned purchases. Be clear and
bold, using color and language to make the sell—but don’t
forget your branding!
Communicate Important Health & Safety Information
As long as the world continues to
battle the COVID virus, effectively sharing important health
and safety information will remain a priority. Help customers and employees
remain safe with reminder signs about masking, handwashing, maintaining six
feet of distance between consumers, and other regulations. Signs also help
indicate elevator capacity limits and restaurant opening and service details.
Reach Out to a Marketing Service Company
Working with a locally-owned
marketing service company like Signal Graphics provides integrated
marketers with an established team to work with that know the area, the
audience, and what works for the specific environment. These experts have the
skills and experience to provide valuable guidance for designing and purchasing
signs. Give us a call today to learn more.