The Strategy Behind Your Business Sign
It may seem that much of today’s marketing material is geared toward online business, but there is still a great amount of success that can be found in a traditional brick and mortar store. A physical storefront allows people to sample merchandise, interact with knowledgeable salespeople, and decide with their eyes instead of their brains. In order to bring people into these stores, nothing is more effective when it comes to marketing to today’s consumer than a well-designed business sign. Why?
Half of All Customers Come In Because of the Sign
The amount invested into a quality business sign cannot be overstated. Research shows that half of all customers who come into any business do so because of the sign that is displayed out front. It doesn’t necessarily have to be a branded sign that accomplishes this either – some businesses display menus, while others display special sales on specific products. What’s more is that 35% of people wouldn’t even know your business was at its location unless you have a sign displayed. And if you’re business targets a younger audience, 52% of teenage and adult Americans have viewed a digital display within the past week.
Most of Your Customers Live Within 5 Miles of Your Storefront
When it comes to local, retail business, a vast majority of your customers live within 5 miles of your store. That means the average person will see your sign about twice per day, or about sixty times per month. Your sign, therefore, becomes an effective advertising tool to entice people to visit your store, whether on a planned trip or on an impulse. If you can effectively communicate on your signage what your business sells and why people should visit your store, then your business sign will be a more effective tool than any advertisement you could purchase.
Substantiate Word of Mouth Referrals
The reputation your business has with its current customers is more valuable than advertising in the newspaper, on the radio, and TV or even on-line. This means you’ve got to back up the value of what you have to sell with the value you communicate on your business sign. When you combine the amount of business from your sign and what you get from word of mouth, it’s more than 80% of your total daily revenues. A great sign is great. But, it alone can’t erase a negative reputation. Work on building your brand and back it up with great signage.
New Signage Shows You Care
Many business signs are simply a reflection of a business name. The quality of your signage is a reflection of the business. Quality signage shows that you CARE about and believe in your business – so customers should too. When you invest in signage for your business, prospects will start investing in your business too. Is it time to reconsider what your business sign is communicating to your potential customers?
The Sign Research Foundation reiterates the importance of having a clear strategy when choosing to purchase business signage and designing that signage. “A new and important strategy that has led to more effective signs is expanding the idea of a sign to go beyond just one on-premise sign to a complete strategy.” Anne Kong, Professor of Visual Presentation and Exhibition Design, Fashion Institute of Technology, describes this practice as reshaping sign, architecture and display. Retail buildings are becoming much more transparent, making window and fixture display part of the overall brand identity development process. This also makes sign quality and placement important now more than ever.
If you need signage for your business – whether new or an update – contact the experts at Forerunner Signs & Graphics. From concept, to creation to installation…we’re there with you every step of the way!