Signs communicate confidence. They show what business you represent and that you are proud of it. You’ve probably never passed by a McDonald’s sign without noticing it. McDonald’s has a brand presence rivaled by just a few. This goes to show how indispensable signs are to a business. Here’s what signs can tell about your business and why you should consider getting a sign up to promote your business.
Location of Your Business
Most potential customers first find out about a business from the signs they see outside. Signs are invaluable to businesses that rely on impulse purchases, for instance, restaurants or bars, especially those in a touristy or recreational environment. No wonder, you’ll notice most tourist places are perfused by such signs.
A FedEx study has found that 8 in 10 people check out stores based simply on their signs, and that 6 in 10 avoid those that have no signs, and the percentages of customers that stop on impulse at fast food restaurants is 40 percent and service stations is 45 percent.
Branding and logos for businesses help create brand equity by reinforcing the companies’ images in the minds of frequent passers-by. This is especially true for companies with catchy brand slogans and memorable advertising.
Product/Service Description
Physical signs often tell people what to expect from a store. Having the right sign can boost your business. One that gives a clear idea, without ambiguity, is bound to attract the right kind of customers. Overly descriptive signs could do just as much damage as plain ones, as they tend to look cluttered and unprofessional.
Around 50 percent of a survey’s respondents said they shy way from stores with bad signage, and nearly 40 percent of largely branched companies professed that signage plays the biggest role in their branding, according to FedEx and UC.
Most businesses and customers prefer legible, clever-written signs to embellished or pimped up signs. This is especially true if your business is “self-service” oriented, like drive-in restaurants or gas stations, as people may require instructions to navigate through the stores.
Signs as Salespersons
Signs are the metaphorical salespersons that will work restlessly for you, every day of the year, and don’t take sick-leaves or ask for raises. Thus, proper signs can save budget allocations for employing a greater salesforce.
17% percent of Best Buy’s walk-in customers are due to their signs. Research suggests that 85 percent of a brick and mortar store’s customers come from within a five-mile radius.
Relative Value of Signs
One sign costs $0.02 per one thousand views while a newspaper ad costs $2.81 per one thousand views and reaches just about fifty-five percent of the market, and a single TV ad costs $9.82 per one thousand views, making signs twenty-four times as valuable as a newspaper every year and overwhelmingly more valuable than a TV ad.
Types of Signs
Contemporary signage is of several varieties:
- A-Boards they are boards of varying signs placed on pavements outside restaurants or florists.
- Directional Signs tell customers where to find stores, close to the stores themselves.
- Illuminated Signs are visible from a distance at night, or during bad winter weather, making them perfect for stores out in the suburban areas.
- Shop Front Signs are found right on the entrances of shops and give pedestrians information about the shops and their products. They are an efficacious medium, capable of turning passers-by into customers.
- Industrial Signs embossed on warehouses and factories are larger than retail signs and are suitable for commercial businesses.
- Monolith Signs are erectable most anywhere and guarantee maximum visual impact, especially if illuminated.
The Main Focal Point
Signs are constantly being developed and innovated evident from events like the ISA (International Sign Expo). Although we have seen how signage can be a crucial form of advertising. When used in conjugation with other forms of marketing, like TV ads, campaigns and newspaper ads, signs can help businesses create brand equity, drive sales, spread information, and increase foot traffic.
