Can a sign improve your business' bottom line? The answer is an unequivocal yes. Surveys indicate the average consumer views thousands of advertisements every day, many of them signs. And the reason there are so many billboards, banners, scrolling digital boards and standard signs is because they work.
The number one issue for business is name recognition. Customers won’t purchase your products or services if they aren’t aware your business exists. A proprietary sign is the perfect answer to that specific dilemma. As a promotional vehicle, signs can convey a number of important details. Most importantly, they alert prospective customers that, ‘I am here’. For a brick and mortar storefront or shop, a sign announcing who you are and what you do isn’t optional – it’s a necessity.
But signs can serve other purposes as well. Another impactive tactic in signage is the tried and true, ‘call to action’. ‘Buy now’, ‘open 24 hours’, ‘call us’ or ‘come on in’ are only a small sample of direct and implied calls to action. Each in their own way, these calls to action push potential customers to act in a way the business owner would like them to. The power of suggestion has been always been a prime marketing tool and signs are key in that effort.
Can a sign improve your business' bottom line? Yes. Aside from being phenomenally successful, signs are also extremely cost effective. While television advertising can cost tens of thousands or even millions of dollars, and radio or print advertising can be just as costly, signs are remarkably inexpensive.
The design of your sign is also an important factor, just as important as the size, type and location of its placement. The two most common mistakes when creating sign graphics are first, the content is too busy, and second, the copy too small to read. When laying out the initial design or your graphics and message, one should always keep in mind the range the sign will be viewed from. If customers will only see your sign from a distance, the design must incorporate large enough graphics to be easily read.
And that brings us to the second common mistake – it’s too busy. Too much information or too many graphics will take away from the marketing impact of your sign. A human being’s eyes and attention span are automatically drawn to the largest, most eye-catching graphic on any typical sign. A proprietor only has a second or two to convey their desired message. If there are too many graphics or if there is simply too much information to read and process, your message will be lost and the potential customer will move on.
Signs have always been a preferred method for a business to promote their service or products. Not only are they inexpensive and extremely cost-effective, but best of all, they work. Can a sign improve your business' bottom line? Yes, and it will improve the quality of your business communications too.
