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8 Reasons to Invest in Business Signage to Boost Your Sales

No matter what kind of business you want to pursue, your ultimate goal is to get noticed. Whether you’re a large corporation or a small mom-and-pop operation, your success depends on how easy it is for potential customers to find you.

Most businesses rely on marketing and advertising teams to get the word out. Their goal is to familiarize the community with your reputation and your products or services. But even before you start working with these highly experienced teams to create your brand image, there is one thing you can do to get the ball rolling. By creating specially designed signs for your business you can develop a way to let people know who you are, where you’re located, and what your business stands for. The effectiveness is high when you go with custom signs smartly designed and printed for your business advertising. If you’re wondering just how important business signage can be, consider these reasons to make the investment.

They Are Affordable Marketing

Compared to other forms of advertising, signage is about as cost-effective as you can get. Strategically placed signs can give your business a high level of exposure at highly affordable rates. When compared with the cost of magazine, radio, or television ads, your outdoor signs can have a powerful ongoing impact on the community without any additional expense. In fact, you pay for it once and it will keep delivering results year after year.

Can Relate Directly To Your Customer

Your signs can directly connect with your customer. You can design them to connect to the consumer making sure they get the right message and deliver it right when it is needed the most. When your sign is placed in the point of sale location, the consumer will relate to it better. For example, a sign placed in the mall where your business is located will connect directly with consumers there to shop. The same sign on a radio advertisement may be heard by many more people with only a small percentage of them actively looking to make a purchase.

Increases Profitability

Even small signs can help to boost your bottom line. Research studies have shown that when business signage is well-designed, it can create a significant boost to annual sales. Illuminated signage can catch the attention of those passing by and encourage them to stop and visit your business. While every visitor to your doors will not make a purchase, with a significant increase in visitors, there will naturally be a higher percentage of those who will take advantage of your product or service and become a true customer.

Allow For Flexibility And Personalization

With digital advertising, your signage is designed to adapt to the consumer visiting your web page. However, using the same concept with physical signage strategically placed to catch the attention of commuter traffic you can attract just as much if not more people to your business. Creative indoor signage can be adapted to how the traffic flows inside of your building. In other words, your physical signage can be personalized to its location and people so that it is more effective in connecting with the people and what they need.

A More Reliable Way To Connect

Consider the statistics. The average person is on the road for at least 220 miles per week. This means that they are spending approximately 540 hours of drive time per year. A billboard placed right in their path will definitely be seen by more people. You might think that TV and cable ads will reach more people, but when you realize that newspaper readership has been on a steady decline over the last decade, viewership on TV is diluted by competitive channels, so fewer people are watching the same network, limiting the number of eyes that will see your ad, and radio listeners has also seen about a 9% decline over the same period of time.

It Attracts Impulse Customers

After a survey was conducted with one restaurant, results showed that 35% of their customers decided to visit on an impulse. They saw the sign and decided to go. The same study showed that only 10% of their customers visited because of seeing an advertisement. That means that their lower cost signage brought in 25% more business than their more expensive marketing and advertising budget. Physical signage strategically placed in the path of passersby will boost your sales significantly and for far less money.

Creates Better Brand Awareness

Even if a customer does not decide to enter your establishment as soon as they see the sign, it helps to let them know that your business is there to serve them whenever they are ready. Those that pass by your business every day will be constantly reminded that your services and products are available and where to find them.

Gives Customers Better Control

Today’s consumers are often overwhelmed by most advertising mediums. Their entertainment is often interrupted while they are watching their favorite tv shows or listening to music, which can often lead them to boredom and frustration. However, signage is not so intrusive. They serve as gentle reminders that your business is there and then consumers can choose when and where they want to pay attention to your sign. Thus, physical signage can literall9y reduce the number of negative emotions connected with your business and allow consumers to choose when they will take note of your advertisement.

Your sign represents a snapshot image of your business. It usually leaves a lasting impression that passersby can absorb. How visible, readable, and attractive you make it will make a major difference in just how others will perceive your business. It creates better brand awareness, so that over time, the business and its reputation will become well known to the public and yield highly positive results.


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Anna Papadopoulos
Editor, writer, teacher, consultant. Advocate for plain language, journalism, free speech, and tolerance. Feminist. Based in Sydney, Australia.
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