How effective is signage advertising?

Effective signage can help small businesses achieve brand recognition and gain immediate visibility in consumers' minds. Nearly 2 out of 5 buyers say they have made assumptions about a company based on the quality and clarity of their signs. A study conducted by the International Sign Association concluded that more than half of participating customers discovered businesses through local signage. The study also found that signage can improve sales by 7% and the resulting 124% increase in profits.

Banners and signage are highly portable and can be used to advertise elsewhere. This is a good way to reach potential customers in other places. However, you need to identify where your target audience is or find out where they frequently visit you. Banners are ideal for busy areas or places with heavy foot traffic.

This is a cost-effective way to spread brand awareness and gain additional reach. Research shows how powerful signage can be, especially in terms of new businesses. For example, the U.S. Small Business Administration reports that a 24-month study of 165 small independent businesses revealed that half of their new customers were attracted to the company by outdoor signage.

For companies that have limited marketing funds, signs can be a cost-effective form of marketing. According to the SBA website, the cost per thousand, a common method used to measure the cost of reaching a thousand potential customers, is much lower in signage than in other types of advertising, such as radio, television and newspapers. While many factors influence customer loyalty, well-designed banners and signs will occupy your customers' minds for a long time and increase loyalty. So how can you ensure that your signage reflects the character and identity of your brand? It's imperative to work with a designer and follow your band's guidelines.

According to a 4-year study by the Sign Research Foundation, approximately 54% of buyers say they've been there and haven't been able to locate a company because of an ineffective commercial sign. If you've seen a commercial sign before and you still remember it, it's likely that the sign was excellently designed. Signage can be extremely cost-effective compared to pay-per-impression (PPI) advertising, where you pay for each ad that is published via email, on social media, and through other media, such as television, radio, press, etc. Presenting your customers with clear, concise and branded signage is an important part of your company's puzzle.

As with brand character and identity, you want your signage to quickly and easily tell potential customers what your brand is about, so your signage should give a great first impression to everyone who sees it. Your company signage can be anything from wall signs, window signs, sidewalk signs, floor signs and more. Providing clear communication through signage is a great way to eliminate the barrier between cognitive overload and increase the chances of buying by the end user. The eye-catching business signage placed in the right places will attract people who can then become customers.

Whether for posting local or external advertisements, using creative and attractive signs is beneficial, as it differentiates your company from the competition. While each may serve a different purpose, if done correctly, good signage provides your customers and potential customers with subtle but important communication signals, increases brand awareness and, in the end, can help you convert a sale. .

Benny Molyneaux
Benny Molyneaux

Incurable twitter practitioner. Food junkie. Passionate bacon advocate. Infuriatingly humble tv geek. Total zombie fanatic. Hipster-friendly pop culture aficionado.