When looking at ways to improve traffic to your business, most suggestions pertain to digital marketing efforts. However, traditional methods still have a lot of merit for brick and mortar businesses.
Business signs are a small touch that can have a big impact, even in the modern era. Here are five compelling reasons that your business should have signage.
Well-made and well-placed signs are eye-catching, causing passersby to pause and take note of your business. While they may not become a customer today, repeated exposure can have positive long-term impacts. Whether someone finally decides to walk in and try the pizza you’ve been showcasing on your sandwich board or recalls your sign when considering a place to go for a drink, like advertising, signs create a visual stimulus that creates a connection with your business.
When crafting an eye-catching sign, look for something that will tie in with your brand and withstand the elements. Consider working with a Custom Metal Sign Company to create a bespoke piece that suits your needs.
Convey information quickly
The average consumer attention span is fleeting, especially in the fast-paced digital society of the modern world. It’s expected that you have fewer than two seconds to capture the attention of your potential customers before they lose interest.
Signs are a great way to capture attention and convey information quickly. The visual components, such as the color and typography, give an indication about your brand while the words create a connection about who you are and what you offer. Even something as simple as having business hours posted creates convenience for your customer, making it easier for them to walk through the door and give you their attention rather than seeking out a competitor.
While most people choose to use GPS to find a location, even technology has its limits. GPS might be able to get you to the general location of a business you seek, but it won’t always make the location obvious when it’s nestled next to a multitude of other businesses on a busy street.
An eye-catching sign acts as a guidepost that shouts “here I am!” to customers seeking your business. Having this feature is incredibly important, especially in large urban areas where customers may already be frustrated from finding parking and navigating thousands of other busy shoppers.
Translates to digital
To assist with the overall branding and making a connection with the digital world while using traditional advertising methods, a sign is an easy connection point. Having images of the signage online helps customers know where to look when GPS fails them, giving them a clear indication of what they’re looking for.
Additionally, having strong brand components creates a cohesive approach to building a marketing strategy. Many businesses have their signage custom made to replicate their logo, while others focus on the brand colors to attract attention.
Beat the competition
If your main competition has signage at their location, it’s essential that you have the same. Otherwise, they’re capitalizing on your absence and finding a place in your potential customers’ memories after they pass by.
As humans are visual creatures, having a well-designed sign can be the difference between your first-time customers choosing you over the competition. They are likely to walk through your door if your sign is more interesting or compelling. However, once they’re inside, it’s up to you to provide an experience that keeps them coming back for more.
While email marketing has largely replaced flyers and social media is overshadowing print ads in the media, the effectiveness of some traditional marketing methods will never change. Having a great sign at your brick and mortar business is one of those methods.