Signage for Marketing: Using Your Signs to Connect With Customers
- January 14, 2022
- Posted by: Ryan Brady
- Category: Branding, Business Branding, Marketing, Signage Benefits, Signage Strategies
What is signage for marketing? Well, how do you usually market your business?
Do you take out ads on local television or radio?
Have you spent money on sponsored social media ads, hoping to target people in your area who are looking for the product or service you have to offer?
Perhaps you’ve held events, contests, and giveaways hoping to catch the attention of new customers.
Throughout all of this, you might have been ignoring your most effective marketing campaign of all: your business signs.
A business’s sign is the first impression that many customers get of what you do, who you are, and if you care.
A run-down or unattractive sign can seem like an afterthought and send the wrong message about your business.
Instead, treat your sign as an opportunity and take advantage of signage for marketing!
The Dangers of Ineffective Signage
I once visited a burger joint that had the best burger I’ve ever put in my mouth. The food was hot, the ingredients were fresh, and the restaurant was clean and well-run. You’d never have known that from the outside, though, as their sign was a classic example of epic signage fail: it was badly designed and looked like it was first put up in 1972 and had never been touched since. I found out about the place through word of mouth and that’s the only reason I ventured in.
If you’ve got a healthy base of customers via word of mouth, you probably don’t need to be reading this article. For the rest of us, we rely on marketing that includes customers who happen by our businesses. An old or ill-maintained sign sends a dire warning about the kind of product or service customers can expect when they step through your door … and it could be enough to send many of them driving on past.
Similarly, signage that’s badly designed or hard to see may be just as harmful as having no sign at all. If people don’t know who you are or can’t see that your business is there, you’ll never win them as customers.
Utilizing Signage For Marketing
When you work with the Brady Signs team to design and install your sign, we understand how to create the most impactful message to market your business to everyone who passes by. Good signage will stand the test of time, and that’s why you should think of signage as a long-term investment.
This includes more than just the main sign for your business. You can also design short-term, seasonal signage to be rotated throughout the year. This is a wonderful way to boost immediate sales, and with high-quality signage, you’ll be able to reuse it over and over again.
Attractive signs aren’t just for the exterior of your business, either — you can also use them on the inside. Some of the most interesting casual dining restaurants I’ve been to are ones that employ creative use of signs throughout the interior of their establishments.
Another great choice for a new sign installation? Many businesses are turning to digital signage. These signs are a dynamic way to market your business with their bright colors and ever-changing messaging. If you have lots of events, sales, and specials, digital signage can help you get the word out in a visible way.
No matter what sign you choose, keep in mind that over time, your sign will become a part of your brand and people will think of it when they think of your business. When each run of a newspaper, TV, or social media ad ends, your sign will still be there as a standard-bearer for your business. When you use high-quality signage as a long-term investment, you’re settling on a marketing campaign that will generate returns for years to come.
At Brady Signs, we’re a third-generation family business that’s served as a premier provider of business signage solutions throughout the North Central Ohio region and beyond for nearly 50 years.
Want to learn how we can convert your brand into a statement using our eye-catching signage for business? We’re here to talk.