The Role of Signage in Business Marketing
If you’re looking for the best way to market your business and you’ve only got a modest promotional budget, then a sign could be the ideal method.
Signs are probably the oldest and certainly the simplest and most cost-effective form of visual marketing. They convey the relevant information in a straightforward manner, but the way that the information is conveyed can also say something about your business on a deeper level. For that reason, it’s important to put some thought into the role of signage in business marketing, and to make sure that you get your signs right.
Location is everything
There are two classes of location in which signs can be placed: on and around your place of business, and distributed about the wider local area. In the first case, signs will mostly be used to convey information. On the outside of your premises, they basically say: here we are, this is what we do, and this is when we’re open for business.
Signs inside the premises convey the sort of information that your customers need. They may point them in the direction of a certain product section, or in a restaurant or bar they could indicate the restroom. However, even these functional signs can be used for marketing purposes, by conveying a particular attitude or aesthetic. Humorous signs can help make customers feel welcome and relaxed, while a sign with strong images or a call to action (“Buy now for 20% off!”) could prompt profitable impulse buys.
Advertising around town
Signs in your local area are more about raising awareness of your business and conveying a certain impression. In other words, they are advertising. Signs of this nature might include billboards or ground-mounted signs, which can come in a variety of shapes and sizes. A novelty sign, perhaps in the shape of your product, can be more attention-grabbing than a simple statement of fact in a white rectangle.
Types of signs
Signs can be permanent or temporary, and can be made from a variety of materials. Some businesses, such as bars and restaurants, will need signs that can be changed daily or even more often as items from the menu sell out or are changed. A simple chalkboard can be used with white or colored chalk, or special chalkboard marker ink. Check out this guide on how to remove chalkboard paint from your board.
Positioning of signs
Signs are only effective when they can be seen, so give them the best chance of attracting your customers’ attention. Ideally, signs should be placed at eye level. Inside your premises, this could involve attaching them to walls or shelves, or hanging them from the ceiling. Bright colors and bold fonts can draw attention to your signs, and a striking image can support your words excellently.
We tend to think in terms of online marketing and search engine optimization these days, but the physical sign is out there 24/7 doing its job and shouldn’t be underestimated. Get the sign right and you’ll get your message across, loud and clear.