Among all marketing strategies, on-premise signage is one of the most effective at getting the attention of prospective customers. It’s also one of the least expensive, coming in well below billboards and TV ads. Plus, business signs are visible 24/7 and provide continuous exposure for your brand—making them a great return on investment.
Your exterior business sign serves a couple of primary purposes: It tells people who you are and where you’re located, and it piques their interest with a visually captivating design. This is especially important, because, according to a study by FedEx, two-thirds of customers make judgments about the quality of your business based on their initial impression of your storefront and sign.
To capture the interest of passersby, your business sign should be able to clearly communicate who you are and what you do in a concise, clear, and engaging way. A great way to do this is with a slogan, a quote, or some other form of text that’s both interesting and relevant to your business. This is often enough to draw in curious shoppers who’d otherwise miss your business.
Once they’re inside, interior signs help give them a positive customer experience by providing the information they need to get the most out of your products and services. They may indicate the location of different departments or sections, show how to use specific products, or highlight special deals. They might even offer safety tips and comply with state or local requirements.
Your signage should also connect your physical and digital marketing efforts. Many businesses find that adding their website URL or social media handles to their signs encourages customers to explore their online platforms and engage with them further. This creates a holistic, consistent marketing experience that’s crucial in an increasingly interconnected world.
To ensure your exterior and interior business signage are attracting and helping customers, it’s important to evaluate the effectiveness of your competition’s signs. Take the time to drive or walk by their locations from a few different angles and look at how their signs are designed, positioned, and displayed. By doing this, you can identify opportunities for improvement that will make your business stand out from the crowd. Sign shops are committed to helping you create a distinctive and memorable image that embodies your brand identity, while providing the tools necessary to reach and engage your target audience.
