Do business signs even have importance in today’s digital age? Absolutely. Although there’s no question that advertising is going digital in many ways, brick-and-mortar businesses still need physical signage. It is part of a strong marketing strategy and a beacon that signals customers in real time. Here are the most salient reasons why business signage remains so important.
Your sign is a physical guidepost, directing traffic to your brick-and-mortar location. It attracts attention right at the source. Furthermore, consumers in the US are still very mobile, meaning they often choose to stop somewhere on the fly. A great looking business sign creates impulse sales by drawing those consumers in.
Research shows that signs are very effective when it comes to drawing in consumers and making sales. FedEx has researched the impact of signs, and found that almost 76% of consumers reported visiting a new business based solely on its signs. Almost 75% told others about a business for the same reason: a compelling sign.
Furthermore, around 68% of consumers think the quality of your services or products are directly tied to the quality of your sign, and about 67% have bought something after a sign caught their eye. Finally, the University of San Diego has found that, on average, adding just one sign at your brick-and-mortar location results in an annual sales increase of 4.75%.
High-quality business signage gives you the chance to really drive your brand messaging home. It can help your business stand out from the crowd and further distinguish your brand’s unique look and feel. A sharp looking sign also increases your brand exposure, and in the process boosts your odds of gaining new customers as well as earning your repeat business.
Connect your virtual and brick-and-mortar businesses
By doing something as simple as including your web address or social media addresses on your brick-and-mortar signage you can link those two worlds together for your customers. You can make this even easier today by using a QR code instead of writing out the information. This way, even people walking by who are too busy to go in but get drawn in by your awesome sign can scan the code and check out the business online.
Remember to include a photo of your brick-and-mortar location, including the sign, on the website! You want people to make the connection when they’ve seen you in person.
Advertising is expensive, but signs are cheap advertising
Your signage is part of your advertising strategy, and it’s working 24 hours a day, seven days a week. Whether they’re considering digital or traditional advertising methods, businesses consider these factors when deciding how much money to spend on advertising: who and how many they’re trying to reach; what the readership for the ad is—in other words, if it’s getting your brand message across; frequency of exposure to the advertising; and the cost per thousand exposures.
Your sign is nearly always your cheapest form of advertising, and it’s incredibly effective in terms of readership. Assuming you want local customers at your brick-and-mortar business, it’s also great in terms of who you’re reaching. In short, whether by traditional or digital advertising measures, signs are a terrifically effective and low-cost tactic.
The bottom line
Your sign is still among the most important features of your brick-and-mortar location. Don’t neglect this critical piece of your branding puzzle. They are effective, communicating your brand message and location, and connecting your online presence to your brick-and-mortar business. Signs also remain one of the best and cheapest ways to advertise your business, so don’t fail to focus on your business signage.