How effective are display signs?
We know that advertising is effective. A prime example of this is how, as soon as chewing gum ads started showing people chewing two pieces of gum at once, sales doubled instantly. That's because people also started to chew two pieces at a time, just like they’d seen on TV.
The important thing to remember when talking about display sign efficacy is to consider how primed people are to notice them. A typical person sees roughly between 6,500 and 11,000 ads a day, so finding a way to focus attention is key. For example, during the pandemic people were so focused on protecting themselves that when it came to signage displaying social distancing rules and safety tips, 96% of people who went to a supermarket remembered seeing a sign, 97% remembered seeing one in hospitals, 89% of shoppers recall them being used in retail environments and 84% of people who went to a restaurant or bar recall seeing them. So people clearly are noticing display signs.
Although a lot of modern advertising is going digital, it’s important to remember the influence traditional display signs still have. For example, customers are bombarded all day with digital ads on their phones and laptops through social media sites or ecommerce pages, and the click-through rates on these online ads are very low. However, about 5 in 10 US adults have used Google or another search engine to look up information after seeing billboard ads. This suggests that display signs can be effective traffic drivers even to digital-only businesses. It is believed that 60% of consumers respond more positively to display signs in comparison to their digital counterparts, as passers-by cannot simply ‘switch off’ outdoor advertising as it is fixed in their line of sight (whereas online ads can be closed easily).
How can display signs attract more customers and boost sales?
It’s fairly easy to purchase a display sign, get it printed with your branding or promotional message, and put it up outside or in your premises. However, does that guarantee people will notice it and be more likely to spend their money in your business? Of course not. Knowing how and where to use your display signs (and purchasing the right kind of display sign) is vitally important in attracting new customers and moving them through your sales funnel.
Advertisers often use a technique called ‘affective condition’ where they take a product and place it next to other things consumers feel positive about. For example, detergent brands often associate themselves with babies, sunshine, and flowers, even though detergent doesn’t have anything to do with those things. Repeatedly displaying the brand alongside feel-good images makes people think more positively about the product. It’s no different with display signs. You want to use your display signs to create positive associations, and you want to be installing them in the right places.
A well-positioned advertising display will make customers look towards business, focusing their attention on your premises. So, the first rule is to set up your display sign where passers-by can easily see it; where it will catch the most attention. Look for high-traffic areas where there’s plenty of footfall, or a roadside where the traffic is regularly stationary or slow-moving. Try to avoid areas with many pre-existing displays from other businesses, as yours may get lost in the crowd. In addition, outdoor displays play on the concept of familiarity to build a connection; for example, you see the same ad every day on your commute or school run and it becomes part of your daily narrative, making you more likely to feel connected to that brand.
Remember - 90% of consumers read online reviews before visiting a business, so having a digital presence is important (Bright Local). If you’ve been spotted online, new customers are more likely to spot your display signs and be driven towards your business.
How do you make a display sign stand out?
For display signs, you should consider 3-30-3 rule. This stands for:
- 3 seconds - most visitors only look at the display for 3 seconds. This is where the visual familiarisation with the sign takes place, and this piece of information usually includes an eye-catching title, a large image, or both.
- 30 seconds - as long as the display caught their attention in the first three-second phase, its viewing lasts about 30 seconds. The main information is usually longer described in 1-2 paragraphs.
- 3 minutes – the display which will grab the attention of visitors thematically and graphically will be viewed up to 3 minutes (in detail).
Effective outdoor advertising has three main qualities. It should be:
- Eye-catching & Colourful
- Clear & Concise
So, you want to display information that’s going to catch people’s eye initially, then draw their interest and focus long enough to get your messaging across. Humour or bright and funny images always work well; a smile can make people feel positively towards your business. Everybody loves an offer, so promotions or discounts will attract those looking for a good deal. Staying relevant, such as highlighting social or seasonal events, can make customers feel seen or heard. For example, if snow is forecast and you sell winter boots or sledges, then that’s the perfect weekend to display this on your outdoor advertising.
For more information, check out our blog How To Make The Most Out Of Outdoor Advertising Boards.
Remember, if you want your display sign to stand out, you should invest in durable, high-quality products. Practically, illuminated signs and bright, colourful designs are going to be the most eye-catching for potential customers, but the truth is that putting time, effort and money into your advertising displays is the best way to make them stand out. Libby Bierman, Analyst at Sageworks, states that: ‘Sageworks’ data shows that the average small business invests about 1 percent of its revenues into advertising. So if your business isn’t already setting aside a budget for display signs, now is the time to rectify that!
In conclusion, display signs can be incredibly effective tools in attracting new customers, when installed in the right location, printed with eye-catching graphics and directed at your target audience. For more information about any of our display signs or further advice on how you can use them in your business, our expert team is happy to help. Reach out to us via our Contact Us page or on 01733 511030.