Why are outdoor business signs so effective?
Although digital advertising is becoming more and more popular, traditional business signage still have a lot of influence over customers. We are all bombarded frequently with digital ads on our phones and laptops, and as a result of the frequency of these ads the resulting click-through rates are very low. Online advertising might give you a wide sales funnel intake, but very few will trickle down to the point of purchase. However, data suggests that about half of US adults have searched online for information after seeing an outdoor business sign or billboard, proving that these signs can be effective physical and digital traffic drivers.
"Advertising is a wonderful lubricant for business, if it's used properly." - John Cullum
How can you use outdoor business signs to attract new customers?
The first step is to decide exactly what you want to promote. What are you wanting your customers to invest in? Is it a new experience or an innovative product - or are you simply looking for brand exposure and awareness? Business signs can range from new menus, offers, promotions or product details. For more flexible styles of outdoor sign, such as chalkboards, noticeboards or street signs with poster pockets, you can also think about ‘instagrammable’ displays such as artwork or quotes which, when branded with your logo, attract notice for your business without promoting any one thing in particular. Even if a purchase is not completed right away, the lasting impression you make from memorable interaction will pay off in the long run. Flexible styles of business signs, including poster frames, can also be used to rotate your marketing to highlight seasonal events, such as January sales or pre-Christmas deals. Using your advertising in this way signals to your customers that your business is in touch with them and moving and adapting with the times.
There are 4 key ways you can use your outdoor business signage to attract new customers:
- Location, Location, Location
Outdoor business signage is an easy way to direct customers to your business. If you aren’t located directly on a high street, you might find you’re losing out to businesses that are located directly on a thoroughfare. Installing street signs, outdoor banners or flags with directions to your premises makes it easier for customers to find where you are, which in turn will increase your footfall and revenue.
- Attract Attention
Choose outdoor business signs if you want to be noticed. These eye-catching products are designed to attract the attention of passers-by and, hopefully, turn them into customers. Whether through pavement footfall or via drivers moving past in slow-moving traffic, installing an outdoor display is one of the easiest ways to tell people that you’re here and you’re open for business.
- Promote Your Brand
While it might seem that signs directing people to your door are the best way to encourage new customers; in fact, thinking about your brand can be just as big an influence in your business’s success. Making potential customers aware of your existence is crucial. You can do this through online digital advertising, of course, but outdoor business signs can also be used for this purpose. Display your branding in popular, high-traffic locations (even if they’re nowhere near your business) to intrigue potential customers and increase your brand awareness.
- Showcase Special Offers
Never underestimate the power the feeling of ‘a good deal’ has on your customers’ spending habits. Promotions and special offers are some of the most popular marketing methods to boost business for good reason! If people think they are saving money, or getting something they wouldn’t ordinarily have access to, they are often more likely to dip into their pockets and make a purchase. Outdoor advertising signage is a great way to draw potential customers’ attention to your exciting offers. Choose something that’s easy to update regularly so you can offer seasonal promotions or timely offers.
“Creative without strategy is called Art. Creative with strategy is called Advertising.” - Jef I. Richards
What kind of design should I choose for my outdoor business sign?
Ultimately, you want your display to pique the interest of those walking or driving past - and you want this interest to translate into sales. To do this, you have to visualise a design which is: