Have you ever been to Times Square in New York? That area is packed not only with people—locals and tourists—but with advertisements and business signage. Everywhere you look, a product or service is being advertised to you. There, the business signs are so massive that it’s impossible not to notice it. There’s a Disney store in one corner and then McDonald’s in the next one. You’ll also find other restaurants such as Hard Rock and Olive Garden overlooking the square.
In all of these, the one common denominator is their use of signage to market their businesses. Whether the signage is digital or made from laser metal cutting, it doesn’t matter. They need to stand out. The signage needs to represent the business and attract the millions of people passing in Times Square. With a business in one of the busiest areas of the world, you don’t need to advertise on TV, radio, magazine, or the internet. Your location is your advertisement. What you need is great signage to let people know that you exist.
Relevance
Business signage is more relevant than an advertisement. If you put an ad about women’s perfume on the radio, would it have the same effect as one in the mall when women might be looking for exactly what that ad is selling? It’s the same way with business signage. These are more relevant in the brick-and-mortar stores than anywhere else. It is relevant to the people who pass by the store.
Good signage can increase brand awareness by 47% and boost the purchase amount by at least 30%. Studies also showed that customers are more likely to buy from a store that they are familiar with. For them to be familiar with the business, customers have to be exposed to the brand through the placement of ads and signage correctly.
Communication
Signs more than inform potential customers. They tell a story about the brand. Customers can make assumptions based on the quality of the signage. If you have dingy store signs, the customers will think your products are made of low-quality materials and your services cannot be trusted. At the same time, if they see that you have invested in the business signage, they will want to find more about what you’re offering.
Competition
In a sea of business signage in a street or a mall, for example, how can your business be any different? When it seems to customers that almost all stalls are offering the same products, one of the ways they’ll differentiate your business is by looking at your signage. Unique signage and creative window display will make you stand out.
Marketing
If you think about it, this could be the most effective marketing strategy. Signs serve a longer purpose. Unlike billboards and ads on newspapers and television, business signage stays on location for a long time. They are visible to your target market 24 hours a day, 365 days a year. They cannot escape that charming neon yellow light that flashes your business name.
Investing in signage will take your business to new heights. By making people conscious and aware of your brand, this signage can drive greater attention to your business. It’s a one-time expense and one of the best marketing tools for brick-and-mortar stores. You need to maximize its potentials.
