Location. Location. Location. The mantra of a new business. Why? Visibility. But what makes your business visible? Signage. Signage Signage. Many make the mistake of thinking of a sign as just a name on the side of a building. It should be considered as part of an overall marketing strategy. Planning your signage can be one of the most important marketing investments you’ll make. Here’s why:
A television commercial lasts 30 seconds and reaches the viewers in the comfort of their La-Z-Boys. Your sign is promoting 24/7/365. You have the reach of people passing by and in their buying zone. Negotiate and take the maximum amount of signage space your commercial lease and city ordinances will allow. Your investment in a good sign will pay dividends for several years.
Increase Brand Awareness.
“I work at Company X,” you say to someone you’re meeting. If the response is, “Oh yeah, I’ve seen your company. You’re located at the corner of Main and Elm,” your sign is doing its job. Your company becomes more top of mind with the appropriate sign. Now when a potential customer is ready to buy they’re thinking of you. Brand awareness is probably the biggest marketing job for your signage.
Increase Impulse Purchases.
Depending on your type of business, a good looking sign can entice potential customers into your business when they’re not even intending to buy. We all have our impulse buys. Capitalize on our desires with the appropriately placed signage.
Increase in Revenue.
The International Sign Association reports that businesses adding a sign saw an increase in annual revenues of 4.75 percent. Now amortize that over the life a sign and consider the revenue potential for your company.
So if you’re getting ready to start your business, be sure to add signage in your budget. If you’re a current business, go take a look at how you’re presenting your company to the outside world. Are you making the most of the location you worked so hard to find?