In today’s digital age, where the world of marketing is dominated by online campaigns, social media influencers, and AI-generated content, it’s easy to overlook the enduring power of outdoor signage. However, the truth remains: outdoor signage is a tried-and-true method that continues to provide significant benefits for businesses, both large and small.
Outdoor signage is not to be underestimated. In the physical realm, it is an announcement that your brand exists. It becomes a beacon that guides people from the outside world into your store. In other words, outdoor signs are visually impactful element that has a role in the success of your brand.
Let’s take a look at how to leverage outdoor signage to make your business more visible.
Type of Signage |
Features |
Best Used For |
|---|---|---|
Banners |
– Temporary – Versatile – Cost-effective |
– Short-term promotions – Events – Announcements |
Billboards |
– Large-scale – High visibility – Graphic-rich |
– Brand awareness – Targeting mass audience – Major campaigns |
Storefront Signs |
– Permanent – Customizable – Brand identity |
– Business identification – Branding – Attracting walk-in customers |
Digital Signage |
– Dynamic content – Easily updated – Interactive |
– Time-sensitive promotions – Engaging displays – Information sharing |
Monument Signs |
– Durable – Professional appearance – 24/7 visibility with lighting |
– Business parks – Corporate offices – Institutional buildings |
Choosing the Right Outdoor Signage
Selecting the ideal outdoor signage begins with understanding your target audience and location. Your signage should resonate with your potential customers and be strategically placed to ensure maximum visibility.
Outdoor signage comes in various forms, such as banners, billboards, and storefront signs, each offering distinct benefits. For instance, banners are ideal for short-term promotions, while storefront signs leave a lasting impression.
Consider factors like the materials used and the design’s legibility. Durable materials that can withstand outdoor conditions are essential, while the design should be eye-catching and in line with your brand’s identity.
Ideally, you are going to want something that works around the clock, such as a monument sign, pylon sign, cabinet sign, or channel letters.
Knowing this, it’s time to get into how to use your outdoor signage more effectively.
Maximizing Visibility
According to The International Sign Association (ISA), outdoor signage represents one of the most cost-effective advertising methods available. It can cost as little as 10 cents per 1,000 exposures, making it an incredibly cost-efficient way to reach potential customers. So how do you achieve that impressive benefit?
By maximizing visibility. Achieving optimal visibility involves several key elements:
- Size and Placement: Ensure your signage is appropriately sized for its location, taking into account the viewing distance. Strategic placement is equally important to ensure your sign is easily visible.
- Contrast, Colors, and Fonts: Use colors and fonts that make your message stand out and are easy to read. Bold, contrasting colors and legible fonts are key.
- Lighting Techniques: Incorporate lighting to enhance visibility, especially for nighttime. Well-lit signage stands out even in the dark.
- Clear Messaging: Your message should be clear, concise, and easy to understand. Avoid clutter and overcrowding, as it can hinder readability.
Attracting Customers With Outdoor Signage
Here is an interesting statistic: The Out-of-Home Advertising Association of America (OAAA) reports that 38% of travelers have visited a tourist attraction because they saw an outdoor billboard. This shows how outdoor signage can effectively target specific audiences, such as tourists or commuters. By fine tuning your messaging, you can reach just about any person you want.
So, how do you go about attracting customers with signage? Consider the following:
- Eye-catching Visuals: Use high-quality images, bold colors, and graphics that convey your brand message effectively.
- Compelling Headlines and Calls to Action: Use concise language to convey your message and encourage action. Strong calls to action can be as simple as “Visit us today!” or “Call for more information.”
- Showcasing Unique Selling Points: Highlight what makes your business unique, whether it’s exceptional service or special promotions.
- Creating Urgency or Curiosity: Use language and imagery that creates a sense of urgency or curiosity, such as “limited-time offer” or “What’s inside? Find out now!”
Incorporating Technology
Although you may not think that outdoor signage and digital technology mixes well, the truth is that outdoor signage has adapted quickly to the times. A Nielsen study found that 66% of Americans noticed a digital billboard in the past month. Digital signage’s dynamic nature allows businesses to quickly update their messaging to reflect current promotions and events.
This does not mean that you need to start advertising with a digital signboard. Instead, you might consider installing an electronic message center alongside your monument sign to announce new promotions or events.
You can also use:
- Digital Signage: Opt for digital displays that showcase moving images and video content for a more engaging experience.These digital signs can also be used for wayfaring and for reducing perceived wait times.
- Interactive Elements: Incorporate touchscreens or QR codes to enable customers to interact with your brand and learn more about your products and services.
- Social Media Integration: Display social media posts or customer reviews to increase social proof and encourage engagement.
Signage Maintenance and Updates
The last method of increasing the visibility of your business with signs is simple yet effective. To ensure that your business signs are seen, you need to maintain them. Regular cleaning will remove dirt and grime from your professionally made sign. Over time, the vibrancy of your sign may begin to fade because of a layer of dust. By monitoring visibility from all angles, you can tell when you sign may need to be cleaned, when nearby tree branches need to be trimmed, or when something needs to be repaired.
You should also consider routinely updating your signage throughout the year. For example, you may want to reflect seasonal changes, like using a sign with holiday colors during the winter months. This will keep the visuals fresh and engaging.
Looking for a Local Sign Company Near You? Contact Tupp Signs!
Outdoor signage is a potent tool for businesses seeking to maximize visibility and attract customers. By choosing the right type of signage, optimizing visibility, and incorporating engaging elements, you can create a strong outdoor signage presence that drives brand awareness, foot traffic, and ultimately, sales.
Now it is time to take action. Tupp Signs, with our 95 years of expertise, is your trusted partner in crafting outdoor signage solutions that truly make a difference. Whether you’re a budding entrepreneur opening your first business or a Fortune 1000 company with nationwide locations, we handle your custom business sign initiative with utmost care and professionalism.
Let Tupp Signs show you how we continue to innovate in business sign manufacturing by entrusting us with your next signage project. To embark on this journey of visibility, attraction, and success, contact us today at 302-322-1600.