You seek the perfect brand message and marketing strategy that will maximize your cashflows. Every business that wishes to expand must learn how to reach more customers with effective brand messaging. Small businesses must take action to maximize their business and bring in more customers. Let’s take a look at signage strategies that small businesses can use to make the most of their advertising money.
Strategic Sign Placement
Give careful thought and consideration to where you wish to place your sign. The success of your sign will depend on where you place it because if your potential customers can’t see it due to partial coverage by a tree, it won’t do much good. Along with visibility, putting the sign too far away from the business does an equal level of harm. Customers will feel confused about where to go to your business.
Think of sign placement as a customer. You need to remember that you only have 3.5 to 5 seconds to make an impression on your audience. Your customers won’t waste time trying to find out your message.
The most common obstructions to a sign include:
- Power lines
- Buildings
- Trees
- Other signs
- Street lamps
You want to look at your sign from all vantage points to ensure that your customers will see the message.
Grab Attention from the Start
Your signs should first grab the attention of your customers to make them want to learn more. After you grab their attention, you want to pique their curiosity. Get them curious so that they want to visit your location to learn more. An example of this done perfectly is a sign with a hilarious message on a billboard like, “Your wife’s hot! Call our HVAC services today!” Love it or hate it, it gets your attention.
Whatever you do, make it grab their attention. Stale messages will waste advertising dollars since fewer people will visit your business.
Customize Your Marketing with Magic Colors
The colors you put on a sign will communicate your brand message, but you can use them to grab the attention of your audience and make your sign stand out. Research shows how color scheme plays a role in 80 percent of brand recognition. Many savvy marketers will put lighter letters in front of a darker background.
Contrasting colors is another way that you can stand out in business. Many marketers will tell you how contrasting colors make the sign easier to read. Just remember to do this sparingly, especially if you use bright colors.
Most marketers recommend that you use one dominant color with fewer colors overall. With the right contrast and highlights, this strategy makes for a winning color combination.
Bold and Descriptive
Your brand communicates your identity, and you want to choose bold and colorful options with your sign. At the same time, you want a descriptive message that will sell your product. With the information, don’t overwhelm the customer. Keep your message simple because most customers won’t spend much time figuring out too many things. They will look elsewhere. You might make one advertising message for one thing and make another message for a different sign.
Especially if you look at companies like Apple, their advertising message on signs is often simple. They don’t clutter their message with too much information, but it remains just as effective, if not more. Ultimately, the goal is to get them into your business. Keep your message simple.
Emphasize Brand Identity
You want to use your sign to stand out from your competitors. Due to that, you should check to see what your competitors do so that you don’t give the exact same message as them. You will struggle to distinguish yourself if you say exactly the same thing or nearly the same thing. Studying your competitors gives you the advantage of tweaking your product to avoid the same mistakes.
Making your brand stand out from your competitors will make it more memorable. When your competition goes left, you go right.
Grab Eyes with Catchy Words
A cardinal sin with any sign is to be boring. If you want your small business to stand out, you need to grab their attention. Choose your words carefully. You may encounter people who will tell you a list of catchy words, but marketing is about standing out. If everyone else uses those words, you want to avoid them. Still, you will see better results if you pack your words with the gunpowder of strong action verbs. Put action verbs up on your signs and a catchy call to action. Every sign should outline the action you want to be taken from your customers.
Don’t Keep the Same Sign for Too Long
Have you ever seen how big corporations work? They change their advertising message and branding from time to time to keep the appeal of their customers. Using the same signage for too long will eventually lose appeal and cause customers to stop paying attention. Many businesses will change their signs every five to seven years. They will either replace it altogether or update the message to ensure that it continues to catch the attention of customers. Once a sign starts to lose its effectiveness, you need to figure out how to make it effective again.
Final Thoughts
If you’re looking for a company that can produce good signs, check out Tupp Signs. In business since 1928, this company has stood the test of time, and they serve businesses with a variety of needs and in many industries. Think of your signage strategy as having a big return on investment when you do it right. First, you want to figure out how you will strategize to get the most ROI in your business sign. Give us a call at 302-322-1600. As experts in this industry, we will help you to be even more effective in business.