You’ve spent the time building your business up. Now, you have a lot of responsibilities—managing people, maintaining cash flow, supplies, rent. Chances are you haven’t even thought of marketing! And while that can be problematic, the good news is that you can adopt a simple marketing strategy that will serve you and your business location for many years.
The answer: Business signage. It’s vital to your small business marketing strategy, which is why we’re going to explain why and how to implement quality signage as soon as you can.
The Importance of Signage to Small Business Marketing
A survey was carried out by the University of Cincinnati’s Economic Center that found that had previously entered a business or store they had never gone to before simply based on the signage. Another survey said did the same thing. This is huge. If people don’t know where you are, or if they don’t know what kind of business you have, they can look to the sign and generally figure it out. That, or they get a good enough first impression that they’re compelled to enter regardless.
Signage makes a business look professional and reputable. It helps people connect the business name to the location and the employees working there. Without business signage for your small business, you don’t have a face to show the world. In short, without signage, you won’t gain much traction or profit.
There are other reasons why small business marketing needs signage, too.
A Long-Term Investment
Yes, the design and installation, and maintenance of a sign are rather costly, and you might balk at the estimate. At the same time, quality business signage is a long-lasting marketing campaign. Why funnel money into online ads that are short-lived when you can erect a sign that is seen around the clock by local customers?
When you measure the effect of signage as cost-per-impression, you will find that it is just as effective as traditional methods of advertising. But unlike those other mediums, the payment for business signage happens once and allows for you to market yourself at the most opportune moments.
So, even if your business currently has a modest budget, set aside some funds to get some business signage.
Brand Awareness
Signs are essential to developing your brand identity. When a logo appears on the sign, it reinforces the existence of your business. Furthermore, you can then use that logo on your website or business cards. If your sign is fixed to an electronic display, for instance, you can even promote sales or other events while getting people familiar with your brand.
Conversely, if you have poor signage or no signage, you send a negative message about your brand. Prospective customers will go to the competition with better signage.
But there’s another reason you want people to be aware of your brand. It’s called differentiation. Within a vast ocean of companies, you want to stand out from the school of fish. You want the people fishing for answers, products, or services to choose you. A creative storefront will catch the eye of customers, drawing them in. You can seal the deal with high-quality outdoor and navigational signage that enhances your brand’s presence and purpose.
Year-Round Advertisement
It has been estimated that nearly 85% of a small business’s customer base lives within 5 miles of the business location. Whether these customers come by car, bike, bus, or on foot, this means that you have a chance to make thousands of impressions every single day. Good signage will capitalize on that proximity and traffic volume throughout the day, week, month, and year.
Even if your business is not open around the clock, you can get illuminated signage that lets people know where you are 24/7. That alone makes the return of investment (ROI) on signage extremely high.
It’s Your Chance to Make a First Impression
One thing that we cannot drive home enough is that small businesses need to make an impression. Once you have established your business, you cannot waste time conjuring up a brand image. You need to begin from day one with visually appealing signage to attract that first customer through the door. After all, signage raises awareness.
Research what kinds of signs are best for your location and brand. You might decide to go with an electronic message center to promote new deals or get a stylized monument sign for a club or restaurant. The right signage will make a statement that tells people you are here to stay.
Bottom Line
Signage is such a versatile tool and comes with a myriad of benefits to businesses. As a small business, making an impression and getting seen is so important to success. You can say that signage is even vital to your brand. By working with the right sign contractor, you can have amazing business signage that keeps people coming into your store for many years.
If you are ready to beat the competition, make a name for your business, and attract local clientele, it’s time to call Tupp Signs. Our experienced team is here to help you get cost-effective business signage that turns heads. Give us a call or fill out the contact form.