Today’s post outlines 3 things your signage should be doing. Read on to learn your “ABCs” and find out whether your signage is doing everything it could to boost your bottom line!
A for “Attract New Customers”
While securing repeat customers with quality service will build your brand reputation and save you marketing dollars, attracting new clients should always be a top priority. Studies show that 85% of most businesses’ clientele live within a five-mile radius, and since 20% relocate each year, your lead-generation strategies must be strong enough to offset these losses.
Fortunately, one of the best ways to grow and maintain also happens to be the easiest, so long as you go about it the right way. Consulting with one of our experts to create quality signage, complete with compelling copy, colors, and graphics that speak to your target audience, is one of the most economical and energy-efficient way of attracting new customers. This one-time expense will make thousands of impressions per month, so long as you make attracting new customers a priority.
B for “Branding Your Business”
Branding is a word that is through around a lot in marketing meetings, but it’s not as complicated as you might think. Branding all boils down to conditioning an association in your customers between your business and their needs. Ultimately, your goal is to build a “top of mind awareness” between your company and your client’s needs, and this is achieved through repetition and consistency.
With this in mind, your branding should repeat consistent copy, logos, and coloring as often as possible to build and reinforce positive associations. But first you’ll need to develop these things, and that’s where our Signworld design experts can help. Get in touch with a member of our team and see how we leverage our expertise to develop a brand image that is perfectly representative of your organizational culture, product, and target demographic’s needs.
If your brand deals with specific and infrequent needs, such as veterinarians, locksmiths, medical offices, or real estate, your signage will not push rapid action, limited promotions, or flashy imagery, but rather create a sense of authority, professionalism, and consistency, with imagery and color selections that compliment these aims. You can afford to be more subtle, and will do well to focus on integrity over visibility. In doing so, you lay the groundwork for positive mental associations, so that potential customers think of your signage and brand when their expensive infrequent need finally arises.
C for “Creating Impulse Sales”
Though we have more product information and reviews at our fingertips than ever before, a huge percentage of sales are still motivated by emotion and impulsivity. In a recent report, Best Buy indicated that roughly 17% of their sales are made to customers who did not intend to buy that day, and did so specifically because they saw a sign that spoke to them. This figure is especially impressive because Best Buy is a technology brand, being part of a sector that is more expensive and less prone to impulse buys.
With this in mind, smart business owners should design their signage with the intention of creating as many impulse sales as possible. Impulsivity can be influenced through sign design, coloring, graphic selection, and installation, all of which our experts can help you use to your advantage. If you work in an industry that deals with frequent or impulsive needs, such as restaurants, gas stations, and convenience stores, you will want to emphasize highly visible, attention-drawing graphics and copy that can be consumed at-a-glance. Your sign should be eye-catching and evocative, ideally using colors that trigger emotions that relate to your product.
You can find more signage and marketing tips from our team at http://www.signworld.org. Browse our free resources or book a no-cost consultation today!