For many businesses, signage is the first interaction customers have with your brand. They may not consciously realize it, but they’re making a lot of assumptions about your business, from whether or not it’s professional to how great your products are, just based on the quality of your signage.
In a world where advertisements are everywhere, it’s important to have clear and concise messaging on your signage. If not, your business can easily get lost in the noise of everyone else’s. That’s where the old cliche “less is more” comes into play.
Your business’s signage is an exterior marketing campaign that works for you 24 hours a day, 365 days a year. Just like other marketing materials, your signs need to be consistent in look and feel and should reflect the branding of your company to make it recognizable to potential customers.
The location of your signage is also very important. The more exposure your signs get, the better, so they should be placed in a high-traffic area where people are likely to see them. This could be near the entrance of your business, on a corner where passersby can easily see them, or even by the checkout area in a store that generates a lot of impulse purchases.
Another element to consider is how easy your sign is to read. Keep your words short and simple, with lots of white space to make them easier to skim in a few seconds. Use fonts that are easy to read, such as Arial or Verdana. If you have multiple ad faces, be sure to rotate them periodically to give the viewer a fresh view.
Just as with any other marketing campaign, you’ll want to be able to measure the return on investment of your print and sign campaigns. Using methods such as sales data, cost per acquisition and customer lifetime value will help you identify trends that can be used to improve the effectiveness of your campaign going forward.
With a little thought, your signage can serve as an exterior marketing campaign that will work for you 24 hours a day. Just remember to set measurable goals, target your audience, create eye-catching designs and continually test and refine your signage to ensure that it’s performing at its best. With the right combination of these elements, your signs will be working hard for you, bringing in new customers and encouraging them to come back for more.
If you’re ready to unlock the marketing potential of your pylon signs, contact a reputable local signage company in Fresno today to find out more about the options available. Their experts can help you to create a signage solution that perfectly reflects your business or organization and helps to maximize the impact of your brand. In addition, they can provide advice on a range of other marketing strategies that can be used to boost sales and customer engagement.