Sometimes in business, signage can be an afterthought. It’s not often at the forefront of the sales and marketing plan. But this is a mistake, because good signage is an investment that will pay for itself many times over due to the sales revenue it creates.
Signs come in many forms and fit different purposes. Here’s some examples.
Exterior signage utilises the environment surrounding your premises in order to drive foot traffic. You might use tools like blackboards, window displays or simple stand alone signs situated on the main roads and roundabouts. Over complicating these signs can cause commuters confusion, so keep the text simple and ensure the sign reflects your branding. It goes without saying that you’ll need to acquire the relevant permissions before putting up signs in a public space.
When a new customer has been drawn to your business by an exterior sign, it’s important (for you and for them) that they can navigate their way around your premises. Informational signage can help with this by giving the customer a good idea of where everything is. This also means fewer interruptions for you. Examples of informational signage includes showing customers where the restrooms are, or instructions on using an on-site checkout system.
Digital signage is not dissimilar to exterior and informational signage, except it utilises digital technology. These days, this signage method can be particularly effective. In fact, 63% of people report that digital signage catches their attention and 84% of UK retailers believe that digital signage improves brand awareness.
Mobile signage does what it says on the tin. It’s mobile! That means it can move from one location to another (for example, on a bus, trailer or even a hot air balloon), helping you to reach a wider audience and giving you more control over your ad campaign. Here’s an example:
Crown Golf and Mobile Signage Case Study
Mobile signage needs to be tactical so that you can target the market you want to attract. A few years back, Crown Golf (a company that I once ran), hired around 20 ad vans and quite literally parked them outside or near their competitors’ premises. The ad vans displayed clear information about Crown Golf’s membership propositions. While it certainly didn’t go down too well with the competitors, it was perfectly legal and above board, and drew in huge numbers of new members for Crown Golf.
The bottom line is, signs continue to play an integral role in successful marketing strategies. So long as they are clear, well branded and target your ideal avatar, signage will make people take notice of your business, which will ultimately drive sales and increase your revenue.