You probably don’t think of signs when you think of marketing. Don’t worry, I didn’t either. With over five years of experience in marketing and branding, I never thought I’d see the day where I wrote about why your marketing plan should include signs….but here we are. The longer I’ve been at Office Sign Company, the more I’ve realized the importance of signs. And not just middle of the road, ‘click to order’ online signs or chalk scribbled on a sandwich board, but truly, great quality, unique, killer signs.
So read on and find out why you, yes you, and your business absolutely need signs.
- Signage is a part of your brand identity. Your signage sets the tone before anyone ever even walks into your store. A FedEx survey suggested that 76% of Americans enter a store they have never visited before based on the signs. We’re no mathematicians here, but that statistic tells us that signs are extremely important. Good signage should contribute to your overall brand aesthetic and should be a key identifier for your customers.
- Signage can be a part of your brand and marketing strategy. Most people don’t think of signage as a marketing effort, but in all reality it’s a huge part of marketing…even if you’re not a brick and mortar storefront. Whether you’re signs simply display your hours or tell your customers where to find you online or on social media. signs can be a powerful tool to keep your customers coming back for more and sharing your business with friends. In fact, 75% of people surveyed in the FedEx “What’s Your Sign” survey indicated they told someone about a business simply based on their signage.
- Good signs builds trust. How often do you walk into a building (besides your own home) that doesn’t have any kind of sign on it? Probably not very often. Signs are a social norm in most all developed countries, so walking into a store with a visible sign is a no-brainer. But walking into a building without a sign usually raises some kind of concern of “am I in the right place?” Signs have the ability to build trust as they seamlessly guide people from place to place and make your customers feel welcome. put them at ease, and let them know that yes, they’re in the right place. FedEx found that 68% of individuals survey believe that a company’s signage reflected the quality of their product or service while 60% said the lack of signage would immediately deter them from entering a store.
- Signs can set you apart from your competition. So, the company down the street sells the same products, at the same price point, on the same street….but how do you set your business apart? Though signage might seem like the unlikely superhero here, it can quite literally save the day in some instances. Having good signage is key when it comes to competition, after all, it is the first thing people will see before deciding to come into your store. We’ve all heard it before and it still rings true; first impressions are everything, and 50% of those surveyed by FedEx shared that poor signage would keep them from entering a store.
- Signs can become iconic. Iconic = free marketing. Surely we can all think of a sign we’ve seen before that just sticks out in our mind. Or maybe you’ve even stopped to take a picture in front of one you found intriguing. Think of the folks at Magnolia, their team had the genius idea to make a sign called “Miles to Magnolia” which gives visitors the chance to snap a photo in front of their infamous silos and share with the world just how many miles they traveled to the small town of Waco, TX. This sign can now be found ALL OVER social media. Can you say, free marketing?
(Photo via magnolia.com)
So what are you waiting for?! Let’s get you hooked up with some amazing signs. Your marketing team will thank you….
PS — Like numbers? See the entire FedEx study we referred to here.
Written by: Lilly Cristy
PR Specialist at Office Sign Company