We have all seen them. Signs that are ragged or have paint peeling off. Signs that don’t work and are missing lights or the letters are different shades of the same color because of fading. Signs that are really just banners hanging where a permanent sign ought to be.
What does that do for your business? I believe most folks viewing those signs are unimpressed and figure the business is perhaps a bit shaky. Maybe they would be worried about purchasing services or products figuring a possible return trip for the same item or for service might be a lost cause. The business might not be there.
Signs are relied upon on a daily basis for publicizing a brand name, locating the business and advertising. A sign needs to capture your prospective customer’s or client’s attention in order to get that return on investment.
Let’s say that your business sells a product that retails for $25,000 or thereabouts. Would you balk at a sign that might cost $10,000? $8,000? $1,000? Would ONE sale pay for that sign that might generate 50 to 100 more visits per year by new customers?
What if you sold cookies, for example? What if your sign cost you $2,000? Would you say no to that? Think about it. If you are tucked away where no one can really see your business, and you depend upon drive by customers, does that change the consideration? What if you work out of your home or rent commercial space for baking, but you don’t get walk-ins. Let’s say your business is dependent upon the internet or word-of-mouth after you deliver your product to local stores. How do you get attention? How do you get noticed? Maybe a mobile advertising plan which consists of a truck with a couple thousand dollar vinyl wrap or more or less. Would you figure that to be worthwhile? You ought to, because vehicle wraps continue to prove their worth in 24/7 advertising delivery and results.
Can you measure that? For certain, you can, but you must put into place a plan to ASK your customers how they heard about your product and chose to come in or contact you. What you find will please you.
In 2012 the University of Cincinnati released a study indicating that about 75% of consumers entered a business or referred someone to it based upon the impact the sign left upon them. A huge number, two-thirds, subsequently made purchases as a result. Is that sign worth it now?
Signs are important in directing the right customer to your business. It may help steer away those people who really are not interested in your product or service. Imagine if your business was solely a business-to-business operation. Would you want the general public wandering in on a regular basis thinking your service is for them (of course if that is really common – perhaps a new business plan expansion is in order – but that is another topic) when it is not? If your office would be ideally set in an industrial park but is instead on a highway or main street, maybe you really would want a sign that spells out your target audience to avoid the frequent disruption from those thinking your product or service is directly offered for them. Years ago, I lived near a town with an ice cream factory, and members of the public would stop by the try and buy ice cream. What did the business do? They actually added a sign and a window on one side of the factory to sell ice cream direct to the public, even though their main business was to supply grocery stores.
That kind of signage helped to provide a sense of community, telling the public essentially “Yes, we make ice cream to be sold in the grocery stores, but if you want to buy a half-gallon or even just a scoop, we’ll help you with that, too.” That change and the sign to advertise it gave the surrounding neighbors a sense of trust and created a sense of customer care for the business.
Professionalism can be evident from a sign. We believe that signs are another employee that helps to promote the business and brand. It has the power to start the customer experience and put them into buying mode. Colorful graphics on signs, windows, walls or vehicles grab the customer’s attention and kick-start the buying experience.
We all recognize that signs have always been important and will continue to be far into the future whether at point-of-purchase or on a rolling vehicle. Do you want your business signage to turn away would-be buyers or to bring them in?
Call us, and we will help you create a sign that will help make rather than break a customer’s experience.