Since the 1970’s, advertising has grown considerably. The average person was exposed to roughly 500 ads a day back then and the number has risen at least 10 times since. “It seems like the goal of most marketers and advertisers nowadays is to cover every blank space with some kind of brand logo or a promotion or an advertisement,” Jay Walker-Smith, President of the Marketing Firm Yankelovich, said. With these numbers rising each day, what exactly is the value of good signage?
First of all, one important step in the creation of signs is that it’s not always about putting the focus on advertising. As long as your company or subject is the focus of the sign, it’s pretty much an advertisement. Signs can also mean so much more, when thinking outside of the box.
The Economic Value
In a recent study, the University of Cincinnati surveyed more than 200 businesses nationwide regarding what roles signs have played for their company. The top four uses were as follows:
- Help customers find location
- Make the business stand out
- Reinforce branding/image of business
- Inform about goods/services
They also surveyed those same companies to find out the importance of signs’ characteristics. At the top of the list was making sure that the sign was clear and readable. Following that was conspicuousness, size and location, illumination, and logo and branding bringing up the end. Further studies with those companies showed that those that made significant changes to improve their signage had an increase in sales, transactions, and profits. Because of those increases, those same companies were able to create new jobs.
Q Number One: Quality
By examining the UC’s study, we can see that improving the quality of your signs can greatly add to what you want your sign to do for you. If your sign is easier to read, then more consumers or potential customers will take notice of it. It’s imperative to your company’s marketing efforts that you make your signs “hard to miss.” Pick colors that stand out and/or draw attention to your signage. Use a simple message that is clear and concise. You will want your message to be easily memorized by your potential customer base.
Another important aspect of quality is determining what your customer base’s needs or niches are. Who do you want to take notice of your signs? If you are a small community business, perhaps you want your signs to reflect the value or brand of a small business. Hand written signs can seem quick, sloppy, and hurried. Are you hoping to advertise your two hour yard sale or your family business?
One essential thing to remember in sign creation and quality is to make sure your sign is printed on something durable that can last through the elements. The longer your sign can last, the longer it can be seen by your customer base. This can also be a factor when you are choosing locations for your signs.
The last aspect of giving your sign a higher quality is simple: spell check. Don’t guess on the spelling of words you use in your signage. You will want consumers to have faith and trust in your brand or ideas. If you can’t be bothered to use proper spelling in your advertising, then customers shouldn’t be bothered to use your business. There are certain corners that you should not cut in advertising and this is definitely one of them.
Q Number Two: Quantity
With regards to quantity, larger companies with a bigger budget were able to take more of an advantage through this route, and thereby could offer different types, sizes, and locations. Don’t let yourself be limited, however, if you are a smaller company. Take advantage of your budget and focus more on getting your signage into different areas where there can be higher traffic which could lead to a better response.
Don’t be discouraged if you don’t immediately see customers pouring through your door. Test the market and strategies you want to use. If they don’t work, change your output or locations and go from there. The beauty of using an affordable sign maker is that you can also change designs relatively simple without the hassle of going over budget or wasting time.