Top Reasons Why Signage Still Matters
Good signage acts as the gateway to your business. It doesn’t rely on people trawling through the internet to find your kind of service, hefty SEO or targeted marketing. Instead, it says ‘We’re here! Come inside and speak to us!’
A shop or a sign in its own right has to convey a lot of information in a glance. So treat signage as your elevator pitch. If that pitch is successful, the customer carries on looking for visual clues as to whether they like you, if they can trust you and what you can do for them once they’ve stepped inside. If not, you may have lost the business to a rival.
Effective signage is your brand identity, your trustworthiness and your calling card all rolled into a visual voice, and it needs to be consistent, clear and concise throughout. But when it is done right it draws in the right customers for your business and keeps them interested.
Online is not the same as with your own two eyes. Despite the rise in online property websites we still see numerous estate agents’ boards dotted around our neighbourhoods. The boards provide visibility and clear calls to action to the passer by or the neighbourhood in general, telling them that: ‘this house is for sale and this is where you can get more info – want to sell your house? Call us too!
Get customers and advocates ‘on board’
Boards captures the attention of a wide range of people, such as: people who aren’t looking online for a property; people who aren’t actively house hunting; and Sheila from number 24 who knows her niece is looking for someone to buy or rent and passes the details on. This referral is potentially more purchasing power than a traditional Google search by someone who has no brand loyalty at that stage in their vendor decision process.
Also, when Sheila doe come to sell she may also remember you; win win. Also seeing a number of boards for the same agency says to people that they are the place to go to buy or sell a property, acting a mass advertising for that company using existing collateral. The age of the ‘boring board’ are also over, there are so many different sign options these days you can well and truly put your personal brand on people’s doorsteps.
Ok we don’t mean plaster your whole space with signs galore, as there can obviously be too much of a good thing. What we do mean is that effective signage often relates to more customer spend, more awareness and more referrals.
In a study commissioned by FedX, researchers found that 76% of people have entered a shop based on the signage, and 68% of polled said that they had bought products after seeing a sign relating to that item or service. So next time you’re competing for marketing budget, show this study to the board.
ConclusionConsistent, clear and professional signage will not only attract new customers, but it also makes financial and business sense. It can be trans-formative in terms of edging away from your competition.
The definition of successful branding is about communicating your values and vision to your target markets to attract, maintain and grow a loyal customer based. Part of that communication methodology is about being seen consistently, online and off. So the use of effective offline signage, from shop front to front garden, should never be undervalued.
Over to you – ask people what they think your signage says about your business.
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