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What Story Does Your Signage Tell?
Posted:
12-31-1969 |
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"I can often infer the quality of a business from its signage." Nearly three-quarters of business students polled in a recent University of Cincinnati survey agreed. just kids? Not. The age 18-24 demographic is one of the most important for a lot of marketers who are looking to establish brand loyalty.... and these Millennials are hard to impress and keep around.
Also consider that 50% of a company's business can be attributed to its signage, according to the United States Small Business Administration.
How long has it been since you looked at your signage - inside and out - with a critical eye? Day-to-day exposure can make it easy to overlook frayed corners and dull finishes. It might be time to step back, make a more objective appraisal and determine if your signage reads as "tired and worn" or "vibrant and successful."
A wide range of substrates (that's just a sign pro's word for the materials on which you print your message) have created a lot of flexibility for indoor and outdoor use. Papers, plastics, fabrics, vinyl, glass and stone are just a few of the surfaces that can help you to increase exposure, sell a product, convey an idea, teach a concept, and direct traffic.
If you rely on walk-up or drive-by traffic, your "brand experience" begins at your front door. Does it present your business in the best possible light and invite people in? At minimum, have a high-quality company sign that's easily seen from the street. Windows are a blank canvas for graphic "clings" that let you deliver additional sales messages.
For exposure around town all your long, remember your company vehicles. Whether you have one delivery truck or a fleet, vehicle decals and magnetic door signs or full vehicle wraps can transform plain cars and trucks (even boats) into a rolling promotion, 365 days a year. |
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