The Power of Placing Business Signs

A person might be tempted to think that the Internet, with its websites, social media, and e-mail, have rendered older methods of communication obsolete. But this is far from the case. Time-honored business signs and printed media are still quite relevant, and the topic of business signs is a whole discussion in itself. Most often, today’s businesses, both large and small, are making use of both business signs on physical property and digital campaigns and ads. Combined, these old and new channels of communication may expand a brand name far and wide to great effect, reaching the maximum number of customers. Online advertising is best for reaching out to consumers across the nation, while business signs and custom sign designs may attract customers in the area. Advertising in just the local area vs across the nation may sound very limited, but it really is not. Many studies and surveys prove that business signs are as powerful as ever.

The Power of Physical Signs

Naturally, no business or company would spend money and time on an ad campaign that won’t attract attention, and commercial signage is measurably effective even in the face of the Internet. Every year, a lot of time and money is dedicated to researching the newest and best methods for advertising and reaching out to consumers, and signs often prove that they are a fine route to take.

What do the numbers show? For one, the value of on-site signage is similar to 24 full-page newspaper ads per year, and many people will be around to see it all. Even with the Internet around, Americans still go outside for business, pleasure, and commuting to school or work, and they are going to see many signs along the way. Whether someone is on foot or in their car or a taxi or bus, they are bound to see many signs and physical displays as they go, and cities are population-dense areas that offer many potential customers to a brand name. In particular, some 85% of a business’s customers will live within a five-mile radius of the business’s center, meaning that customers may see its signs 50 or more times per week. That is a lot of exposure, and to a majority of the potential customers, too. This makes signs much more efficient than a skeptic might think.

What is more, Americans are often moving, typically from a town or city to another city, and 13-20% of all Americans are moving each year. Thus, a business will repeatedly get a new set of customers to advertise to, people who have not yet seen that company’s brand. And many consumer surveys show that people are indeed looking at those signs, and they are quick to form impressions. For example, 79% of Americans, a solid majority, say that they remember a business because of the sign, and 71% of people report looking at messages on roadside signs. Billboards are a fine example of this, where businesses can rent billboard ad space and attract people to local businesses, attractions, or even a church. Often, these billboard are placed where there is not much else to see, making them even more attractive.

The signs themselves should look attractive and be well-build so that they can draw in customers. It’s not enough to simply set up a sign; that sign must have quality construction and have a clear and attractive display that will entice consumers to enter the business. After all, some 70% of consumers believe that a business’s sign quality reflects that of the business itself. An attractive sign may inspire trust in customers, but a shoddy, ugly, or confusing sign is unlikely to bring in customers. Many consumers also believe that a sign will accurately reflect the business’ personality.

There is more than one way to make a sign. Some signs are made from a combination of plastic, wood, and metal, and plastic ones may have lights in them. Meanwhile, electronic ad displays may have animated visuals that can be programmed in, and they are easy to see even at night or during rain. Neon signs are also easy to see, and night-based businesses such as bars, nightclubs, and movie theaters often make use of neon and electric signs.

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