Physical signage like awnings and pole signs are one aspect of traditional marketing and branding that is here to stay. Even if your brick-and-mortar establishment has some serious online advertising happening, that’s a complement to your marketing efforts-not a replacement. Even 100 percent online businesses can benefit from physical signage. Think billboards, car wraps and other forms of big impact and/or mobile marketing.
However, you may be surprised at exactly how much of an impact signage actually has! According to Signs.org, the international nonprofit organization dedicated to signage data gathering, support and services, this is a numbers game with the odds stacked clearly in your favor. If you’re on the fence about signage, check out these figures:
1. Signage puts newspaper advertising to shame
Advertising in the local newspaper can still be a great way to get your name out there. However, bear in mind that on-site signage is monetarily equivalent to 24 full-page newspaper ads every single year. If you’ve recently looked into the cost of newspaper advertisements, you know they don’t come cheap. A single investment in signage can last for years. Save the newspaper ads for special events and leave the daily advertising to your signs.
2. It’s chump change for you
How much does a single on-site sign cost you per view? According to Sign.org, it’s two pennies per 1,000 views. Of course, this figure might shift a little, depending on your location and the population, but it’s a pretty solid number no matter how you look at it. Do you think 1,000 people checking out your sign is worth it? Plus, compare that to the $2.81 per 1,000 views with newspaper ads and it’s an easy choice.
3. Locals see your sign up to twice per day
The vast majority of your customers live within five miles of your establishment. This means the average person (not just your customers!) sees your signage between 50 and 60 times per month. That’s a lot of free advertising, and a way to nestle into their psyche. They might not need your services right now-but as soon as they need a doggie daycare, wedding cake or yoga class, your name (ahem, sign) will be the first thing they think of.
4. More than a third of people walk right past businesses without signs
Here’s a scary statistic: 35 percent of people don’t have a clue a business is there if it lacks signage. What would you think of a building with no signs? Likely that it was private property and has nothing to offer you. People aren’t going to dig to find information about your business-it’s your job to provide it.
5. Bigger store signs equal bigger profits
If you replace your storefront sign with a bigger one, you’ll average a 7.7 percent increase in profits. It’s true: Size matters. Make sure your sign is a sizable siren.
Signage can help a business succeed or drag it into the ground. Whether you’re a startup, small business, franchise or major corporation, make sure people know who you are, where you are and have a general idea of what you do. You don’t want to miss out on marketing, impulse buyers or staking a claim in your neighborhood – get that sign up!
