4 Reasons to Improve Your Signage Strategy in 2021
Do you have a signage strategy?
Your brand is more than your logo or website.
Are you making the most of your building exteriors, interiors and vehicles to showcase what you do?
Today’s consumers are extremely savvy - they make quick assumptions about your products and services through a variety of touchpoints with your business.
Depending on your industry, some customers may need to have contact with or notice your brand a minimum of 6-8 times before recalling your company name when making a purchase (Salesforce, 2015).
Considering that 57% of the buyer’s journey is over before anyone ever speaks to a salesperson in your organisation (Hubspot, 2015), showcasing your brand with bright, bold signage increases real world touchpoints with your target market.
Signs are constant - they are promoting your business 24 hours a day, 365 days a year.
In conjunction with your overall marketing and advertising strategy, having an effective signage strategy in the mix could mean the difference between an average or a fantastic sales year in 2021 and beyond.
Examples of signage touchpoints:
Large Exterior LED Signage – 24/7 advertising for road and foot traffic
Shopfront signs – illuminated, 3D acrylic, large murals and ACM panels
Wayfinding - roadside freestanding signs and pylons
Window & Glass Graphics – one way vision, frosted or printed graphics
Vehicle Wraps – full and partial wraps, logos and graphics on your commercial vehicles
Reception Signs – illuminated and 3D acrylic signs at the entry to your business
Interior Walls - logos, product photography, graphics, quotes & wraps
Counter Signs - logo, product lists, menus, contact details
Menu Boards - products lists and promotions
Banners and Special Event signage - promotions and sales, seasonal imagery, new store openings
1. First Impressions - Attract New Customers
According to research conducted by FedEx Office, nearly 76% of consumers said that they had entered a store or business they had never visited before based simply on its signs.
68% of consumers believe that a business’ signage reflects the quality of its products or services.
When a business depends on potential customers from outside of their local community, effective signage becomes vital.
Your Illuminated LED signs or ACM panels on the exterior of your business could be the first interaction that a potential customer has with your brand.
2. Increased Profit
Research indicates that changing the design or enhancing and refreshing business signs has significant and positive impacts on sales, the number of transactions and overall profits.
Roughly 60% of businesses reported an increase in sales of approximately 10% on average (UC, 2012).
About 67% of the consumers surveyed said they had purchased a product or service because a sign caught their eye (FedEx, 2012).
In addition, pylon and outdoor signs were associated with significantly more teller transactions.
Our customers constantly provide feedback that adding effective signage designs to their building exteriors, interiors and vehicles has helped them to increase sales and foot traffic.
3. Stand Out From Your Competition
Depending on where you are located, you could be surrounded by your direct competitors.
Considering that customers may first interact with your business by seeing your exterior signage, your sales will be directly impacted by the effectiveness of your signage strategy, including how fresh and bright they look.
Could it be time for an upgrade?
If you’re looking for some ideas, read our blog on 2021 Signage Trends, view our Gallery, or speak to our team about how to increase your brand awareness.
4. Consistency = Consumer Confidence
By meeting your customers where they are – at work, on the road, out shopping, school drop off - you can ensure that they are seeing your brand imagery regularly.
This is even more important in 2021, with savvy consumers undertaking plenty of independent research online before they make a purchase.
Adding real world interactions with your brand in addition to any digital advertising will reinforce the quality and consistency of your products and services.
Research shows that customer engagement increases 40% on average when graphics that convey quality are part of the message, and 54% of customers believe the quality of materials is a strong reflection of the business’ product or service (FedEx, 2012).
For both businesses and local governments, effectively designed and located signage is an essential part of a branding strategy (UC, 2012).
In conjunction with your overall marketing strategy, your exterior, interior and vehicle signage reconfirms your brand consistency and will reflect the overall quality of your offering.
What is your signage strategy in 2021?
Our team can provide advice on the most cost-effective and eye-catching signage for your business.
Contact us today for a free onsite assessment or quote.
We’re experts in new fit-outs and rebranding!
Sources:
https://www.thesignagefoundation.org/Portals/0/EVOSFINALAugust2012.pdf
https://newsroom.fedex.com/newsroom/fedex-office-survey-standout-signs-contribute-to-sales/
https://www.salesforce.com/blog/takes-6-8-touches-generate-viable-sales-lead-heres-why-gp/
https://www.hubspot.com/flywheel
