Thursday, September 10, 2015
What should my Sign do?
The most important thing your new company sign should do is facilitate building your company's branding to increase customer brand awareness, and draw in new business. This will help to give you a better chance of retaining your current customers through brand recognition, and it will help build your business's customer base. Ensuring that your custom company sign can do these things will help to make sure your business does well overall.
Your on-premise sign should identify your business, mark its location, and convey the right image of your company and communicate what you are selling. Your sign should effectively:
Attract New Customers
Brand the Business
Create Impulse Sales
Your storefront sign often represents the first visual impression that the public has of your business. It needs to be direct and to the point; while at the same time, aesthetically pleasing as well. Your business sign should positively reflect your company and create a good first impression, because you don't get a second chance at first impressions. If people feel that your company sign is hard to read, confusing, dingy or off-putting in anyway, you are going to have an uphill battle trying to gain their business. An appealing and informative custom company sign will attract potential customers and help to increase business.
Branding your business is one of the most important aspects of marketing your company. You can often hear advertisers refer to the term "TOMA", which stands for Top of Mind Awareness, which is always being the first brand to pop into a consumers head. This is what businesses need to strive for in their advertising, and using a high quality company sign, message centre, neon or pylon sign can help to brand your company and achieve this awareness amongst possible clientele.
According to the International Sign Association, research indicates that 85% of your customers live or work within a 5 mile radius of your business, but 18.6% of the population relocates annually, and you need to attract new customers to replace the ones you are losing. Signage is the quickest, easiest and most economical way to attract these customers.
Calibre Signs strongly believes in "Brand Awareness" through strong logo and brand imaging combined with repetition which will help reinforce 'top-of-mind' awareness. The name of your business, logo, tag line, colour scheme, should all be consistent on all your marketing pieces including your signage, business cards, letterhead, website and print ads to reinforce your branding image. When you think of some of the most well known brands, such as Apple, Google, Virgin Media and others, what comes to mind? You often won't immediately think of Steve Jobs, Larry Page or Richard Branson; it's their company logos that come to mind. Logos are one of the most popular ways to build brand recognition, and by using logos on your custom company sign you can help increase your company's brand recognition with your clientele.
Impulse sales are created when busy people really can't afford to spend the time comparison shopping and are attracted by convenience and need. Best Buy discovered that 17% of its customers were people who did not intend to stop there specifically, but did so because they saw the sign. WOW! Every company needs to have a highly visible custom business sign to help drive traffic into your store. Making sure your business can attract people, especially for impulse purchases, is crucial in helping your business make sales. Although impulse sales may represent a small part of your business, impulse buyers can't be ignored. Having a bright and attractive company sign can attract the attention of people who are just passing by, and usually lead to more business for your company. A custom business sign is one of the most efficient forms of marketing in regards to dollars made for dollars spent on advertising.
Edited on: Friday, June 16, 2017 12:15 PM