Are you aware of the significant connection between signage and branding?
As a business owner, you understand the challenges of engaging potential customers in today’s fast-paced world. With shrinking attention spans and increased product awareness, capturing people’s interest has become increasingly difficult.
Recent studies reveal that a staggering 84% of millennials no longer trust traditional advertising. Outdated advertising methods have lost their effectiveness, and newer techniques are struggling to make an impact. At times, it may seem easier to educate a child about your products and services than to educate a potential customer.
In this context, investing in new or upgraded business signage can prove to be an excellent alternative for advertising. The value of effective business signage can be compared to that of 24 full-page newspaper ads each year. It continuously promotes your business, regardless of the circumstances.
Undoubtedly, business signage stands as one of the most valuable marketing assets for your company. When utilized correctly, it has the potential to expand your customer base by up to 50%.
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Here’s Why Signage and Branding Are Effective Advertising Tools
In today’s dynamic marketing landscape, focusing on signage and branding offers several advantages over traditional advertising strategies. Let’s explore five compelling reasons why businesses should prioritize these aspects to make the most out of their marketing investments.
Dependability and Longevity
Traditional advertising methods are facing challenges in today’s ever-evolving landscape. Tactics like telemarketing and television commercials have seen a decline in their impact as consumers become more informed and employ technologies like digital video recorders (DVRs) and register their phone numbers on the Federal Trade Commission’s Do Not Call list. Additionally, even email marketing campaigns are losing appeal, with prospective customers frequently unsubscribing from mailing lists.
Amidst these shifting consumer behaviors, business signage has remained a steadfast and dependable marketing technique. Its resilience lies in its ability to provide consistent visibility for your business on a daily basis, leaving a lasting impression on customers that can endure for years with proper care.
Piques Customer Interest
Traditional advertising often comes across as pushy, with ads being forcefully presented to prospective customers regardless of their interest or willingness to engage. As a consequence, many of these ads get ignored, rendering the promotional efforts ineffective. Surveys conducted by Harris Interactive revealed that a significant 37% of TV ads are ignored by consumers, with older Americans being twice as likely (50%) to overlook TV ads compared to younger Americans (26%).
In contrast, custom signs for business can strategically capture customer attention at the most opportune times, precisely when they are walking or driving past your office or store. Through repetitive impressions, your business remains at the forefront of customers’ minds. Furthermore, by incorporating an electronic message center, you gain control over the duration and timing of dynamic promotional messages. According to a survey by FedEx, approximately 67% of customers stated that they made a purchase because a sign caught their eye.
They’re Timeless
Unlike traditional ads with limited lifespans that disappear after a certain period unless continuously paid for, business signage possesses a unique characteristic – longevity. When designed with compelling content and made from high-quality materials while being well-maintained, business signage can endure for many years, sometimes even decades. In a fast-paced and transient modern society, the lasting nature of business signage becomes a valuable asset.
Considering that approximately 18.6% of the population relocates every year according to the U.S. Census Bureau, businesses often need to attract new customers to replace the old ones. By investing in durable and top-notch business signage, you can establish your business as a significant and steadfast presence within your community, becoming a trusted milestone for both current and prospective customers.
Embraces Technological Advancements
In the face of technological innovation that has affected the future of traditional advertising, there emerges a promising opportunity for business signage. The advent of digital signage technology enables business owners to incorporate eye-catching and dynamic messaging through text, graphics, and video. By equipping your business signage with the latest electronic message center technology, you can truly transform your brand into a captivating announcement that engages and captivates your audience.
Delivers Exceptional Value
While traditional advertising practices like print and television may reach large audiences, they often come with hefty price tags. However, with the right approach to signage and branding, budgetary concerns become a thing of the past. Business signage proves to be one of the most cost-friendly marketing tools available, presenting a one-time investment that yields significant returns over time.
By attracting hundreds and thousands of prospective customers, business signage offers a lower cost-per-impression rate compared to traditional advertising techniques, resulting in a higher return on investment (ROI) potential. For instance, imagine investing $5,000 in high-quality signage that grants your business visibility for 10 years. This translates to continuous 24×7 advertising for less than $45 per month — an outstanding value proposition!
