Signs tell us where things are located, and advertise or inform about what happens in a certain place. But business signs can do more than this, impacting the company positively or negatively, depending on approach. Business signs are also not limited to front door signs, and encompass everything used for advertising including in-store posters and banners.
Every business needs an identity, particularly when it is operating from a bricks and mortar site in the real world, and not simply trading in a digital form. That said, even an Internet site should mirror corporate image, which includes the business logo, corporate colors and signage.
Since more and more people search for bricks and mortar businesses online, deciding where they will shop before they even leave the house, it’s important to display business signs on the website, so potential customers are able to identify where they are going. A lot of people will check an address using one of the online map services (Google Maps for example), but the street view isn’t always up-to-date, and if you have a relatively new business, the sign you have so carefully chosen might not have even been captured.
Why a Business Needs Signage
First and foremost, a business sign identifies where the business is and helps advertise what the business does. Whether it’s a store, an office, a factory or a warehouse, the sign is there 24:7 every day of the year, whether the business is open or closed.
A business sign will also play a pivotal role in branding the business. Brand and identity go hand in hand, so the type of sign as well as its sign and style will be all-important in terms of the impact it can potentially have on the company’s success.
A well-designed business sign will set your company apart from your competition, particularly in high traffic areas where hundreds of signs vie for attention.
Furthermore, research backs up the idea that business signs attract new customers. Studies show that 20 to 40 percent of businesses get the benefit of impulse buying, and that signage plays a vital role in motivating this.
In addition to the main signage on your store or office building, there are additional signs that you might want to consider. For example if you hold seminars, special events or have special offers, temporary business signs can draw people’s attention to these. Signage that advertises the fact your business is hosting a charity or community event is another good marketing exercise.
In-store signage also plays a vital role to ultimate business success.
What Customers Say About Business Signage
Various studies show that customers are attracted to certain shops and businesses because of their signs.
The US Small Business Administration interviewed 2,475 people who had been shopping, and nearly half of them said that the business sign displayed by the store had prompted them to visit the store for the first time. Further, as the Administration states, business signs on premises are a “permanent asset” that is exclusive to the business – all the time, day in and day out, 365 days a year.
FedEx Office, an operating company that is part of FedEx Corp., undertook a survey, What’s Your Sign? several years ago and found that 76 percent of Americans visit stores for the first time based on signage that attracted them. Not all of them purchased products or services because of attention-grabbing signage, but the statistics were still high, with 68 percent stating they had bought something.
Quality of signage was also a factor, with 68 percent of respondents stating that the quality of a business sign reflects the quality of the products or services the business provides. A previous FedEx Office Signs of the Times survey had an even higher result, with 90 percent of small business owners indicating that they were convinced sign quality was essential to business success.
Interestingly, three out of every four consumers that took part in the What’s Your Sign? FedEx survey said they had learnt about stores via information that was based on signage.
For those who don’t believe signage is important, a sobering statistics shown in this survey was that close to 60 percent of consumers said they were put off from entering stores that don’t have signs. Most believed that a small business should have two or three business signs around the outside of a shop.
What Signage is Best for Your Business?
Unless you are running a franchise, in which case signs will likely be part of your business package, custom designs and custom graphics are usually the way to go. But you need to be sure the design and graphics chosen will meet your brand needs and appeal to your target customer demographics. You can assess this through surveys, as well as by simply watching what customers do and where they come from. You can also find out a lot more about your customers by talking to them and asking what attracted them to your business in the first place.
While there is no doubt that choosing the right custom graphics and business signs for your business success is a challenge, Megabytes Digital is here to help you meet the challenge and ensure that signage helps your business succeed.