If you’ve never owned a sign for your business before, it’s easy to be skeptical. After all, it’s just an inanimate object. How much can it really boost your company sales?
Most business owners treat signs as just that—an inanimate object. But you’ll stand a better chance at boosting sales and attracting new customers if you treat it as more than just an object. Here are the ways in which you can view signs as a powerful part of your marketing strategy.
#1: Focus on How Your Business Solves Problems First
Justine Musk, the wife of tech pioneer and billionaire Elon Musk, had this to say about what it takes to be a billionaire:
“The world doesn’t throw a billion dollars at a person because the person wants it or works so hard they feel they deserve it. (The world does not care what you want or deserve.) The world gives you money in exchange for something it perceives to be of equal or greater value.”
In short, find out what your customer needs before you start offering something to them.
That’s what you want to solve before you even design your sign. Find the answer to the simple question: “what problem does my customer have that I can solve?” For some companies, it’s simply the problem of being hungry and looking for something tasty. For other companies, it might be something more complicated, like finding someone who can help them handle their taxes. But any successful business, at its core, solves a problem people have. Find your customers’ chief problem, and then design your signage around that.
#2: Getting the Customers’ Attention
If you want to make a sale, it’s not enough to have a solution to a common problem. You have to have the attention of the people who want the solution. That’s where the signage comes in.
You’ll have to use a high-contrast sign if you want to get the customers’ visual attention first. This can mean anything from a backlit sign to trade show displays. The key here? Know your context. You wouldn’t put a meek, unlit sign in the middle of the Las Vegas strip; the lights there are bright and colorful because they have to get your attention. But a similar sign next to a home listing will look gaudy.
Location is just as important. Where will you put your sign? It depends on your goals. Forbes recommends posting stickers and window clings to remind customers to check in, for example.
#3: Incorporating a Whole Marketing Strategy
A sign isn’t a strategy. It’s a tactic. It can be a powerful tactic, but it’s only truly effective when paired with an over-arching marketing strategy. Think about how issues like branding, promotions, business announcements, and customer attention will factor into your sign. Then, your standout sign won’t only serve to boost your sales, as a FedEx study found, but they’ll help boost your customer base.
Sound like something you might be interested in? Then contact Sign It Quick to find out how to pair your branding strategy with our signage tactics.