It’s a very simple formula: customers are out there, and you want them inside your business.
Unfortunately, many small business owners are clueless when it comes to creating more foot traffic for their business. They think that maybe their location is bad, the marketplace is lagging, or customers simply don’t know how to find them. And these things may be true. But until you experience effective signing that draws the attention of customers and entices them into your business, you won’t know.
If you want to draw in customers, you’re going to have to adopt a new attitude: thinking about things from the customer’s perspective. With that perspective, you’ll find there are many factors to effective signage that can draw in these customers:
Know Your Market, Know Your Audience
What works for a sign in one location might not work the same for another. If you’re going to better understand your market, try walking around the local neighborhood. Pay attention to the signs that draw your eye. What are those signs doing that make them so successful? Are there any signs that look out of place, and if so, how can you avoid those same mistakes?
The context in which your sign appears is incredibly important; you don’t want a flashy, over-the-top sign in a quiet neighborhood or else you’ll look tacky. But the same sign might be more effective in a context in which an over-the-top sign is expected and even enjoyed.
The Quality of The Sign Itself Is Important
According to a study commissioned by FedEx working with Ketchum Global Research and Analytics, some 75% of people say they would go into a store they’ve never entered before simply because of the sign.
What’s bringing them in?
In the same study, some 68% of people said that they judge the quality of the products or services of said business by the quality of its signage. That means it’s not just what your sign says, but how it looks and the impression it gives helps determine your success with new customers.
Don’t Expect Customers to Do All of the Work
Some companies install a sign with a beautiful log and their business name on it, and expect customers to know the rest. But what if your business name and logo say nothing about what you actually do as a business? How are people supposed to know if you have a law practice, or an ice cream shop, if all you do is display your last name?
Think of your sign as an employee that you don’t have to pay and doesn’t mind standing out in the rain. That sign is doing work simply by standing outside; but it’s not doing all of the work it needs to if you don’t fill it with the information your customers need to enter the store. If you sell widgets, put that on the sign—and don’t expect the widget buyers of the world to figure it out simply because you have a nice logo.