The Power of Exterior Signage

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For businesses, and especially small businesses that might not have the name recognition of larger brands, marketing is essential to bring new customers through your doors. Exterior signage plays a key role in any business’s marketing strategy.

Catching Eyes … and New Customers

Your business’s exterior signs offer the first bits of information customers learn about you. A visually captivating sign catches their eye and alerts them to your presence. If your sign properly conveys who you are and what you do, it can help bring new customers through your doors. This is not just idealistic thinking; research carried out by FedEx bears it out.

The FedEx study found that:

76% of consumers enter a store they have never visited before based on its signs
68% of consumers have purchased a product or service because a sign caught their eye

75% of consumers say that they have told someone about a store solely based on its signage
68% of consumers believe a store’s signage is reflective of the quality of its products or services

These numbers mean that in addition to being eye-catching, signage should accurately and tastefully reflect your business’s purpose. What is your mission? What products and services do you offer? What sets you apart from your competitors? People will use this info to decide if your business is a good fit for their needs, as well as using that information to potentially recommend your business to friends or family members.

No sign is a sign of no business.

Pros of Using Exterior Signage

An exterior sign can be seen all day and every day of the year. It provides continuous and prominent exposure. Business signage is a popular method for getting the attention of thousands of possible customers. In many ways, it is more cost-effective than television, newspapers, and radio.

The FedEx study also reveals that potential customers will gauge not only their interest in your product or service, but also the quality of your overall business by what they see on your sign. With nearly two-thirds of customers making this kind of judgment based on your sign alone, it makes sense to invest in a high-quality sign, install it properly, and take the time to keep it well-maintained.

It has more than been established that you must have signage. Signage is an advertising and branding tool that can generate an additional 75 percent to your customer base and referrals, according to numerous studies. Make sure to consider sizing and location in order to attract customers and use technology such as digital signage in order to keep up with industry changes.