While many marketing departments are claiming that digital advertising is king, it’s important to remember that print media and signage are not dead . It can be very difficult to get noticed online, especially when you’re joining thousands of other voices calling for the attention of the same audience.
However, it just takes a single well-placed sign to gain significant attention, boost awareness, and increase your website traffic. Here are four ways to win with a signage strategy.
- Have a Memorable Logo
The world’s most iconic logos don’t need any introduction or explanation – people can identify companies like Nike, McDonalds, and Apple by a glance at their logos. This is the ideal level of familiarity that marketing teams and graphic designers strive for – how can you create a memorable logo that isn’t cluttered with extraneous detail or a mountain of text?
Companies also try to convey their brand culture quickly within these visual cues. If you don’t feel like your logo is ready to go up on a sign, it might be time to consult a brand strategy company and a graphic designer.
- Avoid Lengthy or Inaccurate Text
When you see a wall of text on TV, a billboard, or online, your first instinct is usually to ignore it. People generally won’t take the time to read excessive text, especially in today’s societal culture of ” faster is better .” Your pitches should be pithy, hook attention, demonstrate value, and call readers to action within a short phrase or a few carefully placed words. Keeping text to a minimum can also decrease the cost of your signage.
As you chop words and characters from your sign copy, have an editor review the content before sending it to print. Text with spelling or grammatical errors can be disastrous for your brand credibility. Don’t rush the copywriting and editing phases – they’re crucial to ensuring accuracy.
- Placement
You don’t have to spend big bucks on multiple signs if you have a keen sense of product placement. If your marketing department places a single sign in a high traffic environment frequented by potential customers within your target audience, it can be far more effective than multiple signs placed in less strategic or inaccessible locations.
Before you invest in signage, ensure your organization has researched the appropriate display area and secured permission to use it. You might need to check in with your local government to see what the parameters are for displaying signage, such as size and height restrictions.
- Timing
This is perhaps the most critical aspect of using signage. Timing can make or break a successful marketing campaign . For example, having your company logo displayed on TV during major awards ceremony events, such as the Oscars , generally results in an enormous amount of exposure. Your marketing team should examine prospective events within your community and learn about relevant advertising opportunities.
Signage can have a huge impact on your business’ visibility and traffic. Be sure to examine your logo, text copy, timing, and placement before you spend marketing budget on signage. These displays can help bring in an influx of new business while reminding old customers to come and visit.
