Read the signs: Why investing in your signage makes good marketing sense

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June 12, 2019

A business without a sign is a sign of no business.

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If your business has a physical presence, your signage will help to get noticed, direct customers to your business, and build your brand by reaching potential new customers.

Your business’s signage is the silent salesperson who never takes leave and always has a smile. Your signage is the handshake with your customers to say ‘welcome to our premises, come in for a chat’. A business without a sign is a sign of no business.  

So, what does your signage say about your brand? Do you think it communicates your brand values, and makes people want to do business with you? Or perhaps your signage needs a refresh?

Signage improves your brand’s visibility and recall.

A study conducted by FedEx in the USA showed that 76 percent of customers visited a store that they never knew existed, based on their outdoor signage. A small business’ sign can also be an influential word-of-mouth marketing tool, with three out of four consumers saying they have told someone about a store based simply on its signage.

Well-designed business signage can do a lot more than simply show potential customers that you exist.

The key here is ‘well-designed signage’ - not the hand-written page that’s been sticky-taped to the window, or the sign with an unclear font or faded colours, making it illegible. The study also showed that poor signage can deter consumers from entering a store, with over half (52 percent) saying they are less willing to enter a store with misspelled or poorly-made signs.

It’s not simply about presence. It’s also about advertising.

Signs can be a great marketing investment for your brand, with outdoor branding still one of the most common methods used to reach thousands of potential customers. And while there’s generally an up-front investment to make sure your signage is on-pointe, the benefits are lasting, and ultimately can be more cost-effective for your business than other short-lived forms of advertising such as billboards.

Technology is increasing impact and improving efficiencies.

While marketing now is moving towards a digital and online focus, so too are we seeing some of these technological advancements in signage - with LED lighting offering better economical choices and digital signage offering increased interest and flexibility. Your signage goals and budget can combine these technologies with the tried and tested static signage to deliver a lasting impression for your brand.  

Signs can also be effective for off-premises use.

Strategically placed billboards can convey a concise message to passing motorists. Vehicle signage is a great way to have a travelling billboard for your brand, and help your team to project a professional image where ever you are.  

Simplify your signage with DMC Group

DMC Group has extensive experience in delivering outstanding signage solutions for schools and businesses to meet your customised requirements. Through our consultative process, our design and production experience combined with implementation capabilities assure best practice quality results to improve the exposure, branding, and directional clarity across your school.

Our approach simplifies the implementation process, delivering on time and within budget. Our team works closely with your personnel to ensure we deliver compliant and functional solutions  with impressive results for your brand. A highly technical field, we ensure that we analyse all elements of the project, including OH&S guidelines, structural requirements, council regulations and environmental planning.

Further reading:

Business Town: Why your outdoor signage is as important as your website

360Degrees Media Group: The Benefits of outdoor advertising

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