Traditionally, when we think of advertising, digital, print, television, billboard, and radio ads are the obvious examples. All of these can be powerful marketing tools depending on your business. Yet when it comes to storefront and other building signs, you might not be quick to say they’re advertisements so much as they are labels necessary for any building to identify itself. To help you change your line of thinking, here are 3 reasons building signs are, in fact, advertisements.
1. They help you solidify your brand.
Branding should be on your mind when you go about your marketing endeavors, and it can’t be forgotten during the design process of your building sign. Indeed, the very exterior of your building is a branding tool. The flexibility you have regarding architectural features varies, but a sign is something you can always customize to reflect your brand—unless you’re situated in a shopping center where all signs must be identical in color and font, but this is rare. Sure, there may be regulations that restrict the size of your sign as well as whether or not it can be illuminated (and how bright it can be), but through working with a graphic designers and sign experts, you can create a sign that solidifies your brand.
2. They can make or break landing a new customer.
Other forms of advertising get the word out there about your business, but not all prospective customers will actively seek you out as a result. The sign on your building is necessary for that prospect: someone who was intrigued by an advertisement of yours but isn’t likely to become a customer unless they happen to pass your actual building. If they never notice your building, the opportunity is lost.
Your building sign could be the final piece in landing a customer who has already been primed to check you out by your other efforts. It can also be an advertisement for prospects who have never heard of you at all but are willing to check you out if they see a cool sign for a business that might have just what they need while driving or walking by.
3. They are permanent fixtures that get in people’s faces.
All types of advertisements have their own drawbacks. The drawback of a building sign is that it’s ineffective unless your targets are already close enough to your business to see your sign, while other marketing efforts aren’t so restricted by exact location. Television, radio, print, and online ads are more pervasive in our lives, but they’re also easy to ignore. Someone might not watch TV (or mute the commercials if they do) and might block all advertisements online, making those mediums useless for attractingthat customer. But unless that person never leaves their house, they may still notice your sign while out and about!
Besides, although signage requires someone to be nearby to see it, typically when you pay to run an ad on any platform, it’s only going to display to certain people at certain times anyway. A sign is an advertisement displays all hours of the day and even all hours of the night if it’s illuminated and you keep it on.
Don’t miss out on the potential for your sign to be an effective advertisement
Through following best practices related to sign design, and placement, your building sign can become one of your business’s greatest advertising assets. Working with signage experts can help you create a building sign that never stops working for you.
