In a world where audiences are more distracted and digitally-driven than ever, brick-and-mortar retail businesses need to be more creative and compelling than ever when attracting consumers. Fortunately, physical signs offer the perfect solution to grab attention, stand out from the competition, and communicate important information in ways that online ads can’t.
The right kind of outdoor signage can act like silent salespeople, attracting attention and helping customers find their way around your business. But choosing the best type of sign for your business requires careful consideration of factors like location, branding needs, local regulations, visibility, durability, messaging requirements, and target audience.
The most important thing a retail sign can do is make your business more visible to potential customers. This is particularly true for businesses that are located in crowded or busy areas, such as strip malls alongside highways or tucked away inside older buildings in historic downtown districts. Visibility is also critical for businesses that are located in dense urban areas or crowded tourist attractions, such as the Bellagio Fountains in Las Vegas.
Effective outdoor signage includes both a prominent display of your store name and logo, as well as clear, easy-to-read fonts and graphics. The colors and fonts you choose should complement the color scheme of your brand and be highly legible from a distance. Your sign design should also include your logo, which helps people recognize your brand and remember it even if they haven’t been to your store in a while.
Enhanced visibility also allows you to attract customers from out-of-town or visiting travelers who might not be familiar with your area. A prominent sign can help them locate your business quickly and easily, resulting in more foot traffic and new sales.
Outdoor signs are the ideal medium for promoting special offers or limited-time promotions. These time-sensitive deals are sure to draw the attention of passersby and inspire spur-of-the-moment purchases. Changing your outdoor signage regularly to reflect new offers keeps your messaging fresh and engaging and encourages repeat visits.
While Internet ads can be targeted to narrow demographics, outdoor digital signs are highly visible to all passing consumers. This broad reach makes them a cost-effective marketing tool that generates high ROI for your business. The initial investment in a high-quality outdoor sign pays off quickly, with an average return of $4 for every $1 spent on the initial installation. In addition, they require minimal ongoing maintenance costs, making them a smart long-term marketing investment for your business. The experts at your local sign shop in Madison can help you integrate your marketing and promotion strategies with the best business signage in Madison.