One of the simplest assets of your business is also one you probably overlook. It may seem antiquated in this increasingly technological world, but a humble painted sign is still the most important marketing tool for small businesses who deal with customers face-to-face. While you may be eager to try the latest and greatest marketing innovations and get a presence on every new social media network, it should never come at the expense of the central location where customers convert into profit. And all that begins outside, with the sign — here’s why yours is so important:
Your Sign Gives Legitimacy to Your Business
Your sign is the first thing your customers will see. That first impression it makes on them sets their expectations of your business, and that colors the entire interaction you’ll have with them. If they view you positively and expect above-average goods and services, they will subconsciously focus on all the positives of the visit and look past any flaws. The earlier you can frame the narrative of your customer interaction, the easier it will be to convince your customers to come back.
You Can Draw In Passers-by
An advertisement in the local paper is a great way to draw in new customers who live in your town. But according to the Census Bureau, 18% of households relocate each year. We are a people constantly on the move. People passing through your town aren’t going to stop to pick up a local paper or watch a local TV station, but they will see your sign from the road. If you add a few lights, your sign can be working for you 24/7 instead of the limited time offerings of other ad buys. Investing in a high-quality sign gives you a limitless flow of new businesses instead of limiting yourself to a small, stationary audience.
On-Premise Signage is Incredibly Cost Effective
According to this handbook developed by the New York State SBDC, the flat cost of installing a sign on your own property means that your CPM (cost per 1000 impressions) can shrink infinitesimally small based on the amount of passing traffic your business experiences. If you’re based near a well-traveled road, you could be paying a fraction of what other advertising channels would cost.
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