Signage A Business’s Biggest Weapon
When you are trying to grow your business, signage is a very important tool. If you’re getting your business off the ground, the right sign installation contractors can help you find the best options, while also creating and designing your sign.
Signage helps draw in existing and potential customers. Cardboard advertising signs are an inexpensive option that you can change up often with a business sign company. The right signs can get you more customers and traffic, and help create the overall look that you want. Making sure you have the signs can make a big difference in the growth of your business.
Signage. It may not be sexiest part of your job. There is, after all, working with customers, sales calls, bringing in new supplies, creating new merchandise, but what you may not know is that signage plays a crucial role in the success or failure of your business. Here are some statistics:
- Several studies showed that merchandise with a sign outsold merchandise without a sign by 20%.
- The value of on-site signage is equal to 24 full-page newspaper ads every year.
- A single on-site sign costs two cents per one thousand views, while a 300 line newspaper ad costs $2.81 per one thousand views and might only reach 53% of the market.
As you can see, signage can make or break a new business. Signage that is attractive, colorful, communicates the message of your company, what it’s all about, can bring in new customers at a large rate. Signage that fails to do that or lack of signage can make your new business invisible when it comes to today’s economic landscape.
And while signage at the front of the property is the one people most think about when considering the term “signage,” it also applies to the right pricing stickers on items in the store. For instance, just a couple of statistics show how important that signage is.
- Shoppers make 82% of their purchase decisions in the store
- Between six and 10 purchases in store can be qualified as impulse purchases
- According to a 2014 Mass Merchant Study, 16% of unplanned purchases were due to noticing a sign while shopping
Merchandisers are often tasked with putting the correct signage on items during the course of their job. However, in smaller stores, especially small businesses, the owner or an employee might have to do the job, even if they have other responsibilities. Still, signage is important and must demand attention.
There are different types of signs, from double sided window decals to screen printing banners to printed mesh banners to custom printed signs, and many many more. There are as many signs as types of merchandise. They come in different colors, with different designs, all to make the store attractive, organized, with prices easy to find and matching the merchandise.
Signs help grab the customer’s attention as soon as they walk in the door, and sometimes outside of it, if the business has merchandise outside the door, as in the case of a Home Depot with a garden center. While signs don’t always have to be colorful, consistency with most is key. Having the right color coding is important for a customer’s eye.
Making sure specials are in white while regular items are in yellow is critical. It is expected by customers (or certainly helpful) that the font will be easy to read and that it will make sense. It also is important to make sure there are no conflicting signs or signs that don’t match the merchandise.
A sign on top of a sign is a frequent occurrence at some establishments and can lead to confusion if one of the signs fall off. It is also possible to have situations where signs are placed out of order–hence signs that are not matched to their merchandise. While sometimes this happens because customers put things in the wrong places, it’s always necessary to have handy the plan-o-gram to determine these errors.
For merchandisers looking to differentiate products, it’s always important to use different kinds of signs for different “special” products. For instance, a sign that “pops up” might be useful in certain settings, while a long boarded sign might look best for an outdoor setting.
It is possible either as a merchandiser or as the owner doing merchandising in his small business to run into the situation where there may not be enough signs for all the merchandise. Always have handy a printer and stickers on which to print the prices. It may take some practice to get used to the printer but it pays off in the end.
For raised signage, it is always possible to do double sided window decals. Double sided window decals are organized in such a way that the same message is presented to people on either side of the window. Double sided window decals are efficient in terms of message and easy to add to a business.