The world is becoming more and more digital, so you’d be forgiven for assuming that physical outdoor business signs no longer offer corporations much benefit. The truth, however, couldn’t be more different. Businesses, especially small and medium sized businesses, who neglect to invest even minimally in outdoor signage could not only be missing out on huge sales potential but could be actively holding their growth back.
Outdoor business signs work and the research proves it
Unlike common forms of advertising, like television, radio and newspaper ads, out of home advertising (often referred to as OOH) has only grown in popularity with year on year increases in expenditure across Australia. Why?
Because almost 8 out of 10 Australians see outdoor business signs each and every month!
Just about 80% of the entire population of the country are exposed to advertising during their commutes to work, shopping trips, dinners out, leisure activities and general travel. From billboards lining high traffic motor-ways to simple shop signage dotting footpaths, getting a name, message or business offer out there is easiest and most effective with outdoor signage.
Almost 50% of people discover new products and services thanks to outdoor signage.
Thanks to the wide reach of outdoor business signs, the likelihood that your offerings are going to be brought to the attention of otherwise unlikely-to-be customers is much, much higher.
Of course, reach is one measure of advertising but conversion is the real deal. Are the consumers of your outdoor advertising actually becoming customers?
Businesses that utilise outdoor signs attribute over 15% of their increase in sales to that signage.
How does outdoor signage work so well? Considering that 76% of shoppers are willing and open to finding and trying new products/services based on what they see on signage, it’s vital that you get your business out there and visible. Unlike other ‘traditional’ advertising like TV, radio or print, and the behemoth of digital advertising platforms such as Google Ads or social media, when it comes to local businesses 85% of their customers are residents or workers within a 5-10 kilometre radius. This means that most people aren’t looking to travel far when trying to discover new businesses or search for a specific service, so it’s even more important that you use your outdoor signage to let them know you’re there!
Customers are actively drawn to professional-looking signage
Not all outdoor signage is equal, however. You can’t just throw up a hastily designed, poorly printed and badly mounted sign on a street corner and expect the customers to flood in. Like all branding, your business signage needs to reflect your business. It is afterall the physical representation of your business to passers and drivers-by.
Here are some handy tips for ensuring you get the most benefit from your outdoor signage:
- Use a professional
Badly constructed signs stick out like a sore thumb. But unlike the classic idiom that “no publicity is bad publicity”, unattractive and unprofessional signage can actively turn customers and clients away. Especially if there’s an attractive and professional looking sign down the street.
- Triple check for mistakes
While outdoor signage is a worthy investment, you want to make sure that it’s executed to perfection to actually make it worth your money. Misspelled words, mistaken grammar, or incorrect information could be costly in more ways than one. Triple check your sign before printing and then get a second party, like a colleague, to do the same.
- Craft a compelling marketing message
This tip is more relevant for billboards and other mass market forms of outdoor advertising but is still applicable to all types of signs, like storefront signage. You only have one chance to form a first impression and you have limited space, visuals and copy with which to do it. Keep it as brief as possible. Keep it as powerful as possible. Make it as compelling as possible.
- Update your signage when necessary
Outdoor signage, being outdoor and all, is subjected to the elements and can show wear and tear after a while. Shabby signage does not make a good impression and, whether accurate or not, will leave potential customers associating such shabbiness with your business. To keep your investment in signage worth it, it’s worth re-investing in it when necessary.
- Be original and stand out
Whether a customer is actively looking out for what you’re selling or not, to grab people’s attention your outdoor signage needs to be bold, distinct, and eye catching. The same signage as every other shopfront on the strip, or the same billboard as the advertising at every other traffic intersection is unlikely to captivate and unlikely to be as effective as it could be.
- Make it easy to understand
In all forms of marketing and advertising you’re competing for the attention of potential customers. If your signage is hard to read, too wordy, too vague or too confusing it’s not going to have the effect you’re after.
- Be authentic to your brand
You’re selling yourself with your signage. So make sure to sell yourself authentically. Use graphics, copy and a message that really reflects what you offer and who you are. Customers, especially repeat customers who offer high lifetime value, will ultimately be repelled by an inauthentic message on your signage.
Let us help you with your outdoor business signage
There’s no doubt that outdoor business signage offers essential benefits for businesses of all types and sizes. Signage offers a ton of potential to help you boost sales and increase brand awareness, so it’s worth making sure you find the experts who can help you with a customised end-to-end solution. Luckily for you, Brisbane Image Group are experts in all things building signage. Get in touch with our team for a no-obligation quote for the perfect outdoor business signs solution for you.