Why Should You Only Trust a Commercial Signage Specialist with Your Business Signs?
Commercial signage is perhaps the most fundamental way of promoting a business. Signage indicates to everyone who passes by that your business is located here. This way, not only will those who have encountered your other forms of marketing be able to find your premises, but opportunistic customers walking past will also be able to drop in on a whim.
Trade signage communicates more than just your name and location, however. The quality and finish of your commercial signs also speak volumes about the level of importance that your business places on its image. This might sound superficial, but we all know the importance of first impressions – after all, if it’s bad, you don’t get a chance to make a second one.
If your signage, through its lack of professionalism, gives the impression that you don’t care about your business’ image, then some people may feel concerned that this carries over to other areas of your operations, such as a lack of regard for good customer service or the quality of your products.
This represents a real missed opportunity to attract new custom, build your business’ profile and extend your brand’s reach, and costs you money in two senses. Firstly, the money that you have invested in marketing is wasted because your campaign fails to reach its full potential, and secondly, potential earnings from customers who would love to patronise your business will never be realised, having been put off and turned away at the door.
The importance of effective and professional signage is not in doubt, then. Any commercial organisation seeking to improve its appeal and visibility to potential customers and local residents whilst avoiding the pitfalls detailed above should enlist the services of a creative, experienced and skilled commercial signage specialist. We’re going to look at what such a specialist could offer your firm that no-one else can, and why, in our view, the services of a signage specialist are integral to the operations of any company.
What Can a Signage Specialist do for Your Company?
There are many types of business signage available and each one is designed to communicate your message to a targeted audience in a uniquely effective way. These types of signage include freestanding signs installed into the ground, or wall- and roof-mounted signs commonly seen in built-up towns and cities where free ground space is at a premium. Then there are premises where the building itself is used as a sign, with a shop frontage bolted on and fashioned in brand-specific colours and styles.
Internal commercial signage is another type, commonly encountered in shopping malls, arcades and other areas where businesses share space. With all of these types of signage to choose from and more, it’s vital that business owners choose a signage solution that complements their image by being appealing to their target consumer group. Without this, the signage will be ineffective at best and at worst, counterproductive. Fortunately, getting this right is something that a signage specialist can be trusted to achieve. But that’s far from everything that a specialist can do.
Maximise Your Marketing Potential
Signage is all about communicating a message, so it follows that a specialist in signage best knows how to creatively transmit a unique message appealing to the general public and easily understood by your target group of consumers. A carefully chosen and designed signage solution can even enhance your business’ image by expressing your agenda and values, leaving a strong and lasting impression on viewers.
As well as this, well designed, professional signage has several other advantages. Unlike marketing techniques that use digital or print media, usually with relatively short print runs, signage promotes your business 24 hours a day, 365 days a year, for as long as it is standing. The effectiveness of this form of advertising, as opposed to hiring a billboard or a radio slot, is clear to see. Consumers will be familiar with and recognise your brand even if they’ve never set foot in your store. When considered in terms of ‘cost per day’ or ‘cost per view’, signage is also far cheaper than these other forms of promotion.
Signs are also able to appear to a much wider audience than other forms of advertising. Radio slots or television commercials might look very flashy and tempting, but if few people are watching or listening at that time, then the advert is totally ineffective and the investment was wasted. Likewise, newspaper adverts will, by default, never reach anyone who doesn’t read that newspaper.
A professional sign designed and installed by a signage specialist, however, will be seen by whoever walks past it, which is likely to be a reasonable cross-section of society, depending on the location of the sign. This initially wide audience can then be selected from at will by using your sign to deliver a targeted message at a particular segment of this total audience, as detailed earlier. This makes signage a far more versatile and effective form of promotion when used correctly.
What’s more, market research has demonstrated that signs are actually far more effective at swaying uncertain customers than other forms of advertising. This further indicates the importance of a well-designed sign. All of the effects and abilities of signage discussed here are contained within every sign, but the point is that with the assistance and knowledge of a commercial signage specialist, these standard effects are enhanced, ensuring that your signage provides the best return on investment possible.
At The Sussex Sign Company, we have the keenly honed expertise to be able to offer a holistic signage creation service with experts and specialists working on every stage of your sign, from design to fabrication and installation. Only this way can the marketing potential of your brand by maximised. If you’d like to know more, don’t hesitate to get in touch, Call us today on 01273 417057