The use of outdoor signage has been a powerful marketing tactic for many years. From store signs to billboards to banners, many companies have used this method as a way to generate business.
Outdoor signage is extremely effective because it helps businesses push out a marketing message and have it resonate with their target audience. Like any marketing tactic, though, some businesses have seen more success with their outdoor signage because they know how to use it effectively. If your company is in the market for using outdoor signage successfully, check out the following tips.
1. Use the right color scheme
Before you can choose the colors that you will use on your outdoor signage, you need to know where it’s going to be placed. If you’re using a billboard, light blue may not be the best background color to use because it will blend in with the sky. Instead, use colors that stand out against the background of your signage in order to make it pop. This way, your sign will not get lost.
Along with the color of the actual signage, you need to use the right color for the message of your sign. Your message is what will resonate with your audience, so you need to make sure that it is easily visible.
2. Don’t overdo it.
Depending on where your outdoor sign is placed, some people will only have a few seconds to glance at it and comprehend your message, which is why it is absolutely important for you to use simple messaging. If you try to put a paragraph of content on a billboard, your audience will never read more than the first few lines.
3. Understand your signage reflects your business.
Your signage is an extension of your company’s brand and image, so you want to make sure that your signage is created with the same type of quality that you place on your products and services. If you are constantly opting for cheap signage, some customers are going to associate your brand with being cheaply made. Instead of allowing them to think this way, make sure that your signs are always produced by a quality sign company.
4. Make it easy to remember.
Most people who will see your outdoor signage will be driving or walking by and only able to give your sign a moment’s worth of attention. For this reason, you need to make sure that your signage is memorable, either with a catchy headline or an easy-to-remember web address. The easier your sign is to remember, the more likely that individual will give your business a second look.
5. Be engaging.
To be more engaging, you can opt to use a digital sign instead of a traditional print sign. Digital signs allow you to interact with your customers and provide them with more information. Plus, you can easily switch out your message without needing to reprint a new sign.
If you’re not interested in digital, give your customers the chance to take something away from your sign. Add a brochure box and make sure the box is always fully stocked with brochures on your company. This allows your sign to gain their attention and then provides them with additional information without having to search for it.
6. Know the regulations.
Certain towns have regulations in place regarding outdoor signage. Some towns don’t allow signage to exceed certain sizes while others may have a time frame as to how long your signage can be posted in certain areas. Before you place your outdoor signage, make sure you check with local municipalities to make sure that you are following guidelines. If you don’t, you could end up spending money on a sign that you can’t use as well as find yourself with a hefty fine from the town.
7. Track your signage success.
The only way to know if your signage is working is to track its success. When customers come into your store, ask them how they heard about you and see if they mention the sign. You can also add a referral code on your signage and track the sign’s success that way, or you can place a QR code on your sign and track how much traffic the code generates. Knowing the success of your sign can help you determine if your current signage is working or if you need to make changes.
Outdoor signage is a great tactic for your business, and when you couple it with these tips, you’ll see more success than you expected.
M.P. Brown enjoys sharing advertising strategy with fellow business operators. M.P writes for Icon ID.