Whether it’s for a hotel, restaurant, doctor’s office or theme park, communicating your brand message through effective marketing signage can have huge benefits. It’s an opportunity to reach new customers and communicate your values, as well as create a desire to purchase, build trust and increase customer loyalty. On the other hand, poorly designed or placed signage can create a negative impression and even deter potential customers from ever setting foot inside your business.
Unlike traditional advertising, which may shout irrelevant messages at people when they don’t want to hear them, effective signage can be genuinely interesting and at the right time. It’s also a chance to connect with consumers on an emotional level, which can help establish a deeper connection with the brand.
The key to effective marketing communication is understanding what your brand stands for and its value proposition. What are your customers looking for, and how do you compare to your competitors? By answering these questions, you can define a clear and unique brand voice and positioning that will stand out in the marketplace.
One of the best places to share your brand voice and positioning is with a sign on the front door of your business. As a rule, these signs are visible to everyone (barring hermits who never leave their homes), making them the quickest and most cost-effective way to reach potential customers in your local area.
In the case of a small business, this could mean that your sign announces your open hours or lets people know you accept credit cards. It might also be a reminder to buy your product during a particular sale period or an offer of free delivery on orders over a certain amount.
Digital signage can also be used to communicate a number of other brand messages, including creating a sense of urgency. For example, by displaying an up-to-the-minute timer on a store-wide sale, you can create a sense of impatience that drives sales.
Another option for your digital signage is to share a more detailed explanation of the specifics behind your product or service. For example, by using a creative billboard campaign that was developed for British Airways and the Ogilvy group, you can let passersby know exactly what plane is flying above them at any given moment, along with its flight number, destination and the lowest fares available for that trip on BA.
As the first point of contact for many customers, your marketing signage can play a critical role in building a positive perception of your business and fostering strong customer relationships. Having a well-defined and compelling image that’s clearly communicated through your signage will help you to attract and retain customers, so make sure your messaging is in line with your image to get the most from your investment. To learn more about how your business can leverage digital signage to promote its branding and customer experience, speak with a sign professional signage company in Fresno.