Here is a succinct article from Elle Smith detailing the importance of effective advertising for small businesses. Although DNS specializes in the creation of retail environments and as such usually focuses on the interior of a store, we do have the expertise and experience to integrate custom signage into a stores promotional efforts if needed.
No matter how acclaimed or favored your small business may be, one of the most critical aspects of your public appearance is your business sign. This important form of communication quickly and cost-effectively spells out who you are and what you have to offer. When a business sign is carefully designed and maintained, the need for other forms of advertising is greatly reduced, according to the Small Business Association.
First Impressions Count
The graphic presentation of your business sign is both an important first impression for new customers and a marketing tool that brands a consistent image into the mind of your repeat customers. Most small businesses put a great deal of thought into how signage, logos and other brand identity appear to the public — at least initially. After the company has been chugging along for a while, however, signs may take the back burner to more important operating issues. Tattered signs, burned-out light bulbs or careless typos reveal sloppy habits, and can even turn off customers, according to values-based business pioneer Michael Phillips. Small business owners should frequently assess the condition, look and placement of their signage.
Your sign is your salesperson on the street. It speaks to passersby and informs them of your product or service. More than any other form of advertising, a business sign has the best return on investment. According to a study conducted by the University of San Diego School of Business Administration, it was the business owner’s signage, not improvements, word of mouth or other forms of advertising, that was responsible for attracting 10 new walk-in customers during a week’s period. Of those 10 new customers, a minimum of six additional sales resulted.
Design and Message
Your company’s signage must be seen to drive traffic into your business and ultimately boost your bottom line. Exterior signage should be bold, simple in message and easy to read from a distance, advises small business expert and author James Stephenson. Trying to fit too much detail on a sign will only confuse the reader. To be memorable and consistent, your sign should carry your corporate image, logo and color scheme. Try adding an attention-getting device, such as flashing lights or scrolling text. The sign must be well-lit and visible after dark. Your sign is your best advertisement morning, noon and night.
Regulations and Permits
As much as you may fancy the biggest and boldest sign design imaginable, sign placement is subject to local ordinances relating to safety, hazards and electrical regulations. You may also require a permit and variances as part of the contract with your sign company. Before you sign a lease with an outdoor media company to create and host your sign, understand that signage is typically sold in in blocks of time — some ranging upward of a year or more.
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