Is it Time to Consider Refreshing or Enhancing Your Custom Outdoor Signage?
As a business owner, you’re likely aware of the challenges in capturing the attention of potential customers today. With increasingly shorter attention spans and heightened product awareness, it’s becoming progressively harder to make an impression. Studies indicate that 84% of millennials have lost trust in traditional advertising.
Outdated advertising methods have become less effective, and modern techniques don’t always fare much better. At times, explaining the value of your products and services to a child might seem easier than convincing a potential customer.
Investing in new or upgraded business signage can present a compelling advertising alternative. The impact of business signage can be likened to that of 24 full-page newspaper ads over the course of a year. It consistently promotes your business, regardless of changing circumstances. Business signage truly ranks among the most valuable marketing assets for your company. When used effectively, it has the potential to expand your customer base by up to 50%.
Reasons to Invest in New or Upgraded Custom Outdoor Signage
Let’s delve into five compelling reasons why prioritizing the creation of new or improved custom outdoor signage is a superior choice when it comes to maximizing the efficiency of your marketing expenditures, as opposed to grappling with traditional advertising strategies.
- Business Signage Offers Reliability
Traditional advertising methods are showing signs of decline. Approaches like telemarketing and television commercials have lost their impact as informed consumers now employ DVRs to skip through commercials and have enlisted their phone numbers on the FTC’s Do Not Call list. Even email marketing campaigns are becoming less effective as prospective customers increasingly unsubscribe from mailing lists.
Amidst these shifting consumer behaviors, the use of business signage stands out as one of the most dependable marketing strategies. When maintained properly, impactful business signage can provide daily visibility for your business and create a lasting impression on customers that endures for years to come.
- Business Signage Captures Customer Attention When It Matters Most
Traditional advertising often carries an element of intrusiveness, with ads thrust upon prospective customers regardless of their interest or receptivity. The consequence? Many potential customers tend to disregard the advertiser’s message, rendering the promotion ineffective. According to a survey conducted by Harris Interactive, 37% of TV ads are disregarded by consumers. Additionally, older Americans are twice as likely (50%) to ignore TV ads compared to younger Americans (26%).
In contrast, business signage seizes customer attention at precisely the opportune moment—when they are walking or driving past your office or store. The repetitive exposure ensures that your business remains at the forefront of customers’ minds. Furthermore, by incorporating an electronic message center, you can exert control over the timing and duration of your dynamic promotional messages. A survey by FedEx found that approximately 67% of customers made a purchase because they were captivated by a sign.
- Business Signage Endures Over Time
Conventional advertisements come with a finite lifespan, often vanishing once their allotted time expires (unless you continue to pour funds into them). Conversely, impactful business signage boasts lasting power. Furthermore, when crafted from high-quality materials and diligently maintained, business signage can endure for extended periods, sometimes spanning decades. Given the transient nature of modern society, the longevity of business signage offers a significant advantage.
According to the U.S. Census Bureau, approximately 18.6% of the population relocates annually, necessitating the constant replenishment of old customers with new ones. Having durable, high-quality business signage can establish your business as a landmark and a fixture within your community.
- Business Signage Embraces Technology
In an era where technological advancements are reshaping the landscape of traditional advertising, business signage seizes the opportunity to shine. The advent of digital signage technology empowers business owners to deploy signs that captivate attention with dynamic messaging, incorporating text, graphics, and video. By equipping your business signage with state-of-the-art electronic message center technology, you can transform your brand into a dynamic, attention-grabbing announcement.
- Business Signage Delivers Exceptional Value
While traditional advertising methods like print and television can certainly reach large audiences, they often come with hefty price tags. However, when it comes to business signage, budget concerns need not keep you up at night. It stands out as one of the most cost-effective marketing tools available, representing a one-time investment that promises substantial returns.
With business signage attracting hundreds and even thousands of potential customers, it achieves a lower cost-per-impression rate compared to traditional advertising techniques, translating into superior return on investment (ROI) potential. Consider this scenario: You invest $5,000 in high-quality signage that provides your business with a decade of visibility. That equates to around-the-clock advertising for less than $45 per month—an outstanding value proposition!
Conclusion
The merits of new or upgraded business signage as a superior advertising investment are abundantly clear. In an era where traditional advertising methods struggle to engage an increasingly discerning and tech-savvy audience, business signage offers a beacon of reliability, capturing customer attention at precisely the right moments. Its longevity, cost-effectiveness, and adaptability to modern technological innovations further solidify its place as a valuable marketing asset.
The enduring impact of business signage, its ability to convey dynamic messages, and its exceptional return on investment make it a cornerstone of successful marketing strategies. In a world of fleeting consumer attention and shifting advertising landscapes, business signage remains a steadfast and dependable means of promoting your business, leaving a lasting impression on customers for years to come. So, if you’re considering how to best allocate your advertising dollars, look no further than the enduring power of new or upgraded business signage.
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