A lot of people think that traditional marketing is dead, given the fact that we can find any information about brands on the Internet. Why should anyone bother with other forms of marketing when they can launch a website and invest all their efforts into social media marketing and blogging?Well, traditional marketing is still very much alive and well and it keeps bringing many benefits to businesses, especially when combined with digital marketing. Businesses still use direct mail to reach out to consumers, and lots of them still use posters and flyers, especially when they are offering promotions and discounts. TV and radio ads are still going strong, but they are very expensive, which doesn’t make them very useful for small businesses.
Sign marketing is the form of marketing that almost every brand is still relying to, and for good reason. As a matter of fact, there are six reasons why sign marketing remains relevant in the digital age. Here’s what those are.
Affordability
One of the most obvious reasons why businesses use sign marketing today is their incredible affordability. Businesses of all sizes can easily afford to invest in a business sign to place in front of their brick-and-mortar stores and grab the attention of a lot of people passing by, as well as invest in a billboard that hundreds or even thousands of people will see daily.
Signs can work wonders for small businesses that don’t have enough extra income to invest in expensive forms of marketing, such as paid TV and radio ads, as well as paid online ads. Putting up an affordable business sign in front of their store or investing in a billboard can help them attract quite a lot of people and grow their businesses.
Little Long-Term Investment
This reason goes hand in hand with the previous one. Apart from the initial investment that includes purchasing a business sign and creating the actual signage, that is, the design that will effectively capture the attention of viewers, brands don’t really need to invest any further in their sign marketing efforts (unless they want to create more signs, of course).
Once you create and put up your sign, it will work for you 24 hours a day, 7 days a week, 365 days a year. It will be visible all the time, marketing your business every single day, no matter the time of the day. It is one of the best long-term investments for raising brand awareness and growing a business.
Very Small Maintenance Costs
Apart from the fact that sign marketing requires very little long-term investment, it also comes with very small maintenance costs. It goes without saying that you need to properly maintain your sign if you want it to keep attracting people, because its quality will affect people’s opinion of your brand and your brand image.
What’s more, you need to make sure that your sign doesn’t negatively affect people’s health and safety. For instance, it may fall down and hurt someone if it isn’t properly attached to a solid structure, so you must check it regularly.
Now, some signs require little to no maintenance, while others require a bit effort. For instance, you may need to refresh your sign with a new coat of paint, or if you invest in a LED sign, you would need to replace the lights from time to time.
Adds to Brand Credibility
A good sign that markets your business is an excellent way to strengthen your brand and increase your credibility. It can help you stand out and enhance your brand exposure, attracting quite a lot more people and getting them interested in what you have to offer.
You can show uniqueness and differentiate your brand from your competition, effectively converting more customers and strengthening your reputation. Increasing your credibility with sign marketing can generate many impulse purchases, because eye-catchy and visually-appealing signage tends to draw people in and trigger their emotions, effectively influencing their purchase decisions.
It Can Work as a Great Movie Topic (Three Billboards Outside Ebbing, Missouri)
A good sign can tell a great story and really make people think. It can tell a story so effectively that it can influence people’s opinions and emotions, and even completely change their behavior.
The best example of the incredible power of signs is the movie Three Billboards Outside Ebbing, Missouri, which tells a story of a mother who challenges the authorities to solve her daughter’s murder by putting up bold billboards to raise the awareness of the murder and of the complete ignorance of the authorities.
The movie shows just how powerful and dramatic signage can be, which is exactly what every single brand should be aware of, no matter the industry they operate it. If done properly, sign marketing can push a business up to great heights.
They Target People in a Particular Area
Last but not least, business signs, including billboards, target people in a particular area, so they are excellent for location-based marketing. If you want to raise brand awareness in a particular town or city, investing in an effective business sign can help you do that very quickly.
Moreover, if you place a business sign on the side of a road, people from other places who travel and drive by will see it, and they may visit your physical store or check out your website, and even recommend you to their family and friends. Therefore, you can significantly extend your reach and consistently strengthen your brand and grow your business.
As you can certainly see, sign marketing definitely isn’t dead in the digital age. It remains quite relevant precisely because of these six reasons that are absolutely more than enough to make business owners seriously consider investing in good business signs.
If you’re still not convinced, start up your car and go for a drive around town, and see how many signs will grab your attention and compel you with their story. You will certainly see something that you may not never have noticed had it not been for those compelling signs.
