The Effectiveness of Exterior Signage Marketing

Written by Small Business Magazine on November 15, 2016. Posted in Gsa signs, Outdoor signs for schools, Scrolling marquee signs

Led display sign

Exterior signs are a traditional and extremely effective way to market a business. They are successfully used in a variety of types of businesses. Schools, churches, small businesses, municipalities, large retail stores, banks, restaurants, and even grocery stores have used signs. They create awareness in the community and remind people on a consistent basis that they are there. There are also different types of signs. If you look around your local city, you will notice all of the different signs. A few considerations should go into the exterior sign planning for a business.

The size of the sign. The sign needs to be large enough for people on the road to see it, yet small enough that it will not be completely distracting. Some cities may also have ordinances on the maximum size of an exterior sign. The size of the sign will also depend on what will go on the sign. A sign that simply shows the name of the business may not need to be too large. However, a sign that will include mottos, trademarks, or store information may need to be larger in order to fit all of this information.

The type of sign. There are plain billboard signs, LED signs, GSA LED signs, digital LED sign boards, and marquee signs for businesses. The specific type of sign that a business chooses to go with will most likely depend on the amount of information and the visibility from the road. Approximately 85% of customers of a business live or work within a five mile radius of its location. A business that is located on a busy street may find success with a simple LED sign, whereas a business located off of the freeway might benefit more from digital LED sign boards.

The location of the sign. A sign does not always have to go directly outside of the business. Signs are also used for marketing further away from the business, in an attempt to direct people to the location. A billboard is a great example. About 58% of poll respondents learned about a restaurant they later visited from a billboard they saw while in their car. If the business is located off of the main road in a discrete location, a billboard can be very beneficial. The billboard notifies people who would have otherwise drove by of the business. Billboards are also very effective for marketing local city and business events. Some municipal signs may be on freeway billboards, to notify freeway drivers that they have entered a new city.

The information on the sign. Many businesses base the information on the sign on the placement of it. For example, digital LED sign boards on the freeway will need to include the address or driving directions to it. However, a sign in front of the building will not need this information, as customers are already there. Signs in front of the building might include any current deals, business hours, or additional information about the business. A city municipal sign might include information such as the population and the date that the city was founded.

How the information will be displayed. Different types of signs display the information differently. Scrolling digital LED sign boards are perfect for businesses wishing to provide customers with a lot of information. They are also great for events that need to list a lot of information, such as time, location, and date. A LED sign company can help a business figure out the best way to display their information.

Signs are important. Approximately 35% of people would not have discovered a business had it not been for their sign. In addition to the existence of a sign, it is also important to carefully plan the location, type, information, and size of the sign that will be used. All of these things factor into how well the sign will market the business.

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