You’ve done it. You’ve made your dream of small business ownership a reality. As you prepare to launch your business, one of the most important decisions you will make is signage. You never get a second chance to make a lasting first impression.
What should your new signage do for your business?
- Introduce your brand to the community.
- Serve as a warm welcome to prospective customers.
- Set your new business apart from the competition.
- Draw attention to what your business offers.
- Support your entry into the marketplace.
Why is the right signage so important for a new business?
Signs are one of the least expensive, yet most effective, forms of advertising for a small business. According to the Small Business Administration (SBA), signage is a fundamental way to identify your new business to existing and potential customers.
People often judge a new business by the quality and appearance of the signage, so it’s an important tool to project your business’ ideal image. Many businesses acquire first-time customers simply by utilizing good signage. Unfortunately, a new business can struggle because low-quality signage makes it unidentifiable.
The results of a survey of American small business consumers conducted by Ketchum Global Research showed the positive impact that effective signage has on a customer’s intent to visit a new business, make a purchase, and more. The numbers don’t lie, and the survey results clearly show the impact signs have on consumer behavior.
- Almost eight out of 10 respondents (76%) responded that they have gone into a business they have never visited before because of its signs.
- Almost seven in 10 respondents (68%) say they have bought a product or service because a sign caught their attention.
- Three out of four respondents (75%) indicate they have told others about a business based solely on its signage.
- Over two-thirds of respondents (68%) believe a business’ signage is indicative of the quality of its products or services. Poor signage can keep prospective consumers from entering a business. Over half of the respondents surveyed (52%) say they are less willing to enter a business with misspelled or poorly-made signs
- Almost 60% of respondents say the lack of signage is a strong enough deterrent to keep them from entering a business. (Don’t leave behind nearly 60% of your prospective customers!)
Signage that converts is always working to brand and promote your new business 24/7.
But what exactly is signage that coverts?
According to the Small Business Administration (SBA), signs serve as a primary link between a business and its customers. Effective signage draws attention to your newly launched business and helps it to stand out from the crowd. Small Business Connect shared studies indicating that as many as 45% of first-time customers visit a business because a sign got their attention. Attractive, high-quality signage placed in a prominent location draws attention to your business.
Exterior signs are useful in areas where foot and vehicle traffic are prevalent, such as a crowded shopping area or busy street. Well-designed signage can bring attention and customers to your new location and help to introduce and reinforce your business brand. Signs that advertise your new business can effectively increase customer traffic and conversion opportunities.
Interior signs help customers identify your new brand and can lead to interest and interaction when displayed strategically. Marketers apply the term "silent salesman" to displays and signs designed to increase sales and profits. Interior signs are particularly useful to new businesses that may have few salespeople on hand to promote their products and services. Additionally, signs acting as silent salespeople help to inform customers about special events and discounts.
Signs can be an essential element of your new business's overall marketing strategy. A sign that features a business's logo can help to reinforce the new brand to prospective customers. Signs are also used to draw attention to promotions and to communicate information about your new business. A sign is visible 24 hours a day / 365 days a year, working as a continuous marketing tool for your business. You want your sign to always look new and be of high quality to promote your business image effectively.
Per the Small Business Administration (SBA), the cost-per-thousand, a common method used to measure the cost of reaching a thousand potential customers, is much lower for signage than other types of advertising. For new businesses that have limited marketing funds, effective signage can be a cost-effective form of marketing that converts.
Do you have signage ready to go to launch and promote your brand?
Brand reinforcement is the name of the game in new business marketing and promotion. A high-quality sign that features your unique logo or a catchy advertising slogan can elevate your brand, making your business more memorable to new prospects and influencing your customers to become loyal to your brand. Even with all the online options available, customers still crave the experience that brick-and-mortar businesses offer. A Business Logo Sign provides the aesthetic feel that customers expect when they walk through your doors for the first time, while effectively reinforcing your brand.
An engaging and on-trend sign placed in a prominent location draws attention to your new business. The best signs turn heads and get a positive reaction from passersby, helping you capture customers that you might otherwise miss.
This fun SHOP Sign (available in many colors) works as a fabulous marketing tool for any retail location, helping your new business stand out from the crowd and increasing customer interaction. Did we mention it’s a favorite photo op for customers?
For new businesses just starting out, temporary signage like Custom Window Clings and Custom Oversized Banners and Backdrops can be an easy solution to short-term promotion. You can utilize these quality products as a flexible promotional option for branding introduction, to share days and hours of operation, and to advertise special events like an upcoming Open House.
Informative signs are a powerful tool for new business owners. Sharing your business hours and contact information, or a promotion of your event or sale, can pique interest and open the door for prospective customers. A Business Sidewalk Sign works to convey your information to customers in a convenient and visually appealing display, with easy-to-change custom inserts that look clean and professional.
A pop of promotion on an empty floor space helps to utilize every square foot of marketing potential in your new business. Custom Floor Graphics are the perfect signage for promotional purposes as well as brand reinforcement - conveying short, concise bits of information that can generate additional sales for your new business.
Effective signage is as important for a new business on-the-go as it is for a permanent location. Signs that are both portable and convenient are essential for new mobile businesses, and businesses hosting pop up shops and trade show events. New brick and mortar businesses can benefit from signage for live sales and events that is flexible in any space yet stores efficiently. A Custom Photo Backdrop & Retractable Stand Set offers both cohesiveness and convenience to your emerging brand.
Strategically placed lighted signs make it possible to connect with your customers day or night and create an impossible-to-miss signage opportunity for your new business. The modern alternative to traditional glass neon signs is LED Neon Signs. Custom logo designs and on-trend sayings make LED Neon Signs a favorite for businesses and customers alike. You can create a focal point within your new business using lighted signage or direct customers to areas that you are looking to promote.
A business investment with an everyday return.
Quality signage for your new business is a simple, yet effective marketing strategy that offers inexpensive commercial advertising and can be extremely cost-effective compared to ads on social media, television, radio, and print. It is essential to allocate funds to secure optimal signage and branding products for your business venture. A business sign that sends the right message to potential customers is a wise investment for the new business owner – you pay for the sign once, yet it continually advertises for you, from opening day onward.
Do you have questions about signs for your new small business?
Our team at Business Signs & More has assisted hundreds of new business owners by designing and creating quality signage that defines and promotes your brand. Best of all, our signs and branding products are affordable and come with a dedicated design specialist to assist you at no additional cost. Are you ready to get started or do you have more questions? Contact us and our team will be glad to assist you.