Every year, a lot of effort and millions of dollars are dedicated to researching the most effective ways for companies and brand to advertise to customers and clients. The findings show that the most effective route is to use a combined approach of both digital and physical media for advertisements. Digital media, such as online ad space and strong SEO value for a website and social media, can draw in customers and consumers anywhere, anytime. But this has not made physical signs obsolete; rather, electronic signs, business signage on a roof, and other outdoor signs can do a lot of good, such as outdoor signs for churches. Just how effective are these marquee signs and signs for churches or schools, and when is it time for LED signs vs wooden or metal signs?
The Ad Power of Signs
First, consider the overall advertising power of signs, and how well they can promote a brand and draw consumers into a store. Despite the incredible communication prowess of the Internet, signs like these are as relevant as ever, since every day, countless people are going outside and driving around to work, school, and more. During that time, they can see all kinds of signs, and this proves lucrative for companies. Studies show that for a typical business, 85% of all intended consumers live within a five mile radius of that business, so signs placed in that area will be highly effective. A person in that area may see that brand’s signs some 50 to 60 times every week, plenty of exposure by many standards. What is more, 32% of poll respondents reported that they would visit a retailer within a week of seeing its billboard ad, and around 71% of all people say they look at roadside billboards as they pass them.
Often, customers first learn about a nearby store or business thanks to its physical sign, and that sign must make a good impression right away. Many surveyed consumers say that they evaluate a business based on its sign’s quality and contents, and they believe that a business’s sign will reflect the personality of that business. A well made and attractive sign can instill confidence in customers, enticing them to visit. By contrast, a shoddy, ugly, or confusing sign may draw in few visitors. Now, how can signs be made and displayed for maximum effect?
Models of Signs
It is not only businesses, but also houses of worship and schools that make good use of signs, too, such as signs for churches. These signs for churches are often freestanding and are located on the property’s front lawn, and they can be decorated with a flower bed around them and a low brick wall for good looks. Those signs may have space where black letters can be set up to form messages, or it may be an electronic display or scrolling marquee that can be programmed to display any message that is programmed in. High schools often have similar signs, to raise awareness of upcoming events such as football games or the homecoming dance.
Many signs are made of a combination of plastic, metal, or even wood, and they are often placed right over a business’s front door, such as in a strip mall. Such signs can have plastic faces, and light bulbs inside can turn on at night so consumers can see the business’s location and know that it is open. Some signs are large boards that are placed on the roof of a business both for prominence and necessary room, and some businesses (often restaurant and auto shops) place their sign atop a tall pole so anyone can see them.
Some signs are electronic boards or screens that can display animated visuals to draw the eye, and they are easily visible during rain or low lighting levels. Such signs are often propped up inside a front window of the premises, and they can also show a slideshow of images and ads, thus acting as many signs in one. Lastly, don’t forget freestanding signs with chalk boards, such as those set up for coffee shops and sandwich shops and similar small establishments. Employees can wipe and old message and write a new one with colorful chalk, to keep the sign attractive and up to date.
