Don't make a rookie mistake: inadequate or poor signage has driven many businesses to a quick and painful death. While internet marketing is important in today's society, brick and mortar stores rely on physical signage to act as a guidepost for what they offer. The most successful businesses do not rely on the misguided idea of "sell it and they will come." Instead, they utilize well-designed and strategically-placed signage to get their customers' attention.
The average time span that passing traffic has to read your sign is only five to seven seconds. To make the most of this precious time, make sure your signage has large text and is not overloaded with information. Also, use bright and vibrant colors that will stand out from the decor of the building. Keep in mind that this will be your business' first impression to many potential customers, so keep it clean and professional.
Think Outside the Box: Fence Signs
If you have ample fencing around your business, don't let that empty space go to waste. Fence signs can have a variety of uses: inform guests of additional parking, advertise specials, or reiterate your brand with a large logo. Be sure to keep your fence in good repair. You do not want your organization to be associated with a rickety fence that might fall down at any moment. If you have a specific color scheme for your business, consider tastefully painting your fence to match.
Put Your Windows to Work: Printed Shade Cloth
Reconsider the tacky window paint commonly used to display specials. Printed shade cloth can protect your interior from the sun, keep cooling costs down, and add a professional touch to your marketing campaign. While it can be tempting to cram in as much information as possible when working with such a large surface area, remember that less can sometimes be more. If you have so much information that passersby can't easily read it all, then the purpose of the advertising is being defeated.
Expand Your Reach: Mesh Banner
For those businesses with limited advertising space to work with, a mesh banner can be the perfect solution. Due to the material used, wind slits are not necessary -- resulting in a more durable and longer-lasting product. This is an excellent way to elaborate on the services or merchandise you offer. If you have a product that no one else carries, be sure to let people know about it. Get creative with your placement. Trees, sign posts, and pillars are all great candidates to hang a mesh banner.
Customize Your Entryway: Door Signs
The front door of a business is the first and last point-of-contact you have with your customers. It is important to have a few well-designed door signs for business advertising purposes. Let people know what your hours are, advertise your most popular specials, or simply thank your customers for coming. Do not let your door be just a barrier between your business and the outside world -- use it as a tool to draw people in and invite them to return.
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