How does the world see your business?
You all know what it’s like the minute the kids catch a glimpse of the top of the golden arches as you’re driving in to an unfamiliar town – there are squeals of delight, they start foaming at the mouth and despite the box of shapes and apple they have just eaten (with the core uncaringly dropped on the car floor), they’re instantly famished!
Damn those arches! Or rather, damn McDonalds for having the foresight (and funds!) to install 25 foot high signage that is visible from a considerable distance!
Now, we don’t all have the budget or brand that McDonalds does, but have you put much thought in to how the world sees your business?
Particularly in small business, with increasing competition and a tough economy, it’s more important than ever for your business to be seen.
The trouble is that there are so many opportunities for signage, it’s hard to know where to spend your dollars. My advice is it’s better to do a smaller number of signs and do them really well, than try and cover every avenue on a shoestring budget and end up representing your business poorly.
Think about what kind of market you’re trying to attract and pick the platform that’s going to speak to the majority of that market. You may have amazing shop frontage, but if you’re trying to attract people from another town you might be better looking at some billboards or sponsorship signage in that town.
Alternatively if you’re trying to attract drive by traffic, then your existing shop frontage and road signage might be worth investing in.
There are a great number of signage options available, including:
Flags & Banners
Sponsorship signage (at events, ovals)
Billboards, Community Notice Boards
Trains, Buses, Taxis, Trucks
Mobile signage (on trailers)
Road & directional signs
So pick your top one or two most important options that will speak to your target market and be champions at those. Because the more impact your signage makes, the more likely your business will be remembered.