Why business signs make good financial sense in the modern world
There is an old sign adage that reads: “ A business without a sign is a sign of NO BUSINESS”, and believe it or not, it is as true today as it was a hundred years ago – possibly even more so.
OK, before you all shoot me down, let me elaborate.
Yes, in the modern world, I have to concede that not every business needs a sign, because some businesses simply NEVER see clients. Cyber businesses are one such example.
However, being the human animals that we are, most people still visit stores, not only for the social interaction, but also be cause they want to TOUCH and FEEL the merchandise they are going to purchase. It is an almost primal need to touch, in order to see better. If you are a parent, simply think of how often you have to tell your toddler that they don not need to “touch to see”! (The truth is they DO! We all do)
Because of the desire to touch to see, shops, stores, supermarkets and the like are still going to be around for the foreseeable future, and if they want people to visit them, they have to stand out from the competition. One way to achieve this is to possibly have a bigger, and certainly have a BETTER sign.
BETTER in signage generally refers to LARGER, although this is not always the case. Sometimes a simple sign can make a far bolder statement than the larger, illegible sign that is screaming at you.
In the modern world us human animals are still pretty much unchanged in our habits and nature, and as such we need to remember that while internet marketing, social media, Google and the like are all fantastic tools, they are just that – TOOLS! Like a good electrician, who will have more than a hammer and a set of screwdrivers in their toolbox, a good modern marketer should keep in mind that even if your internet marketing gets the client’s to the shopping centre where your store is located, if the client walks past your store because you do not have a sign, all your marketing effort has been for naught!
There is also the reality that signs tend to be a once off purchase, or at worst an irregular purchase. When one compares the cost of a great sign to the monthly cost of a salaried salesperson who may not have the best client service manner, the cost of the sign tends to be a lot cheaper than the alternatives.
If you are willing to hear OUR truth, and possibly even receive some expert advice on what signs will work for you, SignForce are marketing professionals with experience over multiple medium’s, and we will gladly give you our truth.
If you are in the market for professional looking signs at “FAIR VLAUE”, and would like advice on how best to project your business’s image while making any funds you spend on marketing and signs an investment, please contact the writer at arnold@signforce.co.zaor david@signforce.co.za and use the subject line: ADVICE PLEASE and we will get back to you.