What do prospective sign buyers search?

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Google

Google Search

When searching for a sign supplier, prospective buyers typically look for specific details and qualities in a sign supplier that match their needs.

Below is an in-depth look at what an average sign buyer might search for on Google or Bing, categorized by their intent and requirements:

1. General Signage Needs

Initial internet searches for a sign supplier tend to be broad. These broad, unrefined searches tend to indicate that the prospective sign buyer is exploring options without specific requirements in mind. Some common initial broad internet searches include:

  • “Sign suppliers near me”

  • “Custom sign makers [city / area]”

  • “Best sign companies near me”

  • “Sign manufacturers [specific industry, e.g., retail]”

  • “Affordable sign makers near me”

  • “Local signage services”

2. Specific Sign Types

Sign buyers with a clearer idea of the type of sign they need might instead use searches like:

  • “Custom LED signs for businesses”

  • “Outdoor business signs with installation”

  • “Metal signs for office branding”

  • “Acrylic signs for interior design”

  • “Neon sign makers near me”

  • “Large format printing for banners and signs”

  • “Digital signage providers for restaurants (or other specific industry)“

3. Industry-Specific Needs

Some buyers of signs with a greater understanding of their signage requirements may do industry-focused searches help buyers find suppliers with experience in their specific niche or industry, searches such as:

  • “Retail store signage suppliers”

  • “Restaurant menu board signs custom”

  • “Healthcare facility signage experts”

  • “Real estate sign printing services”

  • “Event signage and banners”

4. Services and Features

More advanced signage buyers might search based on the services or features they need, including:

  • “Custom sign design services”

  • “Quick sign printing near me”

  • “Sign installation services near me”

  • “Eco-friendly signage materials”

  • “3D sign letters for businesses”

5. Pricing and Budget

Price-conscious sign buyers will likely include budget-related terms in their searches, including:

  • “Cheap sign makers near me”

  • “How much do custom signs cost?”

  • “Affordable outdoor signs for small businesses”

  • “Cost-effective signage solutions for startups”

6. Urgency

When the need for a sign is urgent, sign buyers may include speed or availability in their search:

  • “Same-day sign printing near me”

  • “Rush sign services [city / town]”

  • “Next-day banner printing near me”

  • “Quick turnaround custom signs”

7. Reviews and Recommendations

Some sign buyers often seek credibility by checking reviews and testimonials. These searches may include the following:

  • “Top-rated sign companies [city / area]”

  • “Best-reviewed custom sign suppliers”

  • “Reliable sign makers with good reviews”

8. Inspiration or Ideas

Some sign buyers might be looking for creative input or examples, with their searches including search phrases such as:

  • “Creative sign ideas for businesses”

  • “Modern office signage inspiration”

  • “Unique sign designs for restaurants”

  • “Trending business sign styles 2024”

9. Location-Specific Queries

Buyers of signage often prioritize proximity for convenience:

  • “Sign companies in [specific city or neighborhood]”

  • “Signage solutions near [landmark or zip code]”

  • “Local custom sign makers [area or near me]”

10. Advanced or Niche Needs

For specialized projects, sign buyers may include known and specific technical or niche requirements:

  • “Weatherproof outdoor signs for harsh climates”

  • “Digital wayfinding signage systems”

  • “SABS compliant signs for offices”

  • “Custom illuminated signs for trade shows”

  • “Vehicle wrap and signage services”

Key Factors Influencing Searches for Sign Suppliers:

  1. Location: Proximity often drives searches like “sign supplier near me.”

  2. Type of Sign: The buyer specifies the sign type (e.g., LED, acrylic, vinyl, light box, cut out sign, 3D sign).

  3. Industry: Industry-specific terms may help narrow the search for relevant signage, although this is seldom the case, as signage tends to be universal and sign TYPE specific more than industry specific, apart from casino signs which tend to be very industry specific.

  4. Budget: Sign buyers on a budget might include words like “cheap” or “affordable”, however it is important to be aware that cheap signage may not always achieve the desired objective.

  5. Timeframe: Sign searches like “same-day” or “rush” indicate urgency – and while this is possible for off the shelf signs, it may not be possible or practical for custom signs, when custom signs are made FAST, the rushed signs do tend to come at an additional COST.

  6. Design and Creativity: Creative sign buyers might use terms like “custom design signs” or “unique signs.”

Understanding these search patterns helps SignForce optimize our website and online ads to match our customer queries effectively.

At SignForce we make GREAT SIGNS – signs that help our customers stand out with the intention of increasing our customers foot traffic, turnover and profits.

SignForce operate on the basis that generally, the simpler the sign the more likely the sign is to be noticed, and thus the more likely the sign will have a positive ROI.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

What Makes a Business Sign Effective and Professional?

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SAMSUNG signs that Stand OUT

SAMSUNG sign that Stands OUT

What Makes a Business Sign Professional and Effective?

A smart, clean, professional business sign serves as a critical component of your marketing strategy. Your professional, eye-catching sign is often the first interaction potential customers have with your brand, making it essential to leave a positive and lasting impression.

An effective [business] sign can drive foot traffic, increase brand awareness, and directly, positively, impact your business’s success. In this article we will explore the elements that make a business sign professional, how to measure your signs success, and the key features that should appear on your sign to ensure it achieves its primary objective: driving more traffic to your business or store in order to increase turnover and profits.

Characteristics of a Professional Business Sign

  1. A Professional Business Sign should have Clear and Concise Messaging: A professional sign communicates your message quickly and effectively. People passing by have limited time to absorb information, so your message should be clear, concise and straightforward. Avoid clutter and focus on key information such as the business name, logo, and possibly a succinct tagline.

  2. A Professional Business Sign should be made from High-Quality Materials: The quality of materials used in your sign reflects the professionalism of your business. Opt for durable materials like aluminum, acrylic, ACM (Aluminium Composite Material), Vinyl, or some other weather-resistant material. Quality materials ensure longevity while also giving your sign a polished, professional and high-end appearance.

  3. A Professional Business Sign should have Readable Typography: Legibility is paramount! Great signage uses fonts that are easy to read from a distance. Sans-serif fonts are often preferred for their clarity, especially for outdoor signs. Avoid overly decorative fonts that can detract from readability. Size of font is also important, especially for signs that need to be viewed and legible from a distance.

  4. Your Professional Business Sign Works best when Your Sign has Brand Consistency: Your signs should ALWAYS align with your brand identity. This includes using your brand’s colors, logo, and typography consistently. Consistency builds trust and makes your brand easily recognizable.

  5. Your Professional Business Sign should be Strategically Placed: In real estate there is a saying that goes Position, Position, Position – the most important strategy for any business. A professional sign is placed where it will be most visible to your target audience. Consider factors like traffic flow, sightlines, and lighting. For example, illuminated signs are ideal for businesses operating at night or for signs placed where there is high volume night traffic.

  6. A Professional Business Sign should have an Eye-Catching Design: Aesthetic appeal is crucial for your sign to capture attention. It is always advisable to use bold colors, high-contrast elements, and an engaging design to make your sign stand out.

Measuring the Success of Your Business Sign

To determine whether your sign is effective, you need to measure its impact. Here are a few ways to gauge your signs success:

  1. Increased Foot Traffic: One of the most straightforward metrics is the number of people entering your store or business location. You can compare foot traffic before and after the installation of the sign to assess its effectiveness.

  2. Customer Feedback: Ask your customers how they heard about your business. Many businesses find that a significant percentage of new customers discover them through their signage.

  3. Sales Data: Analyze your sales figures to see if there is a correlation between the installation of the sign and revenue growth. A successful sign often translates to increased sales.

  4. Digital Engagement: If your sign includes a website URL or social media handle, track online visits and interactions. A spike in digital engagement can indicate that your sign is attracting attention.

  5. Call and other Interaction Tracking: Include a unique phone number or unique email address on your sign and monitor interactions received. Tracking allows you to directly attribute inquiries or sales to your signage.

Key Features of an Effective Business Sign

To maximize the effectiveness of your sign, it is generally accepted that your sign should include the following elements:

  1. Business Name: Your business name should be the most prominent element on the sign. Your business name may be what people remember and associate with your brand – or it may be your tag line or the product or service they are interested in.

  2. Logo: A well-designed logo adds visual interest and reinforces brand identity. Ensure your logo is clear and not overly detailed, as intricate designs can be hard to read from a distance as can complex or noisy logo’s.

  3. Tagline or Value Proposition: A brief tagline or value proposition can help convey what your business offers. For example, a bakery might use, “Freshly Baked Goodness Daily.” or a signage business may you the timeless pay line “A Business Without a Sign is a Sign of No Business”.

  4. Contact Information: Include essential details like a phone number, website URL, email address and / or social media handle. Including relevant contact information allows potential customers to easily reach out or learn more about your business. The correct contact information also allows Google to find your business.

  5. Call-to-Action (CTA): Encourage viewers to take action with a clear and compelling CTA, such as “Visit Us Today!” or “Order Online Now.” This simple technique is one of the most important sales strategies ever.

  6. Lighting: If your business operates after dark or if your sign is located in an area where there is high volume of traffic after dark, ensure your sign is well-lit. Options like LED backlighting or spotlights make your sign visible 24/7.

    For the signs lighting to work most effectively it is important that your lighting enhances the signs visibility, as poorly lit signs can be exceedingly difficult to read, making the additional cost of lighting your sign a poor investment.

  7. Directional Cues: For businesses located in hard-to-find areas, it can be very beneficial for your sign to include directional cues like arrows or distance indicators (“Just 200 meters ahead”) ion order to make your premises easier to find. It is also advised to ensure signs are on all possible entrances to your premises as one can never be sure where your prospective customers may come from.

In summary, a professional business sign is and should be much more than just a piece of decoration; a professional sign can be a powerful marketing tool that can significantly boost your business’s visibility and attract new customers.

By focusing on clear messaging, high-quality materials, and strategic placement, your sign supplier can create a sign that reflects your brand’s professionalism and appeal.

Measuring the success of your sign through foot traffic, sales, and customer feedback ensures that it continues to serve its purpose effectively.

Finally, by incorporating essential features like your business name, logo, contact information, and a compelling call to action, you can ensure your business sign achieves its ultimate goal: driving more traffic to your business or store in order to achieve greater turnover and profits.

At SignForce we firmly believe that a GREAT SIGN should be a simple sign that stands out, contrasting from it’s surroundings with the ‘message’ of the sign conveying everything about your business to potential customers.

At SignForce we have over 25 years experience in signs and how your business signs relate to branding and marketing. SignForce use this knowledge to give our client’s signs that are cost effective, focusing on return on investment (ROI).

SignForce operate on the basis that the simpler the sign and the greater the impact.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Why your Buisiness Sign could be one of your Business’s Greatest Investments – Part 6

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Wall signs

3D wall sign

Zig Ziglar, one of the most influential motivational speakers and sales trainers of all time, emphasized the importance of clear, impactful communication in building successful businesses. While Ziglar’s philosophy spanned a wide range of marketing and sales strategies, his teachings can easily be applied to the often-overlooked but critical investment in business signage. Effective signage is more than just a way to display your business name; effective signage is a dynamic marketing tool that embodies Ziglar’s principles of visibility, consistency, emotional connection and honesty.

Visibility: Standing Out in the Crowd

Ziglar consistently emphasized the importance of making a strong first impression. In today’s competitive market, a well-designed sign serves as a business’s handshake to the public. Just as Ziglar encouraged individuals to present themselves professionally to attract opportunities, businesses must use signage to grab attention and make a lasting impact.

Outdoor signage, for example, functions as a 24/7 advertisement for your brand. High-quality, visually striking signs ensure that potential customers notice your business, even in a crowded marketplace.

Ziglar’s belief in being memorable aligns perfectly with this principle – a creative and strategically placed sign ensures your business becomes a landmark in its community.

According to the International Sign Association* (ISA), 76% of consumers said they had entered a store they had never visited before based on its sign alone. This statistic reinforces Ziglar’s mantra that visibility creates opportunity. An attractive, well-maintained sign can bridge the gap between a business and its potential customers, driving foot traffic and increasing brand awareness.

Consistency: Building Trust Through Branding

Another cornerstone of Ziglar’s marketing philosophy is consistency. He often stated that trust is built through consistent, reliable communication – a principle that applies directly to business signage. Consistency in branding across all marketing channels, including signs, creates a cohesive and professional image.

For instance, your physical signage should match the design elements of your website, social media profiles, and printed materials. This harmony builds brand recognition and trust, ensuring customers know exactly what to expect when interacting with your business. Ziglar’s teachings highlight that trust is earned through repeated, positive impressions – something a well-executed signage strategy can deliver effortlessly and consistently.

Emotional Connection: Speaking to the Customer’s Heart

Ziglar’s belief in connecting emotionally with customers underscores the importance of designing signs that resonate with your target audience. He famously said, “People don’t buy for logical reasons. They buy for emotional reasons.” Applying this principle to signage means using colors, fonts, and messaging that evoke the desired emotions in your target audience.

For example, a bakery might use warm, inviting colors like pastel pinks and yellows to convey comfort and sweetness, while a tech company might lean on sleek, modern fonts and cool tones to project innovation and reliability. Your sign’s design should tell a story that aligns with your brand values and speaks directly to your customer’s aspirations.

Additionally, incorporating compelling calls to action (CTAs) into your signage can further drive engagement. Ziglar’s knack for motivational phrasing is a valuable lesson here. Phrases like “Discover Your Dream Home Here” or “Fresh Coffee, Fresh Start” tap into emotions and encourage action, transforming passersby into customers.

Why Signage is Often Overlooked

Despite its critical importance, signage is frequently overlooked by businesses for several reasons. One key factor is the misconception that digital marketing has rendered physical signage obsolete. With the rise of social media and online advertising, many businesses focus their budgets on digital platforms, neglecting the tangible impact of a physical sign, even for traditional brick and mortar stores.

Another reason signage is frequently overlooked by businesses is the perception that signage is a one-time, high cost, expense rather than a long-term investment with long term returns. Businesses often prioritize initiatives with immediate ROI, overlooking the sustained benefits of consistent visibility and branding that signage provides. Additionally, smaller businesses may lack the expertise or resources to design and install effective signage, leading to suboptimal results and a diminished perception of its value. This is where SignForce can assist with our years of signage and marketing experience, we at SignForce strive to help small businesses grow, which is why we offer advice as well as full turnkey operations.

How to Change This ‘Signage is Unimportant’ Mindset

To address these challenges, businesses need to reframe their thinking around signage. Education and long term thinking is key – highlighting studies like the University of Cincinnati’s** findings on the positive ROI of signage can help shift perceptions. Emphasizing the role of signage as a complement to digital strategies, rather than a competitor, can also encourage businesses to view physical business signage as an integral part of their marketing mix.

Partnering with professional signage companies – such as SignForce – can further alleviate concerns about design and execution. These signage experts can ensure that your signage aligns with your business’s brand identity and achieves maximum impact. Finally, showcasing real-world success stories of businesses that have transformed their visibility and sales through signage can inspire others to follow suit. It also helps if one understands what you want your sign to achieve before you rush out to purchase your sign, as different objectives are achieved using different look and feel of your signs.

The Fails of One-Dimensional Signage Design

One common mistake businesses make is designing signage to be viewed only from the front, neglecting how it appears from the side. This oversight can lead to several issues that hinder a sign’s effectiveness and overall brand perception:

  1. Lost Visibility: Signs that are only effective from the front are easily missed by pedestrians and drivers approaching from different angles. This lost visibility reduces the potential audience and limits your sign’s ability to attract customers.

  2. Distorted Messaging: When viewed from the side, single-dimensional signage may appear warped, illegible, or incomplete. This can confuse passersby or convey an unprofessional image, damaging the brand’s reputation.

  3. Missed Branding Opportunities: Multi-dimensional signs, such as those with side panels or three-dimensional designs, can communicate your brand more effectively by ensuring visibility and readability from various directions.

  4. Inefficient Use of Space: Designing signs with only a front-facing perspective can waste valuable advertising real estate, particularly in areas with high foot or vehicle traffic on multiple sides.

How to Address the fails of One Dimensional Signs

To avoid these pitfalls, businesses should:

  • Invest in Multi-Angle Design: Ensure your signage is designed to be visible and legible from various angles. Use bold colors, clear fonts, and symmetrical layouts that maintain their impact regardless of the viewer’s position.

  • Incorporate Three-Dimensional Elements: Adding depth or raised elements to your signage can enhance visibility and create a more dynamic appearance. This approach is particularly effective for storefronts on busy streets.

  • Conduct Placement Analysis: Before installing a sign, evaluate traffic flow and sightlines to determine how your signage will be seen from all approaches. For signs that will be viewed by passing traffic it is essential that the sign be clear, large and visible enough to get your business’s message across to your viewer in the second that they may have to view your sign.

  • Use Lighting Strategically: Proper illumination ensures that your signage remains clear and inviting from all angles, even at night or in low-light conditions. While best lighting can sometimes require a higher initial investment, poor lighting can make your sign illegible, resulting in your spend on lighting being wasted at night.

By addressing these design considerations, businesses can maximize the effectiveness of their signage, capturing attention and conveying professionalism from every perspective.

Aligning Ziglar’s Philosophy with Modern Marketing

Zig Ziglar’s timeless principles of visibility, consistency, honesty and emotional connection offer a roadmap for leveraging signage as a key marketing tool. In a world where first impressions matter more than ever, investing in high-quality, strategically designed signage is not just an option but a necessity for businesses looking to thrive.

By embracing Ziglar’s teachings, businesses can transform their signage into a powerful symbol of their brand, attracting customers, building trust, and driving long-term success. Just as Ziglar inspired millions to aim higher and achieve more, your business’s signage can inspire customers to walk through your doors and engage with your brand resulting in higher turnover and thus higher profits.

At SignForce we firmly believe that a successful SIGN is a simple sign that appeals to passers by encouraging them to become customers of your business – getting them through the door where your sales team can take over.

At SignForce we have more than a quarter of a century experience in signs and how they relate to marketing. We use this knowledge to give our client’s signs that are cost effective, with our focus being on our client’s return on investment (ROI).

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

* International Sign Association (ISA) – https://signs.org/

** https://www.uc.edu/news/articles/legacy/enews/2011/10/uc-research-examines-the-economic-value-of-on-premise-signs.html

The survey found that businesses primarily invested in signs to help make their businesses stand out and to help potential customers find their locations. As a result, we found that businesses that pay attention to their signage and invest in the design and placement of signs get better results from their investment.

Why your Business Sign could be one of your Business’s Greatest Investments – Part 5

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Timeless signs

Timeless plaque that conveys a clear, clean and honest message.

Zig Ziglar, one of the west’s most influential motivational speakers and sales trainers of all time, emphasized the importance of clear, impactful communication in building successful businesses.

While Ziglar’s philosophy spanned a wide range of marketing and sales strategies, his teachings can easily be applied to the often-overlooked but critical investment in business signage.

Effective signage is more than just a way to display your business name; great signage is a dynamic marketing tool that embodies Ziglar’s principles of visibility, consistency, honesty and emotional connection.

Visibility: Standing Out in the Crowd

Ziglar consistently emphasized the importance of making a strong first impression.

In today’s competitive market, a well-designed sign serves as a business’s handshake to the public. Just as Ziglar encouraged individuals to present themselves professionally to attract opportunities, businesses must use signage to grab attention and make a lasting impact.

Outdoor signage, for example, functions as a 24/7 advertisement for your brand. High-quality, visually striking signs ensure that potential customers notice your business, even in a crowded marketplace. Ziglar’s belief in being honest and memorable aligns perfectly with this principle – a creative and strategically placed sign ensures your business becomes a landmark in its community.

According to the International Sign Association (ISA)*, 76% of consumers said they had entered a store they had never visited before based on its sign alone. This statistic reinforces Ziglar’s mantra that visibility creates opportunity. An attractive, well-maintained sign can bridge the gap between a business and its potential customers, driving foot traffic and increasing brand awareness.

It is essential that signs are well maintained – yet sometimes a ‘skew’ or otherwise ‘uncomfortable’ sign can also get feet through the door. SignForce had a customer who was a hardware outlet. One day someone drove into their mobile sign damaging one of the legs, so the sigh now stood ‘skew’. Like a picture on a wall, it is the one that is not straight that gets constant attention, and this sign was no different. Sufficient people came into the community store to let the owner know his sign was ‘damaged’ – allowing him the opportunity to sell to these people. This strategy was so successful the owner never allowed SignForce to repair or change the sign.

Consistency: Building Trust Through Branding

Another cornerstone of Ziglar’s marketing philosophy is consistency. He often stated that trust is built through consistent, honest and reliable communication – a principle that applies directly to business signage. Consistency in branding across all marketing channels, including signs, creates a cohesive and professional image.

For instance, your signage should match the design elements of your website, social media profiles, and printed materials. This inter media harmony builds brand recognition and trust, ensuring customers know exactly what to expect when interacting with your business. Ziglar’s teachings highlight that trust is earned through repeated, positive impressions – something a well-executed signage strategy can deliver effortlessly, 24/7.

Emotional Connection: Speaking to the Customer’s Heart

Ziglar’s belief in connecting emotionally with customers underscores the importance of designing signs that resonate with your target audience. He famously said, “People don’t buy for logical reasons. They buy for emotional reasons.” Applying this principle to signage means using colors, fonts, and messaging that evoke the desired emotions in your audience is essential and will give the best results.

For example, a bakery might use warm, inviting colors like pastel pinks and yellows to convey comfort and sweetness, while a tech company might lean on sleek, modern fonts and cool tones to project innovation and reliability. Your sign’s design should tell a story that aligns with your brand values and speaks directly to your customer’s and target market’s aspirations.

Additionally, incorporating compelling calls to action (CTAs) into your signage can further drive engagement. Ziglar’s knack for motivational phrasing is a valuable lesson here. Phrases like “Discover Your Dream Home Here” or “Fresh Coffee, Fresh Start” tap into emotions and encourage action, transforming passersby into customers.

The ROI of Signage: A Smart Investment

Ziglar frequently advocated for viewing marketing as an investment rather than an expense. Business signage is a prime example of this mindset. While difficult to measure accurately, the return on investment (ROI) for effective signage is multifaceted, encompassing increased brand visibility, enhanced customer acquisition, and long-term brand loyalty.

A study by the University of Cincinnati** found that businesses saw an average increase in sales of 10% after upgrading their signage. This tangible ROI underscores the importance of viewing signage as a critical component of your overall marketing strategy, not a secondary consideration.

Moreover, Ziglar’s philosophy highlights the importance of measuring success.

By tracking metrics such as foot traffic, sales increases, and customer feedback post-signage installation, businesses can gauge the effectiveness of their investment and make informed adjustments.

Aligning Ziglar’s Philosophy with Modern Marketing

Zig Ziglar’s timeless principles of visibility, consistency, emotional connection and honesty offer a roadmap for using signage as a key marketing tool. In a world where first impressions matter more than ever, investing in high-quality, strategically designed signage is not just an option but a necessity for businesses looking to thrive.

By embracing Ziglar’s teachings, businesses can transform their signage into a powerful symbol of their brand, attracting customers, building trust, and driving long-term success. Just as Ziglar inspired millions to aim higher and achieve more, your business’s signage can inspire customers to walk through your doors and engage with your brand.

At SignForce we firmly believe that a successful SIGN is a simple sign that appeals to passers by encouraging them to become customers of your business – getting them through the door where your sales team can take over.

At SignForce we have more than a quarter of a century experience in signs and how they relate to marketing. We use this knowledge to give our client’s signs that are cost effective, with our focus being on our client’s return on investment (ROI).

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

* International Sign Association (ISA) – https://signs.org/

** * https://www.uc.edu/news/articles/legacy/enews/2011/10/uc-research-examines-the-economic-value-of-on-premise-signs.html

The survey found that businesses primarily invested in signs to help make their businesses stand out and to help potential customers find their locations. As a result, we found that businesses that pay attention to their signage and invest in the design and placement of signs get better results from their investment.

Why is signage so often overlooked by (small) business when developing a marketing and branding plan

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Large internally illuminated 3D sign

Large internally illuminated 3D sign

Why is signage so often overlooked by businesses when developing a marketing and branding plan – this applies equally to small and large businesses.

Signage is frequently overlooked as a marketing and branding tool for a number of reasons, despite its critical role in business success. Below is a limited explanation of some of the key reasons behind this oversight and ways to change the mindset:

Why Signage Is Overlooked

  1. Focus on Digital Marketing:
    The rise of digital platforms like social media, email marketing, and online ads has drawn attention away from traditional marketing tools like signage. Businesses often allocate significant budgets to digital campaigns, perceiving them as more modern and scalable,     ignoring the fact that signage is one of the few marketing tools that requires relatively low payment for relatively long term viability and return.

  2. Misconception About Obsolescence:
    Many businesses mistakenly believe that physical signage is outdated in a digital age. They underestimate     signage’s ability to provide tangible, immediate visibility that complements online strategies, with a single payment and long term accumulative benefits.

  3. Perceived High Costs:
    Signage can be seen as a one-time expense with uncertain ROI. This perception leads businesses to prioritize other marketing channels that promise quicker results, overlooking the long-term benefits of a well-designed sign.     While it may be true that signs are relatively more costly than free or limited paid advertising on social media platforms such as Google, FaceBook, LinkedIn and Instagram, many marketers tend to forget that the social media costs are monthly and ever increasing, especially when key words are popular, while the one off payment for what is considered ‘traditional’ signage has cumulative views that once the sign is paid for, are for free.

  4. Lack of Expertise:
    Small businesses, in particular, may lack the knowledge or resources to design and implement effective signage. This can result in poor-quality signs that fail to deliver results, further reinforcing the idea that signage isn’t worth the investment.     This is why SignForce offer our clients advice on signs. With almost three decades of signage experience (excluding our years as marketing advisors), SignForce is well placed to offer small, medium and start up businesses various options that can fir their budget while offering great return on their investment in signage.

  5. Underestimation of First Impressions:
    Many business owners fail to recognize how crucial first impressions are to attracting customers. They may focus on operations or product development, neglecting the impact of a professional and inviting storefront or location.     This lack of understanding of marketing and it’s impact on customers and prospective customers could be one of the contributing factors why so many new businesses fail in their first 60 months. SignForce has been around the block a few times and we are happy to advise and assist new, small and any size business to develop signs that will work for them, and do so while still offering quality and value on a limited budget.

How This ‘Signs are Unimportant’ Mindset Can Be Changed

  1. Educate on the ROI of Signage:
    Highlighting studies, like the one from the University of Cincinnati    * showing a 10% average sales increase after signage upgrades, can help businesses see signage as an investment rather than an expense. Demonstrating the lasting impact of visibility on brand awareness is key.

  2. Promote Signage as a Complement to Digital:
    Position signage as an integral part of an omnichannel strategy.     Well positioned signage can reinforce digital campaigns by driving offline traffic, creating a cohesive customer experience from online to in-person interactions.

  3. Leverage Success Stories:
    Sharing examples of businesses that have significantly improved their visibility and sales through effective signage can inspire others. Case studies and testimonials can help illustrate the tangible benefits.

    One such, unintentional case study by SignForce was when we were approached by STAX stores in the west rand to cheaply refurbish the existing signage as the store was relocating and wanted to have a closing down sale before it closed it’s doors for 18 months while the new store was being built. The store was running at a loss and there was no benefit to keeping it open until the new location was available. Mere weeks after the refurbished signs were installed the store became profitable – the only change being the refurbished signs as the closing down sale was not yet advertised. Because the store went back into the black the staff kept their jobs as the store stayed open until it moved when the new premises were ready.

  4. Provide Access to Experts:
    Encourage businesses to work with     experienced, professional designers and signage companies such as SignForce. These experts can ensure signage aligns with brand identity and achieves maximum impact, making the process less daunting for business owners. SignForce are proud to offer our clients a one stop shop with the intention of project managing your business’s signs, making your life easier as you are only required to approve and pay while your signs happen FOR you.

  5. Reframe as a Marketing Essential:
    Shift the narrative around signage to position it as a core marketing asset. Businesses should see     signs as their “silent salesperson” that works 24/7 to attract customers and communicate their brand.

By addressing these misconceptions and demonstrating the strategic importance of signage, businesses can better appreciate signage’s role in marketing and branding. A mindset shift, coupled with actionable steps, can help ensure signage gets the attention and investment it deserves.

At SignForce we in the simplicity of a sign that stands out in contrast to it’s surroundings with the ‘message’ of the sign conveying to potential customers everything about your business is a successful or great sign.

At SignForce we have over a quarter of a century experience in signs and how they relate to marketing. We share this experience to give our client’s signs that are cost effective, and work with the intention of any spend on signs being an investment that offers return (ROI).

SignForce follow the KISS principle and operate on the basis that , the simpler the sign and the greater the contrast, and in some cases the more a sign makes the viewer comfortable- or uncomfortable – the more likely the sign is to be noticed, be remembered and thus the more likely the sign will have a positive ROI.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

* https://www.uc.edu/news/articles/legacy/enews/2011/10/uc-research-examines-the-economic-value-of-on-premise-signs.html

The survey found that businesses primarily invested in signs to help make their businesses stand out and to help potential customers find their locations. As a result, we found that businesses that pay attention to their signage and invest in the design and placement of signs get better results from their investment.

** omnichannel

Omnichannel is a business strategy that aims to provide a consistent customer experience across all channels, including in-store, online, and mobile. It’s a customer-centric approach that integrates all channels to create a unified brand experience.

Why Your Business Sign Could Be Your Greatest Investment – Part 4

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Non-illuminated 3D sign

Non-illuminated 3D Building Sign

Why Your Business Sign Could Be Your Greatest Investment: Insights from Steve Jobs’ Marketing Outlook

Steve Jobs, the visionary behind Apple, revolutionized not only the technology industry but also the way businesses think about branding and marketing. His unique approach to marketing, product design, and customer experience has inspired entrepreneurs and businesses worldwide to think outside the box. One of the key elements of Jobs’ strategy was his relentless focus on simplicity, clarity, and brand identity—principles that can be applied to almost every aspect of business, including something as seemingly simple as a well designed, technologically cutting edge business sign – the type of signs SignForce specialize in.

While Jobs was known for his groundbreaking innovations in product design and digital marketing, his overarching marketing philosophy holds valuable lessons for how even the most basic elements of your business, like a sign, can become a powerful tool for success.

Here’s how Jobs’ marketing outlook can help you see why investing in a great business sign might be the smartest move you make for your business.

1. Simplicity Sells

Steve Jobs was a master of simplicity, famously stating, “Simplicity is the ultimate sophistication.” His vision for Apple’s products was to make technology that was elegant and easy to use. This same principle applies to business signage, something SignForce strongly believe in..

In a world full of clutter and distractions, simplicity in design can set your business apart. A sign that is clean, direct, and visually appealing makes an instant impression.

It’s not about overwhelming potential customers with flashy designs or excessive information, but rather about capturing attention in an effortless way.

Your business sign should clearly communicate your business name, logo, and value proposition in a simple, easy-to-read format. Jobs understood that consumers don’t want to spend time deciphering complicated messages – customers want clarity and immediacy.

When applied to your business sign, this means you don’t need a sign with every detail of your business or a long list of services. Focus on making your sign easy to digest in a matter of seconds. A simple and clear message creates a lasting impression that potential customers will easily recall when they need your product or service.

2. Branding Is Everything

Steve Jobs was obsessed with branding. Apple’s iconic logo, sleek product designs, and minimalist approach are all part of a cohesive brand identity that transcends just the product itself. Jobs believed that every touchpoint with a customer was an opportunity to reinforce the brand and build a lasting connection. A business sign is no different – your business sign is a key part of your brand’s overall identity.

Your business sign should reflect the values, mission, and personality of your business. Just as Apple’s clean, modern aesthetic conveys a sense of innovation and sophistication, your sign should communicate what makes your business unique – sometimes referred to as your businesses USP – Unique Selling Proposition. A well-designed sign isn’t just a marker of your location; it’s a visual representation of who you are, what you stand for, and what customers can expect from your business.

When you think about your sign, consider it an opportunity to amplify your brand’s presence. Jobs’ genius lay in his ability to consistently communicate Apple’s identity across every touchpoint, from the product to the retail experience.

Your business sign, when aligned with your brand, becomes an extension of your businesses identity – an ongoing ambassador for your company in the real world.

3. Creating a Memorable Customer Experience

Steve Jobs was deeply focused on customer experience, believing that technology should delight and inspire. Apple’s retail stores are a prime example of how every detail, from the architecture to the product displays, is designed to create a memorable experience for the customer.

Your business sign, though simple in form, plays an important role in the customer experience.

A well-designed sign draws people in and piques their curiosity, setting the tone for their interaction with your business. Just as Apple’s signage is strategically designed to invite customers into their stores, your sign can be a welcoming gesture that makes a positive first impression.

The experience doesn’t end once the customer enters your store – it begins the moment they see your sign and carries through the customers interaction with staff until they have completed their time in the store and leave feeling amazing.

The visual appeal, placement, and messaging of your sign can invoke curiosity and interest, making people more likely to engage with your business. Jobs knew that creating an exceptional experience started long before the customer picked up an Apple product – it started with a well-thought-out introduction.

Your business sign can be that introduction, creating an early connection that leads to a more meaningful relationship.

4. Standing Out in a Crowded Market

Steve Jobs understood the importance of differentiation. Apple was not just selling products; it was selling an experience, a philosophy, and a way of life.

Apple’s products stand out because they offer something different – something that speaks to a particular customer need, desire, or aspiration. In much the same way, your business sign can differentiate you from the competition.

Think about the thousands of businesses that exist in any given city. What makes your business unique? What sets you apart from others in your industry? Your business sign is an opportunity to communicate that uniqueness and catch the eye of potential customers who are overwhelmed by the noise around them.

A compelling, strong sign that stands out – whether through color, design, or clever messaging – can help draw attention away from competitors and bring it to your business. Just as Apple’s marketing campaigns emphasized its products’ distinctiveness, your sign should highlight what makes your business worth visiting. Whether it’s your superior customer service, innovative products, or unbeatable prices, your sign can effectively communicate why your business is the better choice.

5. Leverage Consistency Across Platforms

Jobs was a master of consistency in branding. Every touchpoint a customer had with Apple – from the website to the physical stores – was designed to be uniform and cohesive, reinforcing the brand at every turn. In marketing, consistency helps establish trust and credibility.

Your business sign is no different. Your business sign should align with the rest of your branding materials, whether it’s your website, business cards, or packaging. Consistency across platforms makes your business feel more trustworthy and cohesive, which encourages customers to engage more deeply with your brand. A well-branded sign will reinforce your digital presence and create a seamless connection between your online and offline marketing efforts.

Steve Jobs’ marketing outlook, which focused on simplicity, branding, customer experience, and differentiation, shows how your business sign can be much more than just a physical marker of your location.

Your business sign can be a powerful marketing tool that drives awareness, creates a memorable experience, and differentiates your business from competitors.

By investing in a well-designed sign that reflects your brand’s identity and mission, you can leverage the same principles that helped Apple achieve monumental success. A simple, clear, and strategically placed business sign can ultimately be your greatest marketing investment, helping your business stand out and win in the marketplace.

At SignForce we firmly believe that a GREAT SIGN is a simple sign that stands out in stark contrast to it’s surroundings with the ‘message’ of the sign conveying to potential customers everything about your business.

At SignForce we have over a quarter of a century experience in signs and how they relate to marketing. We use this knowledge to give our client’s signs that are cost effective, with a return on investment (ROI).

SignForce also follow the KISS principle. We operate on the basis that generally, the simpler the sign and the greater the contrast, the more a sign makes the viewer comfortable, the more likely the sign is to be noticed, and thus the more likely the sign will have a positive ROI.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Marketing – the race for 1st place

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First Place

First Place in the Marketing Race

 

How Signage as Part of Your Marketing Strategy Can Help Your Business Finish in First Place

In today’s competitive business landscape, every detail matters, from your products to your customer service and even the way you present your brand to the public, especially through your signage.

One of the most important – and sadly, too often overlooked – elements of your marketing strategy is your business signage. A well-designed, well built, strategically placed sign is more than just a directional tool; your business sign is an essential component that can drive foot traffic, improve brand visibility, and elevate your business to first place in the eyes of customers.

Here’s how signage can help propel your business ahead of the competition:

1. Capturing Attention and Making a First Impression

The first step to attracting customers is making sure they know you exist. Regardless of how excellent your product or service, if NO ONE knows you exist, they will never get the opportunity to try your product or service as you are bound to be out of business before you start.

When people pass by your business, your sign is the first opportunity you have to capture their attention. A well-designed sign, whether it’s a storefront sign, a banner, or a neon light, can stop potential customers in their tracks and draw them into your business.

In marketing, creating instant recognition is critical. Your sign acts as a silent salesperson, promoting your business day and night without requiring any additional effort from you.

According to studies, consumers are more likely to visit a business with visible and appealing signage, which can lead directly to increased sales. The longer your business is visible and memorable, the more likely you are to rise above competitors and secure a top spot in the market.

2. Brand Visibility and Recognition

As part of a broader marketing strategy, your signage contributes to brand visibility and recognition. A professional, clearly branded sign with your company’s logo, colors, and messaging reflects your commitment to quality and consistency. Over time, this repetition builds brand recognition, and consumers begin to identify your business more readily.

When customers consistently see your signage and branding – whether it’s a sign outside your store, on a vehicle or at events – they start to trust your business. This trust is crucial to driving customer loyalty and building a reputation. In fact, studies have shown that 75% of people will make a buying decision based on a brand’s visibility and trustworthiness.

A well-crafted sign solidifies your presence in the minds of potential customers, increasing the likelihood that they will choose your business over competitors.

3. Standing Out in a Crowded Market

In crowded retail environments or highly competitive industries, standing out is key. Signage is one of the simplest yet most powerful ways to differentiate your business from others. Whether you use unique design elements, bold fonts, varied fonts, combinations of 3D elements or creative colors, your sign becomes an opportunity to express your business’s personality and values.

Effective signage can also tell your customers what makes you unique. A clever tagline, a special promotion, or even just the design aesthetic of your sign can communicate key aspects of your brand story. By offering something different, you make it easier for potential customers to spot you in the crowd, driving them to visit and engage with your business.

4. Directing Foot Traffic and Increasing Accessibility

Another benefit of well-placed signage is its ability to direct foot traffic and increase your business’s accessibility. Strategic signage ensures that potential customers know where to find you and understand what you offer. For example, directional signs can help people navigate to your location easily, while informative signs can guide customers through your store or highlight specific products or services.

This type of strategic placement of your signs can increase foot traffic by positioning your sign in high-visibility areas, such as busy street corners or high-traffic shopping districts. More foot traffic means more opportunities for conversion, which can propel you to the top of your market.

5. Cost-Effective Marketing

When compared to other marketing methods, signage is one of the most cost-effective ways to promote your business. While digital ads, TV commercials, and other traditional marketing channels require continuous investment, a well-designed sign is a one-time cost that provides continuous returns. As part of your overall marketing strategy, a sign acts as a long-term asset that can continue to attract customers without ongoing fees or maintenance. [In Southern Africa, depending on the make up of your sign, it may be necessary to update or replace the face – especially if digitally printed – every three years.]

This cost-effectiveness makes signage especially valuable for small businesses or startups that need to maximize their marketing budgets. By investing in professional, high-quality signage, you create a lasting impact that ensures your business stays visible and top-of-mind for customers.

While it is always tempting – especially when money is tight – to simply choose the cheapest sign supplier for your signage, it is worth remembering that cheap has more than one connotation. Sometimes it is worth investing more in order to maximize the impact and longevity of your sign, which may not always be case when using the cheapest supplier.

Incorporating signage into your overall marketing strategy can help your business reach the first place position in the competitive marketplace. By capturing attention, building brand recognition, and providing customers with clear directions to your business, signage serves as a powerful tool for driving foot traffic and fostering long-term success.

Whether it’s enhancing your visibility, differentiating you from competitors, or ensuring that customers know where to find you, signage plays a critical role in your marketing strategy. A strong sign doesn’t just mark your location – a strong sign it becomes an integral part of your brand identity and a 24/7 marketing asset that works around the clock to help your business finish in first place.

At SignForce we have many years experience in signs and how your signs can fit into your branding and marketing strategies, knowledge which we share in order to get our client’s effective signs that generate a return on investment (ROI) and STAND OUT to differentiate your business from your competitors.

SignForce believe in the KISS principle. We believe that the simpler the sign and the greater the contrast, the more memorable the sign and the more likely the sign is to be noticed, and thus the more likely the sign will have a positive ROI.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Why Your Business Sign Could Be Your Greatest Investment – Part 3

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Partially Invisible Sign (Special effects are built into the sign)

Why Your Business Sign Could Be Your Greatest Investment: Insights from Warren Buffett’s Marketing Outlook

When investing in marketing do you immediately consider your business sign to be a major player in your overall strategy?

Warren Buffett, one of the most successful investors in history, has always emphasized the importance of long-term value, strategic investments, and brand recognition. According to Buffett’s principles, a well-designed and strategically placed business sign could, in fact, be one of your most valuable and cost-effective investments.

Warren Buffett’s Marketing Philosophy

Warren Buffett’s approach to investing is rooted in a few fundamental principles:

  1. Long-Term Value: Buffett believes in investing in assets that will generate value over time. Rather than chasing short-term profits, he focuses on making investments that will appreciate and create sustainable returns.

  2. Brand Strength: A key part of Buffett’s strategy is investing in companies with strong, recognizable brands. He famously acquired businesses like Coca-Cola and See’s Candies because they had established brand power. A strong brand is not just about the products – a strong brand is about the visibility, reputation, and loyalty that the brand builds.

  3. Simplicity and Clarity: Buffett values simplicity, which can be seen in his straightforward approach to business. He believes that a strong business needs a clear value proposition that resonates with customers and is easy to understand.

  4. Leveraging Resources: Buffett is also known for leveraging the resources at his disposal – whether that’s his network, his existing businesses, or tangible assets – to generate greater returns.

Using these principles, we can understand how a well-crafted business sign can align perfectly with Buffett’s marketing outlook, turning it into a powerful asset that brings long-term returns.

The Business Sign as a Strategic Asset

1. An Investment in Long-Term Visibility

Warren Buffett believes in the power of long-term investments that continue to provide value. When it comes to a business sign, this principle is incredibly relevant. A business sign is a one-time investment that, when done right, can continue to deliver value for years or even decades.

Just as Buffett invests in companies that continue to generate profits year after year, your business sign works as a perpetual marketing tool. Your business sign doesn’t require constant updates or ongoing costs like paid advertising, but it keeps working for you around the clock, drawing attention to your business and keeping you top of mind for potential customers. While your business signs do not need constant updating, it Is important that your business signs are maintained and possibly replaced or removed after the sign starts to deteriorate (around 3 years in the African sun) in order to maintain your business’s image.

Unlike digital ads or other forms of advertising that only appear for a short time, your sign has ongoing, consistent visibility. Whether it’s day or night, rain or shine, your business sign is always visible to potential customers, making it a long-term asset that can pay dividends for years to come. The more people see your sign, the more they recognize your brand, which leads to greater customer loyalty, a sense of familiarity and trust that often results in repeat business – values that Warren Buffett highly champions in his investment philosophy.

2. Building a Strong Brand Presence

Buffett understands that brand recognition is a powerful force in the marketplace.

A business sign isn’t just about indicating where you are – your business sign is about communicating who you are and what your business represents. A professional, well-designed sign can create an immediate impression of credibility, professionalism, and reliability. In the same way that Buffett has acquired companies with strong brands (like Apple or GEICO), your business sign contributes to building your brand’s reputation.

The power of a strong, recognizable brand is essential for long-term success. A business sign, when aligned with your company’s values, mission, and personality, can amplify your brand presence and make your business memorable to customers. A sign that clearly conveys your message, whether through design, colors, or a catchy slogan, can serve as a powerful tool for establishing your identity in the local community. This not only attracts new customers but also builds loyalty and trust – key elements of Buffett’s long-term value investing strategy.

3. Simplicity and Clarity in Messaging

Warren Buffett is known for his appreciation of simplicity.

Buffett has often said that he prefers businesses with clear, understandable value propositions. Similarly, your business sign should reflect that simplicity and clarity. A well-crafted sign does not overwhelm or confuse potential customers but instead communicates a straightforward message about your business.

A simple, clean designed sign with clear text can make it easier for customers to understand who you are and what you offer. By reducing clutter and focusing on the essentials, your sign becomes more effective in conveying your brand message. Buffett’s philosophy teaches us that simplicity works, and when your sign is clear and direct, it resonates with customers, builds trust, and makes it easier for them to decide to visit your business.

4. Leveraging Local Visibility for Maximum Impact

Buffett’s investment strategy is all about leveraging resources to maximize returns, and this can be applied to the local visibility your business sign provides. By strategically placing your sign in a high-traffic area, you are leveraging the foot and vehicle traffic and attention of local passersby. For businesses, this means creating a constant stream of potential customers who are in close proximity and more likely to stop in or take action.

A physical sign serves as a cost-effective form of local advertising, drawing attention from people who might never have heard of your business otherwise. Similar to how Buffett might leverage a network or a strong brand to capture attention in a crowded market, your business sign gives you a chance to stand out in your local community, driving more foot traffic to your store or office.

5. An Opportunity for Differentiation

In line with Buffett’s principle of investing in companies that stand out from the competition, a business sign is a powerful tool for differentiation.

A distinctive, well-designed and implemented sign can set your business apart from others in your area, especially in a crowded market. By creating a sign that is unique, memorable, and aligned with your brand, you can differentiate your business from competitors and make a lasting impression on potential customers.

Whether through an innovative design, a clever tagline, or a bold visual identity, your sign can serve as a reflection of what makes your business special. This differentiation builds brand loyalty and attracts customers who align with your values – two key aspects of long-term business success that Warren Buffett consistently looks for in his investments.

Warren Buffett’s marketing outlook highlights the importance of long-term value, brand strength, simplicity, and leveraging resources effectively. When applied to your business sign, these principles reveal just how valuable a simple sign can be. Your simple business sign is more than just a tool for directing customers to your door – your business sign is a strategic investment that can enhance visibility, reinforce brand identity, and provide a consistent marketing presence for years to come.

By following Buffett’s approach to investing in assets that deliver ongoing returns, a well-crafted business sign can become one of your most cost-effective and valuable marketing tools.

Just like the companies Buffett invests in, your business sign has the potential to build brand recognition, foster customer loyalty, and generate long-term success. Your business sign is a small investment that can lead to big returns, and when done correctly, it could very well be your business’s greatest asset.

At SignForce we believe that any GREAT SIGN is a sign that stands out in stark contrast to it’s surroundings with the ‘message’ of the sign speaking volumes about your business with minimal words and achieves the signs job of getting eyeballs that result in feet through your door.

At SignForce we have decades of experience in signs and how they relate to marketing, knowledge which we are happy to use to ensure our client’s signs are cost effective, giving a maximum possible return on investment (ROI).

Like Buffett, SignForce’s philosophy is an extension of the KISS principle. We operate on the basis that generally, the simpler the sign and the greater the contrast, the more a sign makes the viewer uncomfortable, the more likely the sign is to be noticed, and thus the more likely the sign will have a positive ROI.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Why Your Business Sign Could Be Your Business’s Greatest Investment – Part 2

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Long life cut out coat of arms

: Insights from Michael Levine’s Marketing Outlook

When it comes to marketing your business in 2024, many entrepreneurs focus heavily on digital campaigns, social media ads, or email marketing, overlooking a crucial, yet often overlooked, element – your business sign. Michael Levine, a renowned marketing expert and consultant (https://www.michaellevinwrites.com/), has long emphasized the power of strategic messaging, brand identity, and leveraging all available assets to build a stronger business. According to Levine’s principles, your business sign can be one of the most effective marketing investments you’ll ever make.

Michael Levine’s Marketing Philosophy

Michael Levine is a celebrated branding and marketing strategist, best known for his work with high-profile clients like Nike, Coca-Cola, and McDonald’s. His marketing philosophy revolves around the idea of maximizing visibility and creating lasting impressions through meaningful connections between a business and its audience. Levine believes that every touchpoint, whether digital or physical, contributes to a brand’s story. His approach also focuses on the power of consistent, simple messaging that resonates with consumers.

Through his years of experience, Levine stresses the importance of simplicity, clarity, and differentiation. He advocates for building a strong brand presence across all aspects of a business and leveraging real-world interactions as opportunities to engage and convert potential customers. Let’s explore how these principles, when applied to the humble business sign, can make it your greatest investment.

Why Your Business Sign is a Smart Investment

1. Immediate Brand Visibility

According to Levine’s marketing approach, visibility is the cornerstone of success. Your business sign is often the first impression potential customers have of your brand. It’s your opportunity to introduce your business to the world, and it needs to be impactful. A well-designed sign makes you visible 24/7, and unlike digital ads, it doesn’t disappear after a few seconds.

Levine often speaks about the importance of creating impressions that stick. Your sign should not only capture attention but also deliver a clear, memorable message about who you are and what you do. Whether it’s a catchy slogan, a striking logo, or a design that resonates with your audience, your business sign can work around the clock to establish your presence in the local community.

Any sign that can combine your business message while eliciting a – preferably positive – emotion from the viewer, is bound to be a hit, and remembered.

2. Cost-Effective and Long-Term

One of the strongest arguments for investing in a business sign is its cost-effectiveness over time. Traditional marketing channels, such as TV, radio, and online ads, require ongoing investment. In contrast, a high-quality business sign is a one-time investment that can continue to deliver value for years.

Levine frequently advocates for businesses to maximize their resources. A business sign is an asset that doesn’t require constant updating or maintenance, yet it continues to pay dividends by drawing in foot traffic, increasing awareness, and reinforcing your brand’s identity. In many cases, businesses can experience a significant return on investment simply by placing a sign in a high-traffic area.

3. Localized Marketing for Targeted Reach

A well-placed business sign allows you to target local customers – a strategy that Levine believes is crucial for many businesses. If you operate in a brick-and-mortar location, the people who are likely to pass by your business are your most qualified leads. They are within your geographic reach and already in the vicinity, making them more likely to convert into customers.

Levine stresses the power of direct, targeted marketing. Rather than relying on broad, mass-market campaigns, your sign can effectively attract people who are in close proximity to your business and, if they are in the market for what you offer, have a higher chance of being interested in what you offer. The strategic placement of your sign can help capture the attention of local residents, tourists, or passersby who might not have discovered you otherwise.

4. A Tool for Reinforcing Your Brand Identity

Your business sign isn’t just a way to announce your location – your business sign is an integral part of your brand identity. Michael Levine emphasizes the importance of consistency and clarity in messaging across all touchpoints. Your sign should not only reflect the services or products you provide but also communicate your company’s values, personality, and positioning in the market.

A well-crafted sign that aligns with your brand’s identity – whether it’s through color choices, typography, and / or overall design – becomes a symbol of trust and recognition. As people see your sign regularly, it reinforces your presence in their minds and builds long-term brand recognition. Over time, this consistency leads to a stronger connection with your customers, a key factor in building loyalty and driving repeat business. Multiple views of the same sign can also create an impression in people’s minds of familiarity and as such people often make up their own stories, sometimes believing that your business may be larger than it actually is, with more locations, as people ‘see’ the signage often.

5. Differentiation and Standing Out

In today’s competitive marketplace, it’s crucial to stand out from the crowd. According to Michael Levine, the ability to differentiate your brand is what sets successful businesses apart from the rest. Your business sign is an opportunity to do just that.

Your creatively designed sign can capture attention and help your business distinguish itself from competitors. Whether through an unexpected design, a clever play on words, or an eye-catching visual, your sign can become a statement that highlights what makes you unique.

Levine advocates for businesses to take risks with their marketing to stand out. In a world where consumers are bombarded with marketing messages every day, being bold with your signage can be the key to making a lasting impression. A distinctive sign that reflects your brand’s unique personality can make your business memorable and increase the likelihood that customers will choose you over others.

6. Social Proof and Trust Building

Finally, your well-placed business sign signals that you are a legitimate business. It serves as a form of social proof in the real world. Levine frequently points to the role of social proof in building trust – whether through testimonials, customer reviews, or the visual presence of a professional sign.

People are more likely to trust a business that takes its brand seriously enough to invest in a visible, professional sign. This trust factor can drive more traffic through your doors and ultimately increase sales.

When you adopt Michael Levine’s marketing outlook, you begin to see how every element of your business, no matter how small, can become a powerful tool for success. Your business sign, often regarded as a grudge expense or a simple necessity, is much more than that. According to Levine’s principles of visibility, brand consistency, and differentiation, your sign is an investment that pays off by driving awareness, increasing trust, and helping you stand out in a crowded marketplace.

Incorporating Levine’s strategies into your marketing plan can reveal that your business sign might just be one of your greatest, yet most cost-effective, investments. By leveraging this physical marketing tool, you create lasting impressions that continue to pay off for years to come.

At SignForce we believe that a GREAT SIGN is a sign that stands out in stark contrast to it’s surroundings with the ‘message’ of the sign speaking volumes about your business with minimal words.

At SignForce we have extensive experience in signs and how they relate to marketing, knowledge which we use to give our client’s idea’s that are cost effective, give a return on investment (ROI) and STAND OUT, sometimes only because of their simplicity.

SignForce’s philosophy is an extension of the KISS principle. We operate on the basis that generally, the simpler the sign and the greater the contrast, the more a sign makes the viewer uncomfortable, the more likely the sign is to be noticed, and thus the more likely the sign will have a positive ROI.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Why Your Business Sign Could Be Your Greatest Investment

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SignForce Branding

SignForce blog logo

Why Your Business Sign Could Be Your Greatest Investment: The Marketing Wisdom of Jay L. Abraham (https://www.abraham.com/about/)

When you think about MARKETING your business, what is the first thing that comes to mind? Door to door, online, magazine, television, above line, below line, expensive, professional?

When you think about marketing, your business sign might not immediately come to mind as a key player in your strategy. Yet, Jay L. Abraham, one of the world’s foremost marketing experts, argues that businesses often overlook small, seemingly inconspicuous elements that can yield huge returns. The idea of a business sign being your greatest investment is rooted in Abraham’s principles of maximizing every available resource to its fullest potential.

Jay L. Abraham’s Marketing Outlook

Jay L. Abraham is renowned for his ability to identify overlooked opportunities for business growth. His marketing philosophy revolves around several key principles:

  1. Maximization of Resources: Abraham often speaks about leveraging all available assets to their fullest potential, whether that’s your team, your website, or even the humble business sign. For Abraham, the goal is to extract as much value as possible from every part of your business, no matter how small it may seem.

  2. The Power of Visibility: In a crowded marketplace, visibility is a powerful currency. Abraham emphasizes that getting noticed is the first step toward attracting customers, and the visibility your business sign provides can play a critical role in your business being visible. This applies equally to online and brick-and-mortar businesses.

  3. Branding and Consistency: A business sign isn’t just a name on a board; it’s part of your branding*. Abraham stresses the importance of consistent branding across all touchpoints**. Your sign should clearly communicate your message, setting the tone for everything customers will experience with your business.

Your Business Sign as a Marketing Asset

To understand why your business sign can be your business’s greatest investment, it’s important to consider how signage fits into Abraham’s marketing outlook. Here are some key ways a clean, well-designed, professional business sign can elevate your business:

1. First Impressions Matter

A business sign is often the first point of contact potential customers have with your business. Just as a professional website or a friendly salesperson can make a lasting first impression, your sign plays a pivotal role in attracting attention. It’s your storefront’s face and can and does convey messages about your business’ personality, reliability, professionalism and values. Jay Abraham advocates for businesses to put their best foot forward at all times. A sharp, eye-catching sign can immediately make your business stand out in a crowded marketplace, giving you the edge over competitors.

2. Unobtrusive, 24/7 Marketing

Unlike other forms of marketing like advertisements or social media campaigns that require ongoing costs and effort, a well designed business sign works tirelessly for you around the clock. It doesn’t need to be constantly updated or refreshed, and it doesn’t disappear after a few seconds or clicks. Your sign is like an employee that never sleeps – it consistently drives awareness and foot traffic to your business, making it a long-term, low-maintenance investment. Abraham’s philosophy of leveraging existing resources aligns perfectly with this idea. A well-placed, high-quality sign can deliver consistent returns with minimal effort and generally lasts many years with a single one time payment.

In ROI terms, thee potential low cost per view of your sign is almost infinite, even though it may be exceptionally difficult to measure.

On this note, while most businesses evaluate their sign as how it will be SEEN and PERCEIVED by customers and prospective customers, the value of a good sign on staff MORALE and ASSOCIATION is almost impossible to overstate. Like a person may IDENTIFY and bond with and over their favorite sports team, a similar sense of camaraderie can exist among staff when your business sign conveys the correct message.

3. Cost-Effectiveness

When considering investments in marketing, the cost-effectiveness of a business sign stands out. Traditional advertising methods – such as television commercials, print ads, or digital ads – can be expensive and often require continuous, always rising (especially in a competitive market where cost per click and cost per view are constantly rising due to demand to be in FIRST place), expenditure to maintain front of mind positioning and visibility. In contrast, a well designed and executed business sign provides a one-time investment that can deliver dividends for years to come.

The cost effectiveness of signage ties back to Abraham’s principle of making your resources work harder for you. The sign itself becomes an efficient, long-lasting marketing tool, providing constant value without the ongoing costs.

4. Targeted Marketing and Local Reach

One of the most powerful advantages of a business sign is its ability to target a local audience. Unlike broad digital campaigns that often cast a wide net, your sign draws attention from individuals in your immediate vicinity – those most likely to become paying customers. Jay Abraham often speaks about the power of “direct response marketing,” which is about reaching the people who are most likely to respond to your offer. Your sign targets foot traffic, drivers, and passersby who are within a certain radius of your location, making it an invaluable tool for local businesses.

5. Reinforcing Brand Identity

A business sign does more than just tell people where you are – a business sign communicates what you as a business stand for. Jay Abraham emphasizes the importance of consistent branding across every aspect of your business.

This means your sign should reflect your company’s values, personality, and positioning in the market. Whether you’re a sleek, modern company or a rustic, family friendly local business, your sign should align with the message you want to communicate. Over time, this consistency builds brand recognition and trust, essential ingredients for business success. Because your sign should align with the message you want to communicate it is recommended to use a sign designer who has an understanding of branding, marketing and sign building when designing your business sign, and a sign company that can implement said design to build your signs.

6. Opportunity for Innovation

Jay Abraham encourages businesses to constantly innovate and find creative solutions to increase their market share. Your business sign can be one such source of innovation. Beyond just being functional, a creatively designed, interactive, or unique sign can become a conversation starter, a photo opportunity, or in the modern world, even something that goes viral online. Whether it’s a clever slogan or a design that stands out from the crowd, an innovative sign can differentiate your business from your competitors.

When viewed through the lens of Jay L. Abraham’s marketing outlook, your business sign is far more than a grudge purchase or a practical necessity – your business sign is a strategic asset that can drive growth and brand recognition for your business.

A well-designed sign attracts attention, reinforces your brand, provides consistent 24/7 marketing, and does all of this with a low, one-time investment. By following Abraham’s principles of maximizing available resources and leveraging existing assets, a business sign can become one of your most valuable marketing tools.

Investing in a high-quality, effective, fit for purpose sign is a small step that can yield significant, long term returns ­- showing how even the most basic elements of your business can work harder for you, just as Abraham would advise.

When you are looking to help make your business stand out and achieve the investment value of your business sign as advised by Abraham, contact SignForce as our years of experience, our understanding of Abraham’s philosophy and our decades of experience in design, manufacture and installation of signs makes us a preferred supplier for a number of clients – from massive to one man shows.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For a deeper understanding of SignForce visit http://www.signforce.co.za

Oxford and Dictionary.com definitions:

* branding – noun

  1. 1.1. the action of marking with a branding iron. “regulations concerning the branding, movement, and sale of cattle”
  2. 2. the promotion of a particular product or company by means of advertising and distinctive design. “the process of branding should be considered in global terms”

    ** touchpoints – noun, plural noun: touchpoints

  3. 1. a point of contact or interaction, especially between a business and its customers or consumers. “every touchpoint must reflect, reinforce, and reiterate your core brand strategy”

    1.2. a point of reference. “one of the cultural touchpoints for the late 1990s”