Reasons why external signage is important in business

The fact that we are living in a digital age has caused many companies to question whether more traditional marketing methods are still valid. There is no easy answer to that question, as it often depends on the type of business you are running and the method of marketing that is being considered.

There is no disputing that every company that wants to succeed in the modern world must have a good business website and strong online presence in general. However, most are likely to find that real-world marketing tools like posters and signage still play an important role in promoting their companies.

We all still live in the real, physical world and external business signs are therefore a useful tool. Read on to learn more about why they are so important for businesses in 2024.

Do business signs help?

That is one question that can be answered right away – yes, they do. Research has found that 68% of the general public believe that a business sign can be taken as a reflection of the standard of service of product offered by that company. That adds up to over two-thirds of people, so clearly signage impacts customer perception in a major way. You can now see why it will help your business as much as digital marketing tools like a website and social media channels.

Some forms of business signage even deploy digital printing these days, so the creation of them has moved with the times. That answers the question of whether you need external signs for your business, but now let us look at how they will help.

Developing brand awareness

No company can hope to succeed if people are not aware of its brand. Digital marketing methods must form part of that brand awareness raising, but they cannot be the entirety of your strategy. Whether you operate in the retail, hospitality or corporate sectors, your company needs to have genuine visibility in the physical world too.

Good external signs can draw attention to your brand in more than one way. They can make the public aware of your company name and logo or help to put any catchy company slogan you have into the public consciousness.

Standing out from the crowd

Every company nowadays invests a great deal of its marketing budget in digital promotions. That means they sometimes neglect methods of advertisement that are non-digital, which gives your business an opportunity to stand out. Setting aside a portion of your budget for some good outdoor signs could give you an edge over rivals.

External signage is not a single, fixed thing – it can serve a range of different purposes for the companies that deploy it. Most people think of the signs that shops or businesses have on the front of their main premises, with their name and logo on them. These draw attention to your company and let people know what your business is and where it is located, but there are other types of external signage.

It can also include things like hoardings and roll-up banners in public places. If strategically placed in areas of high footfall, these can really increase your brand visibility and help to push any sales or offers that you are providing. It means vehicle liveries too, so external business signage is mobile in many cases. Livery signs can incorporate your company name, logo, address and telephone number, spreading the word about these to the maximum number of people for minimal investment and effort on your part.

Securing impulse sales

The presence of external signage that is well designed and that creates a positive image of your company in the minds of the public can also lead to impulse sales opportunities. That means decisions by people to buy things that they had not originally intended to purchase. A study found that close to 76% of the public had chosen to go to a business or store impulsively purely do to seeing a sign advertising it or a sales promotion.

What this shows is that high quality external signage in the right places attracts customers who would otherwise never even think about your product or service. Getting the attention of your target demographic is very important if your company is to succeed, but you should never underestimate the value in winning others over too. If people see your external signs and decide to visit your store or headquarters, you have the chance to impress them and secure their business on a regular basis.

Here at Ainsley Signs, we design and manufacture external signage in Manchester for companies in different sectors. Contact us for details.