Marketing and innovative research are the primary functions of a business alongside innovation according to Peter Drucker, a world-renowned management guru. However, different kinds of marketing techniques exist including business signs. These signs are a marketing technique because they fulfill the four Ps of marketing, i.e., price, product, promotion, and place. Some of them focus on the last three Ps exclusively. Here are 5 benefits to marketing your company with signage.
Business signs are visible right where they should be unlike electronic forms of marketing. For example, imagine a man walking on the street and then he decides that he wants to eat in a restaurant. He will not choose a restaurant based on an ad that he saw on television two days ago. Instead, he will look for signs that will direct him to a nearby restaurant. Consequently, investing in a business sign, in this case, makes more sense than paying for television ads. Start with this sign and then move to electronic ads later. Make sure that your sigh is visible to everyone on the street.
Houston signs by Humble Sign Co. last for a long time. For example, the cast PVC signs last for an average of five to twelve years. Metalized polyester signs have an average lifespan of two to five years while fluorescent ones last for three years. That means you will not spend as much money on these signs as you would on electronic or newspaper ads. Remember, radio, TV, and newspaper ads have to be repetitive because most people forget about them as soon as they see them.
Imagine placing an ad only to realize that something is wrong with it. For example, some finished ads contain incorrect information. Others have words or images that are offensive. How do you correct these mistakes when it is an ad on television or radio? In most cases, redoing the entire ad is necessary. In business signage, only the part with an error requires correction. For example, you can change the section that has inaccurate information on a pylon sign instead of removing the entire sign.
You cannot change a newspaper or magazine ad once the printer prints it. That means you cannot add some words or colors to it. Consequently, the ad will remain dull if it was dull when the printer printed the newspaper or magazine. Spicing television or radio ads is a challenging exercise as well. In contrast, business signs are dynamic. That means changing their outward appearance is a straightforward process. For example, you can add backlights to a sign to make it visible in the dark. You can have flashing colors in an LED sign. Introducing channel letters is also possible.
Business signs contain brief and precise information unlike other forms of marketing. For example, some electronic ads deliver mixed signals to potential clients. That happens because they contain multiple images, scenarios, and messages. Business signs do not. Some of them do not have images at all. Instead, they focus on the name of the company, its products, business hours, and the firm’s slogan. Customers prefer clarity to mixed messages because deciphering these mixed messages takes up their time unnecessarily.
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Walter G. is a software engineer, startup co-founder, former CTO of several tech companies and currently teaches programming for a coding bootcamp. He has been blogging for the past 5 years and is an avid BMX rider, bio-hacker
and performance enthusiast.