Signage is one of the few marketing tactics that reaches every person in your target market (barring hermits who never leave their homes). Whether they’re walking to work, going to the store, visiting a doctor or other local businesses, everyone sees signage. This makes it a great way to build brand awareness and reach potential customers.
Marketing signs also provide a high level of visibility that can’t be matched by other traditional or digital marketing channels. They’re especially effective when paired with a well-crafted direct mail campaign and are an excellent option for promoting special events and sales.
The key to effective marketing signage is the quality of the content, which is ultimately what drives audience engagement and business goals. This means defining a clear set of KPIs and creating content that aligns with those goals. To achieve the highest levels of effectiveness, it’s essential to create and implement a dynamic signage strategy that’s fueled by real-time data, personalization, and viewer tracking.
Keep in mind that the effects of signage are not always immediate, so it’s important to remain patient and stick with your strategy. The long-term benefits of a strong branding strategy will pay off in the end.
Identify and Understand Your Audience: A well-written marketing message is the foundation of an impactful sign, so make sure you’re clear about who your audience is and what their needs are. This will help you craft a message that resonates and motivates them to take action.
Design and Aesthetic: Choose fonts, colors and images that are consistent with your branding. This ensures that your brand’s aesthetic is carried through on all marketing collateral, strengthening brand recognition and ensuring that all marketing efforts are focused and goal-oriented.
Incorporating new marketing tactics into your signage strategy will allow you to engage your audience in new and interesting ways, resulting in increased brand loyalty. For example, you can use advances in technology to incorporate user-generated content on your digital signage, which will display photos or videos created by the public but shared by your brand. You can also use innovative marketing tactics such as branded hashtags, social media giveaways and sponsoring competitions to drive engagement and brand awareness.
Using a combination of digital and physical signage, you can test different content variations to determine what resonates with your audience. For instance, you can display one version of your signage for a month and then switch it up with another to gauge which version has the most impact. This will give you a better understanding of your audience and help you to refine your future signage strategies.
Strategic signage is a cost-effective way to grow your business and connect with your target audience. Regardless of the type of signage you choose, it’s important to ensure that your visual communications are in line with your overall marketing strategy and that they’re designed by professionals who know what they’re doing. Contact us at Madison Sign Company to learn more about how our custom signage and design services can support your brand.
No Responses