Marketing your business with advertising signs

Advertising signs are one of the most cost-effective forms of business marketing. They announce where a business is located and what it does, thus encouraging people to spend money on its goods or services.

"The very best business signs convey a mood or feeling and give potential customers a strong indication of what they can expect from that business," says Jamie Klein from Klein Signs.

Advertising signs

The primary purpose of most business signs is to advertise. They do this by: 

• catching people's attention
• outlining key details about the business
• showing where the business can be found.

"People need to be able to find you to use your services or buy your goods," says Jamie. "Signs make your business stand out from the crowd."

Less is more

Business signs do not need to explain every detail about your company. Passing traffic will have only seconds to take the sign in, so it needs to simply and effectively capture the essence of your business.

"The most common mistake is to try to tell too much in a sign," says Jamie. "People end up not even bothering to try to decipher it; they just ignore the whole thing."

Consider how your business - or the services or goods you offer - can be encapsulated in as few words as possible. Or consider using an image to convey the character of your business.

Working in tandem

Businesses can benefit from using multiple advertising signs. A large, prominent sign might be used to catch the eye and show where you are, while smaller signs elsewhere may give more detail, such as:

• opening hours
• goods or services on offer
• prices, including specials or other discounts.

Interior signs, whether on walls, shelves or at point of sale, can also be used to attract people's attention to particular elements of your business.

Benefits of effective business signage

Well-considered and well-placed signs can:

• signpost your location
• indicate what your business does
• capture the feel or 'soul' of your business
• stimulate curiosity or interest in passers-by
• attract people to your business.

Sign me up

One-off signs function differently from signs seen in more than one location. While a single sign on the outside of a building must quickly identify your location and purpose, signs seen in multiple locations - whether in bus shelters, on delivery vans or on highways - can be more subtle.

Sign writers understand the complexities and nuances of communicating with business signs and can help encapsulate your products and services in the most effective way possible. So talk to a sign writer today and discuss how signs can help illuminate the best points of your business with advertising signs.