Good signage is one of the most cost-effective advertising strategies you can employ for your business. It’s also one of the most affordable forms of advertising available to business, especially SMEs, because they serve as a primary link between your business and your prospects and customers.
They are your silent salespeople saying whatever you want them to say. They work 24/7, 365 days a year, and never take holidays. Their effect is continuous - they reach customers closest to your business, help people find you, and bring them and their money in through the door. And they require very little management once they are in place.
Signs can be an essential component of a business's overall marketing strategy. A sign that contains your business's logo will reinforce your brand. Signs are also used to draw attention to promotions and to convey information about your business.
The cost-per-thousand (CPM), a common method used to measure the cost of reaching a thousand potential customers, is much lower for signage than other types of advertising such as radio, televisions and newspapers. Studies show the cost per 1,000 exposures can vary between a few dollars and hundreds for traditional media. But the cost per 1,000 exposures for a sign is around 30 cents.
But beware! Faded or dilapidated signs can turn people off and damage your brand. Unless that faded sign is iconic because it’s been on the side of that building for decades, always keep your signage looking great.