Outdoor signs are still vital for business growth

Outdoor signage is still a vital part of business growth, survey proves

Digital communication has drastically changed the way we do business in today’s world. The internet and all its layers seem to reign supreme when it comes to marketing and advertising business services.

However, a 2012 study sponsored by Fed Ex in conjunction with Ketchum Global Research and Analytics has proved otherwise.

The outdoor sign still holds a place of dominance in attracting customers. According to the study, 76 percent of American consumers have “entered a store they have never visited before based on its signs, and nearly seven in 10 (68 percent) have actually purchased a product or service because a sign caught their eye.”

The study goes on to show that “a small business’ sign can also be an influential word-of-mouth marketing tool, with three out of four consumers saying they have told someone about a store based simply on its signage. ”

“Despite the increase in computer use and the popularity of eCommerce, people still have to go outside, whether for business or pleasure. That hasn’t changed,” said Ben Baldwin, president of Baldwin Design Works.

What has changed is the need for effective signage , Baldwin adds.

“Due to the internet, a consumers’ outdoor browsing time is far more limited than it once was. Brick-and-mortar businesses have a shorter window of opportunity to communicate their presence. Therefore, business signs need to be sharp, eye-catching, and updated to be effective in delivering a message quickly.”

The Fed Ex survey corroborates that point, reporting that 68 percent of consumers judge a store’s services or products based on its signage and 52 percent said “they are less willing to enter a store with misspelled or poorly-made signs. 60 percent won’t enter a store without a sign.

While there is no substitute for a good website, a vibrant logo, and a social media presence, some more traditional marketing modalities are just as effective as they were before the coming of the digital age.

A well-place and attractive business sign is one of them.

Sign Design for our Times

Baldwin Design Works

85 Kelly Clark Court

Cartersville, GA 30121

404.518.7688