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Is It Time to Print Outdoor Signage?
  • 19 July 2017
  • Daniel Vahab

Is It Time to Print Outdoor Signage?

As a small business owner, you need to constantly evaluate which expenses are worthwhile. Though it is crucial for you to invest in various advertising channels to reach your current and prospective customers, you are likely working with a very limited marketing budget—especially if you are just starting out. As such, you should try to leverage a variety of different affordable promotional tools. For instance, it may be time for you to print outdoor signage.

While it may seem as if everything has gone digital these days, print signs remain a tried-and-true method of engaging with your customers and increasing conversions. After all, if you own a brick-and-mortar business, your customers walk, run, and drive past your establishment on a regular basis, giving them ample opportunities to encounter the signs that you display. Here are some factors to consider if you are trying to decide if it is the right time to print outdoor signage.

1. You need to increase brand awareness

If you are located near a freeway, interstate or busy intersection, outdoor signage is a very effective way to increase brand awareness from motorists driving by. This is an easy way to capture more foot traffic to your location, simply by getting a sign visible from the road. If a permanent sign is not possible, you can get temporary signs printed at The UPS Store to help capture additional foot traffic. This is especially important if your business is located inside a busy strip mall.

2. You run frequent promotions and special offers

With so many promotional messages put in front of consumers on a daily basis—especially through e-mail campaigns and other digital marketing efforts—it has become harder than ever to compete for attention. As such, you need to determine how to get the word out about your special offerings in an impactful way. Overall, you must work to come up with a strategy for reaching the right people at the optimal time and place.

Print signage can be an especially useful medium when you are running a limited-time offer. While customers can easily delete an e-mail offer or throw out a piece of direct mail, those who pass your sign on a daily basis may be more likely to remember your special deals and stop by your establishment to take advantage of them. For example, if you own a restaurant that offers a special all-you-can-eat option on certain days of the week, you could advertise this deal through print signage. That way, people who are passing by throughout the day will be enticed to come inside. These individuals may even come back on a regular basis to see if you are advertising any additional promotions.

3. You own a fast-changing business

In order for your business to be successful, you need to be able to grow and adapt on a regular basis. However, it is crucial for you to leverage different channels to communicate these changes to your customers. Whether you have updated your menu, opened up a new location, or expanded your services, you must make sure that your current and prospective customers know how to get the latest details. Of course, you can leverage digital marketing to get the word out, but physical signage can be particularly useful in the aforementioned scenarios, as well. For example, imagine that you own a local coffee shop and you have just started to offer non-dairy options, such as soy and almond milk. A simple sign with that message out front will likely attract new customers who may have avoided your location in the past because their needs could not be accommodated.

4. You want to merge your online and offline advertising efforts

You can also leverage your outdoor signage to increase your digital footprint and improve your social media engagement. Consider using social calls-to-action or hashtags on your signs to attract more likes, comments, and followers. For instance, imagine that you own a barbershop and you are promoting a giveaway: You can use your printed sign to explain that customers can enter by taking a selfie in your shop and posting it with a provided hashtag. In this scenario, your physical sign would encourage increased social engagement.

At the end of the day, you need to leverage various tools and marketing tactics to ensure your target audience knows about all of the tools and services you offer. Is it time for you to print outdoor signage?

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