Perhaps the most common and important part of a marketing strategy is signage. Signs are the visual displays which inform and instruct customers. Think of the many types and quantities of signs you already utilize in and around your business. While signs can be categorized into many different message formats, there are two main types of signs: informational and instructional.
Informational signs help visitors see and absorb your branding efforts (logo and mission statements, for example). They also guide customers throughout your premises acting as directional signals to various key buildings and sites. Informational signs tell your story and offer key points of interest you wish to share. This type of marketing format relies on short, to the point communications. Both onsite signage and social media posts represent stepping stones to acquaint potential buyers with your business products or service.
Instructional signs are meant to convey immediate and how-to information. From parking arrows to ADA (Americans with Disabilities Act) directions, instructional signs note the proper actions for visitors to follow. Compliance with your requests or required actions is more easily understood with brief, concise messages. In planning for signage, coordinate colors, fonts and types of signs to both capture attention and frequently inform visitors. Compliance signs especially require noticeably attention-grabbing qualities. Also plan key signage for personal comfort and safety – such as directions to restrooms and first aid facilities.
While many signs can be computer-generated onsite, don’t discount professional print and signage companies for permanent and special signs. Be sure to check with local officials to understand and comply with sign placement zoning regulations.
Signage remains a key marketing component. It is a visual display of valuable information you share with visitors and customers. Information is best conveyed with clear, concise messages and directions. With today’s digitally designed signage, creating signs has become easier and more cost efficient.
As you plan marketing strategies, keep in mind where signage would be best placed and what information you want or need to use. While this planning takes time and effort, it is time well spent for a positive return on your investment.
The above information is intended for educational purposes and should not be substituted for professional business or legal counseling.