Major Marketing Mistake Many Businesses Make

Example of an outdoor corporate branding sign

Are you making this marketing mistake in your business?

Ok, admittedly there are tons of marketing mistakes many businesses make – ours included. From targeting the wrong market and jumping on the "new marketing tool" bandwagon, to not effectively using social media – sometimes we all miss the boat. Thankfully, we can all keep learning, right? Well, here is a learning opportunity: Don't make the mistake of failing to include corporate branding signs in your marketing strategy.

Here are 4 reasons why custom signs are still effective marketing tools:

  1. Signs drive traffic! I know "custom outdoor sign" doesn't sound near as cool as some of the names of your favorite social media sites, but research still shows that signs work…and they work well. Consider just a few of our findings: Roadside signs contribute to 17% of Best Buy's walk-ins. The top lead generator for real estate agents is still listing/yard signs. Outdoor signs attract half of a start-up business' new customers - HALF. Kind of hard to ignore the research. Not investing in well-designed signage is a mistake – even more so for service providers, retailers and restaurants (large and small)!
  2. They increase brand awareness – constantly. Research also shows that 85% of your potential customers live or work within a 5-mile radius of your business. If that is the case, they can potentially see your signage up to 60 times per month. That's a lot of impressions to prospects who can physically walk-in to your business! Signs are great for brand awareness. They let prospects know who you are, where you are located and what you have to offer. And, the good news: they never stop working. They broadcast your brand 24hours per day, 7 days per week. How's that for ROI?
  3. Signs are relatively low cost for the impact they make. Speaking of ROI, compared to other marketing tools, signage has a very low CPI (Cost per Impression). In most cases, you are literally paying pennies for the number of market views. It's hard to get a better return on your investment. A high-quality outdoor sign will last you years, and if it is strategically designed, it could drastically increase your bottom-line during that time. Try this quote from the US Small Business Association on for size: "On-premise signage is the most effective, yet the least expensive form of advertising for small businesses." Enough said.
  4. They also increase brand recognition. Working in tandem with other marketing tools, signs can help make you "top of mind" with prospective buyers. Marketers say that a prospect has to see your message 6-7 times before they make a purchasing decision. If that is the case, signage can greatly contribute to that! Perhaps they will see a couple tweets, maybe a sponsored post, hear a couple online radio spots, and then see your outdoor sign a few times – a just-in-time reminder that you offer that product or service they need right when it's time for them to make a purchasing decision. Signs don't replace your other marketing tools, they work in conjunction with them!

Don't underestimate corporate branding signage as a viable marketing tool – that's a BIG mistake. And, don't have them produced without putting thought into the design and placement. Be strategic! Consider your marketing mix incomplete if you don't include signage. And, just as an aside, once your outdoor signs are working for you, add window décor, indoor signage and vehicle graphics to increase the effectiveness even more. Synergy is even more beneficial!

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