Americans live, work and play in a visually stimulating environment. Every day the average person is confronted with a dizzying array of advertising messages.
People are more distracted than ever before, with gadgets, apps and advertising stalking the average sensory-overloaded consumer 24-7.
So how do you as a merchant turn those peepers in your company’s direction? You generate those look-sees with a multi-touch point strategy. Repetition is the name of the game. Mega corporations like McDonald’s understand the importance of signage, as the company installs a sign even before breaking ground on a new location.
Multiple studies conducted by the American Trucking Association estimated a vehicle emblazoned with a graphic design caught the eyes of passersby with an average of 16 million impressions. Even if you’re just cruising around your community, you should view your signage as a touch point for connecting prospects with your target market. In a visually cluttered world in which so many voices constantly clamor for attention, remember it usually takes several exposures to a sign before the message sinks in.
Sign spinners draw a lot of attention, and that’s good, but it’s even better when you craft a signage-marketing recipe that transmits the same message using a variety of sign options. Due to the nature of the signage industry, it’s pretty easy to do because there are so many diverse types of signage and applications out there.
For example, if you’re a small-town merchant, you may find a sidewalk sign with changeable panels an excellent and cost-effective means to rotating several messages to passersby each week or month. Or, you might decide on a grommeted vinyl banner as that perfect solution for advertising your company’s once-a-year special sales promotion.
Of course, you’ll also want to make use of one of your best signage assets: Your vehicle. A lettered magnetic sign emblazoned with a compelling graphic image provides a merchant with a cost-effective marketing workhorse. If you’re willing to spend a little more to catch the consumer’s eye, consider a vehicle wrap. It will transform a vehicle into a mobile billboard, and the impact is definitely dramatic. And best of all, the process causes no permanent changes to your vehicle’s exterior.
Always use multi-touch points in your sign-marketing strategy because repetition will generate repeat business, and that’s a sign of good things to come!