Research Confirms the Power of Outdoor Signs
7th Feb 2021
In an increasingly mobile and digital world it can be easy to dismiss outdoor signs as a secondary or even ineffective advertising tool, but that couldn’t be further from the truth. Research indicates that outdoor signage continues to play a key role in a customer or potential customer’s decision to interact with your business.
1. Nearly 76% of consumers (8 in 10) said they had entered a store or business they had never visited before based simply on its sign.
Your outdoor sign is often your first touch point with a customer, which is why it is essential to create a clear and attractive sign that draws the customer in and reflects the experience they will have once inside. Use our 10 Tips for Creating Effective Outdoor Signs as a checklist to confirm how effective your sign currently is and identify ways it can be improved.
2. About 68% of consumers believe that a business’ signage reflects the quality of its products or services, and over 50% of survey respondents indicated that poor signage deters them from even entering a place of business.
While the most important thing is to have an outdoor sign for your business, it is almost equally important that the signage design and quality look reputable. As this research reflects, unprofessional signage (e.g. signs that are poorly-made, have misspelled words, etc.) will likely keep potential customers from trusting your business. To ensure your outdoor business signs are driving as much traffic as possible, the most important thing to do is confirm that your message is accurate and compelling. If your sign is showing some wear and tear, you may also want to consider investing in a new one. Check out our selection of outdoors signs to find the perfect sign for your business and your budget.
3. Nearly 60% of consumers said that the absence of a sign deters them from entering a store or business.
Maybe you just started your small business and have a lot on your plate. Or perhaps you’re under the impression that outdoor signage isn’t a worthwhile investment. Regardless, this statistic reiterates how crucial it is to prioritize exterior signs. Without one, you are likely losing business and could be conveying to your potential customers that your business is somehow not trustworthy. Overwhelmed by how to choose the right outdoor sign for your business? Ask yourself these 5 questions before you buy to ensure you’ll choose the right one.
4. Nearly half, 49.7%, of American consumers have driven by a desired business without finding it because of insufficient signage.
The chance that someone is looking for the type of products you sell or the service you provide is high, but without a sign, how will they ever find you? Creating a distinctive, high-quality outdoor sign for your business will allow you to not only confirm your location for customers, but also build brand awareness. That way, the next time a customer has a need for your product and services, they’ll remember your business and know exactly where to go.
5. Sign readability is the most important sign factor in causing consumers to try a store’s product or service.
Your potential customers are busy. Not to mention they’re likely flooded with a wide variety of advertisements on a daily basis. If your sign isn’t readable, it’s safe to say they’re not going to slow down and try to figure out what it is you’re offering. That’s why it’s vital that your sign conveys who you are and what you do in a clear and concise way. Review your sign(s) to verify that it includes only the most important information about your business and is not cluttered with unnecessary messages or graphics, and that the color of the background and lettering are easy to read. Then use these 3 tips to craft the most effective messages for your audience.