Business ownership in 2020 looks vastly different than it has in any year on record. While business owners typically have their hands’ full juggling scheduling, payroll, employee benefits and more, COVID-19 has stretched businesses to the max, forcing them to reduce hours of operation and rethink marketing efforts, moving from digital marketing to traditional marketing tactics, like window signs.
Strategically planned and thoughtfully executed marketing is crucial to the success of any business. However, contrary to popular belief, good marketing doesn’t always require a team of experts and a big budget. In fact, utilizing signage as a part of your marketing strategy can reap big rewards for small businesses. LinkedIn reported the results of several surveys conducted by FedEx and the University of Cincinnati and determined the following impacts of effective signage:
Research Show Signage Works
- Nearly 76% of consumers said they entered a business they had never visited based on its signs. (FedEx)
- Nearly 75% indicated that they had told others about a business simply based on its signage. (FedEx)
- About 68% of consumers believe that a business’s signage reflects the quality of its products or services. (FedEx)
- About 67% of the consumers surveyed said they purchased a product or service because a sign caught their eye. (FedEx)
- Nearly 60% of consumers said that the absence of signs deters them from entering a store or business. (FedEx)
- Roughly 60% of businesses reported that changing the design or enhancing the visibility of their signage had a positive impact on sales, number of transactions and profits, with an average increase of about 10%. (UC)
- 50% of respondents indicated that poor signage (e.g., poor quality, misspelled words) deters them from entering a business. (FedEx)
So, we know that signage can have a big impact on your bottom line, but a couple of questions still remain. What information should you include on your signs to make them the most effective and what kind of signs should your business invest in? Begin by thinking about what signage draws you into a store, especially in the COVID-19 world we now inhabit. Key messaging includes:
- Information about new precautions stores are taking to protect their customers and employees in the wake of COVID-19 – Customers may still be leery of visiting stores in person. Let them know you’ve taken the necessary measures to protect them and your staff from the spread of coronavirus.
- Hours and days of operation – Your store hours may have changed multiple times during the last few months, confusing customers. Make it obvious what days and times you’re open to serve them.
- Sales, specials and enticing offers – Two for one slices of pizza, BOGO summer sandals or 50% off clearance items – whatever special you have going on, signage allows you to clearly communicate it to prospective customers without saying a word.
- Simple messages of inspiration and hope – There’s no denying that things are different than they were four months ago. An encouraging quote like, “We stand with our community” in your business’s window can create feelings of goodwill with passersby.
You now have an idea of what you want to communicate, but the question of “how do I communicate it?” remains. One of the most popular, affordable and versatile options on the market is window signage. You can choose between custom window decals, window graphics and window clings.
Using custom window decals and ready to apply (RTA) graphics is a great way to ensure your company’s visibility. Think of these decals as being custom stickers that you will plan to use long term to enhance your branding. For example, if you own a shoe store, you could feature lifestyle images of athletes wearing the shoes and include an inspirational message. These window decals can be easily installed by our crew. We can also include using our step-by-step easy to follow installation directions so someone on your staff can apply them.
Window lettering is an easy way to grab potential customer’s attention without the expense of larger signs. The versatility of this window sign gives you the flexibility of permanent lettering or just temporary signage, allowing companies to easily install and remove information like store hours if need be.
Window clings are a type of window sign that is usually less sticky than its counterparts, making it easy to apply and remove. If you want to promote a short term special or deal or share the (ever-changing) precautions your business is taking to protect customers and employees from COVID-19, this kind of signage would be ideal.
The ability to pivot, adapt and use resources wisely is a necessity for all businesses right now and utilizing signage, specifically, window signs for your business is an efficient way to accomplish that.