Have you ever considered the real impact of shop signs? Maybe not but there is plenty of research out there about the effects of not having signage or indeed having poor or inadequate shop signs
How a shop sign is more valuable than you more think
Marketing research has shown that for any new business, the signage of a business attracts 50% of its new customers. Have you included shop signs in your marketing plan?
There are other interesting facts too, for example;
- 3 in 10 people do not know you exist if you have no shop signs
- Effective shop signage increases sales
- For a retail business, 85% of their customers, even in the age of the Internet, live within 5 miles of your premises – they will see your shop signs on average 50 to 60 times a month
- The percentage of shoppers that impulse buy fluctuates from 20% to 45% depending on your business and your location; Signs are vital in reminding them what is on offer
- 20% of the population move every year, so your shop signs work hard all year round, year after year
- Signage can be a more cost-effective way of promoting your business than a newspaper advert, or sometimes even a TV advert
So its fair to say that no signage or poor signage is costing your business not only sales, but its also hindering engagement with potential customers.
Bad signs can worse than no signs at all!
Market research shows that again and again when considering the interior and exterior of a business and you will constantly come across references to poor signage.
Bad signage means something that is useless; it does not represent the right image for your business, it tells the customer nothing and, if it is poorly designed with incorrect colours it can be difficult to read.
To design and create the right kind of shop signs that will stand out, you need to consider :
A good sign, is almost the silent salesperson of your business. So what message is it really conveying? A sign draws attention to your company and brand so you need it to create the right impression.
There are many different types of shop signs to choose from. Each can have a different purpose so don’t try to include all your details on the one shop sign – it is probably best that you can invest in a window sign for example giving your address or contact details. Pavement signs are a great, less costly way of highlighting special offers, as are roller banners and outdoor banners too.
It is well worth investing time and effort in the creation of your shop signs and signage. Don’t rush the project as it will be the fixture that will be seen 24/7, 365 days a year,
Think carefully about the information on each and every piece of shop signage you create. For example, does the car passing by need your email address or will a reference to your website be better?
Take care to concisely edit the wording and graphics on your shop signs, making sure that the key information that the consumer searches for is in bold, and normally is a darker colour on a lighter background. It’s also a good idea to vary the lettering and make sure you use capitals in the right places.
We service and deliver to all businesses in Cheshire including Crewe, Sandbach, Winsford, Chester, Ellesmere Port, Warrington, Macclesfield, Congleton, Nantwich, Northwich, Wilmslow and Stockport. We also work with businesses in Manchester, Liverpool and Birmingham.