5 Ways to Soup-up your Signage

Your signage is your customer's window to your world but what does it say about your business?

1. Keep your signage clean!

Seems obvious but when you're busy it's an easy one to forget. Make it someone's job to check all signs once a month, weekly if you are on a busy road. Plus it's worth checking that the fastenings are secure. This will stop your signs from flying away if it's windy and you from being sued for damages, or worse. It's worth keeping a record listing the checks you do and when you did them for your outdoor signage.

2. Are your details up to date on your signage?

If you have a new website, change your phone number, or your opening hours your signs should let your customers know that. It will frustrate potential customers and they may well not return, if they have seen a sign which says you are open until 5 pm and you're closed at 3 pm, on the day they choose to visit. Adding a QR code to your signs or window, linked to a website with important details, can really help you better engage with customers. You can include links to your online store or a coupon/offer on there too.

3. Does your signage say what you do?

How often have you looked at a company's building - it's beautiful, it's got a great sign but you've still no clue what they do? Sometimes it's strategic and sometimes organisations need to remain anonymous.

If your business doesn't fall into either of those categories, don't miss this valuable opportunities to show people what you do. Signage can be costly to change, if you can't do that right now, don't panic there are lots of things you can do to showcase your business from the outside. Firstly if you have a window - make sure it displays the goods you sell, or captures the essence of the services you offer. If you can, have street furniture or flags that show what you do on those too. Balloons always add joy, but as soon as they look tired, replace or remove them.

4. Does your signage say "Come in we are friendly"?

It's a big deal for many of us to venture over the threshold of somewhere new. If we as business owners want to get new people in the door, we need to make it as easy as possible for visitors to come in. Think carefully about what would encourage you to visit your store?  You could google successful businesses like yours on Street View to see how they create a warm welcome. Sometimes a pleasant touch such as nice planters or gleaming signs can be all it needs.

Nothing says I care about a place more than someone sweeping or litter-picking outside a business. Sure there is no legal requirement for you to do so, but it shows people that their environment is important to you.

One of the best ways to make your signage look inviting is by getting the materials and the graphics right for your target audience at the start. Don't be tempted to pick something you like, it's not for you. Make sure to connect what you sell to what your audience likes. You could wow them with a digital TV screen-style sign (subject to local laws and customs), or have an old-fashioned shop bike in your livery. It doesn't even have to be outside your shop. It could be in a farmer's field on the way into town or in a partner store. Do check first with your local council and ensure any arrangements with fellow businesses are reciprocal.

5. Will your signage win you new business?

If you are trying to win passing trade your signage is a fantastic tool, and it's relatively low cost too. Always check what you can and can't do in your local area before committing to a signage order, your local council should be able to advise.

We can forget that signs become part of the view in a neighbourhood and local opinion can be divided about them. Sure, people may well notice your new sign, and even if it's bad it can do your business good in the short term. Do try not to alienate your business neighbours and others in the town, what you think is brilliant they may not. Running a business is hard enough and you never know when you might need their support. One way is to ask for a few local opinions before you buy your signage but don't expect to please everyone. Just be clear on the reasons for your choices and why they are important to the business. If there is a real problem it's often best to know right at the start.

Keep your signage the same for too long and people just won't see it anymore. There are lots of ways to tackle this problem. One way is to have A boards with frames so that you can change the posters regularly. Outdoor wall-mounted frames are cheap but look well with the right graphics. Banners, flags, and even pop-ups can all be deployed to keep those visitors coming in. NEVER let anyone put a poster in your window, it will dilute your marketing and may damage your brand.

A Case study - Just for fun!

What would you do to improve the appearance of this pet shop?

We would love to hear your views in the comments.

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