I’ve got a little secret.
The answer to the question that is whispered between your marketing department and your store design department:
“Signage shouldn’t be in taken out of my budget should it?”
Yes, it should. Here’s why.

Signage is the first and last thing your customers see when they come and leave your store.
There are 3 major reason marketers overlook signage in marketing.

1)

It all comes down to ROI and measurably. Keep in mind CMOs have to answer to someone. Their strategic focus is on more traditional broad-based media, so they like to stay with what they know and what they can track.  Signage, is NOT on the top of the list. I would be surprised if it’s even on there list.

2)

Marketers believe you can’t drive conversions or sales with signage.  What they don’t know is you don’t have to.  When people take the time to come into you store, you already have a captive audience that wants to buy something from you. For whatever reason, they’re there!  So, you have won half the battle. Now capitalize on the small victory of getting the consumer into your store.  This is very prevalent with smaller retail shop.  They usually believe they can’t make their storefront look like the larger retailers when in fact it cost less than any other marketing they will do.  The image of your store is what makes the difference of you retiring a millionaire or filing bankrupt.  Sign Post Publication stated in it’s 2nd Qty magazine that “signage costs about 10% that of broad-based media such as TV, newspapers, and radio, which is usually a one-time investment…”. Broad-based media also falls on deaf ears about 90% of the time. Capitalize on your existing consumers and continue to draw on traffic in/around your store with signage.

3)

Marketers are afraid they will lose control of how and where their ads are placed and indirectly lose their marketing budget. When in fact they will be praised for the increase of sales and the brand recognition by their colleagues. Here’s a little study posted by the SBA.

If your signage is generating 25% more traffic, conversions, and sales than board-based advertising, shouldn’t your signage budget increase? The whole advertising industry is in a flux right now. The golden years of having one agency do it all just doesn’t work anymore and never will again.  There are so many new agencies that pick one part of advertising and become experts in it. The same is true in the sign industry.  Indirectly, all sign companies should consider themselves as a agency for their client and stop trying to just sell signs.  When you stack the numbers up to other medias, the sign industry is one of the strongest. It’s also one of the least understood.  PrintFX can be that to every company! Big or small, we can help you create and execute the right signage marketing campaign you need.  Check out our sites – www.printshipnow.com and Cheaprint.net.

Remember – Print to Inspire…..Inspire to Create!