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The Integral Signs Around Us

Signage is an integral part of the marketing communication and advertising mix. At their most basic level, wide format graphics support companies to build brand equity and recognition. They are designed to enhance marketing and are an economical media choice. Understanding the value of wide format graphics delivery can generate sales and marketing messages that yield results. Let’s take a quick look at the value that signage can offer advertising agencies and marketing executives.

Signage Builds Brand Equity
When it comes to building brand equity, presentation and image are two key ingredients. Signage and branding help to increase momentum in the marketplace by emphasizing words, graphics, or symbols that are associated with a firm’s products or services. Signage plays an important role in improving brand recognition because it is part of a consumer’s daily visual environment that can be committed to memory for a lasting impression.

It Generates Brand Recognition
When a business becomes the first one that comes to a consumer’s mind when he or she is seeking a particular product or service, it has achieved what is called “top-of-mind awareness.” In the course of their daily commutes, consumers can pass by certain businesses 50 or 60 times per month. External branding such as signage can help build top-of-mind awareness and support brand recognition through repeated exposure. This, in turn, can build long-term awareness.

It Creates Long-Term Awareness
Unlike other forms of advertising, signage is on 24 hours a day, 7 days a week, 365 days a year. This type of “always on” exposure can reinforce a company’s positioning, cultivate long-term awareness, and build brand loyalty.

Signage Supports Marketing
Signage is key factor in many successful marketing campaigns. External branding like signage can help reinforce a consumer’s memory while also extending the ability to recall other advertising efforts. A well-designed, thoughtfully placed sign can generate huge profits. When used as part of a brand’s overall marketing strategy, signage can have a profound effect on revenue growth.

It Is an Economical Advertising Medium
In relation to other forms of advertising (e.g., radio, newspaper, television, direct mail), signage can be a more economical means of promoting and reinforcing a message. Although an ad placed in a business directory will only reach those who are searching for a specific product, external branding like signage will be viewed by hundreds or even thousands of people each and every day. Additionally, recent research from the U.S. Chamber of Commerce indicates that more than 50% of consumers rely on signage to learn about a business.

Signage typically costs about 10% less than mass media advertising methods like TV, newspapers, radio, and the Yellow Pages. It also enables a longer duration of prominent exposure. Whereas other forms of media are timed (e.g., TV, radio) or require an action by the viewer (e.g., thumbing through a directory or newspaper), a sign is harder to miss. From an ROI standpoint, signage has proven to be 3 to 10 times more cost-effective than other forms of advertising media.

Disruptive Technology and Changing Media Habits: Driving Forces in Signage
Our media consumption has changed dramatically over the past few years, and many consumers now partake in “head down” use of mobile devices. New technologies are emerging all the time for our smartphones and other mobile devices (e.g., wearable/tracking technology, geo-locating, real-time creative, augmented reality), and the convergence of today’s “always on” consumers and outdoor signage brings opportunities as well as challenges to marketers. By embracing these advancements and rethinking traditional boundaries of outdoor advertising, you can position your brand for growth.