Signs: An Important Marketing Tool for Your Business

When thinking about local marketing, the standard means of promotion, such as newspaper ads and postcard mailings, most often come to mind. While these tried-and-true methods can be effective, they are not the most cost-efficient for a business just getting off the ground. Local newspaper ads don’t draw very much attention for the size, and they don’t stand out as well as other ads. Filming a television ad can be very costly, and a poorly made one can make your business appear unprofessional. Small businesses need to gain visibility immediately and build brand recognition in the minds of consumers, but how? This can be achieved in an easy and rapid way: through the use of effective signs. By putting a company name, logo and contact information on window decals, car door magnets, lawn signs and other visible spaces, customers are quickly introduced to your business for a very small investment. But how and where you use these various products is paramount to success.

Location, Location, Location

A prime retail location can make all the difference for a new business. Being in a high-traffic area almost guarantees that people will be made aware of the products or services you provide. Of course, these locations come with a price that often excludes a small business. This doesn’t mean however, that a business is out of luck if it is in a less-traveled area.

Building familiarity with a target market is as simple as displaying your company’s name, logo and message near a busy road. A professional and durable way to do this is to use one of the customizable lawn signs that are cost effective and now on the market. Many retailers offer these at low prices, so any small business can get 10 for less than $100. Make sure to keep the sign simple so people can understand what you are advertising as they are passing. Using your logo and message on the sign will also help to build your brand. Someone may not be in need of your service now, but they will be more likely to remember you in the future if they are continuously exposed to your services.

For service-based businesses that are often at different locations around town, a lawn sign is a must-have. Displaying your sign at a job site advertises your business to your target market. Often, you can enter into an agreement with a customer to display your lawn sign in exchange for discounts on products or services. If one person needs a garage door service, more often than not their neighbors will, as well. The lawn sign will give an idea of what service you provide and hopefully encourage a customer to contact you. Always be sure to include a phone number, Web site or both so customers can contact you or find out more information.

Moving Advertisement

Think about the amount of time you spend in the car and all the people and places you encounter even while just running errands on a Saturday. Now imagine if you could tell each one of those people about your business and give them your contact information. The truth is a car can actually be a moving billboard for your company. Car door magnets can be personalized for your business and placed on either the door or back of your car. This allows everyone you are driving by to be exposed to your company and contact information for a minimal cost. Again, these products sell for as little as $10.

Be sure to keep messaging simple so potential customers can easily tell what your business is, the service you provide and how they can contact you. Having a good logo is also essential, especially when using it on signs. Your logo is the image of your business, so keep it professional and make sure it reflects what your company does. Using the logo on all forms of signage will strengthen your brand and help people to remember you.

Think Outside the Box

A small marketing budget can seem like a curse for a company. In reality, this shouldn’t hold you back; it should just force you to be more creative. Using signage in different ways can help set you apart from the pack when used in unique ways. Some trial and error may be involved, but always be sure to ask your customers how they heard of you so you can get direct feedback on what works the best for your company.

Trynka Shineman is chief marketing officer of VistaPrint, the small-business marketing company. For more information on VistaPrint go to www.vistaprint.com.