Many people believe that even though the world is moving towards digital advertising, there is still plenty of room for outdoor signage.
They are absolutely right and today many small and medium enterprises, especially brick and mortar businesses rely on physical signage a lot. In fact, outdoor signage is the primary means of bringing in customers.
If you are a local brand, you are probably aware of the extreme importance of outdoor hoardings. If not, you should definitely consider including it in your marketing strategy. Here, signage can be used for both advertising as well as brand building activities. There are a few important traits that you should take into consideration when designing your brand awareness strategy:
Location, Location, Location
Once you satisfy all the local laws regarding outdoor signage, you have to figure out the best possible location. After all, where you place your outdoor hoarding is where your brand will be visible to the people.
The people who pass by this location will become aware of who you are as well as what you have to offer. This is one of the best ways of attracting local clientele. Ultimately, the visual communication provided by business signage is very important for the success of most retail-oriented businesses.
The concept of location in outdoor signage is centered around two main points. The first is that the signage should be near your brick and mortar store. This is because most people usually shop near where they live. The second is to have signage on popular avenues close by so that your target market becomes aware of your existence.
Size Does Matter
Size plays a pivotal role in outdoor hoarding. But it is not just the size of the signage itself, but its size relative to the objects around it. Moreover, this also includes the size of the writing on the hoarding itself.
It is important you realize that bigger is not always better as far as outdoor signage is concerned. On the contrary, too big a hoarding can be a major distraction. If not done right, it can even take away from your message.
Example
Imagine that you commute to work and pass by a building. One day, you see a giant clown pointing at you while holding an ice cream cone.
Would such an ‘in your face’ sign be better than a smaller one that is more well-placed at an intersection? Probably not. This is because the smaller sign would attract more attention, as people who have to stop at the intersection will be able to pass the time by looking at it.
There are also several size restrictions in most urban areas. They regulate the size of the hoardings to ensure that they don’t balloon out of proportion. You will have to take those into consideration as well.
In light of the above, we can conclude that hoardings and other outdoor signage are every bit as important as other marketing collateral for the success of your business.
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