Marketing with Signs 101 is a three-part series on how to effectively use signs to generate more sales. This article is part two of the series.

In the last article, we talked about using signs to build awareness of your business. Today, we’re going to talk about using signs as an integral part of your online advertising efforts.

I like to compare the sign portion of the advertising strategy to the worker bees in a beehive. They don’t need breaks or vacations, they work all of the time.

Really, that’s the great thing about signs; they’re always working for you. And, when you realize what the cost is, per impression (which is basically the number of people who could potentially see it) there is not a more efficient way of advertising.

This is why signs drive business efficiently:

Advertising is about volume and repetition: Studies have shown that advertising effectiveness depends on the number of people who see it, and how many times they see the message repeated. Your signs and banners communicate to potential customers twenty-four hours a day, seven days a week, week after week, month after month, and year after year. The mere repetition of the message will help them remember your business.

You can control where the signs are placed: Signs do not waste your money by requiring you to pay for wasted advertising coverage. The people who see your sign are the people who live or work in your trade area.

People read signs and retain the information: Signs have been around for centuries and everyone is used to looking at them for information. Studies have shown over and over that people do read and remember what is on signs. You can’t program your Tivo to skip signs or change the channel.

Signs are inexpensive and easy: You can design and order your own signs over the Internet in about five minutes. Compare that to engaging advertising agencies to plan, design, produce and place your print or media advertisements. Plus, you can easily install signs yourself or pay someone a reasonable rate to place your signs at busy intersections.
The bottom line is that signs work. They always have. Since the first caveman scratched out a picture on a cave wall saying “the buffalo are over here!” to the signs you passed on your way to work this morning, signs have been paying off huge dividends for those people who use them correctly.