Let’s play a game of pretend.
Say I’m a personal trainer looking to open a small workout space where I can do personal training sessions and hold some group classes. I’ve found a space to rent for a great rate, on a main a street, near some other bustling local businesses….the only problem is that when I say ‘near’ I am mean ‘above’.
So this great space is above some excelling shops with the only access being a door between Other Shop A and Other Shop B.
Now you’re thinking, “what’s the problem?” I’ve got a great rent rate, I’m in a good area, I’m easily accessible to clients…
I put this to you: How are clients finding me?
Newspaper ads?
Website?
Online Advertising?
Sure these can all work for a business, but you’ve forgotten a key marketing tool that has the ability to push your business up in the band recall process of consumers – signage.
Yep, it’s as simple as that.
My PT business would have 3 areas to utilise for signage: the door, the windows, and the awning over the pavement. If I put cohesively branded (same logo/same colours/same general messages) signage in these 3 spots than I can guarantee that passers-by (whether pedestrians or people in cars) will at some point notice my branding and create a point of connection with my business location.
So what’s important about this point of connection?
- If they’re looking for a personal trainer or classes they’ve immediately being given a new option.
- Once they know the location of my business (and especially if they see my signage regularly), it will be more likely that my business will be the first that comes to mind when they consider getting fit or exercising in the future.
- Recognisable small business signage becomes entwined with ‘local community’ ideals, meaning my business and any involvement I have in the local community (like team sport sponsorship) will make my business a true community entity. Currently there is a big movement to support local businesses, so this will help position my business better against corporate competitors like Fitness First.
So while there are a plethora of marketing and advertising tools I can take advantage of, signage is one of those small business marketing tools I should be utilising from the absolute get-go. I also need to make sure that it is professionally designed, with the right key messages to attract my target audience.
Have a look at your own business signage, what is it saying about your business?
Make sure your signage reflects your brand and what your business is about. Now sure if it does? Get a professional opinion from a marketing company like us, we’d be able to tell you straight away what your potential customers think about your business based simply on your signage. And if this blog is anything to go by, signage is a pretty important element of your business that you should definitely not look over.