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Banners and Backdrops: 5 Reasons Effective Signage Is Important for Your Business

November 02, 2017
Signage is an important part of any business. Whether for advertising or on-premise signage, using appealing and creative banners can set your business apart from your competitors.

Nowadays, branding and brand awareness are key to any business's success, and using effective signage can be the difference between being recognized by potential customers or being passed by.

Here are some reasons why your business should use quality banners and backdrops as well as some tips on how to make them more effective.
  1. They can attract new customers and create brand awareness
    Figures from a study published by the International Sign Association indicate that half of customers report learning about a business through its on-premise signage. The same study also found that a 7% increase in sales can result in a 124% increase in profits. That is why any business that is looking to grow needs quality signage.


    Effective signage, however, not only increases the number of customers who walk through your door, it can also boost your company's branding.

    Branding is how consumers perceive your company, product, or service. It's what comes to their minds when they hear your company's name.

    With the rise of globalization and the internet, branding is more important now than ever. After all, you want your customers to think of your business whenever the type of products or services you offer are brought up, and that's exactly what a strong brand will do for you. A recognizable brand will put you ahead of your competitors. This is incredibly valuable as the battle for customers gets fiercer with each passing day.

    But how can a banner, a backdrop, or an avenue banner help you do that? The answer is exposure. By strategically designing and placing a sign, you can draw attention to your business and help your brand position itself in the minds of prospective customers.

    Striking signage placed in just the right places can introduce your business to people who might later become customers.


  2. They can make you stand out
    A well-designed, quality banner can help you stand out from your competitors. The more interesting and unique your signage is, the more it will catch the attention of potential customers, reinforcing your brand's presence in their heads.

    As much as a quality sign can help you gain new customers, poor-quality signage can turn off potential customers.

  3. They are functional
    Signage is not only an important marketing and promotional tool, it can also direct customers to your business and let them know when a sale or promotion is happening. The right signage will help you effectively communicate with your customers and improve their experience.

  4. They provide continued exposure
    Your business's signage will be up 24 hours a day, seven days a week, 365 days a year, which is different from marketing promotions or advertising campaigns that run for a limited time. Their need to buy your product or services might not be immediate, but this continued exposure will make them think of you when the need arises.

  5. They are cost-effective
    Signage is one of the most cost-effective aspects of any marketing strategy. As a business owner, you're probably thinking about advertising media such as radio, print, internet, email marketing, or direct mail. You should, however, also consider signage.


    A common unit of measurement for calculating the cost-effectiveness of any advertisement is "costs per mille," or CPM, which measures the cost an advertiser pays for an advertisement to reach 1,000 members of its intended audience.

    The value of one on-site sign equals 24 full-page print ads per year. A single TV commercial has a CPM of around $9.82, compared to $0.02 for an on-premise sign, according to Brandon Gaille, a prominent blogger in the world of marketing.

    The signage study mentioned earlier also found that only 1% of first-time customers learned about a business from a TV commercial.

    As you can see, a little investment can go a long way.
More statistics on effective signage

Other research studies have found some other interesting statistics on effective signage. A study by BrandSpark International, Better Homes and Gardens American Shopper Study, and the University of Cincinnati determined that:


Similarly, according to the International Sign Association :


Tips to making your signs more effective


Here at Southern Tailors Fabric Imaging, we combine the most advanced technology with expert professionals to ensure a top-quality final product that fulfills all of our clients' expectations.

Southern Tailors Fabric Imaging offers many products that can easily accommodate your soft signage needs. Give us a call at (404) 367-8660, toll free at (877) 655-2321, or send us a message through the "contact us" form to learn more about our services.

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