Bad Signs That Your Advertisement Is Sending The Wrong Message
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Advertising. You don’t need us to tell you it’s an essential business tool. Heck, without getting this down, you’ll struggle to see any success. Methods such as word of mouth and digital marketing are crucial. But, they won’t do you any good if you have no interest in the first place. And, interest comes from advertising.
There are, of course, many different forms of this. With business now online, there are more advertising outlets than ever before. You can now pay to advertise on sites like Google, or even embark on social media campaigns for the cause. And, of course, you can fall back on traditional methods. Television advertising is still thought of as the most useful option out there. In fact, companies like Netflix spend around 60% of their budget on television campaigns. And, you should be spending a fair amount here, too.
And, these aren’t your only options. Billboards and signposts also provide a decent amount of custom if you get them right. That said, getting these methods wrong can prove catastrophic. To ensure you don’t make that mistake, we’re going to look at what could turn customers away from your signed advertisements.
A worse for wear sign
All too often, businesses invest in signed options and leave them to do their thing. This is a reasonably passive advertising method, so it’s quickly forgotten. But, if your sign is in a state of disrepair, what does that say about your company? Though you may not have noticed, you can be sure customers will. As such, they’ll make a note to stay away from that falling apart company.
There are, of course, different ways in which your advertisement can let you down here. Simple things, such as a muddy face, can be a bad sign. This is an inevitable issue, but one which is easy to fix. After severe weather, always remember to head down with a cloth and clean the thing! In extreme cases, your pole may even rot and break. This is especially the case with wooden options which are susceptible to weather. Your best bet for avoiding this is to opt for something like the quality steel pipes offered by companies like Varner Pipe. These are sturdy choices which are even resistant to issues such as rot. You can guarantee a pole like this will look brand new at all times. And, that’s certainly a message you want to send to your customers.
An obscured sign
Another major no-go is an obscured sign. This may not turn customers away from your company exactly, but it certainly won’t bring them to your door. In most instances, signs like these will be by the side of the road. This makes them ideal for passing trade. But, if drivers have to crane their heads, or worse, stop, to see your sign, you’re in trouble. Not only does this pose a safety risk, but it also does you out of business. At this stage, these people don’t know who you are or what you do. It’s down to you to convince them. As such, you can be sure they aren’t going to go out of their way to see what your sign says.
There are a few different ways the vital information could become obscured. As mentioned above, mud is sure to gather, and this can make the information impossible to read. Cleaning is all it takes to tackle this issue. Bear in mind that overgrown branches and lousy positioning can also cause problems here. Sadly, this isn’t always as simple as going out and cutting down the offending branches. This is, after all, someone else’s greenery! The best way around this issue is to keep an eye on the situation. Change the position of your sign whenever it becomes hard to see from the road. That way, you can be sure that customers will be able to read it without worry!
A sign which is too far away
Speaking of location, it’s also important to consider where you place your signs. For one, you should always make sure you have permission to advertise beforehand. But, more than that, you need to choose locations which aren’t too far from your physical space. Customers are unlikely to follow a sign for a business which is 15 minutes away. But, they won’t think twice about heading somewhere which is only two minutes drive. For the most part, you don’t want your signs any further out than five driving minutes from your destination. That way, it’s no hassle for customers to pop in. And, you can also ensure that they don’t forget to pay a visit. If they saw the sign twenty minutes before, you could easily slip from their minds.
A sign with unclear information
As well as driving passing trade, your signed advertisement should literally help your business be found. It should have clear instructions on how customers can find you. If the information included is unclear, or directions are hard to follow, this won’t work. The above point can help here. The further your sign is from your business, the more complicated directions you’ll need to give. Customers will only get a fleeting glance, remember. If they have to take the first left, turn right, then take the second left, and right at the crossroads, THEY WON’T REMEMBER! Instead, keep the sign close, and give concise directions. Something as simple as, ‘take the next right and drive straight until you see the sign’ is all it takes. This is easy to follow and is sure to lead people to your door.
Of course, directions aren’t the only information your sign needs to include. You should also think about what it says about your company. Again, you want to keep this simple. Key words and perhaps visual representations of your product would work best here. It’s simple and says everything you need. If drivers face a whole load of written information, they won’t even give your advertisement the time of day.
