The advertising world is changing rapidly, becoming more internet and social media focused all the time. At the same time, people’s traveling habits are changing. Less and less people, especially of the up and coming Millennial Generation, are obtaining driver’s licenses and automobiles, preferring instead to ride share, use ride services like Uber or Lyft, public transportation, bike or walk. And instead of going to shopping malls to purchase clothing or durable goods, they are opting to use internet services like Ebay or Amazon instead.
Lyft co-founder John Zimmer predicts that by 2025 private car ownership will end. The Wall Street Journal suggests that self-driving cars will soon take over to such an extent that only “hobbyists, hot-rodders and flat-earth dissenters” will own cars. And according to an article on CityLab, there has been a growing trend starting with the GenX’ers and continuing with the Millennial generation that has led to a significant decrease in obtaining driver’s licenses and automobiles, with a preference to use other public and sharing modes of travel.
So what does this all mean for us business people who depend upon customers to come to our locations for services? Will on-premise signs even be necessary?
While it is true that it is imperative that any successful business take advantage of and spend a significant amount of their time and resources on social media and internet marketing, it is also true that through these mediums we are becoming inundated with advertising so that in many cases a good message is just going to be drowned out. So how can you, Mr. or Ms. Business Owner, really make your company stand out in such a crazy environment?
A well designed and attractive sign just may be more key to your success than ever!
Consider the following:
As people rely more upon ride sharing, biking, walking or public transportation, they are going to be doing things closer to home. In fact, mixed use developments are on the rise, where services such as dental, physicians, fast food, and specialty shops, etc. are all in the same buildings and complexes as the apartments where people live. As people stay closer to home, neighborhood shopping areas are going to be on the rise. And what will be the primary way they are to know about you and make a decision as to whether or not to use your services? Your sign.
Secondly, when people are riding either in autonomous vehicles, buses or sharing, they are going to have a lot more time to watch their surroundings. Have you ever experienced riding with someone else over a route that you have driven over hundreds of times? It’s amazing how many things you never noticed were there. Soon a lot more people are going to be able to do the same. And again, what will be the best way to inform them of your existence in such a compelling way that the next time they’ll tell their car “go to ‘Jones’ (your) Barbershop'”? By your sign.
The trends aren’t making signs less necessary, they are making them even more crucial to your success!
This is where “What a sign can do for your business” comes in to play.
Most people if asked “What does a business sign do?” will reply, “It shows people where you are and what you do.” But location and information are only part of what a sign really does. If that were all it did, then it would be enough to take a can of spray paint and have a teenager spell our your name, services and address on the sign of your building. And believe me, I’ve seen something like that on more than a few occasions!
But much more than just location and information, a sign does at least two other and arguably more important things:
It can make a favorable impression so that people don’t just know you exist and what you do, but are compelled to single out your business as preferable just because your sign is so attractive! And with a unique design it can drive your logo into the minds of the public by repeat viewing, so that when the time comes that your services are needed, they will remember you favorably and make a point of coming to you or contacting you.
Down the freeway from my house there is a warehouse location for Yamaha instruments. They don’t cater to the public and functionally they only need for truckers to find them to do pickups and deliveries. But they have a large, handsome and well made sign right on the freeway, much larger than it needs to be and much more expensive than was necessary to just let delivery vehicles know where they are. Why? Because they know that they have to be careful to take every opportunity to make a good impression on the public and create a repetitive, positive memory in their minds. You need to do that too.
With the necessity for making your business stand out and get favorable attention more imperative than ever, your sign could very well make the difference! Don’t skimp and buy the least you can get away with. Don’t waste a valuable opportunity to make a great impression and create a lasting memory in your customers. Perhaps thousands of persons are passing your door every day, do you really want to risk the possibility that they won’t notice you or consider you first when it comes to needing your services?
You need a Great Sign Company!
You need a great, marketing savvy and experienced sign company. One that knows the psychology of marketing and can do unique, compelling and beautiful designs. Signs although relatively costly, if made properly can last many, many years. For that reason, your business sign has always been and will continue to be the most efficient and cost effective form of advertising!
Finally, you need to know that we at Landmark Signs recognize and appreciate your need for great, well designed and effective signs. At Landmark we have one of the top sign designers in the world, having won first place in the state of California and finishing in the top twenty internationally! You can see some examples of our design expertise below.
We want to share our wealth of experience with you. We are offering highly discounted rates on custom sign designs in our working area. So call us today at (714) 637-9900 or email us at firstname.lastname@example.org. We can help you with a sign that really works!
John Myres, The Sign Expert.