“Customer service is the new marketing.” – Derek Sivers, CD Baby
The role of salesmen and marketers has radically transformed over the last century and a half. For instance, the Industrial Revolution was a time when consumers had the opportunity to buy many products, rather than having to make them themselves. It was also a time where there were few competitors, so businesses did not have to put a whole lot of effort into convincing their customers that they were the best. A business’ main focus during this time was their production, not their customer.
Right around the turn of the century and into the 1940’s, competition in the business world increased. And the focus turned from producing to branding. Companies took advantage of the newer technologies like the radio, television, and phone to reach their consumers. While the goal was to convince their customers that they were the best, the customers themselves were still not the main focus. Building the ideal brand was the top discussion around the conference room table.
Fast forward to today and not only do businesses have to compete with innumerable competitors, we also have to recognize that our consumers are now the ones in control. Because they can access information anytime they want through social media and the internet, harassing them with phone calls, emails, and TV ads only alienate them. Jingles won’t do the trick, no matter how catchy. They do not need more information coming at them trying to convince them that our service or product “Cannot be beat!” Instead, they rely on their own impressions, and the impressions of their friends, to determine whether or not to give a company a try.
The focus of any successful business should not be solely on creating a better product or building a stronger brand. In today’s marketing industry, it is vital that the customer not only be taken care of, but actually listened to.
Last week we learned that 68% of customers see a direct correlation between a company and its sign. That is two of out every three customers! What can be gained from this insight is that a sign is an absolute necessity for any serious business. Today, we will learn that not only do customers connect the dots between your business and your signage, they also might not even step foot in your door if they do not like what they see.
Business Sign Statistic #2: “Poor signage can deter consumers from entering a store, with over half (52 percent) saying they are less willing to enter a store with misspelled or poorly-made signs” (Source).
It is hard to argue that a sign is not necessary, especially after looking at last week’s blog and the statistics. However, some companies just stop there. And really who can blame them. With all the costs it takes to run a successful company – supplies, advertising, employees – businesses are always looking for ways to cut costs. Sometimes this can make the difference between being able to pay all of your employees and having to let go of a member of your business family. Being a business ourselves, we understand the importance of staying within the budget.
But as the numbers suggest, your n, should not be on the place where you spend as little as possible. In fact, since we see that over half of your consumers are less likely to give your business a chance if your sign is poorly made, really, you can’t afford to be cheap with signage. You have got to make the best first impression possible and for many of your potential customers, your sign is their first impression of your company and how it operates.
We take the time to buy a nice suit, keep a nice haircut, and smile whenever we meet a new customer all in the effort to make the best first impression. The same attention to detail and quality should be put into your business signs. Investing in a quality sign is an investment in your business. Not only does putting in the extra effort into a top business sign means that your sign will require less maintenance and last a lot longer (we’re talking 10 years), it will also send the message to your customers that you are the best, you take your business seriously, and you are willing to put in the effort required to produce quality.
Leave it to the sign experts to get your customers in the door with a premium sign. Once they step inside, we are confident that you can take it from there.
Copyright Landmark Signs Inc 2018