“You can’t build a consumer brand in 2018 and ignore the 800-pound Gorilla that is Amazon” (Sophie Baker, How to Beat Amazon). Amazon has exploded onto the business scene the last few years and it has become a force to be reckoned with for any product, consumer-based company. They provide any number of products, from the largest like a 1,325-pound gun safe to the tiniest item like the world’s smallest Bluetooth speaker that can fit in the palm of your hand. There’s the clever product (a mug that won’t tip over for all those clumsy drinkers), the helpful item (IFetch – your dog can play fetch all by himself), and the downright bizarre (a Nicolas Cage pillow because why not?). Virtually anything a consumer can think of, Amazon can provide. And to top it all off, a shopper can order any of these products without even having to get out of bed. How can any other business possibly compete? Amazon literally has it all.
Well like any Titan, there is an area where they are vulnerable. Achilles had his heel, Macbeth has his blind ambition, Marie Antoinette had her cake, and Amazon has its customer experience. And by that, we mean it doesn’t have the customer experience. How can it possibly create an experience for its customers when the customer is in control of all of that (will Michelle buy her Shea Moisture Curl and Shine Shampoo from her iPhone 8 sitting on her green velvet sofa or on will Brian purchase his Sony Extra Bass Wireless Headphones on his Apple MacBook Pro on his lunch break?).
This is the chance to get the upper hand. In our last blog, we explored why signage can help you fight back at Amazon because of this very reason – that it helps create a better customer experience. Furthermore, because signage is the original form of marketing and it gives consumers back some control, it is the ideal way to stand out from the Amazonian giant. Today, we will look at 3 more reasons your business can fight back at Amazon with signage.
Signage Can be Made of Quality Materials
This may seem like an odd place to start. Isn’t something concrete like material usually something you get to after you have gone over all the fluffy, vague reasons like “draw your customers to you” or “tell your best story”? While it is important to emotionally appeal to our readers, we know that you are in a business and so you need to literally get down to business. And you may be reading this blog sitting in an office that has a sign hanging right outside your store. Which means you need a reason to keep reading.
Well, here it is. Excuse me while we get emotional for a second. Take a look at your sign. What type of message is it sending? Does it tell of a quality business that takes its customer’s needs seriously or does it look like a sign that was quickly ordered and quickly made? Was it a priority marketing tool that you invested in just like you will invest in your customers or was it an afterthought that might lead your clients into thinking that they themselves might become an afterthought?
It is not enough to just have a sign. A business must have a sign that reflects with its quality of material the quality of the service. Especially since “three out of four consumers say they have told someone about a store based simply on signage” (Source). Your company provides the best service it can, so make sure that your sign reflects that. Choose from quality signs made out of the best materials like Gold Leaf Signs, Internally LED Illuminated Storefront Signs, or Wood Lobby Signs.
Signage Sends A Powerful Message
Once you have a sign that tells of the quality company that you are, your sign will show potential consumers that you are a company that takes itself and its customers seriously. Your sign can send any number of powerful messages. A strong Monument Sign tells customers that you are reliable and dependable. A custom-made 3D Sign shows consumers that you are are creative and interesting. A Gold Leaf Sign sends the message that your company is literally “as good as gold”.
Why is this important? Studies have been done that explain that when it comes to new business “a vast majority of what you’ll get comes from people who live within 5 miles of your store. That means the average person will see your sign about twice per day, or about sixty times per month” (Source). Those are a lot of opportunities to send the right message or the wrong one. Which one does your business sign send?
Signage Impresses Clients
“Your business can survive only if your customers feel attracted to your products and services” (successstory.com). You can have the best Chinese food in the whole city, the most helpful college consultant anyone has ever met, or even be a part of the famed Michael Scott Paper Company, but if your potential consumers don’t feel drawn to your businesses, you will never get the chance to close the deal.
Signage is a powerful tool to make the best first impression because for many of your customers, it is their first interaction with your business. Whether it is your powerful Monument Sign that they see when driving by your business on the street or the graceful Lobby Sign they see hung on your wall when they walk into your store, signage gives you the opportunity to sell your company without having to utter a single word.
While Amazon may have an advantage in its range of products and its speedy delivery, there are several areas in which you can beat them. Signage provides the chance to fight back at Amazon because it gives customers back some control, it is the original form of marketing, and it enhances the customer experience. Additionally, if your sign is made out of quality materials, it will send a powerful message to potential buyers and impress your clients.
Fight back at Amazon your own quality sign. Call Landmark Signs today! (714) 637-9900.
Experience and innovation have been the backbone of Landmark Signs for more than 35 years. Located in Orange and servicing all of California, our services include sign design, sign manufacturing, and sign installation. Choose our specialized sign expertise to turn your ordinary sign into a Landmark!
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