On an evening when the kids don’t have any school projects, soccer practices, dance lessons, or friends over, you and your spouse decide to go on a date night together. At the last minute (as these things often happen) your spouse suggests going to see a movie. But how are you going to decide which movie to see from the plethora of choices?
You don’t have time to sit down and do some research since you need to be at the movie theater in an hour. This is the first time in months that you have found the time to squeeze in a date night, so you do not want to risk just picking something that “sounds good” (you will never get back those two hours when you watched Snatched). Plus, with $30 dollars for the tickets, $20 worth of snacks for you and your spouse, and the $50 you spent on the babysitter for the evening, the movie that you will spend your precious time watching is no small investment.
Then you remember Rick, your friend from work, talking about a movie he had seen over the weekend. He and his wife both had loved it. A quick check on your phone shows that it is playing at 8:00 at the local theater. Sold! “Honey! I found a movie for us.” Bonus, if it turns out to be awful, you can always blame Rick!
In our modern world of too many choices and not enough time, one of the best ways to help us decide on whether or not to try something new is through recommendations, also known as “word of mouth” marketing. Think about it, when was the last time you tried a new restaurant without checking Yelp or hearing about it from a friend? What about which dentist to go to? Or a plumber you can trust to get the job done without ripping you off?
Because let’s face it, people are suspicious of what businesses have to say about themselves (read more here). They have tired of pushy salesman and false promises. That is why they have turned to review sites like Yelp or their friends to avoid wasting both their time and money.
In fact, word of mouth advertising is “one of the most credible forms of advertising because a person puts their reputation on the line every time they make a recommendation and that person has nothing to gain” from making these recommendations (entrepreneurship.com).
In last week’s blog, we explored the small business problem of getting the word out about your business and how signage can help you do this since it allows your customers to come to you. This time, we are going to dive into how signage can help your business with the ever increasingly important, word of mouth marketing.
Marketing Signage Solution #2: Customers Refer Based on Signage
With “3 out of 4 consumers saying they have told someone about a store based simply on its signage”, it is vital to your business that your sign reflects your company in the best possible light (read more). With 75% of your consumers telling their friends about your business based on your sign alone, this type of word of mouth marketing can make all the difference. Furthermore, according to recent findings, “Customers acquired through word of mouth spend 200% more than the average customer and make 2 times as many referrals themselves.”
So what does this tell us about the importance of signage to our marketing campaign? It tells us that customers see a sign as a direct representation of your company. It does a whole lot more than just tell customers what the name of your business is. It tells what type of business you are, the quality of service you provide, and even how you treat your customers. A well-made sign sends the strong message that you take your business seriously, while a poorly made sign signals to your potential customers that you do not take care of your things, and therefore might not take care of them.
Make certain that your sign tells the right story. Not only will this draw in new customers
to your store, it will also encourage them to tells others about your business. Plus, you will not have to lift a finger to get the word out about your business. The sign will do that for you! And if it is a Landmark Sign, you can be sure of a elegant, long-lasting sign that sends the right message all the time and every time.
Check back in next week to find out how else a Landmark Sign can solve your marketing problems.
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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