Things You Should Know About Outdoor Signage

Why Outdoor Signage Still Matters in a Digital World

Did you know that the average person is exposed to around 4,000 to 10,000 ads every single day? (The Daily Ad Exposure: How Many Ads Does the Average Person ...) Crazy, right? In a world dominated by screens, it's easy to think outdoor signage is old news, but trust me, it's still a big deal.

Outdoor signage brings something digital ads just can't: a real, tangible connection. Think about it—you're walking down the street, and bam! You see a creatively designed sign for a local coffee shop. That sticks with you in a way a banner ad rarely does. It's about creating a physical presence, letting people know you're there, you're local, and you're part of the community.

• Tangible Connection: Digital ads can be fleeting. Outdoor signs? They're there, rain or shine. For example, a hospital might use a large sign to direct people to the emergency room—something a Google ad just can't replicate when you need it most.

• Brand Recall: Ever notice how certain logos or colors just pop into your head? That's often thanks to consistent outdoor branding. A brightly colored billboard, a cleverly placed sign – it all adds up. Even small businesses benefit; a well-designed storefront sign can make a huge difference in attracting foot traffic.

• Local Touch: People love supporting local businesses. Outdoor signage reinforces that connection, showing you're invested in the community. A local credit union, for instance, might sponsor a community event and display their signage prominently, building goodwill and trust.

Outdoor signage isn't just about being there, it's about being everywhere. It acts like a bridge, guiding people to your online world. Slap a QR code on a sign, and suddenly you're driving traffic to your website or social media. It's about making the physical and digital work together, creating a seamless brand experience.

• QR Codes & Calls to Action: A simple QR code can turn a static sign into a dynamic portal. A restaurant can put a QR code on their window, letting people browse the menu and make reservations instantly. It's convenient, and it works.

• Integrated Campaigns: Think of an outdoor ad campaign that mirrors your digital strategy. Run a social media contest and promote it on a billboard. It's about synergy, making sure all your marketing efforts sing the same tune.

• Location-Based Targeting: Use what you know from your signs to target your digital ads. If you see a lot of foot traffic near your store, target mobile ads to people in that area. It's all about being relevant and timely.

Not everyone is glued to their phone. Shocking, I know! Outdoor signage reaches those folks, too. It's a way to connect with people who might not be active on social media or who ignore online ads. It's about casting a wider net and capturing attention in the real world.

• Beyond the Digital Bubble: Some people just aren't online as much. Outdoor signs reach these folks, offering a valuable touchpoint. Think older generations or people who work in industries where they're not constantly on their phones.

• Diverse Demographics: Commuters, pedestrians, tourists—outdoor signage reaches a broad range of people. A well-placed sign can capture the attention of someone who might never see your online ads.

• Cost-Effective Awareness: Compared to some digital campaigns, outdoor signage can be surprisingly affordable. Plus, it offers long-term exposure, working for you 24/7.

Outdoor signage is really complementary to digital marketing.

So, while digital is still very important, don't count out the power of good old outdoor signage. It's a key part of a well-rounded strategy, and it's not going anywhere anytime soon.

Types of Outdoor Signage: Choosing the Right Fit for Your Brand

Okay, so you're thinking about outdoor signs, huh? It's not just slapping something up and hoping for the best! Choosing the right type of signage can seriously make or break your brand's visibility—it's kinda like picking the perfect outfit, you want it to fit the occasion and make a statement.

Here's the thing: there's a whole bunch of options, and each one's got its own strengths.

• Billboards: Go Big or Go Home. Traditional billboards are, well, HUGE! You can't miss 'em. They're great for getting your name out there to a massive audience. Think of those massive ads you see on the highway, they're designed to grab attention in a split second. But you know, they're not exactly subtle. Digital billboards? Now those are cool. You can change the message on the fly, target different times of the day, and even run video ads. It's like having a giant TV screen for your brand. Location is everything. Put it where your target audience hangs out, and make sure the design is eye-catching but also easy to read from a distance.

• Posters and Banners: Flexible Friends. Posters are awesome for promoting specific events or products. Concerts, sales, new menu items, you name it. Banners are super versatile; you can use them for temporary promotions, grand openings, or even just to add some flair to your storefront. The key is high-quality printing. You don't want a blurry, faded banner that makes your brand look cheap. And make sure you use durable materials that can withstand the weather, otherwise, they will be a waste of money.

• Storefront Signage: Curb Appeal Counts. This is where you really get to show off your brand's personality. Projecting signs that stick out from the building, awnings that provide shade and branding, window graphics that tease what's inside. These all attract customers and reinforce who you are. But don't forget about nighttime! Illuminated signs are a game-changer. They make your business visible 24/7 and create a welcoming vibe. I mean, nobody wants to walk into a dark, mysterious-looking store, right?

• Digital Signage: Interactive and Engaging. Okay, digital displays are where it gets really interesting. You can showcase dynamic content, videos, animations, all sorts of cool stuff. Interactive kiosks and touchscreens? They offer personalized experiences that can really wow your customers. But here's the catch: you gotta keep it fresh. Update your content regularly to keep people engaged. Nobody wants to see the same old ad every single day.

  Digital signage is not cheap, but it's a very effective way to communicate. The technology involved, like high-resolution screens and complex content management systems, contributes to the initial cost, and ongoing maintenance can also be a factor. However, its effectiveness stems from its ability to display dynamic, eye-catching content that can be updated in real-time, leading to higher engagement rates and better recall compared to static displays. (Digital Signage as an Effective Communication Medium)

And, you know what? Getting your brand strategy right is super important, GetDigitize offers brand strategy and identity development services to make sure your outdoor signage is totally in sync with your brand's message. Check them out at GetDigitize.com if you wanna learn more about their digital and social media marketing campaigns, and how they can help you create outdoor advertising that actually makes an impact.

Choosing the right type of outdoor signage is important—think of it as an investment in your brand's visibility and recognition.

Designing Effective Outdoor Signage: Key Considerations

Alright, so you've got your sign type picked out - sweet! But hold up, that's only half the battle. Now comes the fun part: actually designing something that doesn't make people cringe.

Think of your sign as a super-short story. Can people grasp it in a glance? If not, you're sunk.

• Font size matters, a lot. I can't tell you how many times I've squinted at a sign, trying to decipher tiny lettering. Use big, bold fonts that people can read from a distance, especially if they're driving. Forget that fancy script font, unless your target audience are professional calligraphers, stick to the classics.
• Keep it short and sweet. Nobody wants to read a novel on a billboard. Get to the point, quick. Use as few words as possible to convey your message. Think of it like a tweet, but bigger.
• Ditch the clutter. Too many images, fonts, or colors can make your sign look like a hot mess. White space is your friend. Let your message breathe. A clean, simple design is almost always more effective.

For example, a healthcare provider might use a simple sign with their logo, name, and phone number in a clear, easy-to-read font. This simplicity is crucial for healthcare signage because in emergency situations or when people are stressed, they need information to be immediately clear and unambiguous.

Your sign is basically a giant billboard for your brand. Make sure it's sending the right message!

• Brand colors are your superpower. Use your brand's colors to create a consistent look and feel. This helps people instantly recognize your brand, even from afar. Think about it: you see those golden arches, and you instantly know it's McDonald's, right?
• High-quality visuals are a must. Blurry images or pixelated logos scream "amateur." Invest in professional design and printing. It's worth it.
• Stand out from the crowd... but not too much. You want your sign to be eye-catching, but not so out-there that it clashes with its surroundings. Consider the existing architecture and landscape. Blend in, but make it better.

For instance, a financial firm might use sleek, modern signage with metallic accents to convey trust and stability. Metallic accents are often associated with premium quality and sophistication, while modern design suggests efficiency and forward-thinking, all of which contribute to an image of reliability. A toy store, on the other hand, might go for bright, playful colors and whimsical graphics.

Where your sign is placed matters just as much as what it says.

• Consider viewing distance and speed. A sign on a busy highway needs to be readable at 60 mph. A sign in a pedestrian area can be more detailed.
• Know your audience. Tailor your message to the local community. What are their interests? What are their needs? A sign near a college campus might promote student discounts, while a sign in a residential area might highlight family-friendly services.
• Permits are not optional. Before you even think about putting up a sign, check local regulations and obtain the necessary permits. The last thing you want is to have your sign torn down by the city.

According to the International Sign Association, businesses that invest in well-designed signage can see an increase in revenue of up to 20%. (How Can High-Quality Signage Boost Your Business's Visibility?)

Designing effective outdoor signage is a mix between art and science. Nail these key considerations, and you'll be well on your way to creating signs that not only look good but also drive results.

Integrating Outdoor Signage with Digital Marketing

Alright, so you've got your outdoor sign up. Great! But how do you make it work even harder for you? Simple: bring in the digital marketing magic.

QR codes ain't just for menus anymore, ya know? Stick one on your sign and suddenly, boom!, you're connecting the physical and digital worlds.

• Drive traffic, literally: A real estate company could put a QR code on their "For Sale" signs. Scan it, and you're taken straight to a virtual tour of the property. No more just driving by and wondering!
• Exclusive deals are always a plus: Imagine a local gym putting a QR code on their billboard. Scan it, get a free day pass or a discount on a membership. It's instant gratification, which is what people want.
• Tracking is key: You can use tools like bit.ly to track how many people are scanning your QR code, so you can see how well your sign is performing. For more robust tracking, consider using QR code generators that offer built-in analytics, or set up UTM parameters within your website's analytics platform (like Google Analytics) to gain deeper insights into user behavior and campaign performance.

Outdoor signage can be a goldmine for social media content. People love sharing cool stuff they see in the real world.

• Photo ops galore: Encourage people to snap pics with your sign and share 'em online. A quirky coffee shop could have a contest for the best photo with their sign, offering a free latte for the winner.
• Giveaways are always fun: Run a contest where people have to find your sign, take a picture, and tag your business. It's a great way to boost engagement and get your name out there.
• Hashtags is a must: Create a unique hashtag for your campaign and encourage people to use it when they share their photos. It makes it easier to track your results and see what people are saying.

This is where things get really cool. You can use location data to target ads to people who are near your outdoor signage.

• Targeted ads? Yes, please!: A clothing store could target mobile ads to people who are within a few blocks of their storefront, advertising a special sale that's happening that day. You can typically set this up using platforms like Google Ads or Facebook Ads, which allow for precise geo-targeting.
• Geo-fencing is your friend: Set up a virtual fence around your sign and deliver targeted messages to people who enter that area. A bank could offer a special promotion for new customers who are near their branch.
• Track those conversions: Use tools like Google Analytics to track how many people who see your outdoor sign end up visiting your website or making a purchase.

Integrating your outdoor signage with your digital marketing efforts doesn't have to be complicated. By using QR codes, social media campaigns, and location-based advertising, you can turn your sign into a powerful tool for driving traffic, generating leads, and increasing sales.

Measuring the ROI of Outdoor Signage

Okay, so you've put up your outdoor sign, and now you're probably wondering: is this thing actually working? Don't worry, you're not alone. Measuring the roi of outdoor signage can feel a little tricky, but it's totally doable.

First things first, let's talk about website traffic. If you're using qr codes on your signs (and you should be!), this is a pretty straightforward way to see if people are actually engaging.

• You'll want to monitor website traffic that comes directly from those qr codes. Google Analytics (or whatever analytics tool you prefer) can help you track this. The key is to use a unique url for each outdoor campaign.
• Consider creating unique landing pages for each of your outdoor campaigns. That way, when someone scans the qr code, they're taken to a page that's specifically designed for that ad. This makes it easier to track conversions and understand what's resonating with your audience.
• Analyze all that data! See what's working, what's not, and tweak your strategy accordingly. For example, if you notice that a particular sign location is driving a ton of traffic, you might want to invest in more signage in that area. You can also attribute sales by using unique promo codes mentioned only on your outdoor signage, or by simply asking customers how they heard about you during the sales process.

Social media is another goldmine for measuring the impact of your outdoor signs.

• Track social media mentions, hashtags, and overall engagement. Are people talking about your sign? Are they sharing photos of it?
• Keep an eye on sentiment. Are people saying good things or bad things? This can give you valuable insights into how your sign is being perceived.
• Use social listening tools. There are a bunch of tools out there that can help you monitor social media for mentions of your brand or specific keywords related to your outdoor signage. They can help you find trends and opportunities.

Brand awareness and recall are a bit trickier to measure, but they're still super important.

• Conduct surveys to gauge brand awareness. You can use online survey tools, conduct phone surveys, or even do in-person interviews. Ask questions like: "Have you seen any outdoor advertising for [Your Brand] recently?" or "Can you recall any brands you've seen advertised outdoors in the past week?"
• Track brand mentions in the media and online. Are news outlets or bloggers talking about your brand? This can be a good indicator of how well your sign is resonating with the public.
• Monitor customer feedback and reviews. What are people saying about your brand online? Are they mentioning your sign in their reviews? This can give you valuable insights into how your outdoor signage is impacting customer perception.

So, measuring the roi of outdoor signage isn't an exact science, but it's definitely possible. By tracking website traffic, monitoring social media, and gauging brand awareness, you can get a pretty good sense of how well your signs are performing. And remember, it's all about testing, tweaking, and optimizing your strategy over time. Good luck!