Introduction
In today’s highly innovative, competitive and digitalised market it is easy to overlook the power of outdoor signage solutions.
Although digital innovation in signage has proven to be of great benefit to businesses, traditional outdoor signage mediums continue to thrive through their ability to effortlessly grab attention. We will look at how outdoor signage reinforces brand identity, targets advertising, provides interactive experiences and lastly, their durability and cost-effectiveness. With an additional insight into digital integration.
Local Marketing and Targeted Advertising
One of the most pronounced assets of outdoor signage is its ability to publicise your message in specific geographical areas through strategically placed signs, enticing or informing passers by and potential customers. Some eye-catching outdoor signs to consider include billboards, banners, illuminated displays, pavement signs, LED signs, panel signs, pub signs and safety signage. Locations to note include restaurant fronts, shop fronts, building sights, factories, events, car parks and leisure centres.
At Hardy Signs we offer you the opportunity to conduct site surveys with our experienced team of experts who will ensure each sign is optimally situated and designed in order to maximise brand awareness. Our full range of award winning, low maintenance and eco-friendly outdoor solutions will allow for optimised design and brand perception that provides your business with 24-hour visibility and improved site security.
We highly recommend this service as it is necessary to consult a team of seasoned professionals before placing outdoor signage, in order to maximise its efficiency.
Some stats to assert the effectiveness of local marketing and targeted advertising:
- The OAAA reports that 7 out of 10 consumers make purchase decisions while they are outside of their homes, indicating the potential impact of outdoor signage on consumer behavior.
- Research by Kinetic Worldwide showed that 52% of smartphone users took some form of action after seeing an out-of-home ad, such as searching for more information, visiting a store, or making a purchase.
- According to a study conducted by FedEx, 76% of customers entered a store or business they had never visited before based solely on its signage.
- Outdoor advertising has a wide reach and can effectively target both local and broad audiences. The OAAA states that 99% of US adults have noticed outdoor ads in the past month.
Reinforcing Brand Identity
Equally significant is the concept of reinforcing brand identity, enabling businesses to establish a strong presence in the market by means of reinforcing their identity. Equally, outdoor signage as a smart investment greatly increases brand recall and build brand recognition in both the short and long term, by creating a consistent visual language that resonates with your target audience. This message can be transmitted with the use of colours to convey meaning and evoke emotions in order to ultimately influence consumer behaviour.
Stat to consider:
- High Recall and Memorability: the Outdoor Advertising Association of America reports that 83% of people surveyed recalled seeing an outdoor ad in the past month. Additionally, 71% of respondents felt that outdoor ads stood out more than online ads.
Engaging and Interactive Experiences
Outdoor signs are a tangible and impactful way to engage with audiences enticing clients and leaving a lasting first impression, creating the opportunity for meaningful interaction. Interaction is key to establishing a good first impression with clients as it fosters a sense of community engagement. This will in turn establish your brand as relevant, reliable and responsible in your locality, leaving a lasting impression on customers that extends beyond the initial encounter.
Embracing Digital Integration: digital signage solutions
Rather than seeing digital signage and traditional outdoor signage as opposing forces, one can’t overstate their complementary nature. As research conducted by Nielsen indicates that combining outdoor advertising with online advertising can lead significant boosts in brand awareness and campaign effectiveness. The addition of outdoor signage to a digital marketing strategy can also reinforce brand messaging and create a more comprehensive and impactful advertising campaign.
Popular examples digital integration are digital displays, interactive billboards, real-time displays, touch screens, motion sensors and augmented reality. All of which we provide as part of our products and services at Hardy Signs.
Durability and Cost-Effectiveness
Hardy Signs provides durable, award-winning and cost-effective signs that are renowned for withstanding the harshest of whether the UK has to offer. Our installation is professional and fast, we use the highest quality materials and our installation comes without incurring recurring costs.
Additional data on cost of outdoor signage.
- Outdoor advertising is often considered cost-effective due to its long-lasting exposure. According to OAAA, outdoor advertising costs 80% less than television advertising, 60% less than newspaper advertising, and 50% less than radio advertising on a CPM (cost per thousand impressions) basis.
- Outdoor signage is a cost-effective advertising medium when compared to other forms of media. The OAAA reports that outdoor advertising has a lower cost per thousand impressions (CPM) compared to TV, radio, and print advertising.
Conclusion
Outdoor signage has proven to be a wise investment in any context, particularly when traditional signage meets digital innovation. Whether it is used as a means of advertising or informing to achieve your objectives, this means of communication will always be sure to leave a strong impression.
