How External Signs Improve Foot Traffic and Customer Engagement

From the cornerstones of the industrial revolution until now, every single business across time and space has struggled for the same thing: customer attention. Now, when the pavement is crowded and the online search pages are even more so, it’s no wonder that businesses are looking to more traditional methods of getting their customers in the door.

External signs are one of the most important things you can invest in as a brick-and-mortar business. No matter the size or shape, an external sign is there to let your customer know that they’re in the right place. Having one at all is vital, but having the right one can make all the difference.

If you’re opening a business or struggling to get your customers in from off the street, this is the place to be. In this blog post, we’re unpacking everything there is to know about how external signs can improve foot traffic and engage your customers.

How Branding Draws the Right Customers

There’s more to your brand than your logo (although that does play a massive role). Customers are inevitably drawn to your vibe, the message you project, and the experience they anticipate when stepping across the threshold of your store. External signs act like an indicator to your ideal customer base, screaming, “Hey you! This place is for you!” from the sidewalk. To draw the right customers in with that call, your external signs need to reflect what your business is all about.

A strong external sign helps to draw customers in by doing two things:

Making a Strong First Impression

A good sign helps you stand out. Bright, clear, and stylish signage grabs attention and gives potential customers a feel for your business. Whether it’s a sleek minimalist design for a boutique or a bold neon sign for a late-night eatery, your sign should match your brand’s personality.

Understanding What Your Customer Wants

First impressions only work when they’re saying the right thing, and great external signs fundamentally appeal to your Ideal Customer Profile (ICP). This part of the process comes from you, as any hints you can impart about your brand to your signwriter will go a long way once your signage starts coming to life.

How to Design Effective External Signs

To reap these rewards, you’ll need to work with your signwriter to create external signs that do more than just announce your presence. They’ll set a tone, make the strongest possible first impression, and fundamentally understand what your customer wants from their in-store experience.

To help you get there, here are some tips to keep in mind:

Understand Your Brand

The better you understand your core customer – and therefore what they want – the better you can settle on what messaging they would respond to. If you go with something static, make sure that it exemplifies what you’re all about.

If you’re considering digital signage options, LED screens and interactive signage are an awesome way to keep things dynamic. You can update messages instantly, highlight deals, and engage customers with fresh content.

Prioritise Readability

A sign that’s hard to read is a wasted opportunity. Focus on:

·         Font & size: Big, bold, and simple is best.

·         Contrast: Strong contrast between text and background improves readability.

·         Lighting: LED or backlit signs help keep your message visible day and night.

Nail the Placement

Where you put your sign matters; signs at eye level or in high-traffic areas work best. A sandwich board on the footpath can grab attention, while a bold storefront sign makes sure people see you from a distance.

Keep in mind that your local rules might dictate placement. For example, Auckland Council has several stringent regulations around what kind of signs can be hosted on the exterior of a building, and they change depending on the region of Auckland that you’re in. Knowing what these regulations are can help you and your signwriter create an effective sign within the right parameters, so make sure to do a little research before you dive in!

Go For Quality

Outdoor signs take a beating from the weather, so durability is key. Materials like metal, acrylic, or treated wood keep your sign looking fresh and professional over time. This is also true for the make of your sign. Trusting an expert signwriter can do a lot for you, ensuring you get an effective sign and one that will go the distance.

As you can see, nailing your external signs can pay you back in spades. If you’re a brick-and-mortar business fighting for your rightful spot on your ideal customer’s priority list, then it all begins with the right signage.

Walk through the steps above, make it as easy as possible for your ICP to find you, and when in doubt, get in touch with an expert signwriter to help you on your journey.

Trust Auckland’s experts in external signs to crank up your customer engagement.

We have over twenty years of extensive experience producing everything from vehicle signage to neon logos. If you bring us a written quote from another signwriter, we’ll beat it by 10%!

Get in touch with us today to consult on what kind of signage you need for your business.