Not long ago while driving down a tourist corridor I saw a large building with a sign that just said “Sports” and I wondered why would you have such a beautiful building with so little explanation of what it was? Turns out it was an independent sports retailer but his signage had lost me in translation.
Recent studies show that replacing any static sign with a digital replacement can be a major traffic generator.
Been to Times Square lately? Even schools, churches and car dealers have learned that dynamic digital signs help communications and sales.
According to industry experts – even the word ‘sign’ is outdated, the new phrase is “urban experiential displays”.
No longer are you relegated to a limited amount of space to send your sales message. Imagine the “Sports” facility promoting they had a sale on canoes, were offering boating lessons, had brand new golf equipment or whatever was going on inside their facility I just might have entered their parking lot!
Some retailers are running into city zoning ordinances about signage sizes, colors and even the speed of the digital messages. If your area has those issues, approach your governing body now because every day you don’t maximize your signage, you are losing dollars.
Digital signs allow the following:
- One day and flash sale messages
- Build awareness of your website, Twitter or other social media accounts
- Hold contests
- Seasonal and holiday messages
- Promote hours of operation
- Community support messages
- Public service or promotions for nonprofit groups
- Messages in multiple languages
- Messages for different customer segments, kids, families etc.
When a retailer’s sales go up it elevates the success of the employees, adjacent businesses and the municipality too – take a new look at your signage and see how you can improve sales by just one upgrade.
Many systems can be tied to your social media so one message meets multiple communication platforms