On July 21, 2023
Using outdoor signage design for marketing is a strategy that has been around for decades, but recently the signage industry has taken leaps and bounds in technological innovation.
Modern technology has added more dynamic components and appeal to outdoor advertising signage. Now, instead of printing a static advertising billboard that never changes and degrades with time, businesses use digital signage to produce fresh messages constantly. One can easily prop a sign up outside of their storefront that lets customers know about their latest specials and offers. But digital signage provides immediate updates about the latest happenings within the company.
Using an exterior sign for advertising purposes plays a significant role in the way that marketing is done today, and it is expected to continue to have an outsized impact for a long time to come. Let’s explore how the power of technology has driven innovation in the industry by covering examples of exceptional outdoor signage design and features.
How to make the most of your outdoor signage design
Outdoor signage is a powerful tool for attracting attention and conveying messages to a wide audience. To ensure that you make the most of your signage investment, it’s important to implement effective strategies that maximize its impact. From design considerations to placement and maintenance, these are the key steps to make your signage last and leave a lasting impression on your target audience.
Use weather-proof materials and durable hardware
One of the biggest concerns that advertisers have when it comes to outdoor business signs is how they will be safe in all weather conditions. Fortunately, there are some tools used to protect digital signs from the elements that you should know about:
Corrosion-resistant metals: There are different corrosion-resistant metals that you can choose from when having digital signage constructed. A few options include popular favorites such as stainless steel, aluminum, and acrylic. These are all highly weather resistant and won’t easily rust when exposed to rain and snow.
Polycarbonate: Another great option for someone looking for a highly valuable and durable product is polycarbonate. This is because it is just half the weight of glass, even more durable than acrylic, and yet it still provides the protection that you desire for your digital signage.
Weatherproof coatings: You might also consider using weatherproof coatings to keep your signs protected from the outside elements. Search for this coating to place over your signage to give it an extra layer of protection.
Other business signage features to consider include:
Having an outdoor sign that can effectively convey your messages is crucial. However, the visibility of your sign can be compromised when the sun constantly shines directly on it, rendering it less useful. To address this issue, using tempered glass with anti-glare properties is highly recommended for outdoor signage. While the sun will continue to shine, employing anti-glare tempered glass helps protect the value of your signage by minimizing glare and ensuring clear visibility for your intended audience.
Unfortunately, there are individuals who vandalize digital signage. Their actions can cause significant damage to your signs and even harm your business’s reputation. To safeguard your investment, it is advisable to install reinforced frames that offer protection against potential vandalism. By utilizing reinforced frames, you can fortify your signs and mitigate the risk of damage caused by vandals, ensuring the longevity and effectiveness of your signage.
Incorporate interactive features
Today, custom signs offer an array of captivating interactive features that go beyond traditional static displays. Gone are the days when digital signage was limited to the exterior of storefronts. With technological advancements, it has become increasingly beneficial to incorporate interactive kiosks and similar solutions that provide customers with valuable information and experiences.
Interactive kiosks are far superior to conventional storefront signs, thanks to their remarkable visual appeal and ability to deliver added value to users. They offer an engaging and immersive experience, enhancing customer interactions. These kiosks can provide a wide range of useful information, such as:
Maps: If your business gets heavy foot traffic, your customers need to be able to navigate easily. Interactive maps (AKA, directional signage, or wayfinding signage) allow customers to see where they are currently standing and where they can find certain items they are looking for. Customers have full access to the information they require, and they won’t feel like they are putting someone out by asking them for directions or other important bits of information that they require.
Product details: Digging a little deeper into a product’s details is something savvy shoppers like to do. Why not provide them with the information they seek via the interactive kiosk that you install on your storefront? Potential customers might appreciate having the opportunity to learn more about the products before they fully commit to purchasing them.
Deals and specials: Interactive kiosks offer a convenient platform for sharing information about promotions, deals, and specials with customers. By uploading these offers onto the kiosks, you can effectively communicate the opportunities available to customers and encourage them to take advantage of these exclusive benefits. Ensuring that your digital kiosk’s programming includes this feature is essential to maximize its potential and provide a comprehensive and engaging user experience.
A passerby that happens upon the digital kiosks that you have set up makes them interested in learning more about what you provide. It raises brand awareness for your store among the public, and it increases the dwell time spent around your shop.
People who spend time exploring your digital kiosk may be inspired to take the next step and step into your shop to further discover what your business has to offer. With a desire for more information about your products or services, they may even choose to become valued customers themselves.
Ensure advanced marketing capabilities
We are living in the digital era where access to virtually anything is at our fingertips. This digital revolution has significantly raised customer expectations, making it crucial for marketers to meet and exceed those expectations. In this landscape, digital signage plays a vital role, offering marketers the opportunity to deliver personalized experiences to their customers.
Digital signs have the capability to target specific content based on various factors such as weather conditions, demographics, and other metrics worth considering. This flexibility adds tremendous value, making digital signs even more useful and appealing to marketers who strive to engage the right customers at the right time.
By leveraging digital signage, marketers can tailor their messaging to create a more relevant and impactful experience for their target audience. Whether it’s displaying weather-related promotions, targeting specific demographics, or adapting content based on real-time data, digital signs empower marketers to deliver personalized and timely messages that resonate with customers.
Use integration with mobile devices for personalized experiences
Have you ever felt that a marketing message was tailored exclusively for you? Well, it’s not a coincidence. In today’s marketing landscape, professionals have the ability to target their messages with remarkable precision, and they make every effort to do so. One effective method of achieving this level of personalization is by integrating marketing efforts into the mobile devices of potential customers.
Many potential customers are happy to participate in this type of personalized marketing. If you offer it to them, they can scan a QR code to receive special offers, learn more information about your business, and receive personalized ads.
Kaspersky explains what QR codes are and how they function:
“A QR code is a type of barcode that can be read easily by a digital device and which stores information as a series of pixels in a square-shaped grid. QR codes are frequently used to track information about products in a supply chain and – because many smartphones have built-in QR readers – they are often used in marketing and advertising campaigns.”
You can work to alter the QR code to meet any specific needs you have as far as outreach is concerned. You might want to keep your QR codes updated regularly with new information so potential customers are always able to get the latest details, creating a lasting impression.
Make use of analytics and data-driven insights for optimizing campaigns
Data-backed marketing campaigns are often the most successful ones. That’s why marketers place great importance on tracking every relevant aspect of their campaigns. By diligently collecting and analyzing data, marketers gain valuable insights that inform their strategies, optimize performance, and drive better results.
If you want to know how your outdoor advertising is doing, you will need to collect data on a few key metrics, including:
Dwell time: How long do customers spend looking at your store sign? This is easiest to detect when you use interactive and digital signage as you can directly track the amount of time a specific customer spends looking at the signage that you have set up. The longer the dwell time, the better.
Conversion rate: Getting someone from being a mere observer of your window graphics to becoming a customer is always a process. You need to know how often you are successful in this process. Your success rate is also known as your conversion rate. Converting casual observers of your marketing materials into the kind of people that spend money in your store is always a target worth aiming for.
Marketing costs: The budget is always a top concern for marketers of all types. They want to achieve high-level results, but they can’t do so without giving proper consideration to the amount of money being spent on a specific marketing campaign. Both factors must be carefully considered. The amount a business must spend to get one more set of eyes on an advertisement is highly important to keep tabs on. If those costs get too high, it might be time to cut and run.
When crafting the perfect digital marketing campaign, it’s essential to keep these factors in mind.
Highlight display, design, and content
Achieving success with your digital signage requires more than just getting everything else right. Without the right content and design, you may still miss the mark. It’s crucial to consider factors such as:
Fonts: What kind of font speaks to the personality of your company and the preferences of your customers? You should select one that is easy to read and yet has some personality to it as well.
Lighting: How your signage is backlit will improve or detract from its readability. You must keep this in mind as you set up the signage and think about how potential customers will be able to access it. If the lighting is off even a little, it will make it extremely difficult for customers to obtain the information they require.
Custom graphics: Incorporating graphics into digital signage brings a delightful element of creativity. They add flair to your message and provide an opportunity to customize visuals that effectively convey your intended message. Collaborating with skilled graphic designers allows you to create visually unique and captivating content that stands out from the crowd.
Brand identity: Your brand’s perception is shaped by the minds of your customers and potential customers. It’s crucial to understand their perception and continuously meet their expectations regarding your brand’s identity. Take the time to evaluate what people think of your brand and strategize on how to consistently align with their expectations to maintain a strong brand reputation.
When it comes to creating a digital sign design that truly captivates people, a secret weapon in your arsenal is the use of digital animation. By incorporating eye-catching animations, you can seize their attention and make it difficult for them to look away. When your design successfully holds their gaze, you have accomplished a remarkable feat and can anticipate retaining those customers for the long haul.
Partner with Keyser to transform your outdoor signage design
Exterior signage will continue to change and evolve as new technologies come along, and Keyser is here to help you with it. No matter the nature of your business, we are here to assist you in enhancing your exterior signs and other marketing materials. With our extensive industry expertise and proven track record of success, we bring years of experience to every interaction with our clients. Rest assured that we have the knowledge and skills to deliver exceptional results that align with your business goals. If you have been eager to discover ways to incorporate high-quality outdoor signage design into your strategy, contact Keyser today.