Directional sign marketing, aka the signs and posters on the side of the road, posts, and corners, is more impactful and important than people realize. There is a reason why they have been so popular for such a long period of time. Directional signs and posters serve as effective visual “non-skippable” advertisements for drivers, passengers, and pedestrians, most of whom have little to attend to while commuting. These individuals are more attentive than most realize, and thus two beneficial results can occur from the interaction.
Impulse
There are two main marketing “forces” that take effect when a person recognizes a sign on the side of the road. The first and most intuitive is the immediate recognition and action one takes when the sign is seen. If the individual feels the quick glimpse at the sign peaks his or her interest, the person will act immediately. Action hopefully happens more times than not, assuming the sign is designed appropriately, and this may seem like the most powerful result as a marketer. However, the second, more obscure, result reaches more people and has been found to lead to more consistent customers.
Recall’s role in the equation cannot be understated. To understand how this “force” works, one must think about how humans process information, and what information makes an individual act. People store more information than we realize. Once something is seen, that information is stored, and the more it is seen or heard, the more powerful the information is recalled. This is why advertisers and marketers attempt to repeat the name of the product and put the product or selling point front and center because that is what they want the general public to try and remember. Once that information is stored, it is not important how the person came to learn that information, but the information itself.
Recall
This leads to the second point, how this information makes an individual act. When a person finds themselves in a position where a specific service or product is wanted or needed, the person will be much more likely to choose a name that is familiar. This is where the recall plays a role with signs. People do not need to remember that a sign taught them the information. All that is needed is that they search a keyword or remember a name or even a slogan. This is how the long-term “trickle” effect works, which further supports the importance of having the name or slogan front and center.
Here is an example of how a directional sign from Artisan Direct can affect a future client. Let us pretend you are the marketing manager for a home building agency, and after working with Artisan Direct, you both come to an agreement on the design and pick good locations. The signs are placed and traffic comes through the area. One expects that there will be an immediate spike in traffic due to the marketing, and that would be correct. However, the trickle effect resulting from recall over a few weeks will reach more individuals and drive more people to search for your home building agency and find a new home. As the theory suggests, those who have stored the name of the home building agency and looked it up seemingly under their own volition will be more dedicated. Ultimately, they will be more likely to buy from a company with which they have developed a natural rapport.
If you made it this far, thank you for reading. If you are interested in finding out more about Artisan Direct’s promotional and marketing offers, please do not hesitate to call us at 844-613-9168. If you want to read more blogs, feel free to check out the rest in the blogs tab.