Commercial advertising can briefly be described as an organized and measurable communication system designed to promote a product or a service. On-premise signage is but one method among many available to a business. Different types of small businesses require different marketing and advertising strategies. Given the expense, most small businesses cannot afford the major media advertising campaigns typically waged by large corporations. 

On-premise signs are a form of commercial advertising. Sometimes, it is the only indication of a business’ location. Among retail businesses, it is the most ubiquitous of all advertising options. When designed effectively, a sign can combine with other media to help “brand” your business in the mind of a consumer. If your company has a trademark or a logo, it should appear alongside your business’ name. Text and images on the sign should be repeated throughout your marketing mix, either when advertising through another medium or within your organization. 

Your ultimate goal should be to serve the needs of anyone who requires a sign, banner, or billboard. Since you will most likely not manufacture all of these things in-house, however, this will not happen overnight. Start out targeting the specific niches you wish to be a part of. Once you’ve built relationships with individuals you can outsource work to, then you can begin to add to your buyer persons.

Your business may have customers or clients that come in for one-off services. You can use your signage to capture the attention of these new or irregular customers and turn them into long-term clients. Place signage in areas where customers wait and display content that introduces other services your audience may not know about.

Don’t miss an opportunity to connect with a client who may be stopping in your store for the first time. Use your digital sign to promote opt-ins that ask the audience for their contact information in exchange for a valuable offer. When you collect a customer’s email address, you create an opportunity to reconnect and offer the customer incentives to return to your location and do more business with you.

Advertising can feel like a tug of war. On the one hand, advertisers are struggling to break through the noise, meanwhile consumers are often ignoring their efforts. Signage is a break from that, particularly in the middle east. It is because as marketing expenditure in the region continues to increase, an ever larger percentage of those funds is being diverted into signage– particularly digital signage. 

The sign can be an exceptionally profitable business. As your work becomes more visible, word of mouth advertising will be your most valuable marketing tool. In the beginning, however, consider investing in the social media options, focusing on the local market. Many entrepreneurs have found success with newspaper ads, flyers, and cold calling. A simple, yet informative website with content curated specifically for prospective clients should also be part of your marketing strategy.