Sheeple
It’s a well-known fact that as consumers, we are visual people. If we weren’t, the world of marketing and design probably wouldn’t even exist. Think about it. How many time’s have you purchased a product based on the attractiveness of the labeling or packaging, or both? You’ve probably done it more times than you even realize. When it comes to choosing a particular product or service (especially for the first time), our subconscious minds will often make the choice before our conscious mind is even aware. This is why people go to school for things like advertising and marketing, graphic design, industrial design, and the like. Our society has made an industry out of persuading the subconscious, and while a typical designer probably doesn’t necessarily wake up one day and decide that they want to manipulate peoples’ minds, there is the haunting reality that if we weren’t all a bunch of sheep, their career of choice may not exist.
The Good Shepard
Complex logo design and spectacular billboard advertisements are always necessary for attracting potential customers. Sometimes a simple message with some basic contact information is enough to generate a sales lead. According to the National Association of Realtors’ most recent Profile of Home Buyers and Sellers, the third most used information source for potential homebuyers (behind the internet and the real estate agents themselves) is yard signs. We all know how common real estate signs are. If there’s a house for sale, there’s a sign out front. It’s been that way for years and understandably so. However, think about the typical “For Sale” sign… usually not that impressive from a design standpoint, but still, they’re visible and informative. Usually, they stand out just enough to say, “Look, this house is for sale.” The potential home buyer sees it, jots down a phone number, email address, or website, and boom, the sign has served it’s purpose. A simple, inexpensive rectangle generating leads all by itself just by being stuck into the ground.
So what does this say about using yard signs for marketing your small business? It’s a no-brainer. With their affordability and proven effectiveness, there is simply no reason to not incorporate them into your marketing strategy if you think there’s even the slightest chance that your demographic could take notice. Plastic yard signs are some of the cheapest advertising money can buy, and with proper placement and good design (because that is still applicable), they can provide phenomenal return.
Good Yard Sign Tips:
- Think like a real estate agency. What is the purpose of a real estate yard sign? To get a potential buyer seeking more information on a home to call or email an agent. This allows the agent to do what they do best: sell their product. So, think about what you’re trying to get potential customers to do, and guide them with your signs.
- Make a memorable and effective design. Going back to my “sheep” rant in the first paragraph, design is important. While surface area is limited with a standard-sized yard sign, good and effective design can be achieved through using the proper colors and fonts. It is also very beneficial to incorporate your logo… branding 101.
- Placement. Again, what are you trying to persuade your audience into doing? Are you directing them to your office? Are you simply trying to get them to visit your website from more information? Are you trying to get them to call you on the phone? What locations/roads do your demographic frequent? The answers to these locations will give you a good idea as to where your signs would be most effective.
Dan Webb is an inhouse marketing associate at SignSite. One of the websites he manages is SpeedySignsUSA.com, which specializes in custom yard signs.