Signage can be one of the most cost-effective marketing investments for retailers, with on-premise signage often providing the best cost per impression compared to print, digital advertising, radio, television, or billboards. But so often, signage gets overlooked or deprioritized when it should arguably be at the top of your list. The power of a sign should not be underestimated. We sat down with Dane Vermeulen of Michigan Imagery in Lansing to learn the dos and don’ts of signage, and to hear more about why signage matters.
“Step one, don’t be lazy on your branding,” Vermeulen shared. “Sometimes it’s the most consequential thing you can do—you need a strong logo and brand so you can have a strong sign.”
Before you invest in signage, it’s worthwhile to make sure your branding is up-to-date and strong enough to last the life of your sign. Businesses should consider refreshing their brand and communications in minor ways every 3-5 years, and in more significant ways every 7-10 years to stay current and attract new customers. Prioritizing a strong logo and brand before signage production makes your signage more effective and your investment more impactful.
Just as you would budget for a new website, updated shelving or racks, a comprehensive POS system, building maintenance, or other larger operational expenses, it’s important to allocate budget to signage—no matter what stage your business is in. Budget for signage should be set aside at the start of any build-out or renovation project and should be considered a core factor in any brand update projects.
“Signage is an investment people know they have to make, but for some reason, they’re most willing to sacrifice budget on that because it feels less urgent than other things like chairs or racks,” shared Vermeulen. “But it’s a disservice to the brand in the long run to cheap out on the thing people see first.”
Digital “Electronic Message Center” (EMC) signs may come with a higher price tag up front but offer great ROI over time, compared to ongoing billboard and advertising expenses. When you own the sign and can update the messaging as you please, you can save big bucks on advertising over time.
Signage costs vary widely based on type, complexity, and vendor, so it’s a good idea to do some research on the type of sign you need and what costs look like in your area. Prioritizing your project early and providing adequate notice to your selected vendor can help you save money, too.
Tip: Explore a mix of local “mom-and-pop” sign companies alongside larger franchise operations to compare pricing, recommendations, and customer service. Select a vendor that aligns with your project’s needs and business goals.
Facade improvement grants are a great way to find funding for new signage and exterior improvements. Look for opportunities with local economic development centers, DDAs, city government, and other local business support organizations.
The type of signs that suit your business best is determined by a number of factors. From building location and design to neighboring signage, zoning ordinances, traffic flow, and more, the right signage investment for your business should be determined with due diligence.
On-building signage
Monument signs
Roadfront signage
Parking lot signage
Entrance and exit signs
Seasonal/special signage
Outdoor wayfinding signage*
*Wayfinding signage is often critically underutilized by small businesses, but significantly improves customer experience and reduces staff burdens.
This list provides inspiration, but a local professional can tell you which types of signage make the most sense for your business. When it comes to finding the right signage vendor, the best thing you can do is be an informed shopper. Come prepared with basic research and terminology to be taken seriously as a customer. Have an idea of what you’re hoping to accomplish and the budget you have available.
Be open to professional recommendations, even if they differ from your initial ideas. A good signage professional will provide insight into local codes, optimal positioning, and material selection based on extensive experience.
Your sign is often the first impression a potential customer has of your business. What kind of impression do you want to leave?
Temporary signage means temporary business—or that’s what your customers might think. Investing in a quality sign sends a message to your community that your business is here to stay. Permanent-looking signage creates the perception of business stability and longevity, and can help build customer trust and loyalty. There are great cost-effective alternatives that are more professional and durable than banners and temporary signage. Advances in technology have created cost-effective solutions for even the most cost-conscious businesses.
At the end of the day, your sign is a highly valuable business asset. It speaks for your business when you can’t. When the doors are closed, the lights are off, and your daily-closeout check list is complete, your sign will remain. What do you want it to say?
Pictured: MRA member businesses' signage produced by Michigan Imagery.