You don’t have to be an advertising executive to realize the digital marketing industry is booming. Visit any website or open any app and you’ll be met with tons of advertising using road signs.
But what many business owners don’t realize is that out-of-home media like road signs are also experiencing a steady upswing in growth.
Signage advertising spends in Canada are expected to grow at a rate of 12% in 2023, a rate that’s higher than all other media— including digital. If you were to combine these two powerhouse mediums, you’d have a strong and impactful marketing strategy capable of reaching even the hardest to reach target markets.
Consumers today straddle two realms – they live in the real world and they’re tethered to their digital devices. Whenever they see something that makes an impression on them in the physical world, they turn to their phones and computers to learn more or take action on it.
Road signs act as a gateway connecting consumers to your website, social media or online store. Finding ways to successfully reach them in both places is crucial for converting viewers into consumers.
Adopting a multi-pronged approach, like combining online and offline channels, gives your advertising strategy breadth and flexibility.
A winning combination
Marketing experts will tell you it takes an average of seven interactions with your brand before a purchase will take place. For some people it’s more, for others it’s less. People want to do some research before they go ahead and make a purchase, so they’ll likely turn to the internet to find out more about your brand from your website, social media channels and online reviews.
But the real trick here is making them aware of your business in the first place. They can’t look you up online if they don’t know you exist. That’s where a custom-printed road sign comes into play. Building a strategy that combines both digital marketing and custom-printed, temporary mobile signage is the best way to build brand awareness and reinforce your brand perception in an effort to increase sales in your local market.
Road signs boost social media effectiveness
In 2017, a Nielsen study found out-of-home media like road signs delivers four times more online activity per ad dollar spent compared to television, radio and print (newspapers and magazines). The impact portable road signs can have on your social media effectiveness is a primary reason to invest in multi-channel marketing efforts.
Nielsen also reported 38% of adults in the US have visited or posted on a Facebook page after seeing an out-of-home ad like mobile road signs, while 25% have done the same on Instagram.
Road signs are the ideal media for connecting people in the real world with your online presence. Road signs create awareness and keep your business top of mind when the consumer is in need of a product or service like yours, while your digital resources inform and persuade the consumer to sign up or buy.
Road signs drives awareness with local audiences
Canadians live in a vast, spread-out geographical area and are constantly on the move. In December 2021, 100% of Canadians report spending at least some time outside of their home. For businesses and advertisers, more time spent outside of the home means more opportunities to connect with your business through custom-printed road signs.
In fact, studies show people are much more likely to make purchasing decisions when they’re out shopping, commuting, or exploring their communities. People consider out-of-home advertising like mobile road sign rentals to be helpful resources, pointing them to the products and services they’re actively seeking or thinking about.
Often times, all people need is the suggestion or an idea. If they need further information, they’ll turn to the web to seek out your website or social media profiles to learn more about your products or services, arrange a purchase or set up an appointment.
both need a clear and concise message
When someone is driving by your road sign, you only have a few seconds to communicate your sales message before they’ve passed on by. You have limited time and space. Just like with social media, every character counts. When developing your marketing campaign, your advertising copy can successfully serve two mediums as long as your message is clear and concise.
To connect your next potential customer with your social media account, we suggest simply using branded icons with your handle or hashtag. Instead of wasting time on reading “Facebook” or “Twitter”, use all the available space on your road sign to give consumers a clear call to action directly connected to your campaign objectives.
Recruit new followers
Are you looking to double your followers and increase your engagement? Integrating your social media channels into your next road sign’s content delivers your main marketing message while also recruiting consumers to your social channels, increasing your audience for future messages. Social media handles are often short and memorable, which is perfect for use on a custom-printed portable road sign.
It works for all types of business types
Whether you’re an online operation, a brick-and-mortar store, or mobile service provider, using a combination of custom-printed road signs and social media to promote your business and connect with customers is an incredibly effective strategy.
Each medium can be customized to meet the needs of your business. Social media posts can be uploaded in real time, and our custom-printed mobile signs can be updated in as little as 48 hours after design approval. A practical and pragmatic approach to informing and connecting with consumers not only enables you to regularly update your sales message, it makes you dependable in the eyes of your customers, who always know where to turn to for more information.
Get Started Today
There are a lot of reasons to use a custom-printed sign to further your sales goals or promote your product, service or event. But using them as part of a multi-channel marketing strategy is probably the best reason. If you’re thinking about building custom-printed road signs into your next marketing campaign, we can help.
We can accommodate both large and small orders with short-term projects or long-term contracts. Our fast turnaround times mean your signs will arrive as soon as possible, and our years of experience mean you won’t be disappointed.
Whether you need to promote a product, service or event, start by reaching the highly-attentive audience waiting just outside your door. Order your own custom-printed portable road sign today to drive traffic from the street to your website or social media channels.
Curious about our mobile and portable road signs, or our large suite of custom-printed signage products? We are here to answer any questions you may have, or assist with starting an order.
Get in touch with a Sign Guru near you.