Tips on Effectively Using Yard Signs
We have all seen them, small signs sticking up out of the ground announcing a sale or advertising a service or business. Why in this digital age do we still see yard signs everywhere? It’s simple the idea of yard sign marketing is to grab your attention while out in public. Think about it, have you ever gone to a yard sale or tried a new burger place because you saw a sign while driving or walking down a street.
Most of us react to new stimulus when we are outside of our home or office, when something sticks out and makes an offer that is intriguing it makes us react. Yard signs are not a replacement for digital marketing, radio, or television but then that is not the audience they are going after. Yards signs are to gain the attention of someone here and now. It gets your attention and possibly (if its something you like or are looking for) gets you to act now! There are a lot of assumptions about effectiveness, is it something people are interested, does it offer something I want now, do I have time to stop. But for many, the answer is yes.
So, the concept is to grab someone’s attention and offer them something they would like now. It is important that your yard sign stands out, gets your message out quickly and powerfully, and is easy to read. The biggest mistake people make is trying to put too much information on a sign and using small fonts for your message. A typical yard sign is 18x24” and is the size of a postage stamp to the driver 20-50 feet away. Bright contrasting colors on the background and lettering help the sign stick out from its surroundings. Don’t use muted earth tones on a lawn or tree lined street, you’re trying to get someone’s attention does not blend in with the surroundings.
Thick Simple Message
Font Type, Size and Stroke Thickness all combine to make the words stand out and make the sign easy to read, especially from a distance. Don’t crowd the sign with a lot of text, leave space about the message, phone number and logo so that it again stands out and is clearly readable to your potential audience. Sign messages need to be simple but effective, “WE’RE HIRING” “SALE” “50% OFF” are words that are easily recognized. Web addresses or Facebook addresses are usually too long and need smaller text besides, you want the customer now not when they get home.
Where You Put Them
Finally, is sign positioning, make sure the sign stands out, clear from other distractions like trees, parked cars, or tall weeds. Use your background as a way to frame your advertising message. You will also need to secure the sign to the ground with a wire frame or heavy-duty yard sign stake to keep it from blowing around. You may have to order these separate from the actual signs. Look for sturdy construction, this will help anchor the sign better to the ground and can be re-used for other promotion signs in the future. Look at the thickness and construction of the stakes as it is well worth getting a quality stake that works over seeing your signs knocked to the ground.
Neal Rabogliatti, President, DMS Strategies, www.digitalmarketingstrategiesllc.com