Custom LED sign content is the smarter choice.
Your LED sign likely came with a library of generic or stock content. I should know, I created volumes of generic content for many of the major sign manufacturers over the years. Using that generic stock sign content is better than nothing. However, custom LED sign content will get you better results and keep your sign working harder for you. In this short article, we’ll go over the main benefits and advantages of using custom content to increase the effectiveness of your display.
Stand out and build customer loyalty at the same time.
Your sign might be by far the biggest communication tool your business has to reach customers. That being so, it’s important to mind the message it conveys. Don’t allow that message to be limited to the generic stock content that came with your sign. After all, every business down the street likely has access to generic content that looks the same. Differentiate your business and stand out. A unique message builds a brand. Successful brands separate themselves from the pack and get remembered.
Develop your brand guidelines.
You might already have company brand guidelines. If you do, make sure you apply it to all your marketing efforts. That includes your LED sign content. If you don’t have any formal company guidelines, don’t sweat it. It is easy to start. Creating a style guide may sound overwhelming but it’s not. Just start with your mission statement. Pull together your company logo art and choose a color scheme and fonts. That is the foundation of your guide. Then begin using it consistently. That’s when the magic starts to happen.
This quick service auto repair shop’s sign content is a great example of message consistency.
Loyalty and Trust = Repeat Customers
A consistent message makes your business easier to remember. Other businesses using generic content on their signs all blend together and the message is easily forgotten or even ignored. A consistent unique message that follows your guidelines creates brand awareness. This brand awareness is strengthened even further when you use similar messaging in your other marketing efforts. For example, when the direct mailer or flyer you recently circulated, has the same graphic look and feel as your sign does, you stand out by being much easier to remember than the guys who don’t.
Generic content communicates a perception of lower value. Custom content and consistent messaging add greater perceived value to what your business has to offer.
Reap the benefits of brand consistency by using custom content in all or your marketing efforts. Be sure to do it in all your marketing efforts, print, web, and including on your sign.