Signage in a Small Business

So, it may seem obvious that having signage on your business front is important, but in a lot of cases it is becoming less prevalent as a lot of businesses are relying on e-marketing and other forms of advertisements. However, the importance of good signage remains the same, especially when it
comes to small  businesses. Many small businesses cannot afford big billboards or TV commercials, so signage is an important advertising tool to consider. I plan on opening a coffee shop/music store one of these days, so clearly I have been doing research on the market and effective techniques. One of the major things I keep coming across is that the majority of new customers discover a cafe because they pass by its physical location. However, if you don't have an eye-catching store front with good signage, these potential new customers are likely to just keep walking without even noticing you're there. After learning this, it seems pretty obvious to me now, because whenever I visit a new city and I'm walking around town, I'm constantly on the lookout for a good coffee house, but I rarely ever use the internet to find one. Also, if your shop isn't located on a main road, then other signage located throughout the city pointing in the direction of your business can be highly effective. For instance, in Cullman, AL, there is a coffee house called Berkeley Bob's. This shop isn't located on a main street, but it isn't located far from the high traffic hwy 31/278 intersection. Berkeley Bob's has strategically placed a medium sized sign pointed in the direction of their shop on the back of a park bench that sits at this intersection. It is easily visible to those driving past or stopped at the intersection. Being able to catch potential customer's attention with relevantly designed signage and storefronts is incredibly important for any business but especially small business. It doesn't matter how good your product is if your don't have anyone that knows where it is.

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