Take a drive around the suburbs, and you’ll see a lot of yard signs in front yards. In most cases, these yard signs are in support of local or state candidates – but you’ll also see the occasional small business, realtor, or manufacturer logo.
Yard signs are a low-cost method of brand advertising, but they’re very specific to the community where you choose to use them. Does that lessen their value as a marketing tool, and what can you do to get the most out of yard signs as a business owner?
Keep reading to see how yard signs can be used effectively to target your ideal audience.
Why Use Yard Signs?
For small business owners targeting a local community, the reason to use yard signs is the same reason politicians do during election seasons – they simply increase brand visibility. Political scientists estimate that yard signs represent 6 to 10 votes for the displayed candidate. Further field experiments show that the impact of yard signs spill over into adjacent voting precincts.
But how does this translate to business marketing? Does the positive exposure for politicians correlate with the impact on business marketing? It’s fairly safe to assume so.
Because of this, it’s important to use yard signs strategically. The goal of a yard sign should be not only to display your business logo, but your telephone number, social media page, and physical business address. For this to work effectively, you need to use fonts that are easy to read, and large enough for people driving past to see.
Choose Quality Over Quantity
Many small business owners are in a bind when it comes to yard signs. Do they choose the cheapest, most readily available option, or do they go the extra mile and create something that’s unique? When you order custom yard signs, quality should be your foremost consideration.
Your sign will be sitting outside 24/7 – it needs to be durable enough to withstand the elements, visible at all times, and easy to read. When it comes to color and design, you should utilize high-contrast schemes that draw attention to your text.
If you’re going to use a sign that’s a bit bigger than a typical yard sign, it’s a good idea to go with a larger font, as larger fonts are easier to read. Generally, the larger the font size, the easier it is for people to read.
Placement Strategy Is Key to Yard Sign Effectiveness
Yard signs should be placed as near the road as possible, facing oncoming traffic on the side of the road the sign is placed on. You want your yard signs to be in direct view of drivers as they’re driving down the street, not placed perpendicular to the road in front of a house.
You should also minimize cluttering your yard signs around a concentrated area. If all of your yard signs are concentrated in only a few neighborhoods then only those neighborhoods are going to see your signs.
You also need to be aware of local ordinances pertaining to signs and advertisements. For example, some neighborhoods may restrict yard signs altogether, or only allow certain size signs on residential properties.
In case you’re unsure of local restrictions, make sure to check the codes section of your local town or city. You may find that, depending on the neighborhood, it’s acceptable to post a sign that is 8 feet tall or a specific dimension that is just above the parking spot. However, if you go out of compliance with these rules, your sign can be confiscated and taken to a landfill.