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Understanding the Signs Industry to Help Your Calgary Business

Advertising is always a tug of war. On one side, advertisers are struggling to break through the barrier. On the other side, consumers have usually ignored the advertisers’ efforts. Signs are a break from that, especially in Canada. Because marketing expenses in the country continue to increase, a considerable percentage of these expenses are being diverted to signs to market products or services – especially online signage. According to predictions, the digital or online signage industry will grow more or less by 20%.

Meanwhile, huge events reinforce the importance of this industry, with a prosperous commercial department making sure that the market is growing continuously. So, why does this industry have so much momentum? And how can business owners harness this medium with the help of these organizations?

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The science behind signs – why do these things work so well?

According to InfoTrends, digital signage can increase brand awareness by at least 40% and increase the average purchase amount by more or less 30%. It can also improve the consumer experience as well as increase loyalty and sales. But how do these things do all that?

Relevance to the customer

According to reports, relevance is one of the most vital advantages of this marketing technique: it allows companies to advertise their messages to the right customers at the perfect time. Point-of-sale (POS) signs that advertise food to someone in a restaurant are more likely to be relevant than the same food advertised on radio or television. It is contextual; that is why it is more impactful. It is particularly true when it comes to online signage.

Personalization and flexibility

Conventional advertising is fixed, but online signage allows business owners to adapt to their consumers, offering a lot of flexibility. For example, online roadside signs might carry different messages for commuters compared to mid-morning commuters; in-store signage might change depending on the foot traffic. In that sense, these things are a lot better when it comes to personalization compared to conventional ads and more effective when meeting consumer needs.

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The benefit of unfamiliarity

People perceive messages selectively because they are overloaded; they cannot absorb the stimuli that surround them, so they filter these millions of stimuli. Today’s consumer is pretty oversaturated with most ad mediums, but where signs earn advantages is in their relative unfamiliarity. 

Most people are not bored of seeing these signs, so it can hold and capture people’s attention genuinely. That is backed by survey data, showing that at least 70% of consumers say they see digital billboards almost daily, and 50% are highly engaged.

Consumer control and interactive capability

Conventional ads are broadcast mediums imposing on consumers. Instead, signage allows consumers to take the reins. Consumers could move screens away or choose what content they want to see—at least 90% of consumers like this kind of signage. Giving consumers a choice will also give them control – so the ad will feel less like an imposition. Minimizing the negative emotions related to intrusive ads mean customers can interact directly with the brand’s content on their own merits.

Consumer experience

Take the factors of personalization, control, and relevance together and what people get is an advertising medium that creates better consumer experiences. According to a Nielsen study, 72% of surveyed individuals think digital signage is an excellent way to advertise products or services. 

Meanwhile, the aspiration to improve the consumer experience is an important reason cited for increased investment in this type of advertisement. So instead of shouting unnecessary and irrelevant messages at potential customers when they do not want to hear them, these things allow people to be genuinely interesting at a perfect time. It can educate, inform, entertain, and persuade. There are subtleties here that conventional advertising usually misses – gaining a lot of attention instead of demanding it.

Putting consumers first

Ads are usually demonized, something that people, even producers, do not like. The truth is that it is not advertising that was seen negatively. It is irrelevant and intrusive advertising that is rammed down the public’s throat. AdBlock Plus study shows that at least 70% of respondents strongly agree or agree that they wish there were a way to filter advertisements instead of blocking them completely. 

The beauty of signs is that it provides potential customers with a better ad experience – one that is entertaining, engaging, and interesting. As long as business owners do not forget these principles and put consumer experience center and front, every enterprise can benefit from investing in these types of brand marketing.