One industry we service is the sign-making industry, which has evolved significantly in recent years and is set for further expansion in 2018.
If you’re a member or provider of this industry, here is a quick guide on how best to maximise the areas expected to grow in popularity:
1. Digital sign options continue to grow rapidly
There is currently a buffet of digital sign options on offer and one is fast outdoing another in a race to be the most interactive or personalised. Context-aware billboards have the ability to gather data and respond with real-time information, based on specific external triggers. However, unless you have the resources and the budget, keeping up with sign technology is near-impossible for the majority of companies. While slick screens are eye-catching and certainly exude professionalism, you can best future-proof your business by choosing mediums that fit the business environment, appeal to your audience and are easily sustained.
2. Print signage is alive and well
Even with the rise of digital, there will always be a place for printed signs across various industries. Print is still the most viable option for SME’s, constituting a large portion of many economies. Reliable, durable and requiring less overhead – it is also a useful part of an integrated approach, tying into the digital aspects of any ad campaign or strategy. We may well see this area of signage become somewhat artisan, with traditional advertising forms making a comeback for many a nostalgia-driven campaign.
3. Eco-friendly options are available
Several forward-thinking sign suppliers, specifically print, are looking to improve their social responsibility by implementing eco-friendly materials and processes. This is a strategic move as the world shifts into a state of greater environmental awareness. More and more we will see the choice of supplier being governed by the impact an organisation has on the environment. If this thinking is aligned with your company values, you will succeed in finding suppliers who subscribe to a similar ethos.
4. The insatiable need for fresh content increases
As the sign industry grows in innovation and creativity, be that print or digital, there is a heightened demand for evermore unique design and imagery. Completely organic content is not possible due to the rate at which content is currently consumed so image libraries, depicting real people and relevant scenarios, are a saving grace to any Marketing arsenal. Choose one that includes vector graphics to ensure full support for your team, affording them the ability to create print-ready items in-house as far as possible.
5. Vehicle wraps get more creative
Vehicle branding remains an ever-popular means of marketing-on-the-move for the likes of delivery, mobile and fleet-based services. This option is best executed for localised brand awareness and identification. Great success has been attributed from tradesmen to large grocery shipping chains. Previously, vehicle wraps were reserved for a few large-scale vehicles and messaging was simply the brand logo. Now, marketers are going for laughs with road-related puns and fun designs that give the brand a voice. With an array of vehicle templates now on the market, this option can suit all branding needs.
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