Signshop Owners and Managers on Marketing

Avenues, strategies, ties to sales and the most unique campaigns they’ve seen.

Published

12 months ago

March 7, 2025

Signs of the Times Staff

THE FIRST RULE OF sign marketing seems to be, “You do not talk about sign marketing.” Formal efforts are made by most but relied on to drive sales by fewer than half. And yet, a clear majority is of the opinion that their companies should do more marketing. This new section’s a head-scratcher, to be sure.

66. Check all the formal marketing avenues your company uses.

Website
87%
Social media
77%
E-blasts, email database
31%
SEO, Google ads, digital advertising
38%
Non-digital advertising
18%
Direct mail
13%
Phone calls
37%
In-person visits
55%
Organizational networking (e.g., Chamber of Commerce)
45%
Organizational networking (e.g., Chamber of Commerce)
45%
We do no formal marketing
13%
Other (onsite signage and vehicle wraps, sponsoring events)
4%

SERIOUSLY?. Previous Big Surveys revealed a measure of disdain for social media among some respondents. Last year only 7% reported having no presence. This year that appears to be 23%.

67. What actual marketing avenue or strategy does your company rely on most?

Website
11%
Social media
4%
E-blasts, email database
1%
SEO, Google ads, digital advertising
10%
Non-digital advertising
0%
Direct mail
1%
Phone calls
2%
In-person visits
6%
Organizational networking (e.g., Chamber of Commerce)
3%
Referrals or word of mouth
36%
Reputation
20%
We do not rely on marketing much or at all
5%
Other (repeat customers, construction websites)
1%

REFERENTIAL TREATMENT. No other avenue comes close to referrals or word of mouth, and along with reputation — neither a formal marketing avenue — a combined 56% rely on those to drive sales.

68. What marketing avenue(s) or strategy(ies) might your company try for the first time this year?

Website
4%
Social media
10%
E-blasts, email database
16%
SEO, Google ads, digital advertising
10%
Non-digital advertising
3%
Direct mail
7%
Phone calls
2%
In-person visits
5%
Organizational networking (e.g., Chamber of Commerce)
7%
We do not plan to employ a first-time marketing avenue or strategy this year.
33%
Other (Canva, online store, AI)
3%

NEW TRICKS? 3 of 5 respondents not planning a first-time marketing avenue this year work for sign companies in business for more than 25 years.

69. How closely tied are your company’s sales to your active marketing?

Extremely close — almost all sales result from marketing
8%
Fairly close — most but not all sales result from marketing
31%
Not very close — only a few sales result from marketing
45%
Not close or non-existent — sales don’t result from marketing
14%
Other (none, unknown)
2%

THE FORCE IS WITH THEM. 3 in 5 total respondents report their sales are not very closely or not at all tied to active marketing. Must be nice.

70. How much marketing does your company do, in your opinion?

MARKET WATCH. 3 in 5 total survey-takers’ opinions are that their companies should do more or much more marketing. However, 40% of them report no plan for a first-time marketing avenue this year.

71. Who oversees your company’s marketing?

NOT SURPRISING. 60% of the companies with a dedicated in-house marketing manager or department have more than 25 employees. Surprisingly, 29% have fewer than 10 total employees.

72. What has been the most interesting sign company marketing campaign you’ve ever seen?

Advertising signs as Christmas gifts
ARTfx (Bloomfield, CT) delivered marketing packages to area architects in person
Awards we have been honored with
Competitor’s social media campaign
Email blasts on how we are using AI
Fastsigns commercials on TV
Inflatable gorilla
LinkedIn posts by CAD Signs (Hackensack, NJ) and Clear Sign & Design (San Marcos, CA)
Large-scale building wraps
Night patrol
Online posts for followers to determine where we are working that day
Potheads in Colorado are very creative
Putting a cow in our logo, cow spots on our vehicles and a 14-ft. cow on the front of our building

Signs of the Times Staff

Signs of the Times has been the world leader in sign information since 1906. Contact Signs of the Times' editors at [email protected].

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