According to Kurt Tyack, director at Signarama Southern Africa, in today’s hyper-connected digital environment, it can be easy to overlook some of the traditional methods that have successfully generated leads and sales for sign businesses. While online marketing and digital advertising are powerful tools, relying exclusively on them can mean missing out on substantial opportunities that traditional marketing methods still offer.
Here are five tried-and-tested lead-generation methods that have worked in every sign company I have visited in more than 20 years:
Networking Events
The value of face-to-face interaction can never be overstated, especially in the signage industry, where trust and personal connections often lead to long-term business relationships. Networking events, such as local Chamber of Commerce meetings, industry conferences and trade shows, allow you to personally meet potential customers and forge relationships that may not develop as readily online.
Vehicle Branding
Your own vehicles represent one of the most visible and effective advertising spaces at your disposal. A creatively branded vehicle serves as a moving billboard, capturing attention and reinforcing your brand within your local community. Ensuring your fleet showcases your best work can open conversations and prompt potential clients to contact you based purely on visual appeal and professional presentation.
Customer Referrals
Satisfied customers remain one of the greatest assets any business can have, particularly in the signage industry, where quality, reliability, and trust matter greatly. By proactively asking for referrals and offering incentives or recognition for those who send business your way, you leverage the goodwill you’ve already built. This method creates a network effect, continually expanding your reach.
Strategic Partnerships
Building partnerships with related businesses, such as commercial property developers, architects, contractors, and real estate businesses, can become a consistent source of high-quality leads. These relationships rely on mutual benefit and trust. Ensuring your partners understand the value you bring to their projects means they will confidently recommend your services when their clients require signage.
Local Sponsorships
Sponsoring local events, community groups, schools, or sports teams provides great visibility and goodwill within your community. This method positions your business as a supportive community player and ensures your brand remains top-of-mind. Such sponsorships often come with opportunities to prominently display your signage, further demonstrating your capabilities to potential local customers.
While embracing digital innovation remains crucial, these traditional approaches continue to offer substantial opportunities for lead generation and business growth. A balanced approach that incorporates both traditional and modern methods will ensure your sign business remains visible, trusted, and successful.
SIGNARAMA
www.signfranchise.co.za
