In this blog I’ve often stressed the importance of your signage. People who know of you but haven’t yet visited you need to be able to find you; even more importantly your signage must capture the attention of people who don’t know of you but may be interested in doing business with you. This report from my ever vigilant Miracle Worker, Felicity Walker, proves the case.

“I have a daughter who loves Bounce trampoline centres, but the nearest one is at least 30 minutes away. As an aspiring circus performer, she enjoys using their tumbling tracks to practice her tumbling – much less jarring than a solid floor!

When I stopped at the lights yesterday right outside a major shopping centre, I looked across to what had been the go karting facility and noticed it had new signs. From that distance, I could read “Air Action” and I thought, “What a weird name, I wonder what new business is opening up there?”

Yep, I’m their target market, and I had no idea they’re a business I would love to know about.

I found out it was a trampoline place later because my daughter is on a local Facebook noticeboard and saw an announcement about it. Great use of social media, but think about it… considering the volume of traffic that travels along a major highway, and the number of people who sit at the lights staring directly at the facility, wouldn’t it be a great idea to invest in a better business name or signage? If it had been a new Bounce, I would at least have known what it was as that’s an established brand.”

Thanks Felicity and the lesson for us all? Make sure that people can find your physical location and know what you do if sales come from people who come to your business.