Local business and visibility, stand out effectively

Businesses and small businesses rely on the visits of their customers and the purchases they make to operate. They use Digital as a support for their communication, but it is not one of the purchasing channels. In seaside resorts such as the Arcachon Basin, near Bordeaux, traders use Digital as an information medium. Their activity, mainly seasonal, then depends very much on the arrival of customers during the summer, and their visibility.

Corporate signage, an essential element to be seen

The first thing a consumer sees when walking down the street is the storefront of a business or business. The storefront or the way the company is presented is crucial to attracting customers. This is how companies such as Sorbet d’Amour, very present and renowned in Bordeaux and the Arcachon Basin, know how to stand out thanks to their signage. The premises of this brand that sells artisan ice creams are thus very recognizable, thanks to their orange color. This is part of the specific elements of the brand’s identity, which is easily identified on the street. Today, this signage is recognized by all, in the 16 or so shops opened in France and abroad. Proof that the latter is essential to identify a brand.

In tourist cities, the aim of these companies is to be able to attract and bring in new customers during the season. But this also applies to businesses in cities where there is not necessarily seasonality. The company’s signage is an integral part of its identity. A company that wants to know more can easily find tips and layouts that improve its signage.

It is also a way to differentiate itself from its competitors, who are also looking to highlight their street business. In the Arcachon Basin, 7.8 million tourist nights are recorded each year, according to a March 2020 SIBA report. And tourists spend when they are on holiday: 53 euros a day according to the same report. While accommodation accounts for a significant share of expenditure, food is following the trend (10, 60 euros). Leisure is also widely represented (4.10 euros).

Company and brand, balance for year-round visibility

Other companies, in addition to having a business in the city,also use other channels to be visible, taking advantage of a strong seasonality. On the Arcachon Basin, this is particularly the case for boatmen. These family-owned businesses offer boat tours to customers, and are present in small wooden huts, on a very busy site. These excursions offered in the summer are a great success, thanks to their signage, their positioning… but not only.

Indeed, the rest of the year, these companies communicate via the internet, and continue to advertise to future customers. This dynamic tourism also has a direct impact on the employment pool. On the seaside resorts, it is directly a job generator. The SIBA report provides indisputable data for the current summer season. A creation of 4,000 jobs, in all sectors related to tourism (hotel, catering, leisure, etc.).

The signage of a company is therefore of paramount importance to be seen on the street. This is the first element that customers will see, and so it is a way to make impression and attract, remaining consistent with its positioning and identity. This is possible in seasonal cities as well as in large cities, such as Bordeaux. A lever, therefore, to relaunch serenely a summer season that initially seemed compromised with the COVID-19 …

Sources:

(1) Site – Love Sorbet

(2) SIBA, “Tourist Data Collection” report updated March 2020

(3) SIBA “Tourist Data Collection” March 2020 “The Economic Benefits of Tourist Reception”

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