Our world is peppered with directional signage, especially in complexes such as a business park, airport, or college campus. One savvy marketer realized that all of these signs contain a backside that was largely left blank. So, at Southern Illinois University-Edwardsville, they repurposed the reverse of the sign to become a mini-billboard highlighting one of the school’s taglines. It wouldn’t work for smaller signs but on the larger signs with nothing around them, it was quite eye-catching and effective.

Do you have blank canvases that can contain promotions to support your brand, thank your customers for coming, or provide other relevant visuals? Using the reverse side may be a cost-effective way to extend your messages in an unexpected way.

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