- We live in a mobile society. According to the United States Census Bureau, 18% of households relocate each year. As your customers move, you need to replace them by attracting new customers.
- From a business owner's perspective, a sign should not be viewed as an expense, but as a capital investment. When you factor in your return on investment, signs are not expensive. An effective sign will most likely pay for itself many times over.
Return on Investment
Business Signs are a Smart Investment:
- Signs are the most effective, yet least expensive form of advertising for the small business. A sign is your introduction and handshake with those passing by, identifying your business to existing and potential customers.
- Signs are always on the job for you, advertising 24 hours a day, 365 days a year. People often judge a business by its sign.
- Many merchants noticably increase their business just by adding a good sign. Conversely, many have gone out of business because they simply were not identified well, so not enough potential customers knew of their existence. As one sign industry professional put it, 'A business without a sign is a sign of no business.'
ABC's of Signage
According to research by the International Sign Association, a single well-designed sign can help a business establishment increase its sales by 25% the first year the sign is up. Signs can do three things for your business:
Attract New Customers
Research indicates that 85% of your customers live or work within a five-mile radius of your business, but 18% of the population relocates annually. This means each year you're losing customers that you must replace with new customers. If you want to grow your business, you must increase your customer base. The quickest, easiest, and most economical way to attract new customers is with signage.
Brand Your Business
Make your business the first one that comes to mind as a place to find a product or service through repetition. As your customers drive by your location, your sign should be designed so that it catches their attention every time they pass. The name of your business, your logo, company colors, catch phrases, etc. should be consistent on your sign, website, letterhead, business cards, and print ads. These coordinated efforts help to build recall and recognition and to brand your business in the mind of the consumer.
Create Impulse Sales
Who hasn't driven down the street, stopped at a store and made a purchase, merely because they saw the sign? Many potential customers are too busy to wander around comparison-shopping. They are more likely to stop at the first convenient place they see that seems to be selling what they need.