Good Signage: An SBA Perspective

According to the U.S. Small Business Administration many businesses fail because of inadequate or inappropriate signs. To develop a good sign key marketing decisions will need to be made that include developing the message and branding. Many things will need to be taken into consideration, including the look, colors, types of signs, their sizes, quantities and their placement for maximum impact. In fact, signage will be a critical component of your business decision making.The choices as far as sign types are many and include channel letters, illuminated sign cabinets, neon or LED signs, monuments, pylon or marquis signs, pole signs, as well as custom outdoor signs in front of your place of business. Interestingly, and according to the SBA, 85% of a business’s sales revenue comes from within a 5 mile radius which demonstrates just how important well placed signage really is. Advertising is critical to the success of your business. You must advertise to potential customers who for the most part live, work and frequent your area. Advertising, or the cost of the signage itself, should not be viewed as an expense but rather a very necessary part of doing business.

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Obviously, MacDonald’s knows a thing or two about signage. After changing a monument sign in front of their store to a pylon sign business at that store increased 15%. Another chain in Texas was unhappy with sales volume, after they moved their new pylon sign and made it 40% bigger sales volume increased 23% the very next day! Month over month sales volume increased for 5 years in a row.

According to the SBA LED message center signage increases store volume by 15-150%. The right type of sign will help a business to thrive by bringing added visibility and awareness which translates to higher sales volume. SignWorks can help you to make high visibility signage decisions. Call us today at (510) 357-2000.