3 Compelling Reasons to Consider Improved Signage

The underlying purpose of signage is to identify your business, to help identify your location, and to establish your business image.  Signage is the core of your brand identity strategy, whether it is proudly mounted on the building, at a trade show, on PowerPoint presentations, or on company vehicles.

This article supports why a business should have on-premise signs to be successful.  The Small Business Administration on signage for businesses says, “…signs are the most effective, yet least expensive form of advertising for the small business.”  They are often taken for granted, but signs are always on the job, advertising 24 hours a day, 365 days a year.

Reason #1 – For Communicating with a Highly Mobile Society…

• America is a very mobile, consumer oriented and communication driven.  Signage acts as an optimum form of advertising in this environment with excellent return on investment due to affordability and presence.
• 95% of retail business is place-based.  As consumers pass by your place of business, an effective on-premise sign will leave a positive impression, and when the time comes to make a decision or purchase, consumers will be attracted to you.
• On average, there are 1.35 U.S. occupants per car traveling about 15,000 miles per year.  About 40 million Americans move annually to a new home, all needing to buy goods and services, and looking for brands that stand out.
• A frequently noticed sign sends your message to more people per dollar invested than any other form of advertising.  For example, if you display a

  00 sign for one year at a location where 10,000 cars pass every day, you’ve reached over 3.5 million people, or about 180 customers for every penny spent.

 

Reason #2 – To Brand your Business and to Leverage Your Advertising…

• The right sign can convert even the most non-noticeable site into one that is distinctive and branded.  Your sign should be the focal point of your building frontage, so it is important to know the 4 elements of good signage and have that knowledge within your own Marketing or Planning group.
• Your company does not need to be a national franchise with a major advertising budget to “brand” your site and vehicles with effective signage.  If appropriately designed and placed, your sign can develop top-of-mind awareness of your products and services.
• By displaying your advertising message on a delivery truck or van, you can generate over 600 visual impressions for every mile driven. This is an effective way to build awareness.
• Your sign design can be copyrighted.  This not only protects your design, but also increases the sign’s value as a commercial asset.
• Enhance sign technology allows sign faces to be easily changed to match evolving economic marketing circumstances.  Today, signage requirements are met with variable electronic message systems.  New developments in lighting, plastics, and digital printing resolution and color profiling mean signs can now achieve the same visual effect as four-color magazine advertising.
• Many communities and cities have strict sign codes so that signage remains attractive within the look and feel of the community, while encouraging business activities.  Advances in sign design and technology means that via signage, your company can communicate more effectively to potential customers in a way that enhances both your site and the community at large.

 

Reason #3 – To Affect Purchasing Decisions…

• Remember, your sign is the only indicator that you exist and would like the customers’ patronage. 
• Signs need to look compelling and be effective; without it, potential customers will not notice your business.  This lost “potential” could mean the difference between being profitable and not.
• Signs are ideal for point of purchase information.  Purchase habits can be influenced with effective signage.  Pricing or product information can shift the moment of decision to a positive purchase or prompt an unplanned stop, since nearly all businesses rely on impulse visits for purchases to maintain a level of profitability.
• A well designed sign can provide a positive perception of quality and service as part of the brand that creates an image of a leader in an industry, even for the smaller business.  For the national franchise or chain, on-premise signage reinforces all other media advertising, and maximizes advertising effectiveness at a low cost.
• Whether your advertising medium is magazines, tv, radio, Google, or billboards, vehicle advertising offers the very best bang for your buck!  It offers the lowest cost-per-impression type of advertising.  At $0.35 per thousand impressions (that means, the amount of times a pair of eyes see and read the advert) for vehicle wraps, the cost comparison for outdoor advertising is $3.56 or for magazines is

  1.46 cost-per-impression respectively. 

For more information contact:

Caliber Signs & Imaging, Inc., Tel: 949-748-1070, www.calibersi.com

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