Loyal followers of our blog have learned about the incredible transformation that the right signage product can affect. These signs market your business, get your brand message across and help consumers with wayfinding. But did you know that there are exterior sign statistics that back up the investment in these products? Industry insiders have surveyed consumers and found some startling evidence that highlights the importance of building signs and supporting products. What do business owners need to know about these figures today?
Signage Drives the Impulse Stop
The impulse stop is the precursor to the impulse buy. It is an opportunity to do business with a customer who had no prior intention to visit your storefront or even purchase the products you offer. Eight out of ten polled consumers report that they made an impulse stop simply because a sign enticed them to do so. It is immaterial whether these shoppers had a prior relationship with the vendor. Sixty-seven percent of shoppers converted to becoming buyers because of signage.
Insufficient or Wrong Signage Has the Opposite Effect
However, just as signs can draw in consumers, they can also cause them to keep moving. About 60 percent reported that a lack of signage kept them from visiting a business. Fifty percent also mentioned that bad sign quality – misspellings, homemade contraptions, and overall shoddy quality – prevented them from entering. In short, you are not saving money when you keep an old marker, spot-fix it, or go with a low-quality setup. Doing so ends up costing you money.
Ease of Legibility Makes the Difference
Do not keep a customer guessing. Survey respondents may appreciate the visual aesthetics of hard-to-read fonts, but they do not like the lack of easy legibility. Your customers want to read the messages you put out at a glance. Do not make them guess about what your marker says. The best signs are easy to understand with just a quick look.
What These Exterior Sign Statistics Mean for Your Business
Allocate your signage money with care. Since bringing in consumers is the primary target of your exterior marker, invest in those that are likely to yield the biggest bang for the buck. Case in point is the addition of a large pole sign. For fast food outlets, this type of signage addition has netted increases in revenues of 15.6 percent. For retailers, the revenue boost was 8.6 percent. In both cases, this is a significant increase.
Another signage solution that holds a lot of promise is the monument sign. Because it appeals to drivers, it speaks directly to the decision maker at the steering wheel. This individual is more likely to make a spur of the moment decision if the entrance to a venue is clearly marked and easy to access. But if the signage is too small or set back from the road, it is easy to just drive past it. Few motorists will make a U-turn to return to your location.
If you are unsure which signage products could make a significant difference at your location, call the experts at High Value Signs. We gladly meet with you for a site survey, which lets us point out excellent products and areas where additional markers could make a difference. Call us today to schedule your appointment!
