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If you are not confident that your new sign will pay for itself then you are about to waste your money.
The purpose of a sign is to attract new customers, brand your site in the minds of consumers and create impulse sales. A sign is often the only visible cue that a business exists! It should be your assault against anonymity. Therefore, it should be the predominant feature of your building.
Consider the story of Frenchy’s Bistro opened by a husband and wife in the mid-1990’s. It is located on a four-lane road with lots of traffic Anaheim Street in Long Beach CA. After healthy growth, revenues leveled off at 50 thousand and wouldn’t budge. They attracted a local clientele from the immediate neighborhood and were known as “that restaurant next to the paint store.” Their signage was so poor that they were not taking advantage of being on a busy street. They were not bringing in hungry passing motorists.
A friend suggested a better sign. They selected a V-shaped sign, internally illuminated, to mount to the side of their building. The result? Their sales grew 16% in the first year. Sales in the second grew increased 32%. By the fourth year, they expanded into a space next door and grew a total of 322% or over $823,000.
Do you think the owners of Frenchy’s Bistro would say their sign cost or paid? We have an old adage: They won’t spend a dime if they don’t see your sign!
