Studies Highlight Business Value of Outdoor Signs
Businesses of all sizes and types use signs to communicate with their customers. It was suggested that signs and the regulations that limit them could meaningfully influence the performance of some businesses, yet there has been limited recent research to inform decisions about sign investment or control.
A national survey asked some businesses about sign changes and the impact of those changes on business performance. Besides, detailed questions inquired about the nature of the company and the use of outdoor signs. The survey shaped some essential findings concerning both economic impacts and sign preferences.
- Sign changes had a significant impact on customer retention and increased sales by 10%.
- Sign changes have a considerable impact on employment. The study showed that the business hired more people.
- While most establishments and companies have different signs such as pole signs or wall signs, larger companies have both and have a higher number of signs.
- Helping clients find their location was an essential drive for respondents. Being able to see the signs and know where to go made most respondents happy.
Actual business performance was generally associated with greater use of outdoor signage and quality of signs.
- A national lodging chain case study found that the use of LED signs to display pricing and occupancy was associated with increased average occupancy rates.
- A national retail banking business case study found that outdoor signs were strongly associated with high visibility, monument signs were moderately related to high profile, and wall signs contributed to identity but not visibility.
- A car dealership small business case study found that the addition of a video signboard is related to surges in both service department income and customer circulation. An added benefit was the feel-good associated with using the video board for community-related public service messages.
