Signs that are ragged or have paint peeling off. Signs that don’t work. Signs missing lights or the letters are of different shades of the same color due to serious fading. Signs that are really just banners hanging where a permanent sign ought to be. You know that you have seen them. 
And what does that tell you? What does that do for your business? I think that most folks viewing signs like that are unimpressed and figure the business is perhaps something to avoid. Should they be worried about purchasing services or products while figuring a possible return trip for the same item or for service might be a lost cause. Maybe the business won’t be there, or perhaps the quality of service will be lacking.
On a daily basis signs are relied upon for publicizing a brand name, locating the business and advertising. Your sign must capture the prospective customer’s or client’s attention in order to get that return on investment.
Imagine that your business sells a product that retails for $30,000 or thereabouts. Would you balk at a sign that might cost $10,000? $7,000? $1,000? Is it possible that ONE sale would pay for that sign that might generate 25 to 80 more visits per year by new customers?
What if you sold novelty cookies, for example? What if your sign cost you $3,000? Would you say no to that? Think about it. If you are located where no one can really see your business, and you depend upon drive-by customers, will that change your consideration? Do you work out of your home or rent commercial space for your operation but don’t get walk-ins. What if your business is dependent upon the internet or word-of-mouth after you deliver your product to local stores, for example. How do you get the attention you desire? How do you get noticed? Maybe a mobile advertising plan which consists of a van or some other vehicle with a couple thousand dollar vinyl wrap or more or less. Will that be worthwhile? You ought to think yes, because vehicle wraps continue to prove their worth in 24/7 advertising delivery and results.
Can you measure the ad results? For certain, you can, but you must put into place a plan to ASK your customers how they heard about your product and chose to come in or contact you. What you find will please you.
Back in 2012 the University of Cincinnati released a study indicating that about 75% of consumers entered a business or referred someone to it based upon the impact the sign left upon them. A very large number, two-thirds as a matter of fact, subsequently made purchases as a result. Is that sign worth it now? 
Signs are also important in directing the RIGHT customer to your business. The informative sign may help steer away people who really are not interested in your product or service – creating a benefit in not wasting their time or yours. Perhaps your business is solely a business-to-business operation. Would you want the general public wandering in on a regular basis thinking your service is for them (of course if that is really common – perhaps a new business plan expansion is in order – but that is another topic) when it is not? Should your office be ideally set in an industrial park but is instead on a highway or main street? Maybe you really need a sign that spells out your business to your target audience to avoid the frequent disruption from those thinking your product or service is directly offered for them. Some years back, I lived near a town with an ice cream factory, and members of the public would stop by the try and buy ice cream. What did the business do? Rather than turn folks away, they actually added a sign and a window on one side of the factory to sell ice cream directly to the public, even though their main business was to supply retail grocers.
The signage helped to provide a sense of community, basically telling the public “Yep, we make ice cream to be sold in the grocery stores, but if you want to buy a half-gallon, a pint or even just a scoop, we’ll help you with that, too.” That change and the sign to advertise it gave the surrounding neighbors a sense of loyalty to the brand.
Professionalism can be evident from a sign. We believe that signs are another employee that helps to promote the business and brand. It has the power to start the customer experience and put them into buying mode…or not. 
Colorful graphics on signs, windows, walls or vehicles grab the customer’s attention and kick-start the buying experience.
We all recognize that signs have always been important and will continue to be far into the future whether at point-of-purchase or on a rolling vehicle. Do you want your business signage to turn away would-be buyers or to bring them in? 
Call us, and we will help you create that sign to help make, rather than break a customer’s experience.
