1. SIGNS YOU CAN’T AFFORD
Often business people buy signs as an afterthought. They wait until their budget is nearly cleaned out and attempt to get away with buying the cheapest business sign they can get away with. The other scenario we run into is where the new business opens without a sign expecting to bring in lots of business so they can afford one.
These are signs you can’t afford. If you are not confident that your new sign will pay for itself then your are about to waste your money. The idea that a sign is a luxury or just an expense is the beginning of business failure. We have seen it time after time.
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! Therefore, it should be the predominant feature of your building.
Notice the signs on all the big box stores. Home Depot, IKEA, Costco– they all invest in large eye-catching signs. They know that high-impact signs need to be an integral part of their marketing strategy. Restaurant groups like Ezell’s and Tony’s heavily rely on their signage to draw more diners. Groups like these report as much as a 35% increase in revenue from enhanced business signage. The Southern California sign company, Gulf Development, (formerly Signtronix) performs regular surveys of their sign buyers. Their responses show that 46% of their their customers walked in because of the sign.
A favorite Seattle landmark. For them, the sign is everything.
Conclusion: Spend time and money to ensure you have a sign that makes a positive impression on your marketplace. Your sign should be conspicuous, reflective of your company’s look and feel, and remain easy for your customer to recall.
