If you’re in business, you have signs to attract customers. If you’re looking for a business, you’re looking for signs that will showcase your brand to prospective customers. When your business grows, you need more signs to continue to engage and retain current clients and patrons. When your business changes locations, you need new signs that further establish and solidify your brand image in a new area or neighborhood.
Simply thinking of a sign as a marker for a business or retail location is a common error, since signage/visual communications plays a significant role in a company’s revenue stream. Signage is a vital part of an organization’s marketing mix, among other important factors like product design, research and advertising.
To get the most value from your sign investment, it should accomplish the following two things:
1. Attract Customer Attention
According to the International Sign Association (ISA), a majority of a business’s existing customer base (up to 85%) lives or works within a 5-mile radius of a brick-and-mortar location. However, population relocation is not usually taken into account. In order to make up for that loss – estimated at 18.6% by the U.S. Census Bureau – quality, easy to read and well designed signage is crucial. Growing an existing and stable customer base is an obvious boost to a company’s bottom line.
2. Generate Impulse Buying
Consumers are busy people; time is of the essence when looking for places to spend dollars. According to signs.org, a major retailer discovered that about 17% of its customers were people who did not intend to stop but did so specifically because they saw the sign.
How does your operation fare when it comes to signage? Are your signs visually appealing, representative of the brand, sized for maximum impact, and located properly?
If you’re in the market for a new sign, or need help with existing signage, call the experts at Turner Sign System and let’s get started!
Contact us at 817-222-0033
