A sign is necessary to the success of a business and many industries can attribute a large percentage of business to their signs. Some fast food outlets attribute as much as 80 percent of their business to their on-premise signage; the travel industry, 30 percent; gas retailing, 50 percent; and hotels and motels, 50 percent. A visible, readable sign can make the difference between profit and loss for many businesses.
Advertising Cost Benefits: When compared to other advertising costs such as radio, newspaper, television and direct mail, an on-premise sign is inexpensive. For example, the cost per 1,000 adult exposures with a sign is only a few pennies for 24-hour-a-day coverage. In addition, an on-premise sign cultivates cumulative, long-term awareness of a business, stimulating repeat or "brand-loyal" buying of the products and services offered.
For businesses with a limited advertising budget, a sign is an inexpensive method to maximize returns per dollar spent.
A business plan should include signage as a major part of the marketing strategy. Because signage is vital to a small business it should be included in any loan package. Your sign is a permanently visible part of your business, and should be considered as an investment. Signs are the most efficient, effective and consistent revenue-generating device for small business.
Most businesses, regardless of size, depend heavily on signage to support their branding and create more local awareness. Signs help people find you, attract people who pass your establishment, present an image of your business, and tell potential customers what goods or services you offer. Signs are the primary form of advertising for small business. On-premise business signage differs from outdoor advertising billboards which market national products.
On-premise signs tell people who you are and what goods and services you sell. Signs are a form of landscape art enhancing your commercial area and surrounding environment.
Signs are a link between transportation and communication. Each year, 40 million people travel more than 1.7 trillion miles by automobile. Your sign is the most effective way of reaching this mobile group of potential customers.
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