The Value of Signage
There is an old axiom that the 3 keys to successfully selecting real estate are “location, location and location”. The 3 keys that guide the successful selection and development of commercial properties are Visibility, Accessibility and Parking.
An effective on-premise sign is critical component of visibility, and the sign should receive the same careful attention as these other components. Without a properly designed and placed on-premise business sign, a commercial site cannot function at its full economic potential.
The Functions of the On-Premise Sign
An effective on-premise sign is critical component of visibility, and the sign should receive the same careful attention as these other components.
1. It develops a memory for a location and the products or services available at the location.
2. It reinforces a memory and extends recall of other advertising efforts.
3. It attracts new customers by prompting first-time or impulse visits or purchases.
4. It modifies customary purchase decisions or habits.
Branding a Site
One measure of how effective or valuable an on-premise sign is to its site is demonstrated by how well it helps to brand the site. A sign “brands” a location, just as a product label brands the product. If an attractive image is not communicated by the business’ sign, the business will rarely convey its true message, or get the clientele it seeks.
Why do I need a sign for my business?
There are many reasons, the most primary of these being:
– Signs are the most effective, yet least expensive, form of advertising for the small business.
– A sign is your introduction and handshake with those passing by, identifying your business to existing and potential customers.
– Signs are always “on the job” for you, advertising 24 hours a day, 365 days a year.
– People often judge a business by how it looks on the sign.
– Many merchants increase their business measurably just by adding a good sign. Conversely, many have gone out of business because they simply were not identified well, so not enough potential customers knew of their existence. As one sign industry professional put it, “A business without a sign is a sign of no business.”