The Benefits of Signs is Clear...

Courtesy of: Signs.com

The Benefits of Signs

 

Signs bring in new customers – The question was asked: How did you learn about us? The responses were: 50% On-Premise Sign, 33% Word of Mouth, 9% Newspaper, 6% Yellow Pages, 1% TV, and 1% Radio. Signs attract half of a start-up business’ new customers, 35% of passersby wouldn’t know your business was there without a sign.

 

Signs Increase Profits

 

Studies show that adding or changing a sign directly improves sales revenue. Here are the average increases in sales revenue for the Fast Food Industry: If you add one monument sign 9.3% increase and if you add a large pole sign (144 sq. ft.) 15.6% increase. And for the Retail Industry: If you add a large pole sign (144 sq. ft.) 8.6% increase, if you add a chain identity to the plaza identity sign 7.7% increase, if you add two new directional signs 8.9% increase, if you replace storefront wall sign with larger sign 7.7%.

 

What can signage do for you?

 

Research indicates that 85% of your customers live or work within a five-mile radius of your business. 17% of Best Buy’s walk in customers did so because of a sign.

 

Percent of Customers That Stop on Impulse:

 

Shopping Center

 

– Larger than 400,000 sq. ft. 20% on impulse

 

– 100,000 – 400,000 sq. ft. 25% on impulse

 

– Smaller than 100,000 sq. ft. 35% on impulse

 

Convenience Market 40% on impulse

 

Discount Club/Warehouse Store 20% on impulse

 

Fast Food Restaurant 40% on impulse

 

Sit Down Restaurant 15% on impulse

 

Service Station 45% on impulse

 

Supermarket 20% on impulse

 

Relocation = New Customers

 

13% to 20% of the population moves each year, which means you have 13% to 20% new customers to attract each year through signage.

 

How customers know about local businesses: 35% saw it while passing, 29% always knew, 14% word of mouth, 10% advertising, 6% all other, and 7% don’t know.

 

Signs Compared to TV & Newspapers

 

Billboard – A single on-site sign costs $.02 per one-thousand views

 

Newspaper – A 300 line newspaper ad costs $2.81 per one-thousand views and might only reach 53% of the market

 

TV – A single TV ad costs $9.82 per one-thousand views and might only reach 14% of the market

 

One Billboard – The value of on-site signage is equal to 24 full-page newspaper ads every year.

 

Sources:

 

http://www.signs.org/SignIndustry/Signage101/SignsTheBottomLine.aspx

 

http://www.signs.org/SignIndustry/Signage101/SignsasMarketing.aspx

 

http://www.bangadvertising.com/Why_Signage.pdf

 

http://www.whatsyoursignage.com/StepOne4.aspx

 

http://www.impactsignandapparel.com/PDF%20Files/SIGN%20FACTS.pdf

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