At a minimum, your sign should
Attract new customers,
Brand the business and
Create impulse sales.
Your on-premise sign should identify your business, mark its location,and convey the right image of your company.
But, most importantly, it should communicate is what you are selling.
Attract New Customers
Attracting the new customer is essential to your profitability.
Research indicates that 85% of your customers live or work within a five-mile radius of your business. Yet, per the U. S. Census Bureau, 18.6% of the population relocates annually. This means every year you're losing customers.
To grow your business, you must continually increase your customer base. The quickest, easiest and most economical way to attract new customers is with signage.
Brand the Business
When your business is the first one that comes to mind as a place to find a product or service, you have achieved what is called "top-of-mind awareness”. Top-of-mind awareness is built and reinforced through repetition.
Since, 85% of your customers live or work within a five-mile radius of your business, they pass your location 50 to 60 times a month. To build top-of-mind awareness and brand your business, your sign should be designed to command attention every time they pass.
Your business name, logo, company colors, catch phrase, etc., should be consistent on your signs, vehicles, letterhead, business cards and print ads. All of these coordinated efforts build recall and recognition to brand your business in the mind of the consumer.
Create Impulse Sales
Today's consumers are too busy to search for you or wander around comparison-shopping. They are more likely to stop at the first convenient place they see that seems to sell what they need.
Who hasn't been driving down the street, stopped at a store and made a purchase, merely because they saw the sign? Best Buy discovered that about 17% of its customers were people who did not intend to stop there but did so specifically because they saw the sign.