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Clarity. It's one of the ingredients that
leads to our greatest success, in business or otherwise.
For Communicating with a Highly Mobile Society
. . .
- The U.S. society is very mobile, consumer oriented and
communication driven. Your on-premise business signs function as an optimum
advertising and marketing device in this environment, offering
both affordability and availability with excellent return on
investment.
- In the U.S, there are on average 1.35 occupants per
car, and each car travels about 15,000 miles per year. In addition,
about 40 million Americans move annually to a new home. All this
mobility means your effective sign captures large
viewing audience.
- Approximately 95% of retail business occurs on site (or
is place-based). Because of our mobility as a society, streets and
highways provide a premiere communication
opportunity. As consumers pass by your place of business, the
right on-premise signs will attract and direct the
consumers when they are ready to make a decision or purchase.
To Affect Purchasing Decisions . . .
- Your sign is the only indicator that you are there, and
would like the customers' patronage.
- Without adequate signage, potential customers will not
notice your business. These easily lost customers may represent the
percentage of business you need to become profitable.
- Shopping habits can be changed with effective signage.
Pricing and/or availability information can shift
the choice of a consumer's purchases or prompt an unplanned
stop. Signs are the ideal choice for place (or point) of purchase
information.
- Nearly all businesses rely on impulse visits or
purchases to maintain profitability. Those most dependent on impulse
stops include gasoline stations, value oriented motels, and
quick-service-food sites. For the national franchiser or chain, on-premise
signage reinforces all other media advertising, and maximizes
advertising effectiveness at a low cost.
To Brand your Business and/or Site, and to
Leverage Your Advertising . . .
- Even if you aren't part of a national franchise or
chain, backed by major media advertising to increase
recall and recognition of your sign, the right sign can brand
your site in your local trade area. If appropriately designed and
placed, your sign will develop top-of-mind awareness of your product
or service in all who routinely pass by.
- The right sign can turn even a non-descript site into
one that is distinctive and
"branded." Sometimes a sign is the only indication that your
business is there. In such cases, your sign should be the focal point
of your building façade or street frontage exposure. Such signcentric
site development and design will catch attention
and lead consumers from the street to your door.
- If your business lacks good street visibility, but is
next to a freeway or major highway, a high-rise sign can function like
an outdoor advertising structure by providing multiple street
frontages. An optimally visible high-rise sign
will increase the potential market exposure of any retail site.
- Because of enhanced sign technology,
sign faces can be easily changed or retrofitted to match evolving
economic marketing circumstances. Increasingly, signage requirements
are met by use of variable copy electronic message units. New
developments in lighting, plastics, and paint mean signs can now
achieve the same visual effect as four-color magazine advertising.
- Your sign design can be copyrighted.
This not only protects your design, but also increases the sign's
value as a commercial asset, particularly
with respect to the "goodwill" it represents.
- Most communities wish to remain attractive while
encouraging business activities. The advances in sign design and
technology mean that, via signage, you can
communicate effectively to potential customers in a way that enhances
both your site and the community at large.
In summary . . . .
There are many solid, measurable reasons to obtain an effective
on-premise sign for your business, and the bottom line is that your
business' success depends on it.
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