Having a business signage for your business is important. It can be an integral part of your company’s overall marketing strategy, reinforcing your brand and drawing attention to your promotions.
A business or corporate signage can be a cost-effective form of commercial advertising. Whether it is within the premises of the business or off-premises, the cost-per-thousand exposures (or cost of reaching a thousand potential customers) of strategically placed signage is less than those of advertising in newspapers, radio and televisions.
To people who have never heard of your business or company, your sign is like your handshake to the public. You can attract customers, instill your brand in their minds and can even create impulse sales from them.
One of big companies who recognize the importance of signage is McDonald’s. Even before they break ground, they already install a sign in every new location. Small businesses may not be able to compete with the almost $40,000 budget that McDonald’s put on signage per location but they can follow this example of prioritizing the company’s signage (and not making it as the least priority in the business).
There was a study conducted in 1997 by the University of California that was commissioned by the California Electric Sign Association and the International Sign Association regarding on-premise signage performance. According to that study, addition of on-premise signs incresed sales and the number of annual transactions.
The Bottom Line: Signage is important. It is imperative for every business, big or small, to make their signages an integral part of theiir marketing campaign.
