The Heartbeat Of Business – Why Signs Are Important
First Impressions. That first handshake. An open door. A peek inside.
What IS the heartbeat of your business? What is the thing that will draw customers in? Do you just blend in? What is the reason they come inside your place instead of your competitor? It is vital in this visual world today that you “catch” a potential customer in a very short amount of time. Your signage is the answer to all of those questions and your “mini billboard” speaks (or doesn’t speak) volumes to all who venture by.
There are plenty of stats available on grabbing your market share with your sign.
Now the first thing to know is we spend a lot of time in our cars. On average each of us spends upwards of 20 hours per week and travel more than 200 miles per week.
Well, according to the study, “billboard viewers make shopping decisions while in the car.”
72% of sign/billboard viewers frequently or sometimes shop on their way home from work 68% frequently or sometimes make their shopping decisions while in the car 38% make the decision to stop at the store while on their way home
24% say they were motivated to visit a particular store that day because of an outdoor ad message 32% visited the retailer they saw on a billboard later that week 50% reported receiving directional information from a billboard 24% said they have immediately visited a business because of an outdoor ad message
When it comes to marketing, small business owners are ready to ramp it up—a full 47% will increase their marketing budget over the next 12 months. How should they spend their money? Studies suggest that they should add more signage…64%* of customers reported that they couldn’t find a business due to its unclear or small signage.
*Signage: 64% of customers report that they have failed to find a store due to small or unclear signage. The percentage of women (see stats below) who have driven by or failed to find a business due to small or unclear signage:
Ages 18-24: 55%, Ages 25-34: 52%, Ages 35-49: 42%, Ages 50-64: 46%, Age 65+: 50% One last stat from the survey…not surprisingly, grocery stores/supermarkets or large retail chains were the locations most often cited by respondents as the places they visit on their way home – good news for businesses who are considering new signage advertising.
(from Forbes study)
Critical Care for Your Business
Studies and stats done on the subject reveal that signage has a huge impact on where people decide to place their initial patronage. It’s up to the individual business to keep them coming back for more.
Do you have a sign just to have a sign? No. It must be done right. Done right means grabbing attention, keeping attention and enticing them to give it a try with entertaining, humorous and visually interesting design.
3D sign businesses employ sculptors, artists and designers that will grab attention that a traditionally printed flat sign would never do. When your sign is a “work of art” then people take notice. They also take pictures, tweet pictures, text pictures and email pictures with a “sign” of where they have visited recently.