There are various types of outdoor signage that a small business can use. A campaign sign design is effective to alert pedestrian and vehicle traffic to a business as the potential customers approach. Mesh banners can be strung up where they attract the attention of people from a different angle and distance and custom vinyl banner printing can be handy at times. As well, fence signs are useful for companies with fencing. Signage is too often overlooked when the marketing plan is designed because it seems just so low-tech. Yet a closer look reveals the powerful benefits of the elegant and humble signage.
According to the International Sign association or ISA, signage may bring at least 50 percent of customers to a business. Without a sign, some lenders will not issue a loan since they are aware of its strategic importance to an enterprise. Once a firm invests in signage, that investment will last for years and pay for itself many times over. In fact, even the initial cost in nearly any type of outdoor signage is the least expensive type of advertising a company can use.
An attractive, well-positioned sign sets an enterprise apart from its competition. Business surveys have shown that an on-premise sign is the primary way that new customers learn about a business. In most cases, 85 percent of a company's customers live within a 5-mile radius. Those customers will be driving, biking and walking by and will notice the signage designed to engage them. As well, customers will relocate and new community members will move into the 5-mile radius. According to United States Census Bureau statistics, 18.6 percent of the population relocates each year. Signage is pivotal to drawing in new customers to replace those who have moved.
One university study showed the effects on revenue that signs can have. For instance, one monument style sign resulted in an average increase of 9.3 percent in sales for a fast-food establishment. A large pole sign resulted in an average increase of 15.6 percent. The bottom line was that on average, one additional sign on a business property increases annual sales revenues by 4.75 percent. In dollars, if a company had annual gross sales of $500,000, one additional sign resulted in an increase of $23,750.
Whether ground mounted or building mounted, whether rectangular or circular, a sign serves as a silent salesperson, calling customers to a business. If a sign includes a company logo, it reinforces the brand 24 hours a day for 365 days each year. As the Small Business Administration highlights, a sign is a strong link between a business and its customers.