Compelling custom business signs can make an enormous impact on any business.
According to a Californian survey that assessed the impact of new custom signs erected on business premises, business can improve by up to 50 percent. Furthermore, consumers say that signs are considerably more effective than any other form of advertising, including word of mouth.
What is especially interesting is that custom business signs at point of sale are effective for all types of businesses, from chiropractic clinics and beauty salons, to down-to-earth transmission repair shops and those that offer car wash services.
The Californian survey, conducted a while back by a company that produces custom-designed wall signs and poles signs that are illuminated internally, was directed at a total of 45 established independent retail and service companies that had new on-premises signs. The survey was carried out between 30 and 45 days after the new signs had been installed, and was designed to see why first-time customers had gone to each store. The businesses that participated in the survey were based in different parts of the US, and a total of 840 customers participated in the survey. Amongst other things, they were asked how they had learnt about the store they had entered for the first time.
Custom Business Signs Consumer Survey Results
More than half of survey participants (452 of 840) said they first became aware of the business when they saw the new sign. That’s an amazing 54 percent. Since the businesses were all already well established, this is a telling statistic. Chances are quite a lot of them had passed the business in question many times before, but because there weren’t well designed custom business signs drawing attention to the business, they simply hadn’t noticed it.
Another interesting statistic is the comparison between the numbers of new potential customers who were attracted by the signage and those who had heard about the business by word-of-mouth. The latter is a powerful form of advertising, accounted for a much lower 29 percent (248) of the survey participants.
Traditional advertising media didn’t fare well at all, though that’s no surprise. Traditional advertising has taken a big knock in the past two decades, and it’s not getting any better, largely because people are becoming more responsive to a digital world. Only 11 percent (92 in total) became aware of the new business after noticing newspaper advertisements; four percent (32) found the businesses via the traditional Yellow Pages; and incredibly television and radio each only attracted one percent (nine and seven people respectively).
While the survey looked at a variety of different types of signs, 80 percent of participants specifically noticed vehicle wraps. Furthermore, this form of mobile advertising signage has been found to increase sales by as much as 107 percent!
All in all, of the 45 businesses surveyed, all of them (that’s 100 percent) showed an increase in gross business, some by as much as 50 percent. And that was only after custom business signs had been installed on their premises that were visible from the street.
Something to Consider
People who read about businesses and see them advertised in newspapers, magazines, and in the Yellow Pages, or hear about them on radio or see a television advert promoting them might be inspired to visit the business. But if they can’t find the business easily, and spot another similar business on their way (probably because it has more effective custom business signs,) there’s a good chance they’ll pop into the business they have found and not the one they were looking for.
So even if you spend money advertising your business via traditional channels, there is absolutely no doubt of the value of on-site custom business signs.
If you need advice and some life-changing signage, contact the professionals at MegaBytes Digital for advice and guidance.