Signs are everywhere, which is one reason why we overlook them so easily. While small business owners know they need signage, they think of signs as solely a marker that identifies their business. Because they are underutilizing the earning potential of their signage, they can’t fully realize the potential earnings of signage
Your on-premise, focal-point sign should identify your business, mark its location, and communicate the right image of your company. But, most importantly, it should communicate exactly what you are selling.
So, let’s take a fresh approach as we unpack the ABC’s of effective signage in a three-part series. At the very least, your sign should accomplish three goals:
- Attract new customers
- Brand your business
- Create impulse sales or interest
How Can We Attract New Customers?
Research indicates that 85% of your customers live or work within a five-mile radius of your business. According to the U. S. Census Bureau, 18.6% of the population relocates annually.
This means small business owners face a perplexing reality: every year you’re losing customers that you must replace with new ones, just to break even. Not a sound business model, is it?
If you only want to sustain your business (perhaps you plan to retire soon), then simply maintain your current customer base. If you want to grow your business, then you must increase your customer base. The quickest, easiest, and most economical way to attract new customers is with signage.