Increasing Profits
The University of San Diego conducted a study to determine the economic value of on-premise signage. Table 2 shows the average increase in sales revenue that resulted from signage improvements.
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TABLE 2 - Average Increase in Sales Revenue |
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Signage Change |
Fast Food |
Pier One Imports |
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Add one monument sign |
9.3% |
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Add large pole sign (144 sq. ft.) |
15.6% |
8.6% |
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Add chain identity to plaza identity sign |
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7.7% |
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Addition of two new directional signs |
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8.9% |
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Replaced storefront wall sign with larger sign |
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7.7% |
Signs As Marketing
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A few years ago, a sign manufacturer performed a study of its clients to find out whether their signs were bringing in customers. The businesses surveyed were a year or less old and the surveys were conducted within 30 to 45 days after the installation of a new sign. Thousands of shoppers were asked, "How did you learn about us?" The results, shown in Table 1, clearly demonstrate that the signs attracted half of the start-up businesses’ new customers – more than any other form of advertising the businesses used and even more than their word-of-mouth referrals.
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*Courtesy of International Sign Association, www.signs.org
706.999.1515
1210 Commerce Drive
Suite #104
Greensboro, GA 30642
- On-premise signs attract 25-50% of all new customers
- Increasing the height of a sign can increase sales by 4.9%
- Increasing the size of a sign can increase sales by 18.5%
- On-premise signs have the lowest cost per 1000 exposures
- Signs have the highest ROI of any other type of advertising
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