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.

  TABLE 2 - Average Increase in Sales Revenue

Signage Change

Fast Food

Pier One Imports

Add one monument sign

9.3%

 

Add large pole sign (144 sq. ft.)

15.6%

8.6%

Add chain identity to plaza identity sign

 

7.7%

Addition of two new directional signs

 

8.9%

Replaced storefront wall sign with larger sign

 

7.7%

Signs As Marketing

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.

 

 Table 1: How did you learn about us?

Number of Customer Responses

On-Premise Sign

Word of Mouth

Newspaper

Yellow Pages

TV

Radio

1,234

820

212

139

32

38

Percentage by Category

50%

33%

9%

6%

1%

1%

*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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