There is an old axiom that the 3 keys to successfully selecting real estate are “location, location and location”. The 3 keys that guide the successful selection and development of commercial properties are Visibility, Accessibility and Parking.
An effective on-premise sign is critical component of visibility, and the sign should receive the same careful attention as these other components. Without a properly designed and placed on-premise business sign, a commercial site cannot function at its full economic potential.
The Functions of the On-Premise Sign
An effective on-premise sign is critical component of visibility, and the sign should receive the same careful attention as these other components.
1. It develops a memory for a location and the products or services available at the location.
2. It reinforces a memory and extends recall of other advertising efforts.
3. It attracts new customers by prompting first-time or impulse visits or purchases.
4. It modifies customary purchase decisions or habits. Changeable copy and temporary window signs are especially effective in encouraging variation from accustomed consumption patterns. (For more about modifying customary purchase habits, see the section that follows.)
Branding a Site
One measure of how effective or valuable an on-premise sign is to its site is demonstrated by how well it helps to brand the site. A sign “brands” a location, just as a product label brands the product. If an attractive image is not communicated by the business’ sign, the business will rarely convey its true message, or get the clientele it seeks.
Every site development and sign program strategy will benefit if the on-premise sign is made the focal point of the site. If a site is “signcentric”, it means that the sign catches the customer’s attention and leads him to the target business. A measurable positive effect on gross revenues should immediately result from signcentric site development.
Image is Everything
The quality of a sign and the image a business portrays say a lot about the products or services the customer can expect, and subsequently a professional sign WILL enhance the image of your business.
For the benefit of your business, Reed Signs urges you to try as much as possible to outclass your competitors on signs in order to project a higher quality image. In marketing, perception is reality, and for many businesses the signs have a large effect on customer perception.