Affordable and powerful advertising for your business
“Why should I have a sign?” is a question often asked by business owners. The answer will vary depending on your business type and format. In a highly impulse oriented business, good signage can be the difference between the success or failure of the business. The profile of your trade area also impacts your signage needs. Good signage can increase a business’s opportunity for success.
Signs are the most affordable means of advertising for many businesses, and most businesses -new or not — don’t have a dollar to waste. The Small Business Administration Bulletin Number 101 on signage for businesses says, “…signs are the most effective, yet least expensive form of advertising for the small business.” What’s more, signs are always on the job for you, advertising 24 hours a day, 365 days a year.
This section introduces the term “on-premise” sign, as well as presents information that supports why a business must have an on-premise sign to be to most successful. So, what is an “on-premise” sign, and why the focus on that particular type? An on-premise sign is:
“A communication device whose message and design relates to a business, an event, goods, profession, or service being conducted, sold, or offered on the same property as where the sign is erected.”
Simple enough, and there are many examples of the many types of on-premise signs pictured throughout our website for your review. However, we recommend you complete this section to review additional information that helps answer the question “Why Should I Have a Sign?
Compelling reasons to consider an On-Premise sign
For Communicating with a Highly Mobile Society…
Australian society is very mobile, consumer orientated and communication driven. You’re on-premise business signs function as an optimum advertising and marketing device in this environment, offering both affordability and availability with excellent return on investment.
There are on average 1.35 occupants per car, and each car travels about 24,000 kilometres per year. In addition, many Australians move annually to a new home. All this mobility means your effective sign captures a large viewing audience.
Approximately 95% of retail business occurs on site (or is place-based). Because of our mobility as a society, streets and highways provide a premiere communication opportunity. As consumers pass by your place of business, the right on-premise signs will attract and direct the consumers when they are ready to make a decision or purchase.
To Affect Purchasing Decisions…
Your sign is the only indicator that you are there, and would like the customers’ patronage.
Without adequate signage, potential customers will not notice your business. These easily lost customers may represent the percentage of business you need to become profitable.
Shopping habits can be changed with effective signage. Pricing and/or availability information can shift the choice of a consumer’s purchases or prompt an unplanned stop. Signs are the ideal choice for place (or point) of purchase information.
Nearly all businesses rely on impulse visits or purchases to maintain profitability. Those most dependent on impulse stops include petrol stations, value oriented motels, and quick-service-food sites. For the national franchiser or chain, on-premise signage reinforces all other media advertising, and maximizes advertising effectiveness at a low cost.
To Brand your Business and/or Site, and to Leverage Your Advertising…
Even if you aren’t part of a national franchise or chain, backed by major media advertising to increase recall and recognition of your sign, the right sign can “brand” your site in your local trade area. If appropriately designed and placed, your sign will develop top-of-mind awareness of your product or service in all who routinely pass by.
The right sign can turn even a non-descript site into one that is distinctive and “branded.” Sometimes a sign is the only indication that your business is there. In such cases, your sign should be the focal point of your building façade or street frontage exposure. Such signcentric site development and design will catch attention and lead consumers from the street to your door.
If your business lacks good street visibility, but is next to a freeway or major highway, a high-rise sign can function like an outdoor advertising structure by providing multiple street frontages. An optimally visible high-rise sign will increase the potential market exposure of any retail site.
Because of enhanced sign technology, sign faces can be easily changed or retrofitted to match evolving economic marketing circumstances. New developments in lighting, plastics, and paint mean signs can now achieve the same visual effect as four-color magazine advertising.
Most communities wish to remain attractive while encouraging business activities. The advances in sign design and technology mean that, via signage, you can communicate effectively to potential customers in a way that enhances both your site and the community at large.
In summary …
There are many solid, measurable reasons to obtain an effective on-premise sign for your business, and the bottom line is that your business’ success depends on it.