FASTSIGNS® News: Make An Impression: Meeting Signage Needs For Business

(Carrollton, Texas) — When you pass by a business that you are not familiar with, what is the first thing you notice about it? If you are like most people, you notice the exterior signs. Signs say a lot about a business–good, bad or somewhere in between. So what do your company’s signs say about you?

These days, it seems everything associated with running a business is getting more expensive, from office space to health care coverage. Yet businesses of all sizes and types in every industry often overlook one form of advertising that is both effective and affordable – signs and graphics. You don’t have to be a expert to realize that your signs may not be conveying the image or message that you want.

Larry Lane, president of FASTSIGNS International, Inc., a worldwide sign and graphics franchisor, said that signs and graphics can be used to meet a wide range of business needs. “Signs help identify a company’s location as well as reinforce the business’ image. They help the consumer remember the business location and the products or services that are offered,” he said. “Signs also help prompt a purchase, build brand equity and influence consumers’ purchase decisions or habits.”

At a time when all businesses strive to control costs and derive maximum value from their expenditures, signs are an especially effective, affordable form of advertising. While every business is unique, sign industry research indicates that the return on investment for signs is good across the board whether a business is large or small.

In a study by the U.S. Chamber of Commerce, one of the largest retailers in America discovered that about 17% of its customers were people who did not intend to stop there, but did so specifically because they saw the sign. The study also found that merchants who understand the value of signage view it as an investment that will pay a return many times over. They know that a well-designed, well-placed sign can generate huge profits; and when signage is part of an overall marketing strategy, the increase in revenue is profound.

When signs and graphics are evaluated on the number of impressions they create vs. their cost, they are one of the best bargains in advertising. For example, consider a permanent sign, which costs $2,000 to build and install, that is located outside a company’s headquarters on a busy road where 5,000 cars travel every day. If there are 21 working days in the average month, the sign will create 105,000 impressions each month or 1.26 million impressions a year.

By being prepared with basic information on your sign needs and collaborating with an experienced signage professional, your business’ sign and graphics can reflect the best image possible for the company, awareness from the public and a return on the bottom line.

About FASTSIGNS®
FASTSIGNS® sign and graphics centers use innovation and technology to make the sign buying process simple by offering consulting, design, production, file transfer, delivery and installation services for a full range of custom sign and graphic products, including wide format banners, site signs, exhibit graphics, window and vehicle graphics, decals and labels and more. For more information, visit www.fastsigns.com.