Free Book: How to Use Business Signs As an Effective Marketing Tool

This guide will walk you step by step through all the essential phases of using business signs in your business effectively

Have you considered the impact that your sign has on your business? This Guide discusses signs, what they can do for your business, and how they can be used to  your advantage. A checklist for ordering a business sign is also provided.

Signs are one of the most efficient and effective means of communication. Signs help people find you; they reach people who are passing by your establishment; they present an image of your business. In short, signs, tell people who you are and what you are selling.

Table of Contents

1. Introduction
2. What Signs Can Do for Your Business
3. The Advantages of Signs
4. Checklist for Ordering a Business Sign

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Sample Content

Have you considered the impact that your sign has on your business? This Guide discusses signs, what they can do for your business, and how they can be used to  your advantage. A checklist for ordering a business sign is also provided.
Signs are one of the most efficient and effective means of communication. Signs help people find you; they reach people who are passing by your establishment; they present an image of your business. In short, signs, tell people who you are and what you are selling.

Signs are such a powerful communication medium that it is difficult to estimate the extent of their influence. Other media require the directed attention of the person receiving the message. Signs, however, can convey a message while creating a mood or feeling of atmosphere. It is not necessary for people to give full attention to your sign in order to derive meaning from its presence.
A sign is the most direct form of visual communication available. In fact, so many people use signs without a second thought that it is easy to overlook their importance. When we cannot talk to other people directly in a given location, we tack up signs: wet paint, beware of dog, enter here, garage sales, etc. signs are the only form of mass communication directly available to everyone - they are the people's street communication system.

2. What Signs Can Do for Your Business
Signs perform three major communications functions for your business; they give information and direction, provide a format for street advertising, and build your image.
Signs Give Information About Your Business and Direct People to Your Business Location.
Signs index the environment so people can find you. This is especially true for travelers, new members of your community, and impulse shoppers who may be on a journey to purchase a particular good or service which you sell. Americans are mobile. Each year 40 million of us travel over 1.7 trillion miles by automobile and approximately 19 per cent of us change our place of residence. A primary source of customers for your business is the large number of people who are new to your community or who may be just passing through. Your sign is the most effective way of reaching this mobile or transient group of potential customer.
Signs can correct a poor location by substituting effective communication for poor site characteristics. If your business is located on a site which is not visible or in a building which does not not correspond with the goods or services offered, your sign can overcome this disability. For example, most buildings are not built to conform to the design needs of any particular type of tenant. Without an effective sign it is often impossible to determine what type of business is being conducted in a given building. In addition, when your site is located off a busy traffic artery or in an area which is not easily accessible your sign can communicate to people who are passing on a busy street several blocks away. If you are located off a busy freeway but far from an exit, your sign becomes your main device for directing people to your business. High-rise signs are used when a business is located away from potential customers' normal pathways of travel.