SIGNS ARE EXTREMELY IMPORTANT TO BUILDING SOLID BUSINESS

April 16, 2013 _ Signs have long been considered one of the most effective forms of advertising for businesses. Recent research, released by the Signage Foundation Inc. (SFI) has confirmed that. Businesses looking to grow and expand should consider:
* The type of sign used has an impact on sales growth. Studies found fast food restaurants that installed a 144-square foot pole sign enjoyed a 15.6% increase in sales. Increases also were seen by those adding monument signs (9.3%), a directory sign (2.5%) and a building sign (1.3%.) “Economic Value of Signs,” (1997) – republished by the Signage Foundation, Inc., in 2013. Seth Ellis, Robert Johnson, Robin Murphy, University of San Diego
* For existing businesses, adding and changing signs can lead to a sales increase. Modifying a building sign and making two minor changes resulted in a 16% weekly sales increase for Pier1 Imports stores. Adding a small directional sign in a shopping center added 10% to the weekly sales totals, while the improvement to a multi-tenant sign in a shopping plaza brought increases of 1% for one sign and 3% for two or more signs.
“Economic Value of Signs,” (1997) – republished by the Signage Foundation, Inc., in 2013. Seth Ellis, Robert Johnson, Robin Murphy, University of San Diego
* Signs help customers find the business. In a survey of consumers, nearly half (49.7%) said they’ve failed to find a business because the sign was small or unclear. For women ages 18-24, nearly two-thirds say this has happened to them. “Longitudinal Analysis of Signage Communication Evidence from the BrandSpark/Better Homes and Gardens American Shoppers Study” (2011 and 2012), conducted by James J. Kellaris, University of Cincinnati College of Business.
* Signs are valuable sources of information to consumers. When consumers were asked to rank various information sources based on usefulness, signage ranked second; only TV ads ranked higher. “Longitudinal Analysis of Signage Communication Evidence from the BrandSpark/Better Homes and Gardens American Shoppers Study” 2011 and 2012, conducted by James J. Kellaris, University of Cincinnati College of Business.
Each year, SFI adds to the growing body of information related to the importance of on-premise signage through peer-reviewed research. Many of the findings are presented at the annual National Signage Research and Education Conference, held in conjunction with the University of Cincinnati’s Colleges of Business and Design, Architecture, Art and Planning (DAAP). The 2013 NSREC is scheduled for Oct. 9-10 in Cincinnati, Ohio.
Complete studies and scientific research about on-premise signage is available through the Signage Foundation Inc. To learn more, visit the research section at http://www.thesignagefoundation.org

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