Don’t Ignore the Signs — Your Business Sign, That Is!

Too many brick-and-mortar business owners think their exterior signage doesn’t matter.

They watch all the cars rolling by and wonder if anybody is paying attention. When new customers come in they’re not sure if the sign out front played any part in getting them through the door.

Let’s take a look at why signs matter, and how you can get the most out of the money you invest in your outdoor lighted signs.

Signage Helps Customers and Merchants Alike

Have you ever given up looking for a business because you simply couldn’t find them — even after looking up directions online?

Turns out, you’re not alone. In a 2013 survey from the University of Cincinnati, 64% of American shoppers said they had driven by and failed to find a business because of poor signage.

Here are the top 10 complaints people had about why signs are sometimes hard to read:

  • Letters too small — 83.3%
  • Poor placement — 71.4%
  • Insufficient lighting at night — 63.6%
  • Insufficient contrast between text and background — 60.3%
  • Digital messages change too fast — 52.6%
  • Letters use “fancy fonts” — 47.8%
  • Letters too close together — 35.6%
  • Too similar to other signs — 34.4%
  • Distracting visuals — 31.7%
  • Other — 1.6%

In another survey reported by the International Sign Association, new business owners were asked how customers were learning about them. Half of respondents said their on-premise sign was the number one factor, with word-of-mouth coming in at 33%.

The moral of the story is that when you invest in a good business sign, you’re providing a helpful service to your customers and boosting your own bottom line.

The Role of Lighted Signs in Growing Your Business

According to research by Villanova Marketing Professor Charles R. Taylor, 80% of business owners light their signs after the sun goes down — even if the business is closed.

Taylor found that quality lighted business signs perform many important functions:

  • Reinforce other marketing communications
  • Contribute to your brand identity
  • Enhance your store image
  • Help communicate your location

Make Sure Your Exterior Signage Works for You

As you can see, a quality sign is one of the most valuable ways to promote your business, and good lighting means your sign keeps doing its job even after you’ve closed up shop for the evening.

Whether you’re installing a new business sign or updating an old one, you have lots to think about.

  • There are different kinds of signs — such as building signs, monument signs and freestanding Pylon signs.
  • You must also consider which type of lighting is best — such as fluorescent, neon, LED and more.

That’s why it’s so important to have qualified professionals working with you on the installation, relocation, repair and maintenance of your business signs.

Do you need to install new lighted signs for your business? Do you need to improve your existing signage?

Contact us at Complete Electrical.

With over 20 years of experience in working on sign repair and installation, we’ll help you get the most out of your investment in quality signage that attracts new customers and grows your business.

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