The Economics of Signage

All business owners know the expenditures they make must be weighed against their potential to generate a return on investment. How do signs rank as a revenue-generator? Quite highly, according to a survey conducted by a sign manufacturer and published on the International Sign Association (ISA) website.

“How did you learn about us?” was the question posed to thousands of shoppers at businesses no more than one year old. The results may surprise you:

Number of Customer Responses (and Percentage by Category)

On-premise sign: 1,234 (50%)
Word of mouth: 820 (33%)
Newspaper: 212 (9%)
Yellow Pages: 139 (6%)
Radio: 38 (1%)
TV: 32 (1%)

This makes a pretty good case for ensuring you have great signage at your business. To strengthen it even more, the ISA notes that studies show on a daily basis, up to 35% of those passing your business have never seen it before and may become customers if they’re compelled to check it out due to your sign.

Are you convinced that signage makes a big different to your business’ success? Here’s more data from a University of San Diego study to determine the economic value of on-premise signs.

Average Increase in Sales Revenue

Signage Change	Fast Food	Pier One Imports
Add 1 monument sign	9.3%
Add large pole sign	15.6%
Add chain identity to plaza identity sign		7.7%
Add 2 directional signs		8.9%
Replace storefront wall sign with larger sign		7.7%

Is it time for you to be rethinking your exterior signage? If so, we can help!

www.sdsar.com

The Economics of Signage