The Value Of Signage As A Cost Effective Marketing Tool

We've been in business for over 43 years and I cannot count the times a customer's first question was "How much does a sign cost?" and over the years I've come up with several quick comments, some facetious and some sincere.  A lot of the times I've responded with "Twice as much as half a sign" which some found amusing and others seemed offended.  I guess my best response to this question isA sign does not COST,,,, it PAYS! A professional sign pays with increased attention to the product or service that it is advertising, it pays with increased sales that are attracted to your business because you have an outstanding sign that lets customers know you are serious about your business.  In the chart below you can get a good idea of how the cost of a professional sign spread out over the life of the materials that it is made from can be a VERY economical way to create a business image that only cost pennies a day. A good sign is a good business investment and is within the budget of every small business owner. If you are spending more on a cup of coffee every day than on the cost of your signage then you should not complain if business is slow. The difference between a professional sign and one put together by amateurs cannot be measured in dollars when the success of your business is within anyone's budget of a few cents per day.

An average 4' x 8' sign is in the $500 to $650 range with posts, mountings and installation.
The Intermediate category of 7 year material life shows the cost to be $6 PER MONTH or less than 25 PER DAY!
You can't get better advertising value in any other media than with professional, creative signs.


Div. Factor 1 12 365 2 24 730 5 60 1825 7 84 2555 10 120 3650
Initial Cost 1 YEAR MONTH DAY 2 YEAR MONTH DAY 5 YEAR MONTH DAY 7 YEAR MONTH DAY 10 YEAR MONTH DAY
$100 $100 8.33 0.28 $50 4.17 0.14 $20 1.67 0.06 $15.00 1.19 0.04 $10 0.83 0.02
$200 $200 16.66 0.54 $100 8.33 0.27 $40 3.33 0.11 $28.57 2.38 0.08 $20 1.66 0.05
$500 $500 41.66 1.36 $250 20.83 0.68 $100 8.33 0.28 $71.42 5.95 0.21 $50 4.17 0.14
$700 $700 58.33 1.92 $350 29.17 0.96 $140 11.66 0.39 $100.00 8.33 0.28 $70 5.83 0.21
$1000 $1000 83.33 2.73 $500 41.76 1.37 $200 16.66 0.56 $142.86 11.90 0.42 $100 8.33 0.28
$1500 $1500 125.00 4.11 $750 62.50 2.05 $300 20.58 0.82 $214.28 17.86 0.59 $150 12.50 0.41
$2000 $2000 166.66 5.46 $1000 83.52 2.74 $400 33.32 1.12 $285.72 23.80 0.84 $200 16.66 0.57
$2500 $2500 208.33 6.84 $1250 104.26 3.42 $500 37.24 1.38 $357.14 29.76 1.01 $250 20.83 0.69
$3000 $3000 249.99 8.18 $1500 125.28 4.11 $600 49.98 1.68 $428.58 33.57 1.26 $300 24.99 0.84
$4000 $4000 333.32 2 $2000 167.04 5.48 $800 66.64 2.24 $571.44 47.60 1.68 $400 33.32 1.14
$6000 $6000 499.98 10.9 $3000 250.56 8.22 $1200 99.96 3.36 $857.16 67.14 2.52 $600 49.98 1.68
$10000 $10000 833.33 16.327.36 $5000 417.6 13.7 $2000 166.66 5.60 $1428.60 178.60 4.20 $1000 83.33 2.80

TEMPORARY SIGNAGE - ONE TO TWO YEARS, NORMALLY USED IN PROMOTIONAL ADS OR SALES CAMPAIGNS.  MOST BUSINESS OWNERS USE THIS TYPE SIGNAGE IN THE FORM OF BANNERS, WINDOW SPLASHES, MAGNETIC VEHICLE SIGNS AND SMALL 'YARD-SIGNS' FOR SEASONAL PROMOTIONS.

Note: Signage above $2500 not likely to be temporary

INTERMEDIATE SIGNAGE - FIVE TO SEVEN YEARS TYPICALLY CONSIDERED 'PERMANENT' SIGNS FOR BUSINESS LOCATION IDENTITY, VEHICLE LETTERING, ETC.  THIS IS CONSIDERED A GOOD AVERAGE LIFE FOR MOST TYPES OF SIGNAGE DUE TO THE FACT BUSINESS OWNERS LIKE TO "REFRESH" THEIR IMAGE TO KEEP UP WITH TRENDS OF ADVERTISING CHANGES.

LONG-LIFE SIGNAGE TEN YEARS AND LONGER. USUALLY CONSTRUCTED OF METAL, STONE OR SYNTHETIC PRODUCTS.
Note: Signage less than $200 not applicable.

These average exterior life of paints/materials are based on years of experience with different products.  We use materials that are specified for the job and based on the amount of time it should last.  Some substrate materials have a very long exterior life but the paints that cover them will eventually break down from sun and weather.  High quality paints and finishes have a limited exterior life of 7 to 10 years, like the trim-work on your home, all painted surfaces must be refinished periodically.  Long-Life signage in the 10 year and over range are often made from synthetic materials with the colors imbedded in them or from anodized metal finishes.


    A professional business image is an asset, and you cannot build that 'image' with a home-made or amateurish sign.  When compared to other forms of advertising, a sign is the MOST economical media in which to promote your products and services.  All other means of  advertising has its place at certain times but if you do not have relevant signage to let the customer know who, what, and where you are, then all the other advertising is useless, money thrown away because you have no 'Business Image'.  Your sign is usually the first impression you get to make on any prospective customer, and you owe it to the success of your business to have a sign that reflects what your business is all about.

    A one-time full-page newspaper advertisement will cost a lot more than a 4' x 8' sign, the newspaper ad will be seen by a lot of people one time and likely be forgotten by the time it goes out in the weekly garbage.  A yellow page ad can help people find you and what you have, but it is only seen when people are looking specifically for YOUR type of business or service, lets be real, who reads the yellow pages for fun and entertainment, a quarter page ad will cost several thousand dollars over a short period of time.  The same amount spent on signage will be seen by many more people, many more times for many more years!

 

 

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