The Value Of Signage As A Cost Effective Marketing Tool
We've been in business for 47
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
question is—A sign does not COST,,,, it PAYS!
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.
|Initial Cost||1 YEAR||MONTH||DAY||2 YEAR||MONTH||DAY||5 YEAR||MONTH||DAY||7 YEAR||MONTH||DAY||10 YEAR||MONTH||DAY|
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
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
OF METAL, STONE OR SYNTHETIC PRODUCTS.
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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