How Important Is Signage?
According to USA Today small-business expert Steve Strauss, price is an important factor when deciding on a sign and sign company, but it should not be the deciding factor. Instead, small-business owners should think ahead to the profit that they could make via the added foot traffic and advertising that well placed sign could bring.
When a reader wrote in asking how to allocate marketing dollars, he states “It seems to me that I do not really need to invest a lot of money in a big sign,” and requested advice on how to allocate resources without allowing for a sign. In response, Strauss advised him to consider something simple, tasteful and bold in a sign. Signage can create an additional source of foot traffic to the new business, above and beyond the word-of-mouth advertisements.
In his arguement, Strauss cited McDonald’s and their signage strategy with new restaurants. The restaurant super-chain reportedly spends $40,000 on signage for each new restaurant, and can expect to receive up to $600,000 per store in revenue as a result of said signage.
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