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Showcasing Your Business on the Street

The Importance of Signage for your Business

Signs for industrial units, factories and warehouses by the nature of the buildings tend to be much larger than retail fascia signs - and we are experts in designing and installing these exacting signs.

Businesses exist in a highly competitive environment.

To succeed, a business must be able to communicate with its customers quickly and effectively regarding the products or services it offers. For most businesses, the most cost-effective and efficient form of advertising to potential customers is on-premise commercial business signage.

Signage is a business's basic link to customers.

This is true whether the sign's purpose is to promote impulse "stop and shop", to create awareness for the product or service for future reference, to reinforce other forms of media advertising, to influence purchasing decisions once the customer has stopped, or to physically mark the building site and location to aid motorist safety.

Modern signs have evolved to meet every place-based commercial communication need. The most advanced form of signage is represented by the expansion of the old "false front" of early businesses to national franchise and chain identification signage systems, backed by major media advertising. Learning to use your sign skillfully will maximize your return on advertising costs.

Functions of On-Premise Signage

On-premise custom commercial business signs serve six primary functions:

1. To develop brand equity by emphasizing words, graphics or symbols that are associated with the products or services offered by a business. Developing brand equity for a site includes the presentation of advertising signage and architecture to create a unique awareness of the products or services offered at that site. Brand equity for a particular business is similar to the goodwill of an enterprise.

2. To aid in recall and reinforcement of other media advertising efforts. In addition to the business's name, if the business has a trademark or logo, the symbol should also appear on the sign and as part of any other choice of advertising. Often, when a site is successfully "branded" in the local trade area, the need for other media advertising is significantly reduced.

3. To prompt a purchase, especially "impulse" purchases. As consumers drive by, they often see a sign, stop at that business, and buy on impulse. On-premise signs increase your business. They offer a method for point-of-sale advertising.

4. To change a purchasing decision or choice once the customer is on the premises or in the building. Temporary signage, whether exterior or interior signage, is very useful in this context, particularly to call attention to "specials."

5. To promote traffic safety by notifying motorists where they are in relation to where they want to go, and assisting their entry to the premises, should they decide to stop. However, a sign cannot successfully perform this function unless it can be detected and read by a motorist in sufficient time to appropriately react in traffic.

6. To complement community "aesthetic" standards. Today's sign design and production technology makes it possible for on-premise signage to reflect the character or architecture of its surroundings, without sacrificing any of its other primary communication functions. Well-designed signs certainly can be employed as land use and business panning tools to create a sense of place in central business districts, neighborhood commercial blocks or corners, urban commercial corridors, entertainment centers, and tourist destinations.

Your sign performs many functions, from letting people know who you are and what you offer, to assisting safe driving decisions and wayfinding.

The right sign can brand your site, even if you are not part of a national franchise or chain. Your sign should display a logo or trademark that identifies your business and develops memory of your location in the minds of potential customers.

Most major media advertising is expensive. Your sign is an economical way to display and reinforce your message. Always use your logo or trademark in all television and print advertising efforts, including business cards and letterheads.

Types of On-Premise Signs

Signage design and construction is site specific and an essential component of any successful business strategy. Knowledge of the various types of signs available and the numerous functions they perform can provide dramatic bottom-line results to a business if properly integrated.

Signs are classified as either ground mounted or building mounted. Both types are valid and necessary forms of signage which, when applied to a business's unique needs and location, result in proper advertising of the business.

Ground-mounted, freestanding signs vary in size and height, as well as construction method. Freestanding signs are often the most effective in communicating your message to the public. They're typically placed close to the roadway with the sign face perpendicular to the road. When they're built to a proper height and size, they are the most readable of all signs.

A sign may be observed for later recall or it may prompt an immediate reaction and unplanned stop. The "impulse" trade is often the difference between profitability and business failure.

In a busy society with mobile consumers, the sign is more than a welcoming "handshake" - it is a safe wayfinding signal. The right on-premise sign can turn even a marginally visible site into a safe beacon for approaching motorists.

Building-mounted signs are further classified based upon where they are installed on the building, such as wall or fascia, canopy, marquee, parapet or roof. The appropriate size and height of building-mounted signs varies greatly based on the distance from the building to the street, viewing angle, viewing obstructions, and building site.

Your sign can both customize your site and reflect the visual character or environment of its surroundings. Today's sign technology makes it possible for signs to meet nearly every aesthetic standard and effectively perform their vital communication function simultaneously.

Signs represent the most basic form of speech. Commercial signs are a necessary component of informed consumer decisions. Your right to inform the public cannot be compromised.

Today's signs should serve the needs of society in a way that meets consumer information needs effectively, conveniently and safely.

Give us a call - You'll be pleasantly surprised how much we can save you!

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Commercial Signs

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