As a vehicle signage Sydney business owners, we hope we don’t have to convince you that proper signage is a critical element for a business in order to build its brand. But occasionally you might run into prospects who really don’t understand the value that you can bring to their company. Other than the “doesn’t this sign make an impact?” approach, there is solid evidence that you can present to potential customers to show how signage can have an impact on business.
Recent customer surveys conducted by FedEx Office in conjunction with Ketchum Global Research and Analytics as well as another conducted by the Economic Center, University of Cincinnati demonstrate the real importance of signage to business:
Results of the FedEx survey indicated:
Over 75% of customers visited a store that they had never been to before simply because of its signage.
Nearly that same amount told friends and colleagues about a business based only on its signage.
Close to 70% of consumers believe that they quality of a company’s products or services are reflected in the quality of its signs. Over 50% said that poor quality signage was a deterrent from even entering a place of business.
Nearly 60% of survey respondents said that they were deterred from entering a store because of lack of signage.
Approximately 67% of respondents said that they made a purchase of a product they had never tried before because a sign had caught their attention.
Clearly, the majority of customers feel that signs make an impact on their purchasing decisions. But what about business owners? Do their experiences match up with what customers are saying? According to the results of the University of Cincinnati study, they do:
This survey found that:
Approximately 60% of business owners found that changing their signage to make it more attractive and increase visibility resulted in a greater number of sales and a positive impact on profits – citing an average increase of 10%
Among larger firms with multiple locations, 38% found that signage was critical for keeping a consistent brand identity at all branches. For smaller businesses, the general consensus was that good signage was the most critical element for making a place of business stand out amongst the competition helping customers find them.
Both customers and business owners reported that legibility was the most important characteristic of good signage.
Good signage can result in higher profitability however poor signage or lack of signage can actually do damage to a business. Understanding how to produce the former and not the latter will be a key element of your success in your sign making business.
We hope these statistics help to provide you with some good information about the importance of good signage to businesses in your area. As a SignWorld business owner, it is important to your business not only that you are able to provide the highest standard of quality in signage for your customers but also that you have some knowledge of how that signage can be used to the benefit of your customers.