We can debate about which type of signage is best – a store-front sign, a Monument sign, a Pylon sign – and where a sign should go – above your door, along the street, inside your office– but there is one thing that we, here at Landmark Signs, believe is not up for debate: that signage is an absolute necessity for any serious business. And there are oh so many reasons why this is true: signs make it easier for people to find you, signs let your customers know that you exist, signs market your business without you having to lift a finger. The list goes on and on, and believe me, we have this list memorized by heart.
But of course we are going to say that, right? You don’t work in the sign industry for over 40 years without having a serious appreciation for signage. It is literally in our blood, and our family, with our own owner first learning the trade from his father and then passing it down to his own children. Wouldn’t you say that might make us a little biased? Why should you listen to us?
The good news is you don’t have to. We can save our breath and you can save your ears…and time…and energy, because sign salesmen, am I right? Research has been done asking the consumer directly what they think about signage, its importance, and why (or even if) signs matter.
Over the next few blogs, we will break down some of these enlightening statistics so you, as a business owner, can do what you do best: listen to your customers. After that, we leave it to you.
Business Sign Statistic #1: “More than two thirds (68 percent) of consumers believe a store’s signage is reflective of the quality of its products or services” (View Source).
Yep, you read that correctly. A whopping 68% of consumers see the business sign above the door as a direct reflection of the business inside the door. That means that 2 out of every 3 customers are judging your company based on the sign. Which means that you could lose 2 out of every 3 customers if they do not like that they see.
It almost seems surreal. What does a sign have to do with the quality of a business? Yes, it lets a customer know that the business is there, but isn’t that enough? You might even be thinking that a sign is really just an inanimate object that my business didn’t design, manufacture, or install. It tells nothing of how well we treat our customers, how valuable the service we provide is, or the quality of our product. It has absolutely nothing to do with my actual business.
But the numbers clearly display that customers feel differently. And any successful business knows that the customer is always right. But, even if you are a business that rejects this philosophy, the reality is that a happy customer means repeat business not only from the client, but most likely the new business they bring in when they tell their friends how great you are. At the end of the day, these customers are paying the bills, and companies cannot risk potentially losing a client, or having them not even step in the door, because of your lack of quality signage. Let them learn about the quality of your business by impressing them first with the quality of your sign.