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Signs serve as a type of silent salesperson for your business. Exterior signs draw attention to your place of business and help differentiate it from others on the street. Interior signs help customers locate merchandise and can lead to impulse sales when added to special displays. According to the U.S. Small Business Administration website, signs serve as a primary link between a business and its customers.
Exterior signs can be ground-mounted or building-mounted. Ground-mounted signs can take on a variety of shapes and sizes, and are typically mounted near a road to attract the attention of passing motorists. Building-mounted signs are attached to the place of business and may be useful in areas where foot traffic is prevalent, such as a downtown shopping area.
Signs can be an essential component of a business's overall marketing strategy. A sign that contains a business's logo can help reinforce its brand. Signs are also used to draw attention to promotions and to convey information about the business. Because an exterior sign is visible 24 hours a day, 365 days a year, its effect is continuous.
For businesses that have limited marketing funds, signs can be a cost-effective form of marketing. According to the SBA website, the cost-per-thousand, a common method used to measure the cost of reaching a thousand potential customers, is much lower for signage than other types of advertising, such as radio, televisions and newspapers.
Signs can also be effective for off-premises use. You can also place magnetic signs on the side of your vehicle to serve as a form of mobile advertising as well as pay other motorists to place signs on their own vehicles for additional reach.
Importance of Signage in a Business
by Chris Joseph, Demand Media.