business.... Why are they so important?
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the last time you took a good look at your business
through the eyes of your customers. You know...actually
stood outside your business and thought about ways you
could make it more appealing to people and most
importantly your customers.
Signage is one of the first methods your customers have
of forming a perception of your business. Look at every
successful chain of stores or franchise. One key thing
they all have in common is impressive visual images. The
"Big M" of McDonalds restaurants is a classic example.
You see the sign from miles away and it starts working
like a magnet on your appetite.
The same basic principles that McDonalds have applied to
their signage will work in any business. Your signs are
critically important in creating a positive first
perception of your business. In many cases they may
influence the decision of the customer to even come into
Why should they decide to walk through
your front door instead of going to a similar business
Jump into the shoes of a customer with me. Youíre
driving through a typical suburban Central Business
District looking for somewhere to eat. You donít know
the town and therefore you are forming an opinion based
on what you see. You find two Take Away Food Shops, on
opposite sides of the road. One looks neat, and has
excellent visual signage. The other is old and looks run
down from the outside. Which Take Away Shop would you
Many people say "I know all this, but signs are just too
expensive". Compared to all other forms of pro-active
marketing, signage is the most cost effective form of
marketing you can invest in. One of the main reasons for
that is that once you invest in a sign it keeps working
for you for many years. What you should be saying is "I
have a moral responsibility to myself and my business to
make sure my signage is the best it can possibly be."
In many cases the opportunity for improvement is so
obvious that we walk straight past it in search of a
more complex solution.
In a nutshell, the message is:
Go out there and make your business so obvious and so
interesting that people are inspired to come and see
you. People shouldn't be able to pass by without
noticing who you are and what you sell.