The U.S Small Business Administration has long been a strong advocate of good signage. They say the three key guides for commercial properties are Visibility, Accessibility and Parking and effective on-premise signage is a key element of visibility.
In a paper titled ” Understanding the Value of Signage” they discuss the functions of on-premise signage and describe different types. One conclusion is “Changeable copy signs are especially effective in encouraging variation from accustomed consumption patterns” in modifying customary purchasing decisions which is a key function of signage.
Digital is the ultimate changeable signage, common features are:
- Eliminate the high cost of printing and distributing posters
- Deliver targeted messages to specific locations at specific times
- Display content that is relevant to a specific site or region
- Video, pictures and text “hit” the viewer with a high impact message
- React to current events with “in-the-moment” messaging
- Cycle through several messages in your high traffic areas
The SBA paper offers statistics of how your customer traffic will typically increase with better signage so you can calculate the return on investment. This SBA paper and several others encourage a business to invest in good signage and offer impartial unbiased information to help you make the best decision. Once you understand the benefits you should explore digital for your business. Call us to discuss the possibilities.
