A sign is the most direct form of visual communication available. In fact, so many people use signs without a second thought that it is easy to overlook their importance. When we cannot talk to other people directly in a given location, we tack up signs: wet paint, beware of dog, enter here, garage sale, etc. Signs are the only form of mass communication directly available to everyone.
Signs perform three major communication functions for your business: they give information and direction, provide a format for street advertising, and build your image.
On-premise signs are your most effective and efficient means of commercial communication because they are inexpensive, available, practical, easy to use, always on the job, and directly oriented to the area of your business.
Signs are easy to use.
No special skills or resources are needed to operate a sign once it has been installed. If it is an illuminated sign, all you need to do is flip the switches and that may not be necessary with timing equipment. Once the initial expenditures are made, no special resources or professional services are needed. You need only operate and maintain your sign.
Signs are inexpensive.
When compared to the cost of advertising in some other media, the on-premise sign is very inexpensive.
Always on the job.
Signs are always on the job repeating your message to potential customers. You’re on-premise sign communicates to potential customers twenty-four hours a day, seven days a week, week after week, month after month, year after year. Every time people pass your business establishment they see your sign. The mere repetition of the message will help them remember your business.
Advertising in your area.
Signs do not waste your resources by requiring you to pay for wasted advertising coverage. The people who see your sign are the people who live in your area. Your sign provides an easily recognizable display format for the goods or services you are selling. For most businesses the street is where potential customers are. The message conveyed on the street reaches people who are close enough to make a purchase.
Street advertising also helps people develop a memory of your business name and the products and services you sell. People tend to buy from businesses they know.