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What are Custom Signs?

Custom signs give information about your business and direct people to your location. These signs are one of the most efficient and effective communication media available to businesses.

Custom signs index the environment. This is especially true for travelers, people who are new to your community, and impulse shoppers who may be looking to purchase a particular good or service that you sell. Americans are mobile. Each year we travel over 1.7 trillion miles by vehicle and approximately 19% of us change our place of residence. A primary source of customers for your business is the great amount of people who are new to your community or who may be passing through. Your custom sign is the most effective way to reach these potential customers.

Custom Signs Are Street Advertising

The street is where customers are. The message conveyed on the street reaches people who are close enough to make a purchase. Street advertising also helps people remember the products and services you sell. People tend to buy from businesses they have heard of before.

Custom Signs Are Effective

There are four basic criteria used to judge the effectiveness of each class of advertising: (1) coverage of the trade area, (2) repetition of a message, (3) readership of a message, and (4) cost per thousand exposures of a message. Let's see how custom signs fall into this criteria;

1. Custom signs are oriented to your trade area . Signs do not waste your resources by making you pay for wasted advertising coverage. The people who see your sign are the people who are in your trade area.
2. Signs are always on the job repeating your message to potential customers . Your on-premise sign communicates to potential customers seven days a week, month after month, year after year. Every time people pass your business they see your custom sign. The mere repetition of the message will help them remember your business.
3. Nearly everyone reads signs . Signs are practical because nearly everyone is used to looking at and reading signs, even small children. Studies have shown that people read and remember what is on signs. When special items are displayed, sales increase for these particular items within the store.
4. Custom signs are inexpensive . When compared to the cost of advertising in other media, the on-premise sign is very inexpensive. There is no better advertising dollar value than your on-premise sign.

An average of 85% of your potential customers are likely to pass by your business or organization at least ten times each month. The advertising implications in this circulation of potential customers around your business location are enormous. The advertising value of your site is equivalent to receiving two free full page newspaper ads every month you are in business. Plus, this potential to influence people exists right outside your door, which is the only place where those who see your sales message can react to it instantly. Thus, the advertising tool used to convert your location into cash is on-site custom signage. Custom business signs can, relative to its cost, have an enormous influence on the success or failure of a retail business.