Sign Maintenance: 5 Reasons, 5 Actions
Sign maintenance and repair are key to keeping your best image in front of your customers. So you invested in a sign and it is working for you. Have you looked at it with new eyes recently?
Why? Research shows that shoppers value the information on signs.
5 Reasons:*
Risk of Missed Business: 54% say they have failed to find a business due to poor signage. A sign that is dark makes the business seem closed – at that time or for good.
New Business Opportunities: 33% have been attracted to a store because of signage. To attract new customers, an attractive sign is a necessity.
Make a Good Impression: 38% say they make quality assumptions about a business based on their signs. What does your sign say about your quality?
Be Noticed: 64% reported that dimly lit signs made the sign difficult to read.
The Next Generation: those in the 18-24 age group report being drawn into businesses and making quality assumptions based on signs at higher levels that the general population.
So what can you do?
5 Actions:
Get Bright Lighting – be sure your signs have new lamps, tubes, or LEDs and look bright and inviting.
Upgrade to LEDs – reduce energy consumption and improve brightness while reducing maintenance costs with an upgrade to LEDs.
Order a Sign Wash – soot, dust, and bugs all contribute to a dingy look and decreased brightness.
Paint the Sign – a fresh coat of paint can brighten the look of a sign just as it can a room.
Update Your Faces – plastic and paint fade and discolor over the years. A small investment in new faces provides a bright new look.
And a Bonus Tip:
Finally, set a weekly or monthly reminder to take 5 minutes to really look at your signs and be sure they continue to be your best sales tool – attracting shoppers, impressing them with your image, and greeting them with something as bright as your smile. Sign maintenance can be simple, but consistency provides ongoing benefits.
*Data from Kellaris, 100,000 Shoppers Can’t Be Wrong; and Kellaris, Viewing Signs through the Eyes of the Beholders; available at the Sign Research Foundation.