The reasons for having a sign or signs at your business are plentiful. A sign is the most effective, yet least expensive form of advertising for the small business. It is your introduction and handshake with anyone passing by, identifying your business to existing and potential customers. Signs are always on the job, working for you, advertising 24 hours a day, 365 days a year. Most people say they judge the quality of the business by the quality of their sign.
Merchants can drastically increase their business just by adding a good sign. Conversely, many businesses have gone under because they simply were not identified well, thus potential customers didn't even know of their existence. It’s been said, “A business without a sign is a sign of no business.”
This day and age, we live in a mobile society. According to the United States Census Bureau, 18% of households relocate each year. As there are always new people moving into an area, they need to know about your business, and with a sign you can attract new business.
For businesses that have limited marketing funds, signs can be a cost-effective form of marketing. According to the SBA website, the cost-per-thousand (a common method used to measure the cost of reaching a thousand potential customers,) is much lower for signage than other types of advertising, such as radio, televisions and newspapers.
Exterior signs are usually either ground-mounted or mounted on the building itself. Ground mounted signs can be constructed of a number of all-weather or weather-treated materials, and come in an almost endless variety of shapes and sizes. They are typically mounted near a road in the area of the highest visibility (while conforming to the city’s sign ordinances,) so that they will attract the attention of passing motorists. Signs mounted directly on the building are attached to the business and may be helpful in areas having a higher flow of foot traffic. Such areas include urban and out-parcel shopping areas.
The standoff sign is the best attention-attracting outdoor sign available, and it works for any budget.