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Helping customers find their location was
the most important purpose for businesses.
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Legibility is the most important
characteristic of signs.
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Use of business logos, and the size and
location of the signs were more important for companies with more
establishments, compared with single establishment companies.
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Sign changes generally had significant,
positive impacts on sales, number of transactions, and profits. Roughly 60% of
businesses reported increases averaging about 10%
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Among the case studies,
positive business performance was generally associated with greater use of
on-premise signage and better quality signs.
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The national lodging chain case
study found that the use of a digital electronic sign to display pricing was
associated with increased average occupancy rates. The impact appeared to be
especially strong for properties with lower occupancy rates.
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The national retail banking
business case study found that pylon signs were strongly associated with high
visibility, monument signs were moderately associated with high visibility, and
wall signs contributed to identity but not visibility. In addition, pylon signs
were associated with significantly more teller transactions.
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The car dealership small
business case study found that the addition of a video sign board was
associated with increases in both service department revenue and customer
traffic. An added benefit was the “goodwill” and reputational gain associated
with using the video board for community related public service messages.1
To
view the study, visit this link.
1- The Economic Value of On-Premise Signage, Economics Center, University of Cincinnati,
August 2012. http://www.thesignagefoundation.org/LinkClick.aspx?fileticket=5i1Ap9waG1M%3d&tabid=59&mid=496
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