Three Key Results: How Signage Impacts Your Bottom Line

There is leverage in locating your business on the corner of West Main Street and North Drake Road, where the highest level of visibility and appearance is achieved on the “busiest corner” countywide. From this intersection to US-131, credible retailers including Kohl’s, Lowe’s, Hobby Lobby, and Pier 1 Imports among others dominate the lengthy stretch along West Main Street, driving locals and travelers to this growing shopping corridor.

A location where your target market already exists, with the visibility and presence that will compliment your business is available at West Century Center and 308 North Drake Road. So, how do you get the most visibility and presence out of this popular retail corridor?

Signage, a highly essential form of advertising, serving your business 24-7, may be one of the most visual, valuable components of your storefront. The character and quality of your business and services are defined in your signage, directly impacting your bottom line.

At PlazaCorp, we consider it our priority to maximize visibility in the exterior design of the properties we manage. From updating the façade to positioning signage, we make every effort to showcase our tenants, creating an inviting and visually appealing location for their customers.

So, what are the top benefits of signage? Here are the three key results:


#1 Increases New Customers and Customer Retention

How customers learn about your business:

  • your sign: 50% (50% wouldn’t even know you existed without a sign)
  • word of mouth: 33%
  • newspaper ad: 9%
  • television ad: 1%
  • radio ad: 1%
  • other ad: 6%

Customers who stop on impulse and made a purchase because of a sign: 68%

Another study estimated that approximately 50% of people visited a business for the first time through signage – nearly all of which were impulsive visits.


#2 Decreases [Advertising] Costs

Estimated Cost per 1000 Customer Exposures:

  • Television ad…………………….. $9.82
  • Newspaper ad (300-lines)……… $2.81
  • On-Premise Signage…………… $0.02

*Costs may vary

More bang for your buck: With signage, you’re only spending 2 cents per 1,000 exposures, which is a great deal considering 50% of first-time customers visit a business because of signage. Compare this to spending $9.82 per 1,000 exposures on a TV ad, which only results in 1% of first-time customers.

This research indicates that a sign provides you advertising with the greatest exposure to your target area at a fraction of the cost of other media sources.


#3 Improves Sales Revenue and Increases Employee Hires

Average increase in sales profits due to change in signage:

  • adding monument sign: 9.3%
  • adding large pole sign (144 SF): 15.6%
  • adding chain identity to plaza identity sign: 7.7%
  • replacing storefront wall sign: 7.7%
  • adding two directional signs: 8.9%

Studies show sign changes led to nearly an estimated 10% increase in sales revenue for 60% of businesses reported. Plus, a quarter of respondents reported hiring more employees.

The average business gets up to 50% of their sales from signage.

To get the most out of your next business location, contact us today. Find out more about our available locations that deliver the 3 Key Results.