More Customers and Revenue
In 1997, Gulf Industries, Inc., a producer of custom-designed
internally illuminated pole signs and wall signs located in
Torrance, California, conducted store traffic surveys of 45
established, independent retail and service sites across the United
States, including, for example, car washes, muffler and transmission
repair shops, beauty salons and chiropractic clinics.
The surveys were conducted 30 to 45 days after installation of a new
on-premise sign, and were designed to determine what drew first-time
customers to the store. Of the 840 customers who participated, in
response to the question "How did you learn about us?",
54% (452) stated they became aware of the business when they saw the
sign;
29% (248) became aware of the location through word of mouth;
11% (92) through newspaper advertisements;
4% (32) through the yellow pages;
1% through TV (9) and
1% via radio (7).
According to Gulf, all 45 businesses involved in the survey
experienced increases in gross business, some as much as 50%, after
installation of a custom on-premise sign visible to the street.
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Vehicle Wraps
- Are seen locally 1-4 million times per month
- 80% of viewers remembered the product advertised on vehicle
wraps
- Mobile advertising leads to 107% increase in sales
SBA Case Studies
The
Small Business Administration provides case studies that
illustrate the benefits of effective over ineffective signs.
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