Signage as Marketing

Signs are so widespread we hardly notice them.  That is until we’re looking for one and then we only note that in passing.  We don’t realize their effect on us, which is one reason why they’re so effective. 

 

However, it is precisely because they are so commonplace that many merchants take them for granted.  Obviously, most small business owners know they need a sign but they think of them as merely a marker identifying the business.  As a result they are unaware of and underutilize the earning potential of signage. 

 

In order for the independent merchant to fully realize the potential earnings of signage, he or she must look at signage not just as a way of marking the business but also as a way of marketing the business. 

 

Your on-premise sign should identify your business, mark its location, and convey the right image of your company.  But, the most important thing it should communicate is what you are selling.