The Economic Value of On-Premise Signage

You are recommending that your client install an additional sign on their facility, based on a favorable location you noticed on your site survey. You feel certain that this location would result in additional sales, brand exposure and gross revenue, but your client is not convinced. What do you say?

Here are some hard facts you can use to close the sale. Tell your prospect that the number of signs on a site has a significant and positive impact on both the annual sales revenue and quantity of annual customer transactions.

How do you know? Because of the 1995 Research Study of Signage Performance done at the University of San Diego. Here are a few of the highlights: 

  • On average, one additional on-premise sign resulted in an annual sales increase of 4.75%. That translates into $33,250 in additional revenue for a retailer with current sales of $700,000.
  • Also, an additional on-premise sign increased the average number of annual transactions by 3.94%. If your customer currently runs 4912 annual transactions through his business, that translates into 193 additional transactions.
  • Last, one additional 36 sq ft. building sign resulted in an average transaction amount increase of 1.3%.

This hard data should help to convince your client that an additional sign is an excellent investment, particularly when the client’s location has a prospective new sign location that is conspicuous. Furthermore, an additional sign yields tangible results even in this tough economy.

Please contact us if you’d like a copy of the actual University of San Diego study (it is academic but fascinating.) And remember that our product - wholesale channel letters - can be an excellent choice for that additional sign.