Signs and Your Business
I would like to bring to your attention to a very interesting article about Signs and Displays - written by Karen E. Claus about 20 years ago - that got my attention because it is still so Incredibly Actual.
Ms Claus is one of the most important modern researchers of Signage And Its Effectiveness: her scientific approach to the subject provided truly important insights to anyone in the signage business, Both Manufacturers And End-Users.
Even if her article is not strictly about LED Signage, I still think there are many interesting aspects that should be considered, as for example "why" and "how" a sign does Significantly Affect Your Business.
Today I'm republishing the "Introduction" - and I will post the rest of Ms Claus article in the next few days. Please note that I edited the original text by adding some highlights (ie. bold) to underline what I considered the most important parts.
In a few passages of the article you will find specific references to the American population, but I think most of the principle explained are valid, with some adjustments, to the Population Of Any Country.
Ms Karen E. Claus is also author of "The Sign User's Guide: A Marketing Aid", a very interesting book that I strongly recommend you to read if you are in the Sign Business (either LED or not). You can find it on Amazon.com.
I am sure you will find it interesting.
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SIGNS AND YOUR BUSINESS
By Karen E. Claus
University of California, San Francisco, California
INTRODUCTION
Signs are one of the most efficient and effective communication media available to the small businesses.
Signs help people find you; they reach people who are passing by your establishment.
In short, signs tell people what you are selling. Signs are such a powerful communication medium that it is difficult to estimate the extent of their influence.
What Signs Can Do for Your Business
Signs Give Information About Your Business and Direct People to Your Location
Signs index the environment. This is especially true for travelers, new members of your community, and impulse shoppers who may be on a journey to purchase a particular good or service that you sell. Americans are mobile.
Each year we travel over 1.7 trillion miles by automobile and approximately 19 percent of us change our place of residence.
A primary source of customers for your business is the large number of people who are new to your community or who may be just passing by.
Your sign is the Most Effective Way of reaching this mobile or transient group of potential customers.
Signs Are Street Advertising
In the next part (posted on Tuesday February 6th) Ms Claus further explain what is "The Advantages of Signs"
Ms Claus is one of the most important modern researchers of Signage And Its Effectiveness: her scientific approach to the subject provided truly important insights to anyone in the signage business, Both Manufacturers And End-Users.
Even if her article is not strictly about LED Signage, I still think there are many interesting aspects that should be considered, as for example "why" and "how" a sign does Significantly Affect Your Business.
Today I'm republishing the "Introduction" - and I will post the rest of Ms Claus article in the next few days. Please note that I edited the original text by adding some highlights (ie. bold) to underline what I considered the most important parts.
In a few passages of the article you will find specific references to the American population, but I think most of the principle explained are valid, with some adjustments, to the Population Of Any Country.
Ms Karen E. Claus is also author of "The Sign User's Guide: A Marketing Aid", a very interesting book that I strongly recommend you to read if you are in the Sign Business (either LED or not). You can find it on Amazon.com.
I am sure you will find it interesting.
=========================
SIGNS AND YOUR BUSINESS
By Karen E. Claus
University of California, San Francisco, California
INTRODUCTION
Signs are one of the most efficient and effective communication media available to the small businesses.
Signs help people find you; they reach people who are passing by your establishment.
In short, signs tell people what you are selling. Signs are such a powerful communication medium that it is difficult to estimate the extent of their influence.
What Signs Can Do for Your Business
Signs Give Information About Your Business and Direct People to Your Location
Signs index the environment. This is especially true for travelers, new members of your community, and impulse shoppers who may be on a journey to purchase a particular good or service that you sell. Americans are mobile.
Each year we travel over 1.7 trillion miles by automobile and approximately 19 percent of us change our place of residence.
A primary source of customers for your business is the large number of people who are new to your community or who may be just passing by.
Your sign is the Most Effective Way of reaching this mobile or transient group of potential customers.
Signs Are Street Advertising
- For most businesses the street is where customers are. The message conveyed on the street reaches people who are Close Enough to make a purchase.
- Street advertising also helps people Develop A Memory of the products and services you sell. People tend to buy from businesses they know.
- A sign can Appeal To A Given Group of potential customers. If you have a particular market segment that you wish to attract to your business, your sign can be an important means of bringing these people in.
In the next part (posted on Tuesday February 6th) Ms Claus further explain what is "The Advantages of Signs"
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