Studies Of Advertising Values And Effectiveness
Please find here below the third part of the article titled "Signs and Your Business" from Ms Karen E. Claus.
In this part Ms Claus clearly explains why on-site signage is so critical for any business.
In case you missed the previous posts, you can read here the first part and the second part.
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STUDIES OF ADVERTISING VALUES AND EFFECTIVENESS
As a means of increasing sales, advertising is one of our Most Valuable Resources. From an advertising and public relations standpoint, the Physical Location Of Your Business can be your most valuable asset.
An average of eighty-five percent of your potential customers are likely to pass by your establishment at least ten times every month. The advertising implications in this Circulation Of Potential Customers around your business location are enormous.
In terms of a comparison, the Advertising Value Of Your Site is the equivalent of your receiving two free full page newspaper ads every month you are in business. Finally, this potential to influence people exists right outside your door, which is the only place where those impressed by your sales message can react to it instantly.
The advertising tool used to Convert Your Location Into Cash is on-site signage. There is little doubt that signs work and that people rely on them for information. On-site signage can, relative to its cost, have an extraordinary influence on the success or failure of a retail business.
One major study involved restaurant chain operators. With their ability to assess relative profit performance among various units, they have found a Direct Correlation between effective on-premise signs and sales volume, in some cases amounting to thousands of dollars in gross revenue per week.
In a typical case study, Colony Kitchens, analyzing twenty-eight locations, found that without fail those stores with adequate signage all had volumes Well Above The Average for the chain as a whole. Researchers at Colorado State University found the same direct correlation between adequate signage and increased business volume.
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In the next post, I will publish the fourth and last part of Ms Karen E. Claus' article, where she tell us about the results of a study conducted by the 3M Company about the effectiveness of advertising media for retail use.
In this part Ms Claus clearly explains why on-site signage is so critical for any business.
In case you missed the previous posts, you can read here the first part and the second part.
=========================
STUDIES OF ADVERTISING VALUES AND EFFECTIVENESS
As a means of increasing sales, advertising is one of our Most Valuable Resources. From an advertising and public relations standpoint, the Physical Location Of Your Business can be your most valuable asset.
An average of eighty-five percent of your potential customers are likely to pass by your establishment at least ten times every month. The advertising implications in this Circulation Of Potential Customers around your business location are enormous.
In terms of a comparison, the Advertising Value Of Your Site is the equivalent of your receiving two free full page newspaper ads every month you are in business. Finally, this potential to influence people exists right outside your door, which is the only place where those impressed by your sales message can react to it instantly.
The advertising tool used to Convert Your Location Into Cash is on-site signage. There is little doubt that signs work and that people rely on them for information. On-site signage can, relative to its cost, have an extraordinary influence on the success or failure of a retail business.
One major study involved restaurant chain operators. With their ability to assess relative profit performance among various units, they have found a Direct Correlation between effective on-premise signs and sales volume, in some cases amounting to thousands of dollars in gross revenue per week.
In a typical case study, Colony Kitchens, analyzing twenty-eight locations, found that without fail those stores with adequate signage all had volumes Well Above The Average for the chain as a whole. Researchers at Colorado State University found the same direct correlation between adequate signage and increased business volume.
=========================
In the next post, I will publish the fourth and last part of Ms Karen E. Claus' article, where she tell us about the results of a study conducted by the 3M Company about the effectiveness of advertising media for retail use.
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