Do Signs Actually Impact Sales?
Added on 27 December 2013
A market research firm in Calgary recently told us about an interesting signage study they conducted.
The survey involved visiting businesses in a specific part of the city to determine the approximate amount of walk-by traffic each day, and compare it to each business’ storefront signage.
SIGNAGE SURVEY: FINDINGS
Based on averages in surrounding cafes and other businesses, it was determined that indeed, signage – its size and prominence had a lot to do with attracting people into various shops. It generally appeared that the larger the signs, the greater the walk-in traffic on a store-by-store basis, even though there were variations between various kinds of businesses. Those with the largest signs often considered 100% of their client base to be “walk in” and those with smaller/non-existent signs were largely selling to internet audiences with little walk-in.
In short, there is no reason not to have the biggest signs you can get to represent your business, especially if you see benefit in getting walk-in traffic. It’s a personal billboard that says, “Hey we exist” – and you might as well use it to your maximum advantage.