Create Impulse Sales

Even though many of today’s consumers have the financial ability to spend money, few have the time in which to do that spending.  They’re certainly too busy to search for you or wander around comparison-shopping.  They are more likely to stop at the first convenient place they see that seems to be selling what they need.

 

Who hasn’t been driving down the street, stopped at a store and made a purchase, merely because they saw the sign?

 

Best Buy discovered that about 17% of its customers were people who did not intend to stop there but did so specifically because they saw the sign.

 

Another example of how signs can be very effective at influencing a customer’s buying habits is the Belmont Auto Spa in southern California.

 

The business was profitable but not as much as expected.  Unfortunately, the original sign, although expensive and well placed, was poorly designed.  Its lack of color contrast prevented it from standing out from the background and it couldn’t be seen or read at a distance.  Further, since the sign didn’t have any of the characteristic visual features one would expect for a car wash, drivers didn’t recognize it as one and drove right on by.

 

The owner invested $15,000 in a new pole sign that was well-designed.  The strong, first-read pictorial graphic immediately identified Belmont as a car wash and the colors were contrasting and lively.  A reader board was also added to highlight specials such as detailing.

 

In its first year, the new sign produced a 15% increase in overall business, which translated into an additional $135,000.00 – nearly nine times the cost of the sign.

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