Wednesday, January 27, 2010

How to determine whether your current business sign is effective

As you know a business sign is a very important part of any business. If you have a sign it is very important to determine how effective you sign is or isn’t. If your sign is not bringing in more customers and more money then you will want to reconsider the message that is being delivered via the sign. If your sign has not paid for itself after a few months then your sign is a liability and not an asset.

To measure how effective or ineffective your sign is simply assess your readership. If no one is reading the sign then the sign is not effective. It’s Simple as that.

To figure out how many people are actually reading your sign you can survey your customers. This is probably the easiest and least expensive way to go about it.

Ask your customers a few simple questions such as do they remember what the sign said? Do they remember what colors were on the sign? What stood out to them about the sign? These questions will help you figure out what’s working and what’s not. You can also ask for any suggestions that would help improve the overall look and feel of the sign.

Customers are very honest. They know what they want. Listen closely to what they are saying. Once you have surveyed enough customers go over all the forms and find the common denominators. If they say take a graphic or image off then do it. If something is not working then it would be in the best interest of your business to change it immediately.

The whole idea of having a sign is to get your message across to the hundreds or even thousands of people who pass by your business every single day. If you sign is not doing that then you are losing money.

Once your customers have finished taking the survey be sure to thank them. Offer them either a discount on their next purchase or give them something tangible such as a coffee cup or t-shirt with your company name and logo on it. This will help keep your business and its products fresh on customer’s minds.

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