SURVEY REVEALS ILLUMINATING SIGNS HAVE A GREATER ROI THAN NON-ILLUMINATING

Let there be light! A research market firm sent s survey to 750 on-premise businesses from a variety of industries. Respondents overwhelmingly agree a lighted sign helps perform the following marketing functions (as measurement on a 7-point Likert scale)

- - - - 5.99- Helps business to attract customers
        
        6.27 -Enhances store image and brand
        
        6.19 -Helps communicate business’ location
        
        6.14 -Reinforces advertising as part of integrated marketing communications

Survey participants came from businesses in a wide variety of types and longevity with 86% being small businesses.

All participants received a $10 incentive. After a reminder mailing 333 usable responses were obtained. 86% of the sample had 25 or fewer employees, reflecting that the study mostly reflects small business’s. 91% report they have images, such as a logo or other artwork, on their lighted sign.

Field Dates of the Study:

Initial mailing to 750 – November 12-14, 2013
Reminder postcard mailing to 525 – December 4, 2013
Final cut-off date for returns – February 1, 2014

Final Returns Count:

Undeliverables – 48
Returned blank – 8
Completed returns – 325

Response Rate: 333 / (750-48) = 333/702 = 47.4%

C. Taylor (Published at Villanova University) writes the report outlining Survey Data Analysis and drawls a conclusion that states,

This study clearly shows businesses understand the value of lighting of on-premise signs. Regardless of geographic region, size of business, and number of years in business, businesses of all types believe lighted on-premise signs play important marketing functions. Moreover, the businesses report illumination of signs, on average, is very important to their bottom line. This impact is even more pronounced for smaller and younger businesses. For many businesses, a lighted on-premise sign may be a “make or break” factor affecting profitability. (signresearch.org)

Photo of Hertiage Pointe restoration project

Heritage Pointe sign restoration successfully completed by the Grand Rapids team of Metro Signs & Lighting

Signage can make a first impression, day and night!

If the sign does not stand out from its surroundings, it is much less likely to get noticed. Interested in upgrading or restoring your company’s signs and lighting? Give us a call!

WARREN OFFICE: (586) 759-2700 GRAND RAPIDS OFFICE: (616) 202-3000

Sources: Sign Research Foundation, Survey “illuminated vs. Non-Illuminated Signage – Economic Impact of Illumination” Charles R. Taylor, Villanova University. LEARN MORE ABOUT THIS STUDY: https://signresearch.org