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Health & Fitness

The True Cost of a Sign

The True Cost of a Sign

A sign is the only advertising medium that your company OWNS; a fixed expenditure on a permanent asset. All other forms of advertising are temporary and a repeated expense. Spread across the lifetime of the sign, it delivers a much lower cost-per-thousand exposure than other advertising mediums.

In addition, the advertising landscape has changed drastically in recent years, and this change only continues to accelerate. Traditional forms of marketing are becoming less effective and new forms of advertising are becoming increasingly expensive.

  • Newspapers and other periodicals show a continued decline in readership. In a six month period ending in March 2010, overall Sunday circulation dropped 6.5% and weekday circulation dropped 8.7% as compared to the previous year.
  • The number of TV channels have multiplied, shrinking individual channel viewership. In addition, the introduction of DVR technology allows viewers to skip over ads. DVR ownership has nearly tripled in the past three years to over 30 million, and more than half of users skip over ads.
  • Terrestrial radio has declined almost 9% in both listeners and time spent listening, as non-commercial alternatives such as satellite radio and personal music players like the iPod gain more prominence.
  • Internet use is on the rise, but increasing world-wide competition through a handful of channels has caused skyrocketing costs and people are always finding new ways to block ads online. (And they’re just plain annoying. You don’t want to annoy your potential customers)

 

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The ability of your business to react to changing market conditions is a large component of your success. Traditional advertising requires an outlay of money and time for content creation and redistribution each time your message is changed, and can take days, weeks or months to be put into effect.

A sign can be changed on-demand and at very little or even no-cost to reflect up-to-the-minute conditions. Adjust immediately to competition, offer sales to reduce perishable or other unwanted inventory, and take advantage of local trends and news.

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Your sign is a reflection of your business. It is the very first impression your business will project; a "salesman on the street" that extends your offerings into the vehicles passing by. The sign's effectiveness is directly related to its visibility, readability and attractiveness. No other single item can enhance the image of your business to more people.

An effective and attractive sign also functions as a tool for branding, increasing the name recognition and awareness of your business to the public. For those drivers that do not convert immediately into a sale, your business name and location are reinforced on every pass, constantly building your brand.

-Damian

- Don't miss our other posts on advertising your small business. The next one will be on the vehicle advertising, commonly called the "car wrap".

For more information or to get started on the right sign for your business give us a call or stop into our shop. Be sure to check out our website to see work we've done for dozens of area businesses.

Unlimited Signs

www.unltdsigns.com

203.546.7267

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