FedEx Office Survey: Standout Signs Contribute to Sales
Sixty-Eight Percent of Consumers Say Strong Signs Seal the Deal
DALLAS, May 14, 2012—When it comes to attracting customers, good signage is the way to go for small businesses according to a new survey released today by FedEx Office®. The FedEx Office “What’s Your Sign?” survey of American consumers measured the attraction power of signage and its impact on their intent to visit a store, make a purchase and more. The survey, commissioned by FedEx Office, a leader in small business marketing solutions, found a firm connection between good signs and positive consumer action, highlighting the opportunity for small businesses to grow through smart use of this simple marketing tool.
“There’s no question attention-grabbing signage has the power to pickup new customers and get business moving. Effective signage is not limited to the front door. It encompasses everything from in-store materials to car clings to posters and banners,” said Randy Scarborough, vice president of Marketing for FedEx Office.
The survey found that almost eight in 10 (76 percent) American consumers enter a store they have never visited before based on its signs, and nearly seven in 10 (68 percent) have actually purchased a product or service because a sign caught their eye. A small business’ sign can also be an influential word-of-mouth marketing tool, with three out of four consumers saying they have told someone about a store based simply on its signage.
While location is important, sign quality is essential. More than two thirds (68 percent) of consumers believe a store’s signage is reflective of the quality of its products or services—a validation of the sentiments shared last year by 90 percent of small business owners in the FedEx Office Signs of the Times survey.This year’s study also found poor signagecan deter consumers from entering a store, with over half (52 percent) saying they are less willing to enter a store with misspelled or poorly-made signs.
Small business owners who opt out of signs altogether leave behind nearly 60 percent of consumers who say the absence of a sign deters them from entering a store.So what’s the right amount of signage? On average, consumers think a small business should have two or three signs around its storefront.
“Quality and quantity count in small business signs, and it’s easy to make both a reality on any business’ budget,” said Scarborough. “The signage specialists at FedEx Office are available every day to help small businesses find the best mix of signs and other marketing tools that will win customers.”
Read more at: http://news.van.fedex.com/WhatsYourSign
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