Aftermarket Insider Issue 73 - (Page 13)

SIGNAGE Promotion is an integral part of many business’ communications plans, and what better way to advertise then through signage? Whether you are going digital or sticking to sandwich boards, signage is one of the oldest and most effective forms of promotion available. Signs help to promote brand recognition and provide many different opportunities for businesses to relay their messages to the public. Find out about the different types of signage that are available for your business, as well as the regulations that could be keeping you from making the most of your advertising dollars. toolbox I N S I D E R VOL UME 7 3 Branding Your Business With Signage For retailers and service providers in the automotive aftermarket industry, signage is a critical element of any brand recognition, promotion strategy and communications opportunity. After all, most signs work 24 hours a day, seven days a week and 365 days a year for their business. And according to the U.S. Small Business Administration, signs “are the most effective, yet least expensive form of advertising for the small business,” especially when compared to other forms of marketing such as newspaper, radio and television ads. You’re in business to make money, and in order for that to happen you need customers to buy your goods and services. This is where a good sign can make a difference, as it creates a first impression of your business, tells people who you are, where you are and what you offer. If you think about it, it makes sense. We’ve all been driving around and noticed a business because of its sign. But there’s more than just anecdotal evidence that confirms the importance of visible and effective signage. A few years ago, a sign manufacturer performed a study of its clients to find out whether their signs were bringing in customers. The businesses surveyed were a year or less old and the surveys were conducted within 30 to 45 days after the installation of a new sign. Thousands of shoppers were asked, “How did you learn about us?” The results clearly demonstrated that the signs attracted half of the start-up businesses’ new customers – AFTERMARKET INSIDER | VOLUME 73 | 13

Table of Contents for the Digital Edition of Aftermarket Insider Issue 73

Aftermarket Insider Issue 73
President's Message
Success Happens When YOU ARE HERE!
AAPEX 2011: A Show to Remember
Member Profile
Toolbox: What’s Your Sign?
Association News
Market Intelligence
Segment News
Technology Update
Hot Dates

Aftermarket Insider Issue 73