The Small Business Administration reports that on-premise signage is by far the most cost-effective method of advertising for local retailers. Signs are only a fraction of the cost of billboards, newspapers, radio and television.
But do you need to make the extra investment in illuminating your signs? Yes, if you want to effectively compete. Large businesses can not only rely on costlier forms of advertising, but they can also employ elaborate storefront lighting in addition to signage. There’s no such luxury for small and mid-size businesses; most rely solely on their signs for both identification and advertising at night.
Retailers also benefit from the advertising function of a lighted sign even while closed, because it helps reinforce memory of the business for later recall by shoppers. It also brands the site, planting the location of the store more firmly into the mind of motorists and passersby.
Another argument for illuminated signage? The average roadside sign in the U.S. earned from 20,000 to 50,000 impressions per day in 2015—and approximately 40 percent of those impressions took place after dark. Without adequate lighting for your signs, that promotional opportunity is missed.
If ready to add or update signage at your location, here are a few important considerations: It’s best to build in illumination with the initial design, as retrofitting a sign for lighting can be costly. What’s more, research indicates that internally illuminated signs are much more visible than externally lighted versions. Finally, looking before you leap—or illuminate—is crucial. Many municipalities have strict standards on what’s permissible with lighted signage for retail applications. So be sure to know before you glow!
For the brightest ideas in illuminated signage, rely on Image360 Corporate.
Your local resource for graphics that enhance, displays that inform and signage that works both day and night, we provide professional art and graphic solutions for all types of businesses and organizations. To get started, contact us today.Back