Advertising Techniques for Small Business
A Business Sign
Most of the people think the sign is little more than a painted board marking a business location. For business owners who think the same – they do so in some extend. In 99% of all UK retailing the business sing is the basic link to the piblic attracting new customers, branding the business, and creating sales. By example, McDonlalds has 26000 locations and pends about $40000 dollars on sinage per store. That’s one billion forty million dollars worth of signs.
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Why would fast-food restaurants spend so much on sinage? Because a one-year survey revealed that those $40 000 worth of signage was resposible for over $600000 in sales. There is incredible value in signage, especially when it is viewed as a way to mark a business and when used as part of overall strategy.
It’s full potential can be realised: increasing sales, cutting costs, helping businesses grow. This in turn can create jobs, improve communities and promiote tax revenue for cities.
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Here’s how signage can decrease advertising expences. The basic way to evaluate any marketing method is the cost per 1 000 exposures. The price in life expectancy of signage varies widely but let assume this business is one of the fast-food franchises that invested in a sign costing $33000 which lasts 7 years. If a business is located in a street with 6000 people passing each day, the cost per 1000 exposures will be only 22 cents.
The same $33 000 spent on outdoor advertising for 1000 thousand exposures would be $1.65. A similar expenditure in newspaper advertising would cost $3.13, when television advertising for 1000 exposure will cost $13.20. Only 1% of first time customers come in because of a television ad. But if you remeber 45% come in because of the sign. If a business is spending only $0.22 per 100 exposures to get that 45%, that’s a good use of their money.
As you see – signage is both effective and economical.