CASE STUDIES
Case Study #1
Why do so many small businesses fail?
1. Because they fail to attract enough business to 'find them' and keep them profitable through the 'learning curve' of the first few years.
2. In addition, they fail to get enough 'exposure' or spend too much money 'trying to get exposure'.
Ways to get 'EXPOSURE'
- Radio
- Television
- Direct Mail
- Newspaper
- Billboards
All of them are 'good', meaning they can work. However, most are not appropriate for a lot of businesses! For example... A Yellow Page ad is essential for a locksmith, but a total waste of money for a convenience store.
Advertising Comparison
It's not just about EXPOSURE, it's about quality of exposure and cost per exposure! SIGNAGE, on the other hand, represents tremendous 'exposure' opportunities that are basically overlooked by most small business owners. (Especially, since we are all trained to think in 'off-site' advertising terms.)
Let's summarize quickly and..."get to the POINT"
1. The huge majority of businesses don't last.
2.Of those that do last, the HUGE majority are performing at far less than maximum profitability.
3. The 2 reasons for this: Not getting enough business and paying too much to acquire business.
4. Nearly ALL businesses are trained to focus all of their advertising dollars into monthly 'pay forever' media.
5. Most media is VERY EXPENSIVE in terms of cost-per-exposure.
6. SIGNAGE offers – by far – the lowest cost-per-exposure value!
7. EFFECTIVE signage is actually MORE EFFECTIVE than the more expensive options.
What the SBA says about your signage... "...good signage can be the difference between success or failure of the business..." "Good signage can also increase a business's opportunity for success." "A properly designed sign is the MOST EFFECTIVE, yet LEAST EXPENSIVE marketing tool available to the retail location." "Your sign is The Most Important Part of YOUR Real Estate when it comes to Reaching Your Maximum Profit Potential." "What's more, signs are always on the job for you, advertising 24 hours a day, 365 days a year."
Put these principles to work for you!
The three keys to effective signage
In order to be truly EFFECTIVE a sign must accomplish 3 primary objectives:
1. It must catch the Eye!
2. It must tell what your business offers!
3. It must make the best possible impression!
Case Study #2
Major Corporations Know...
The Greatest Retail Business Success Secret EVER!
Could This Secret Be The One Thing That Will Expose The Hidden Profit Potential In Your Business???
"The job of signage is to drive business." Therefore, a sign is not art, it is essence.
Every Day, tens of thousands of people pass your location less than 200 feet from your cash register. What are you doing to get them off the street, out of the car and into your store?
EFFECTIVE SIGNAGE is the MOST POWERFUL, yet inexpensive way to get people off of the street and ringing your cash register.
The THREE MOST IMPORTANT QUESTIONS you've never asked about your business:
• Of the THOUSANDS of people who pass you by every day, how many do you want to notice your business? • Of the many products and services you offer, how many do you want those THOUSANDS of people to know about? • Of the 30 to 60 times those THOUSANDS of people pass you by each month, how many times do you want them looking? Most business owners are making a very costly mistake:
Paying BIG MONEY for a high-traffic location and then wasting it due to inadequate or ineffective signage! Worse, the only way to compensate for this mistake is by paying even MORE MONEY for off-site advertising!
This makes NO SENSE, especially when you realize that all of the customers you could ever want or need are already passing less than 200 feet from your store, everyday! Let us show you the most effective way to get them IN YOUR STORE!
What does the most successful retail business in the history of the world know about signage?
McDonald's restaurants have more than 30,000 locations and have been perfecting ways to increase their business for nearly 50 years. Do they invest so much in signage because they do millions a day in business? OR, do they do millions a day in business because they invest so much in signage??? You Decide...
Notice that their locations maximize every possible 'Visibility Opportunity': In addition to the pole sign, the roof, windows & building are all being used as signage.
Does a 'Playplace' serve more than one purpose? Is it just a place to play or is it acting as a giant sign as well?
How about the roof? Is it just a roof or is it an unmistakable sign luring people in off the street?
Major corporations don't think of signage as a cost! They put up the biggest, most powerful sign allowed by law!
