The Economic Value Of Sign Maintenance In St. Louis
Sign maintenance is an investment, not an expense! Today’s post reviews key findings from advertising research that highlight the real economic value of professional sign maintenance in St. Louis, MO.
Advertising Research Highlights Economic Value Of Sign Maintenance
In a seminal study, James Kellaris, research lead at the Interdisciplinary Journal of Signage and Wayfinding, reviewed survey responses from more than 100,000 American shoppers to gauge the extent to which sign maintenance affects brand reputation, sales, and marketing results.
These were some of his key findings:
- Well-maintained signage attracts leads; poorly maintained signage repels prospects. “Across genders, age groups, and regions, 29% of American consumers report that they have been drawn into unfamiliar stores based on the quality of the store’s signage,” writes Kellaris et al. This effect was found to be particularly strong with the 18- to 24-year-old age group, with “over half reporting being drawn into unfamiliar stores on the basis of signage.”
But this effect also works the other way, meaning that unattractive and poorly maintained signs can potentially drive people away.
- Sign maintenance is key for sign visibility. By now we know that sign maintenance influences audience responses to your signage, but that’s assuming they even see it. After analyzing the results of their study, Kellaris et al. discovered that nearly half (49.7%) of American consumers reported having driven past businesses they intended to visit because their signs were small, unclear, or poorly maintained.
- Sign maintenance affects brand reputation. “Over a third of American consumers (34.5%) report that they have made quality assumptions about a business on the basis of clear and attractive signage,” writes Kellaris et al. Though not explicitly stated, this has everything to do with sign maintenance, as even the most stunning sign design will not be “clear and attractive” with burnt-out bulbs or fading colors.
Sign Maintenance Is An Investment, Not An Expense
An expense costs you money; an investment is supposed to make you money. While it is true that sign maintenance services aren’t free, there is no denying the economic value of maintaining clear, attractive signage year-round.
With the help of our qualified experts, sign maintenance is both easy and affordable. Simply give us a call whenever your sign needs a facelift, or discuss a sign maintenance schedule with our team so you never have to worry. We work with all sign types and materials, and every quote is free.
Free Quote On Professional Sign Maintenance In St. Louis, MO
Call (314)-726-5500 or visit the Horizon Sign Company website for a free quote on professional sign maintenance in St. Louis, MO. We’re a locally owned company that proudly serves Brentwood, Richmond Heights, Webster Groves, Rock Hill, Clayton, Maplewood, Kirkwood, and surrounding areas in St. Louis county and city.Back