Eastside Business News at EastsideBusiness.com

Following the Signs to Next Year's Marketing Plan

It's that time of year again when companies begin to prepare their marketing/advertising plans for next year. Although there are numerous components to a good plan, many businesses and organizations often forgo an important advertising medium, according to FASTSIGNS in Kirkland, a sign and graphic franchise.

Advertising experts have long recognized that repetition and the frequent selling of a message is vital to building and retaining brand recognition and identity, according to Greg Shugarts, of FASTSIGNS in Kirkland .

“Businesses of all types and sizes in every industry often forget to include in their marketing plans one tool that is both effective and affordable – signs,” said Shugarts.

Shugarts said that when signs are evaluated on the number of impressions they create vs. their cost, they are one of the best bargains in advertising. Furthermore, business signage has a value that can far exceed the sign's actual construction cost, according to “The Signage Sourcebook,” a compilation of sign industry research published by the U.S. Small Business Administration and other groups.

For example, consider a permanent sign that costs $2,000 to build and install, which is located outside a company's headquarters on a busy road where 5,000 cars travel every day. If there are 21 working days in the average month, the $2,000 sign will create 105,000 impressions each month or 1.26 million impressions a year.

The Signage Sourcebook also noted that:

* Signs reinforce all other types of advertising and communication that is done by a business.

* The most cost-effective and efficient form of advertising to potential customers is an on-site sign.

* For the small, independent merchant, signs are the most effective form of advertising.

* The primary way newcomers become aware of a business is by seeing its signs.

* More than 50 percent of customers first learn about a small business by its sign.

With an integrated brand promotion campaign that involves signs and graphics, a business can reiterate its advertising message and reinforce the power of traditional advertising mediums on a daily basis, said Shugarts.

“Signs should be seen as essential to a good marketing or advertising plan as trade shows, direct mail and broadcast advertising,” Shugarts concluded.

Editor's note: FASTSIGNS is a valued partner with Eastside Business and we fully recommend their services in conjunction with a well-planned and targeted advertising and marketing campaign. Be sure to contact Fastsigns today at www.fastsigns.com or call 800-FASTSIGNS.

Don't forget Eastside Business Monthly, the Eastside Business websites or our weekly e-newsletter when planning your advertising campaigns. We don't want you to miss a cost effective opportunity to connect with the best business to business audience on the entire planet. We reach the people and companies you want to do business with - and we are committed to your success.