What is signage really worth?

Of course as the old saying goes, the value is in the eye of the beholder.

Why will Coca-Cola and Pepsi put their logo anywhere and everywhere they possibly can?

Does a small business really need to spend money on logo signage?

The real question is: What brings the most value to the buyer?

Coca-cola and Pepsi spend money on signage to get their logo in every place possible because they’re marketing strategy doesn’t look at the ROI. It looks at how fast can get the whole world to know us and how can we stay in their face as often as possible.

A local family restaurant’s goal should be to spend money on signage that draws as much of the local/ traveling by traffic as possible. Spending money on a sign in another state would of course be counterproductive to their marketing expenditures. Making their logo the focal point of the sign would also be an unwise marketing choice. A sign worth their money would be one that was as legible and attractive as possible to passing traffic. For example simply putting “olees’ FAMILY RESTAURANT” in individual letters facing traffic. A mistake often made is the family restaurants’ logo takes up most of the sign band area and family restaurant is displayed in letters that are much under the size of their logo.

Now what if a particular family restaurant decides that they want to have multiple locations. Incorporating a logo into the sign that is the same size as “FAMILY RESTAURANT” would be worth the financial investment. Especially if a strategic marketing program was being launched between the stores. The logo would brand the “chain” more effectively.

Deven Ziertman (612) 599-3775 - Electro Signs - [email protected]