A survey examining the attraction and impact of small business store signage on the consumer -- and its impact on their intent to visit a store, make a purchase and more -- finds a solid connection between good signs and positive consumer action.

The survey, commissioned by FedEx Office, a small business marketing solutions firm, in conjunction with Ketchum Global Research & Analytics, finds:

• Nearly eight in 10 (76%) consumers say they have entered a store they have never visited before based on its signs.
• Almost seven in 10 (68%) consumers surveyed say they have purchased a product or service because a sign caught their eye.
• A small business’ sign can be an influential word-of-mouth marketing tool, with three out of four consumers saying they have told someone about a store based simply on its signage.
• More than two thirds (68%) of consumers say they believe a store’s signage is reflective of the quality of its products or services.
• Poor signage can deter consumers from entering a store, with over half (52%) of respondents saying they are less willing to enter a store with misspelled or poorly made signs.
• Nearly 60% of consumers say the absence of a storefront signs deter them from entering a store. On average, consumers think 2-3 signs around a small business’ storefront is the right amount of signage.

About: FedEx Office, in conjunction with Ketchum Global Research & Analytics, worked with ORC International to conduct a telephone omnibus survey of 1,000 Americans aged 18 years and older. A small business owner screener question resulted in an end sample of 914 respondents; the margin of error is +/-3.1 percent.

Source: Print in the Mix