After 15 years in the sign business, I can usually tell which new business will fail within minutes of meeting with the client. I can tell when I hear what percentage of their total budget has been set aside for signage. I can also tell when they show me that they have more interest in getting a low price than getting a sign with a design that is compelling enough to draw people into their place of business.

I want to ask them, "Is a $1000 sign really cheaper than a $10,000 sign". When they say "Yes, it is". I want to explain to them that if their business fails because of poor signage choices, then how much did they really save on that $1,000 sign? On the other hand, if their business succeeds beyond their wildest expectations and it is due in part to their clever and effective sign content, then wasn't they extra $9k the best decision they could have made? It pays for itself and then makes them money if it helps keep them from "going under".

Signs are best looked at as "advertising". It is arguably the most effective and most important advertising purchase a new business owner will make. IF you purchase a $10,000 neon sign or a $10,000 electronic scrolling LED message board sign and you get 10 years out of it; you just paid $83.84 per-month (plus any upkeep needed or electricity used) for that point-of-sale advertising. How does that compare to what your business spends on other forms of advertising like the "yellow pages" or Radio or NewsPaper advertisements?

The final point I would like to make about giving your business sufficient signs is that you should continue the branding thought your business. Don't stop at one large entry sign. Put signs on every side of your business that is exposed to traffic if your local sign code allows it. If your town allows sidewalk signs, then put out a "sidewalk sign stand" to get the attention of the foot traffic. Be sure to put logos on each parking sign and a vinyl or etched logo on your front door and put some branding on the custom printed "welcome mat" that your customers wipe their feet on. I don't know how many times I have heard a customer say "we just had our best month ever" on the very month proceeding the upgrade of their poorly designed and insufficient signs. There are many sign advertising opportunities available and the best decisions will be made with the help of a sign design professional. When in doubt, just look at the size and quality of the "complete sign package" that you see at the biggest retail chains. Look at both the interior and exterior signs and ask yourself if you are as well represented with your signage. You can be sure that their accountants have researched this to death before approving such a large sign budget. So, if it wasn't "good for business" to have an extensive and complete sign package, then you would see very small sign packages with just one or two "low end plywood signs" at most of your top retailers ....and you just don't see that happening very often.