In 1997 Gulf Industries conducted a survey to help answer this question. The survey was conducted by a cross section of 45 independent merchants across the United States. The survey involved 840 customers that made purchases at the business for the first time.
The surveys were conducted 30 to 45 days after installing a new sign. The business owners asked 15 to 30 people that made first time purchases, "How did you learn about us?" Below are the results.
of Mouth
PagesThis survey affirms that signs are the most effective form of advertising for the small independent merchants who make up 70% or more of the business community. Future surveys will include data on how many use the other media for advertising.
All the 45 merchants experienced increases in gross business. Some as much as 50%. Signs are so effective, we believe failures and bankruptcies could be drastically reduced if merchants had an effective on-premise sign.
