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FedEx Office Survey Finds Effective Signage Critical to Store Sales

May 14, 2012
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DALLAS—May 14, 2012—When it comes to attracting customers, good signage is the way to go for small businesses according to a new survey released by FedEx Office. The “What’s Your Sign?” survey of American consumers measured the attraction power of signage and its impact on shoppers’ intent to visit a store, make a purchase and more.

The survey, commissioned by FedEx Office, a leader in small business marketing solutions, found a firm connection between good signs and positive consumer action, highlighting the opportunity for small businesses to grow through smart use of this simple marketing tool.

“There’s no question attention-grabbing signage has the power to pickup new customers and get business moving. Effective signage is not limited to the front door. It encompasses everything from in-store materials to car clings to posters and banners,” said Randy Scarborough, vice president of marketing for FedEx Office.

The survey found that almost eight out of 10 (76 percent) American consumers enter a store they have never visited before based on its signs, and nearly seven out of 10 (68 percent) have actually purchased a product or service because a sign caught their eye. A small business’ sign can also 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.

While location is important, sign quality is essential. More than two thirds (68 percent) of consumers believe a store’s signage is reflective of the quality of its products or services—a validation of the sentiments shared last year by 90 percent of small business owners in the FedEx Office “Signs of the Times” survey. This year’s study also found poor signage can deter consumers from entering a store, with more than half (52 percent) saying they are less willing to enter a store with misspelled or poorly-made signs.

Small-business owners who opt out of signs altogether leave behind nearly 60 percent of consumers who say the absence of a sign deters them from entering a store. So what’s the right amount of signage? On average, consumers think a small business should have two or three signs around its storefront.

“Quality and quantity count in small business signs, and it’s easy to make both a reality on any business’ budget,” asserts Scarborough. “The signage specialists at FedEx Office are available every day to help small businesses find the best mix of signs and other marketing tools that will win customers.”

FedEx Office recently announced significant investments to its large-format and grand-format printing equipment, including the installation of Agfa Graphics’ Jeti 3020 Titan inkjet printers and Zund G3 M-2500 digital table cutters. This unrivaled network gives small businesses access to the dramatic, large-scale signage solutions that have traditionally only been accessible to larger companies.

Small businesses can put the power of savvy signs to work for their store or event and save money at the same time. Now through May 31, 2012, FedEx Office is offering some of its most popular signage solutions at up to 40 percent off retail prices, including full-color indoor and outdoor 3x5 foot banners and poster packages.

Businesses of all sizes have access to the full range of FedEx Office signage solutions in person and online, with an average turnaround time of 24 hours. It provides a range of professional sign solutions, including outdoor/indoor banners, cut vinyl banners, posters, rigid signs, corrugated/PVC plastic signs and metal sign options, backed by the world’s largest digitally-connected network of wide-format print equipment.

By visiting a store, small business owners can speak directly to a team member who can help them determine the best signage solution to meet their need. Orders can also be placed online with the award-winning FedEx Office Print Online platform, which allows customers to upload files and customize their order in just a few clicks.

To learn more about the “Print Big, Save Big” sale and other small business marketing solutions, or to place an order, visit www.fedex.com/banners.

“What’s Your Sign?” Survey Methodology

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. The interviews were conducted in March 2012. For more detailed information on the survey results, visit news.fedex.com/whatsyoursign.

About FedEx Office

FedEx Office, an operating company of FedEx Corp., has more than 1,900 stores and locations primarily in the U.S. and Canada, providing convenient access to printing and shipping expertise with reliable service. The company’s network features retail stores, centralized production centers, corporate on-site print centers, and on-site business centers at hotels, convention centers and universities. Services include copying and digital printing, professional finishing, document creation, direct mail, signs and graphics, computer rental, free Wi-Fi, corporate print solutions, packing services, FedEx Express and FedEx Ground shipping, Hold at FedEx Location and more. In addition, InformationWeek 500 recognized FedEx Office Print Online and FedEx Office Print & Go solutions with the 2011 Most Innovative Products award. Products, services and hours vary by location.

Source: FedEx Office.
 

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