If you’re a business looking to make a bold statement, you might be considering investing in a monument sign. Solid, sturdy, and regal, monument signs give the impression of permanence and trustworthiness.
But, as with all advertising and business investments, there are some things to consider before taking the leap. For example, will the signage fit your business’s needs? What “look” are you going for? And, does a monument sign even work with your current budget?
The information and questions below should help guide you in figuring out if investing in a monument sign right now is right for your business.
1.) What are my current business’s needs?
Each type of sign has its own function and marketing potential. For example, some signs serve to disseminate specific information to customers, some help raise general awareness of your brand, and some can do both of those at the same time.
Because a monument sign is a big (and worthwhile) investment, it’s important that you understand the function of the sign and ask yourself if it will meet your current business’s needs. That will also help you figure out key metrics you can use to track the return on your investment.
Monument signs are free-standing signs that are attached to a structural base or frame. They usually display a business’s name and address in a way that’s clearly visible to passersby. Some of the benefits of a monument sign include:
- High visibility
- 24/7 advertising
- Curb appeal
- Encouraged foot traffic
- Flexible design
Monument signs are perfect for expanding your local customer base, showing people where you’re located, and raising awareness of not only your brand but general information.
2.) What are my design ideas?
Planning the design of your monument sign should take some thought, especially if you want all the bells and whistles. (And the bells and whistles are exactly what make this type of signage stand out from the crowd.)
Each monument sign should be unique to its business. To match your current brand image, you’ll want to take full advantage of a monument sign’s customizable features, including:
Materials: The base of your monument sign can be built out of brick and mortar, stone, stucco, foam, metal, or a combination of these. It can also be painted to match the color of your choice.
Lettering: Make your signage pop with dimensional lettering, an elegant engraving, or a classic print.
Lighting: If you prefer illuminated advertising that’s visible day and night, your monument sign can be lit internally or externally with LED or fluorescent lights.
Size and shape: How big your monument sign should be depends on how much visibility you need. And as for shape, monument signs don’t have to be rectangular. How about an ornamental arch? Maybe an elevated oval? With monument signs, you can feel free to think outside the box–literally.
3.) What’s my ideal location?
More than any other type of signage, the monument sign’s success depends on its location. If your business is isolated in a business center or just off the beaten path, the placement of your monument sign is crucial and can make the difference between a profit or a loss.
While there is no magic formula for perfect sign placement, here is a helpful checklist of questions to review while considering locations:
- Is it close enough to my brick and mortar business location?
- Is it clearly visible from the nearest main road?
- Are there trees, shrubbery, signage, or other obstacles that could block my sign’s visibility?
- Is it a safe enough location for my sign to be protected from vandalism?
For some, the perfect location will be next to the sidewalk; for others, it will be at the entrance of a parking lot. If you’re having trouble deciding where to put your monument sign, our experts at Impression Signs and Graphics can help provide experienced, thoughtful, and helpful insight to help you find an answer.
4.) How can I track the success of the sign?
To measure your ROI, you’ll need to track a few key metrics.
One easy way to measure your monument sign’s effectiveness is by keeping track of foot-traffic. Count how many customers your business sees a day pre-monument sign, then do the same after the sign is installed.
You’ll also want to measure the difference in revenue you’re bringing in, in-store. Each month, keep track of any increases in revenue and measure it against the cost of the sign. A successful sign will pay for itself.
It’s also a good idea to ask customers to take a survey after each purchase. With a few key questions, surveys can help you measure how many of your customers are living within a 5-10 mile radius from your business, which will help tell you whether or not your monument sign is attracting locals.
As a final question in your survey, you may also want to ask customers how they heard about your business. You might be surprised at how many say they decided to stop by because they saw your sign.
5.) What is my budget?
A monument sign is an effective advertising investment that will last for years to come. So, it’s no surprise that monument signs can be one of the more costly signage options. But, if your budget allows for it, it’s certainly worth every penny.
Of course there is a base price you can expect when shopping for monument signs, but features such as lighting and lettering can add up quickly. Luckily, our signage experts at Impression Signs and Graphics are here to help. We can work with you to determine which features will assist your business best so you can get a beautiful and meaningful sign that’s not only perfect but stays within budget.
Ready to Make a Monumental Statement?
If you’re ready to invest in a monument sign Impression Signs and Graphics can help you further discuss your signage goals and give you a quote on your ideal design. Contact us here or call us at 651.328.6600 to get started.