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Article: Reading the signs: why your outdoor sign may be telling customers to stay away.
- Article from:
- Pool & Spa News
- Article date:
- April 11, 2003
- Author:
CopyrightCOPYRIGHT 2003 Hanley-Wood, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Every day, hundreds, even thousands, of potential customers drive by your store. What if you could place a giant, invisible magnet outside your door that would draw all of them in and force them to buy your products? Your cash register would never stop humming.
No such magnet exists, of course, but there is a time-tested device capable of drawing shoppers off the street and into your store. It's called an outdoor sign.
"A sign is the most effective form of advertising a retailer can have, reaching by far the most people for the least cost of any other medium," says Andy Bertucci, executive director of the United States Sign Council (USSC) in Bristol, Pa. ...