Business Owners Evaluate their Electronic, Changeable-message Signs

Hendrikus E.J.M.L. van Bulck is an Assistant Professor of Business Administration at the University of South Carolina Sumter. He teaches marketing, entrepreneurship, small-business management, financial management, accounting and strategic management. He is also a partner in Van Bulck Partners, CPAs, LLC, where he is responsible for corporate planning and business valuations.

Van Bulck surveyed the 36 Sumter businesses that had programmable, electronic, variable-message signs (EMCs) for their businesses.  The businesses included 20 retail stores, five gas stations, six service-oriented businesses, five fast-food restaurants, five pharmacies and three banks. Here are some of their observations:

  • More than 85% of the respondents said the EMCs “helped bring in more customers”, and 25% “strongly agreed.”
  • 83% said the sign “measurably increased sales.” 17% “somewhat disagreed,” but no one “strongly disagreed.”
  • 89% agreed with the statement, “The LED sign makes people more aware of the location of the store.”
  • Only 8% said “Customers found such signs unattractive.”
  • 92% said the signs “were easy to update.”
  • 89% would “recommend the sign to other businesses.”

Study: The Value of Signs

 

Photo credit: John Tymoski

Wade Swormstedt

Wade Swormstedt

Wade is Executive Director of the Foundation for the Advancement of the Sign Industry. Formerly he was Editor and Publisher of Signs of the Times magazine.

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