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My family’s business has enjoyed the benefits of location. We are on the local historical Main Street. We are next to a Jewelry store that is popular in the area and across from a movie theater. Up till last week the only sign we had was our name and a logo painted on the window. Keep in mind this front window is a floor to ceiling 10 foot window. Yet the only way to see it is to look sideways at the window.
Our business has been doing OK. We have a base of loyal customers who regularly bring in friends. Yet for many we are nothing more than a store front on Main Street. No one has even told us we were hard to find. It is just that if you were not looking for our store or did not know it was there you may not take the time to look sideways when driving past read the window.
A short time ago the local historical society got some grant monies to do matching funds grants for building facades and signage. With this grant money we only had to pay half the cost of a sign that would hang off the building facing traffic as long as it met historical guidelines. We met with an artist and he made up a very nice sign that showed out logo & name and had that turn of the century look. We were awarded the grant and the sign was delivered last week.
One week into having this singe that faces traffic we have seen a real upswing in sales. Some customers think we are new and have to check out the new place in town. Others have known about us and knew our location but had not seen something to disrupt them of their routine of going to some other business in town. Seeing the new sign as they drove past caused them to think about us and decide to stop.
Even though we are an established business we are suddenly enjoying the traffic of “that new place” all because of a sign.