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JI ~ ~ ~~ h I -~; -I I <br />y . I I_ <br />,~v'~ /~ <br />Pad%~yiif F~~,' <br />~15TINCTIVE5INCE H <br />?~ Bryn <br />::,~ M~r%, i+af agl~.~~'.,r. y'~ 1'Yv=`. <br />~ _ ~,. <br />._ 1. ,t <br />~,:r~.AAlI^ Vi~/~ywyw~w .l':e. l 4~ '.. <br />P ~ ~ ~,. <br />~, f. <br />Changeable copy signs have been around for a long Time. Modern technology has simply created more options~'7r' <br />business owners seeking to reach potential customers passing by their sites. Electronic message centers offer greater <br />flexibility and creative, colorful options with enhanced readability, day and night. <br />offer businesses a way of attractively posting a variety <br />of information in one place rather than relying on <br />numerous signs and banners displayed in windows, for <br />example. Consequently, they offer a significant <br />advantage to a district wishing to reduce the use of <br />temporary signs. <br />The Bottom Line <br />For businesses that choose to enhance their signage with <br />a changeable copy sign (this is particularly true with an <br />electronic message center), the owners typically see an <br />increase in business of 15%to 150%. Using the smaller <br />number, consider the following example. <br />A small business generating $1,000.00 a day in revenue <br />adds an electronic message center. The business soon <br />increases by 15%, adding another $I50 per day in total <br />revenue. That translates into an additional $1,050.00 a <br />week in revenue, or $54,600.00 per year. With this <br />example, the iuvestment in the electronicmessage center <br />unit would likely be about one-third of the additional <br />revenue generated in the firstyear of its operation alone. <br />It has been said that in retailing, "the last dollars are the <br />best dollars," meaning that each additional customer adds <br />a greater marginal percentage to the business's bottom <br />line profit. In the foregoing example, we can only <br />speculate upon the actual impact upon profit, but <br />assuming that the business was at or above its "break- <br />even"point before adding the electronic message center, <br />the addition of $54,600.00 per year iir revenue would <br />clearly add to the business's profit. Obviously, increased <br />profits translate into increased tax revenue for the city. <br />B~Bttd tax revenues, a city benefits in many other v~s <br />rotn a thriving business. Innovative cities seek to <br />optimize the return from local retail space to prevent <br />urban sprawl and deterioration. Aesthetics and urban <br />deterioration are closely linked. In an environment where <br />change is constant, if the visual cotnmunication of retail <br />sties is not allowed to be flexible to respond to the <br />marketplace, iY is only a matter of time until the retail <br />community will no longer be able to afford proper <br />maintenance and the design, fixtures and merchandise <br />needed to survive in the changing competitive economy. <br />So if aesthetics, upkeep and improvement of the <br />environment are part of a city's general plan, the city <br />must allow businesses the flexibility to communicate in <br />away that generates a strong consumer response. The <br />electronic message center is one of the most powerful <br />tools available to help the small business attract <br />consumers' attention and commwticate with theu~,..+' <br />17 <br />sremmn4°pma n <br />~ 311312003,12:45 PM <br />1 $ . <br />-l!Y <br /> <br />