Americans rely on their vehicles. It’s estimated that nearly 50% of consumers regularly shop more than five miles from home, and the U.S. Census Bureau historically shows that 13% to 20% of the population changes address each year. Your community, then, is constantly moving.

Not long ago, a major fast-food chain recently conducted surveys of customers at selected restaurant types in southern California. Customers were asked how they first became aware of the restaurant. Here are their results:

Participants' Responses  Quick Service % of responses Family % of responses Atmosphere % of responses Saw it while passing 35% 26% 13% Always knew 29% 27% 19% Word of mouth 14% 30% 54% Advertising 10% 6% 4% All other 6% 7% 7% Don't know 6% 7% 7%
The numbers for "Saw it while passing" show how an effective sign can help turn a passing driver into a paying customer on an impulse. It shows the importance of knowing that potential consumers are constantly passing by. A good sign can bring them in.