"As the rocky economy continues to change the way companies do business, new terms are emerging to describe effective marketing tactics," said Joe McGuinness, president of Signs By Tomorrow. "'Signvertising' is one such term that reflects the power that signage can have. Although once considered part of an overall promotional approach, successful businesses are now realizing that banners have stand-alone appeal."

According to an article published on Entrepreneur.com, "Not all media that touch your prospects will be smart advertising choices. Choose media that reach your prospects when they're in the right frame of mind to be receptive to your message." Rather than eliminate advertising in a recession, the article notes, businesses should cut the fat from their campaign and focus on the right media choices for the highest return on investment.

So, what forms of advertising are actually worth investing marketing dollars? First and foremost, promotional pieces should appear where they're highly visible and at a point where consumers are actually contemplating spending cash. And, according to research conducted by The Point of Purchase Advertising Institute, 70 percent of purchase decisions are made right in the store.

"Getting your message in front of consumers directly at the point of sale keeps your message in context," said McGuinness. "Utilizing banners is an effective -- and economical -- way to achieve this result. Unlike permanent signs, banners can be placed virtually anywhere and can be easily transported to wherever a business may wish to highlight their brand."

McGuinness also notes that banners featuring high quality, outdoor durable, inks eliminate the need for costly lamination, reducing overall production costs.

For more information on how signs can work for your business, or Signs By Tomorrow, please visit www.signsbytomorrow.com.

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