Financial Managers Back Good Signage During Recession
31 July 2009
Finance managers - traditionally the gatekeepers in a recession - are just as keen as marketing managers on good signage during the tough times, according to research conducted by sign installation and maintenance company Xmo Strata.
The firm commissioned researchers at The Survey Shop to quiz 50 marketing managers and 50 finance managers (e.g. finance directors, purchasing managers etc) about the value of signage during a recession.
Asked to rate the importance of signage in getting customers in to their retail outlets, on a scale of 1 (not important) to 10 (very important), 76% of the finance managers gave scores of 8, 9 or 10. That compared with 72% for marketing managers.
“4% is not a statistically significant difference, and what this really says is that even in a recession, the financial disciplines are receptive to the importance of good signage," said Xmo Strata managing director Steve Martin. "It's interesting that the marketing people - who might be expected to be lobbying for greater expenditure - and the finance people, who might be expected to keep a tight rein on the purse strings - have pretty much the same view.”
The firm installs and maintains retail and forecourt signage across the UK and has launched a special package of services to help retailers get longer life out of signs, without them appearing old, faded or tired.
Previous research announced earlier in the recessionary cycle showed that finance managers were bullish about signage in some respects - whilst 32% of marketing managers expected signage budgets to be cut, only 18% of financial managers had the same expectation.
The full research results can be seen at www.xmostrata.com.
