A sign of what's in store

03/31/2011 | USA Today

There's a marketing opportunity that stares you in the face every day, yet you may be overlooking it, Steve Strauss writes. A good sign attracts customers, encourages impulse purchases and creates consistent impressions for your brand. Big companies know this: The average McDonald's store spends $40,000 on signage, an investment that generates up to $600,000 in sales.

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