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Small Business Sign Survey Reveals Generational Differences

More than half of small business owners find in-store signs and graphics effective in attracting customers to their business, according to a nationwide survey commissioned by FedEx Office. The survey explored trends in signage across generations, revealing differences in design and marketing materials and the importance of tailoring signage to effectively promote a small business.

The survey showed 64 percent of Millennial small business owners (age 18-34) place significant value on creativity in graphics and signage, a contrast to their Baby Boomer counterparts (age 55 and over), who place higher emphasis on simplistic designs. In fact, they are more likely to use signs (45 percent) than more traditional marketing elements like direct mail (34%) or brochures (39%). Millennials are more likely to believe contemporary, modern designs drive customers to their business (47 percent), compared to 29 percent of Gen X (age 35-54) and 17 percent of Baby Boomer small business owners.

The survey indicated the younger, Millennial small business owner is more likely to choose a banner, window cling or poster and use color with thoughtful and intelligent humor to engage customers.

Regardless of age, 91 percent of small business owners agreed that readable graphics are important, and 37 percent favored bright and colorful graphics to drive customers to their business. The survey found 46 percent of Millennials turn to signage experts for guidance for signage creation.

“We understand how important it is to address the array of design and signage needs among small business owners of any generation and are constantly seeking solutions to help them succeed,” said Randy Scarborough, vice president of retail marketing for FedEx. “Whether you are an experienced business owner or just starting out, FedEx Office offers design and print experts to help create large-format posters and banners that emphasize a business’s personality.”

Recognizing the ever-changing needs of small business owners, FedEx Office is employing a new fleet of Canon imagePROGRAF 12-color printers across the majority of its stores. These printers offer customers large format printing solutions designed for exceptional speed, flexibility and photographic color quality. These printers are ideal for FedEx Office customers who demand intricate details and an exceptional color.

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