GETTING ENOUGH “I-APPEAL”?
ARE FACILITIES WITH INTERSTATE HIGHWAY EXPOSURE IGNORING THE “DRIVE-BY MARKET”?
Have you ever driven down the road, passed a large building and wondered what it was? It happened to me just last week on Interstate 81 near Strasburg, Virginia. I passed a large industrial type building that was occupied and doing business, but was unmarked to the public. I’m still not sure what it’s all about.
There are many such big, blank buildings across Virginia and North Carolina that could make a huge impact on a company’s brand awareness. Unbranded on the outside, many important organizations are conducting noteworthy activities within their unmarked walls. Yet their good names go unnoticed to tens of thousands and even hundreds of thousands of eyeballs every day passing by on adjoining interstate highways, which I’ve termed I-APPEAL, relating “eye” to the “I” in Interstate.
Here are a few examples of big blank buildings you can see off Interstate 64 in Waynesboro,VA; Interstate 85 in Henderson, NC; and Interstate 581 in Roanoke, VA. Our designer, Chris Murphey, produced sketches of how branding signage can improve localized and regional brand visibility, creating millions of good impressions annually. These represent just three of the many players within the manufacturing and healthcare industries of Virginia and North Carolina. Do you know of others where new signage could add value by identifying and promoting the tenant’s brand to the often forgotten, yet vitally important drive-by market?
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