Posts Tagged ‘marketing signs’

No matter if you are a new start up business, relocating an existing business or just needing a face-lift, Signs are always an afterthought. I have reviewed many architectural or building drawings of for new business developments and guess what they all have in common. No plan or budget allotment for signage.

Most recently was a church in southern Minnesota. They worked for years to raise funding and financing for their new facility, to the tune of over $3.5 million. Budget was very tight, so the general contractor had to follow the project plan to the letter and manage the costs to the penny. Suddenly the city was asking to see their plans for highway signage and parking lot directional signage. suddenly the light came on and not one dollar had been budgeted for signage.

Well the project came to a complete stop. Plans had to cover vehicle traffic in a safe matter. Then there was Handicap Parking Signs, door signs of cut vinyl for hours and emergency contacts. Interior signs included ADA, Rest Rooms, Elevator operation, Floor Plan Maps, so on and so on, the list continued. Suddenly they were over $40,000 and no plan for payment. Major delays on the project to say the least.

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Double sided Pylon Sign

If your potential customers have this view as they pass your business, what do you think will happen?

There are basically two purposes of a sign. 

1 – Attract attention, … or

2 – Deliver a message

If you haven’t planned for signage or the proper signage given your situation, you are doing neither. May not sound like that big of a deal, you can always add signs once you have the money, Right? Maybe not the best choice. Remember this, a sign can increase sales by an average of 35%, over the same business without proper signage.

Starting up, moving or running a business can push your available time and attention beyond your breaking point. Engaging a professional sign company like Pillar Signs can offer a great advantage. Project Schedules and budgets can be met, competitive advantages achieved with a focused professional signage. You might even be able to gain a few hours to focus on running your business.

If this is what your business looks like, maybe you should rethink your strategy. Something to think about, McDonalds actually has all of their signs on order before they even break ground and start building. Why do you think that is? Signs pay!

Image of Store Front

Business Store Front

Don’t make signs an afterthought, is needs to be part of your business plan and we can help you with the planning, design and installation.

Ok, the year is fast coming to an end and I always ask, “Where did it go and how did the business perform?” Businesses are reviewing year end results, where did you revenue come from? What worked and what can you do to make more money next year?

Like myself I review our costs of doing business, everything from wages, material costs, advertising and general marketing activities. What were the costs and more importantly, what revenue was generated by each expense and activity? basically, what was the ROI?

Now lets back up a little and look from a higher level, to review what each of these revenue sources cost you on an annual basis? We commonly lose touch with the real revenue drivers, especially when we look at our annual sales and revenue, then look at monthly costs and expenses to generate those dollars.

What did you spend last year on short and long term signage? Was this part of your Marketing Budget? Basic signs can increase your revenue by 15%, with very common increases of 30% or mare when LED message centers are installed.

Based on a Signtronix Survey, How did customers find the business?
46% Business signs
38% Word of Mouth
7% Newspaper Ads

Part of your Marketing Plan needs to address signage. What about your location and how is your signage working? What can you do to increase your ability to get noticed and increase revenue?

1. Window Graphics – Add neon, LED or graphics to your windows.
2. Sidewalk Signs – “A” Frame signs can attract walking traffic.
3. Banners / Flags – Considered as Temporary Signage for special events or sales.
4. Vehicle Graphics – Add Graphics and park it near the street.
5. Wall Signs – Refocus from Identification to Advertising.
6. Lighted cabinets – Change up the graphics to include images.
7. Pylon or Monument Signs – Install one, Add lights or change the graphics if you have not in the past 3 years.
8 LED Message Center – Increase revenue and lease time as another revenue stream.

You don’t always have to more to a new location with more effective exposure. Visit http://www.pillarsigns.com for more ideas and contact us for a free site assessment.

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