Using Signs for Business Promotion

Thinking that signs are only useful for direct product or service promotion is a common mistake with many small and medium businesses. Signs have multiple purposes and when properly used they can have a positive impact on almost every area of a business. Generally speaking there are two main types of signs – business signs and advertising signs. Between them they tell people who and what you are, where you are located, how you can be contacted, the benefits of dealing with you and lots more. Put all this together and signs become a mirror that reflects an image of your business.

What a Sign Should Convey

Simply placing signs that basically say “buy from us” will never work. Yes, you are telling people where they can get the goods or services they need. But why should they come to you and not go to someone else? The sign could mention prices, if they are among your positives. But only mentioning prices could result in the goods being considered as “cheap”, i.e. of low quality.  Customers today consider quality, durability, warranties and after sales service as being as critical as the price point. Obviously you cannot have signs that have hundreds of words in it, telling people about the product or service in great detail. No one will read it.  This is where the wording of the sign plays a huge role. Anyone who has done online marketing knows about the importance of “keywords.” These are the common words that people use when searching for information online. A website with these words in it will appear high in the search results. The role of keywords in signage is somewhat different. With signs, keywords are those words and/or phrases that are associated with a product or service and which, when seen, trigger a memory or response. That is what an effective sign should do – trigger a response that will attract potential customers.

Using the right words, in the right combination is the key. Finding the right keyword depends on the product and the target market. For example, a sign about high end furnishing fabrics should not focus on the price factor – that is not a key consideration with the people who buy these products. Instead the sign should focus on quality, variety, uniqueness and other things that those buying high end products look for. These will trigger the kind of response and interest that will bring people to your business.

Use Only Quality Signs

We take it for granted that using electronic and print media for business promotion will be expensive.  So when it comes to signs, there is a tendency to cut costs as much a possible. This is a mistake for many reasons. Firstly, as mentioned earlier, the sign reflects the image of the business. A cheap looking sign will create an image of a “cheap” business. Secondly, signs do not have a fixed life. As long as they look good, they can be relocated and reused almost endlessly to maximize coverage. And signs do not become stale. Business promotion on other media demands almost total viewer attention and will become irritating after repetition. Signs do not make this demand. They are a part of the scenery and the message they convey can be subliminal and not obtrusive. This means that repetition does not become irritating and repeated exposure to a sign only reinforces the subconscious message which will enter the conscious thought process when a need for the product or service arises. 

The business and science of signage is a specialized one. The best way to maximize the benefits from using them is to work with a professional signage company that will provide your business with signs that convey the right image, provide the market with the relevant information and ensure that the return on your investment in signs is maximized.

The Importance of Real Estate Signs

If the motto of the real estate industry is “Location, Location, Location” then the focus of those involved in selling it should be on “Signs, Signs, Signs.” The first step in selling commercial or residential real estate is to draw in as many potential customers as possible from as large a catchment area as is practical. To do this means that advertising and publicity should be as wide spread as possible.  This means using a variety of media to get the message across. In addition, the message itself should not be too focused. No one will read a description of the property that runs to a few thousand words. Highlights are what grab the reader’s attention but again, they must be those that appeals to the widest possible audience. A wrongly directed focus may get a few more potential buyers but also lose many more who will see nothing that might interest them. The idea is, first and last, to get the potential buyer to come and see the property.

Signage on the Spot

It is in the next stage that signs really come into their own element. Signs strategically placed on approach roads and in proximity to the property will draw in interested passersby. Once people reach the location, there will be salespeople around to show them the property and explain the benefits of occupying it.  However, the fact is that even if the customer is paying close attention to the sales spiel, the amount of information that is actually internalized for later recall and consideration is very limited.  On the other hand, well designed, properly worded and carefully placed signs can boost the internalization and recall. This is not just because of the visual impact of the information that they convey. In most cases, a customer will, after seeing a sign that interests him/her will ask the salesperson for more information. When information’s conveyed in the form of a response to a question, it is subconsciously given more attention and importance. This boosts recall and the value of the input.

Real estate signage traditionally has two functions. The first was to inform the world that the property is for sale/rent. The second is to provide contact information for those who want to know more. These are still the main functions. But in an increasingly sophisticated market, the sign now has to do more. It must be attractive and grab eyeballs. The design and look must be such that it stays in the mind.

Curb Appeal starts with Signs

Every real estate professional knows the importance of curb appeal. A good first impression makes a sale much easier and a bad one can often kill the deal on the spot. A liberal placement of signs, to catch the eyes of potential buyers approaching from any direction, is where it begins. Signs that provide updates to regular passersby on things like the number of units available etc. are those which will be recalled easily.

There are a few key issues that must be considered when thinking about using signs. These are:

• Does it attract the attention of potential buyers?
• Does it stand out from the crowd?
• Does it convey information clearly?
• Does it create brand awareness?
• Is it suitable for outdoor use?
• Is it re-usable?
• Is it cost effective?

Get the Right Signs from the Right Source

Nothing hurts the image of a property and the seller like a cheap looking sign. The best way to ensure that the key issues of the signage are taken care of is to use the services of a professional sign making company. They will have the experience to help in deciding on the number of signs required and the sizes. They can help design signs that are eye catching. They will be able to use the materials and create the type of signs that are most suited for the job. And quality will not be an issue.

A sign does not just indicate that property is for sale. It says a lot about the type of property and the agency that is selling it.

Why the Colors of Signs are Important

The contrast between the foreground and the background is one of the most important factors in determining how easy a sign is to read. If colored text is used on a bright background, the contrast, and the readability of the message will be weak. That is why the use of white lettering on a dark or contrasting background is usually the most effective and clearest way of presenting text. It is easy to read and allows the memory to be easily retained. This is why highway signs typically use white typefaces against a dark green or dark brown background.  The Outdoor Advertising Institute says that reverse lettering in this manner can make a sign up to 40% more visible. The power of colors as a marketing tool can be easily understood by the fact that big businesses pay millions of dollars to psychologists to find colors that will elicit an emotional reaction from potential customers. Did you know that prison cells are often painted in special calming colors to make the inmates less violent?

There is a simple test to prove how important this is when a business is using signage to promote itself. When driving down a main road during the day or night, pay special attention to the signs and billboards that line the way. It soon becomes apparent that white lettering is more easily read than dark ones, especially at night. On the other hand light backgrounds tend to blend in with the sky, making the sign easy to miss.

The use of colored borders in signs is another issue that needs careful examination. In general a border tends to make a sign look smaller than it really is. Borders may also clutter up the signs with features and colors that distract the eye away from the main message that the sign is supposed to convey.

The Correct Use of Colors

A businessman considering the use of signage to promote his business should not allow personal taste to dictate the colors used in the signs. While individual reactions to different colors can vary, here are a few of the generally accepted reactions to common colors used in signage.

• Green is among the most prevalent colors in nature and is the preferred color for companies and products that want to be seen as environment friendly.
• Blue is a color typically related to trust and one which a company wants to be known as being trustworthy will use. It is the most common color used in the logos of Fortune 500 companies.
• Yellow is a color that stands out, but that is not always a good thing. Black on yellow signs are highly visible which is why these are the colors used in highway caution and danger signs. It may not be in the best interests of a business to have their signs use a color with a negative image – yellow is the color of lemons, bananas, jaundice, cowardice and so on. An exception is the use of gold which denotes wealthy and prosperity. However, it should be clearly differentiated from just yellow.
• Red is a color that is used a lot in food packaging. This is because psychologists say that it is associated with excitement and nervous energy which are both associated with hunger.
• Brown is thought to be a bland dull color that is associated with sadness and melancholy. These are not associations that will promote a product.

These are only general observations. Each business and product are different.  The way a sign is designed and the wording used on it can modify or even reverse the normal associations of the colors. When planning to use signs to promote a business or an event, a signage professional will be able to offer invaluable advice on what needs to be done to maximize the impact of the message that the sign conveys.

How to market your business during the holidays?

Holiday marketing is one of the best ways to boost sales during an otherwise slow year. Every entrepreneur should come up with seasonal promotions to market their business, irrespective of what service or product they sell. Here are a few great ways to market your services and products during the season:

Market your online business offline

If you work from home, it is almost impossible to serve the local market. However, most home based online businesses can benefit from advertising on the ground. Market your services within your community and nearby areas. You can also take part in fairs and holiday events organized by non-profit organizations, business associations, and others.

Apart from this, make your business stand out by hosting special events in your community. Use the time to showcase your services and products so customers can get an idea of what you have to offer. You can also keep little holiday Knick knacks as giveaways– to get visitors in the holiday spirit. Apart from this, you can also gift special coupons that customers can use to get discounts on your web store.

The holidays are the best setting because you get to meet so many people at once.

Offer discounts

Most people shop for others during the holiday season and love to get great deals. Hence, prepare yourself ahead of time to offer discounts that customers can’t ignore. This will help you enhance your customer base and even gain loyalty from repeat customers.

Be available

Holidays are not the time to take time off. Make sure you’re available to avoid losing out on substantial income opportunity. In fact, extend your working hours when advertising your business. Let customers know that you want to make their lives easy by staying open after business hours. You don't want potential customers to go to your competition because you were not available during a crucial time in their lives.

Use advertising signs

Besides using online marketing, you also need to set in motion an offline marketing plan with the help of advertising signs. From plain to a little complicated, your signage can be configured to represent the holidays, as they come. If you have a physical address, make sure you decorate your windows with holiday charms. Put up A-frames displaying the massive discounts on offer. Also, in case you have a substantial advertising budget, use it on mobile advertising and billboard marketing for maximum exposure.

It is wise to hire a professional sign making company to create your holiday advertising signs. These providers have the experience and skill to come up with unique designs and colors for your campaign.

The holiday season is not the time to take it easy. Follow the aforementioned ideas and you'll easily be able to keep up with or beat your competition. However, business owners and marketers are people, too. They of course should also spend time with their friends and families to celebrate the festivities. The key is to balance it all out.

The rewards of retail marketing

People are always going to go shopping. A lot of our effort is just: 'How do we make the retail experience a great one?'- Philip Green

Retail marketing is a way of promoting a service or a product directly to the consumers. The method can take several forms, such as direct-mail pieces, television commercials, banner ads and coupons. There are several advantages to retail marketing.

Spreads awareness

One of the main benefits of retail marketing is spreading awareness. The method helps in putting a spotlight on the product by letting the consumer know that it exists. For instance, if a retail marketing campaign promotes an acne removal cream through banner ads and commercials, someone with the problem will come to know that a product is available to help them get rid of their acne issue. In response, they will buy the product and increase its sale, in turn benefiting the manufacturer and the merchant selling the product in the store.

Basically, potential customers of a product have to know that the product exists for the sales to go up. Retail marketing bridges the gap between a product and its target market.

Boosts profits

Another advantage that retail marketing offers is increasing profits. Whether it's unveiling a new product or giving away special coupons, retail marketing can attract larger crowds to a store. Large number of potential customers walking into the establishment will lead to better sales. Higher sales volume ultimately brings increased business profitability.

Creates a competitive environment

Retail marketing has the ability to create healthy competition between retailers. Hence, it leaves no room for monopoly. This benefits customers because it assists in keeping the costs down. To sustain in the market, retailers adjust their prices according to the competition.

Creates jobs

Retail marketing helps to attract more customers to the stores. This further leads to creation of new jobs. When retail stores have more business, they also need more people to help them with sales, marketing and operations. For those looking to get into the retail industry, retail marketing can certainly open up new career opportunities.

However, for successful marketing, a business needs to keep certain things in mind. For instance, it is very important to offer excellent customer service. There is no point in marketing your product impressively and then treating the people that walk into your stores with indifference. Train your staff to be courteous and helpful. By providing a welcoming environment for customers, you can generate loyalty and place your store above other outlets. Apart from this, it is also important to use physical banners, A-frames and other methods to advertise your services right outside your establishment. This will help you target daily passersby and impulsive shoppers.

Foot traffic certainly plays a big role in making a retail store successful, which relies heavily on consumers to continue its operations. With an efficient marketing plan, you can grab the interest of passersby and engage your existing customers to enhance profits and sales. As you cultivate new marketing strategies, think of how you can increase the volume of customers walking into your store and the ways through which you can change them into buyers.

Five reasons for using digital banners

Banners are an important advertising technique that helps you in communicating your brand message to the audience. Traditionally, these signs were made from vinyl, paper or cloth that could be rolled up, allowing for simple removal and installation. But as you’ve probably guessed, technology has come a long way from the times in which organizations had to hand-stencil their signs. Today, we have digital banners that allow large-scale signs to showcase detailed and dynamic content in the most cost-effective way.

To give you a better understanding of why digital banners are an effective method of advertising and why they should be a major part of your business’s marketing strategy, we have put together five reasons why digital banner ads work:

Exposure:

Majority of the advertising exposure happens when the prospect’s attention is focused somewhere else, such as while driving or walking down the road. According to experts, even an incidental exposure to advertising, at this time, can have a positive effect on the attitude of consumers.  Banner ads have the ability to create a favorable attitude towards the advert because of repeated exposure.

Cost effective:

Outdoor banners are believed to be the most cost effective and popular ways to advertise. They are a powerful technique to attract attention and are perfect for a variety of marketing activities.

Digital banners are clear:

If you are looking to send out a message to the masses and want to get as many “eyes” on your message, then digital banners are the right way to go. Banners make an impact on the audience when nothing else can. For instance, while stuck in traffic, while waiting for someone on the street. A creative and humorous billboard offers that escape and if done properly, it can be an extremely powerful advertising technique.

You tell the world what you’re about:

There is a huge customer base out there for you to tap into. But, how can you do it? Simple, just search for a format that works best for you. A well-made digital banner placed outside your shop can give your prospects information about your business and highlight discounts or offers. This technique will attract the customer towards your business, helping you to talk to them even before they enter the building. You can think of digital banners as a silent sales team.

Versatility:

Digital banners are all about quick installation, versatility and removal. A permanent digital display can be used to announce an endless string of information. And as HD screens and high-end software applications are being developed simultaneously, digital signs have taken off with unbelievable speed.

These advantages should be able to provide you with an understanding why banner ads work. With the right creation and planning of a digital banner campaign, you can have an extremely positive effect on the marketing efforts of your business. Banner ads permit you to reach thousands of customers at a comparatively low cost.  However, remember that digital banner ads are only one of the several elements that go into the creation of a successful marketing campaign.

Tips to buy magnetic car signs

Whether you want to display your services, company logo or name on the side of your vehicle, magnetic signs are one of the best ways to advertise your business. Here is how to buy the right magnetic signs for your vehicle:

Decide on a size

Start off by deciding what size of signs you’ll like to get made. Magnetic signs can be as tiny as a business card or as big as one whole side of your car or van. Certainly, the larger the graphic, the more it will cost to produce. Measure up the size of the area where you’ll like your magnetic signs to be used, and order accordingly.

Get in touch with local providers

Get in touch with local print shops and ask them if they manufacture magnetic signs. If so, discuss about the technology they use for printing and if they have the ability to include a photograph or logo on the sign. Make sure to confirm what layout they accept logos in. Apart from this, ask the designers to show you the final design before printing -- this will give you the time to check the sign for any errors before it is actually manufactured.

Quality

The materials that magnetic signs are printed on come in different quality and gauges. Thicker-gauge and higher-quality material is more durable and sticks better. Such signs will cost more, but their longevity is worth the money.

Wax your vehicle

Before using magnetic signs on your vehicle, make sure you have a fresh coat of wax on the automobile. Removing magnetic signs can scrape the paint. Also, when sending the vehicle to car wash, make sure the signs are removed. You must also take off the signs if you’re planning to park the vehicle in a single spot for too long.

When designing your magnetic signs, be sure to include important information, especially your company's phone number, in large print. Also, choose colors that are attractive to the eye. It is best to use brighter hues for background or lettering. Remember, a magnetic sign on your vehicle is also a reflection of your business. So, make sure you drive carefully.

As technology continues to expand and evolve, the attention span of an average person is shortened. Grabbing attention while on the go is one of the best ways to enhance advertising opportunities. Put up a magnetic sign on your vehicle to give your business another way to display its services, products, and contact information. However, make sure you invest in a good sign making company so that your graphics are attractive and of the best quality. If you’re looking for local sign makers in California, the best way to search for them is to research online. There are plenty of forums and directories that list reputed companies and the rates they charge for their services. Most sign makers also have their own websites that display their work and other related information. However, in case the internet doesn’t work for you, you can also ask family and friends for suggestions.