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5 step guide: How to get the most out of your signage budget

Posted by Gary Baron on Fri, Mar 29, 2013 @ 10:35 AM

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Topics: lobby signs, branding, marketing, wayfinding systems, wayfinding signs

Marketing 101 - Your Sign

Posted by Gary Baron on Wed, Jun 13, 2012 @ 09:39 AM

When it comes to businesses marketing to customers, it can basically be defined as "the process by which companies create value for customers and build strong customer relationships." You could also say that, at it's core, marketing is about identifying, satisfying and keeping your customers.

And every one of those steps can be heavily-influenced by signage, especially the kind that showcases the branding of your logo and message.

In fact, the value of signs as marketing tools is as simple to understand as ABC
  • Attracting New Customers: Some studies say that 85% of your customers live within five miles of your business. That means if you want to find customers outside your base after you've saturated the local market, you're going to need to use outdoor signs and other techniques to get them.
  • Branding Your Business: Since so many of your potential customers leave nearby, they should be come so familiar with your brand and business that it's second-nature for them to stop in when they need something. That's only going to happen if there are signs outside and around town constantly reminding them about your brand.
  • Creating Impulse Sales: Chances are, at some point, a sign has made you stop what you were doing and enter a store to buy something. Maybe you didn't know you wanted that item until you saw the sign but you knew as soon as you saw it that you were going to get what you need. Impulsive sales cannot be overlooked and signage like illuminated signs can help you secure more of them.
If you truly want to follow "marketing 101" when it comes to promoting your business, you'll want to make sure you're taking advantage of signage to the fullest. And here are some of the best options available for you:
  • Carved Signs - If you are located near a street or open space where customers pass by often, a carved sign can be a great way to spark attention and build dependable branding. There are plenty of ways to make a carved sign stand out, including making it gilded, sandblasted, painted with vinyl graphics or lighted. Quality sign companies will make durable signs that won't warp from weather or time as well as making sure the paint won't crack. Like your brand, your sign should last a long time.
  • Illuminated Signs- Chances are, your customers don't stop needing things once the sun goes down. So a lighted sign makes a lot of sense. Even during the day, they attract attention and stand out from the crowd. Thanks to technology like LED, the landscape of signage has changed as the list of things you can do has increased exponentially.
  • Monument Signs - If your business is inside a plaza or office complex, a monument sign is a great way to let customers know they can find you inside with a style of signage that stands the test of time and provides a durable branding opportunity. The weather-resistant material should last you for years as your business grows and your brand remains strong. Just like the sign.
  • Painted Signs - Is your business about attention to detail, quality or artisan craft? Then a painted sign might be the best option for your business. A painted sign showcases quality graphics and/or images that speak to your desire for customers to see you and expect quality from your business.
  • Awnings - Sometimes a sign isn't a sign. If an awning makes sense for your business, it can be like multiple signs in one. You can choose from hundreds of styles, colors and graphics that complement your building, logo and branding. It's hard to go wrong with awnings.

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Topics: branding, outdoor signage, carved signs, illuminated signs, marketing, LED channel letters, monument signs, signs

Retail signage: POP can close a sale

Posted by Gary Baron on Fri, Jun 8, 2012 @ 09:38 AM

POP or point of sale signage is a critical but sometimes overlooked part of the retail experience. Maybe you've done a good job branding your message in advertisements and created external signs to let customers know where to find you, but if you're lacking POP signs, you might be missing out of the opportunity to "close the sale" with customers in your store.

What makes POP or point of sale so important? These are the kinds of signs that prompt a customer to make a purchase when they're already in your store and even near the register or checkout. It's that little reminder that influences an impulse purchase or reminder to pick up something they had forgotten about.

Most importantly, POP signage helps drive home brand awareness. Whether you're trying to call attention to specials, sales or just to your brand, internal and external point of sale signs are what often seal the deal.

If you can think of a leading retailer, they are almost certainly using POP displays. Some examples include Dunkin Donuts, McDonald's or FedEx Office. You might think restaurants and retailers like these don't need it but POP signage is driving home specific and branding messages to consumers who might not realize the specific offers are available.

So what are some of the best options available to you in POP and point of sale signage?

Dimensional Displays - You don't just want to slap a logo on a sign and then hope for the best. You want to stand out from the crowd, and one way to do that is to get a dimensional sign or display. Dimensional letters and signs add a value to your business, make your logo and brand more eye-catching and will drive traffic to your business.

Often times dimensional displays also work great for trade shows and events away from your store or office. In a room full of companies trying to get noticed, you want your displays to be the most attractive, most clean and to be the most clear at branding your message.

Dimensional signs  can be designed in a wide variety of materials, including metal, acrylic, PVC, flush mounted or stud mounted. Depending on what style you choose, the message you convey might be different, so make sure you work with a company that understands what will work best for your message.

Banner Stands - If you want to make it easy to transport your POP from store to store or trade show to trade show, maybe you want to invest in a banner stand, specifically a pop-up stand. A quality stand allows you to replace and remove graphics easily depending on where you're placing it, includes strong casing that's lightweight and easy to move and comes with a carry bag to make transportation a breeze. A spider banner stand isn't as scary as it sounds, it's an extremely light and movable version of the pop-up stand that makes life easy and lets you display your brand message wherever you are.

Banners - Sponsoring an event in town or opening a new location? A digitally-printed or vinyl banner is an essential tool in driving home branding as well as messaging. Whatever the occasion, make sure that your message is clear, easy-to-read and movable based on what is happening in real-time. A quality banner stands the test of time and, assuming it's not time-specific, can be re-used with minimal wear and tear shown.

There is more to POP but now you know the essentials. It's easy to forget about adding the final piece of the signage puzzle but it's a step we promise you don't want to overlook.

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Topics: marketing, point of purchase graphics

Painted Wall signs - Old school but it still can be done

Posted by Gary Baron on Mon, Jan 23, 2012 @ 03:42 PM

Painted wall signs are not a thing of the past but they can be very effective. We have done them and they do add marketing presence to your business.

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Topics: branding, outdoor signage, marketing, painted signs

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