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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

Commercial Signage: Lighted signs, carved signs, what's the right sign?

Posted by Gary Baron on Fri, Jun 1, 2012 @ 03:01 PM

Whether you're starting your own business from scratch, opening a local franchise or managing the new location of a major corporation, there's one concern that every single business share.

Making sure people know where you are and who are are.

Regardless of your size or brand, there's one solution to that problem for everyone...signage.

However, the question of what kind of sign works best for you and your brand is where the differences emerge. Different types of signs provide different values and levels of branding.

Let's take a look at some of the options available in commercial signage to determine what works best for your business:

Lighted Signs - When you want your message to really stand out from the crowd, especially once the sun goes down, you'll want to look into lighted signs. These signs attract the eye and get passers-by to focus on your business.

Anyone looking specifically for your logo won't be able to miss it and those traveling by won't be able to help but notice it.

Neon is a mainstay of the lighted sign world but LED is also an extremely viable option, one that has changed the landscape of lighted signs. It may be worth the investment given the opportunities LED presents to making your business stand out from the crowd.

Carved Signs - If you're located near a street or want to give you signage some depth, a carved sign may work best for you. A quality carved sign showcases attention to detail and craftsmanship, qualities that you want people to associate with your brand and business.

Carved signs are often gilded, sandblasted, painted with vinyl graphics or lighted and any good sign company can provide these services to make your brand pop as potential customers drive by.

With carved signs, it's important to make sure the substrates are designed not to warp. That would allow paint to crack, which could lead to peeling.

Painted Signs - If you want to give your brand or business a real hand-crafted or personal touch, how about a painted sign. There's an attention to detail that comes across in a painted sign that customers truly appreciate.

Signs can be strictly paint or include vinyl graphics, painted graphics or even digital graphics.

Monument Signs
- Is your business inside a plaza or shopping center. Stand out from the crowd with this elegant option that creates immediate brand awareness and provides an air of professionalism perfect for any office or company.

Quality monument signs are made from weather-resistant material that withstands climate changes and remains as-is for years. A well-crafted sign should stand the test of time.

Dimensional Signs - Does every business around you have the same-old lettering and font on their signs? Stand out with dimensional letters and signs that make your logo and company name instantly eye-catching.

There's little to limit what kind of dimensional look you want. Various metal and acrylics are available and you can choose between flush-mounted or stud-mounted options to see which one works best for you.

Framed Aluminum Signs - Need a sign that really pops but don't have a budget to go nuts with? Then you might want to try a framed aluminum sign. Put your company info on an aluminum sheet with graphics, surrounded by angle aluminum framing and all of a sudden you've got a great sign that will stand the test of time without costing you an arm and a leg.

There are quite a few more options out there for you so I suggest you check out a quality sign company near you to find out what they can do to help your shout your branding and message to the rooftops!

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Topics: carved signs, lighted signs, signs, back lighted LED letters, painted signs

Can a sign improve your business’ bottom line in a positive way?

Posted by Gary Baron on Mon, Jul 25, 2011 @ 02:57 PM

Can a sign improve your business' bottom line? The answer is an unequivocal yes. Surveys indicate the average consumer views thousands of advertisements every day, many of them signs. And the reason there are so many billboards, banners, scrolling digital boards and standard signs is because they work.

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Topics: dimensional sign, architectural signage, lobby signs, vehicle graphics, branding, directory, indoor signs, wayfinding signs, signs, carved signs with gilding and digital graphics

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