Promoting Your Business without Saying A Word – Putting Signs To Work for You

Who knew there was so much to learn about signs? My interview with local sign expert, Chuck Eldridge, brought me up to speed on the world of signage. There are a number of reasons that businesses choose signage: improve branding, give directions, promotion, and beautification. Signs are up 24 hours a day – and if they are illuminated, they can promote your business around the clock.
Who tends to use signs the most? It depends what the industry is. Property managers use lots of yard signs, to promote open houses and specials. They also use directional signs, which direct people to key places on the property. Contractors and businesses that work with the residential sector focus on vehicle signage. Retail stores use lightbox signs. Here’s a quick tour of the most popular signs:
• Vehicle Signs: Available as removable magnetic signs, for tops of cars and complete wraps. These promote your business wherever you go.
• Banners: These are made of vinyl or fabric and are the most cost-effective of all signs. They come in all sizes and colors and are great for promoting an event, or a sale.
• Wall Signs: These are three-dimensional letters or images. They can be used indoors or out to brand your company name or logo in a professional way.
• Outdoor Signs: These can include lightboxes, monument signs or banners. Lightboxes are illuminated and easily changeable. Monument signs can set the tone for a property and invite prospects to take a closer look.
When choosing your sign, it’s important to make sure your colors are easy to read from afar – black letters on a red background are difficult to read, for example. Making sure the sign’s lettering is large enough to see from a sidewalk or road is important too. Working with a designer who is familiar with sign design can make the difference between a readable sign – and one that doesn’t get noticed.
A totally different group of signs are the ones for trade shows. What are the top 3 things you need for a trade show? According to Eldridge, it’s a table drop – which covers your trade show table with fabric drape that is branded to match your company colors and logo. Second, you need a backdrop – from a single panel or table top model to one that covers the width of your booth. Lastly is a retractable banner. These banners are portable and showcase your message professionally. His advice for what to say on your signs? When it comes to a trade show, you have 3-5 seconds to make an impression. So keep it simple and eye-catching. They key is to get their attention long enough for the prospect to slow down and check you out.
To listen to this show in its entirety, go to Marketing Chat with Nancy Sipera, 2/19/13
Source: Sign-A-Rama Cherry Hill