I’ve always said that we can learn a lot from the big boys. But then, we can do even better because, as locally owned small businesses, we can adapt and change rather quickly when we need to. Our recent travel to Oklahoma City, OK reminded me of the importance of signage in the small business marketing mix.
Bob's Lounge, Clare, Michigan
How many times have you given directions in a town, and said “Turn by the huge painted chicken” (a la Clare, Michigan)? Or “Look for the old time-y car, and hang a right.” We’ve all done it, and it’s cheaper than you may think to get a really memorable sign for your business – that will do more than spark conversation – but increase sales!
I’m often reminded of a business near my hometown that has great food, on a popular road. Yet, I’m constantly hearing from people that they didn’t know it was there. Why not?
I believe it’s because their little sign is just in the window, and it doesn’t really let you know that they serve amazing steaks and seafood. What could get them noticed by the 5000 cars a day that come through their town? Maybe a huge mounted cow, maybe subtle frosting on their upstairs windows, possibly painting their tin awning or a historic rendition of their sign. They often say (along with many other small businesses), “We can’t afford signage.”
Really? Well, I’d like to present a set of numbers.
If you spend $5000 on a sign and the sign has a life span of five years, your monthly “marketing cost” over the life of the sign is approximately $84 a month. For some GREAT marketing! If the sign lasts longer – your marketing per month just got MUCH cheaper!
Sure, you could spend a lot MORE than $5000, but you could also spend much less. Signage gets noticed. McDonald’s spends a fortune on real estate for location, but then they also spend buckets of cash on those famous Golden Arches we see so well from the interstate. Some of you have equally as valuable real estate with poor or no signage, and people don’t notice you.
I’ve priced billboards for clients along some of our Mississippi travel corridors, and billboards don’t come cheap. At best, you’ll pay a few hundred dollars a month for a billboard – much more than your own signage costs you!
Do you have the opportunity to put up a sign that is more cost effective and produces the same amount of visual traffic each day. Why haven’t you leveraged every bit of your real estate? Inside and out, vertical and horizontal…and roadway right-of-ways…you own it or your leasing it. Why not make your investment make you more money?
Signs Really Make a Difference
Is it hard to come up with the cash to get your sign looking great? Sure it is, but you know there’s a cost and reward on all of that. Get busy, and go make a great looking business sign that’s memorable and classy for your business.
Some clients have said “We don’t have people come through our downtown; they don’t know we are here.” Signage problem. Plain and simple. If you want people to know you are here, put a sign up. Get some of those travelers who come through your town every day or month and let them know your business is there – or that your entire downtown district is there. Partner with other businesses and get the traffic to your area.
Tell Us Your Sign Story
Mr. T's Pizza & Ice Cream, Chattanooga, TN
I’ve seen huge chickens, ice cream cones, trucks lifted up on top of poles and hundreds of others. Who has the coolest business sign you’ve ever seen? Leave a comment below or post a photo to our Facebook wall.
Domain Names & Signage
Finally, I’m going to tie in a couple of things Marianna talked about at the National Main Streets Conference this week in Oklahoma City, Oklahoma.
The three primary elements of your small business or community brand are your logo, color scheme and domain name. Think about how your business can incorporate your domain name in to the signage. You’d be amazed how many people will check out your business from a smart phone when they see your domain name. Use it often.
Disclaimer: Certain cities have sign ordinances and laws regulating these signs. Check with your local laws before taking implementing any sign endeavor.
