One of the oldest methods of marketing and advertising is the use of signs. Probably the first use of logos was hundreds of years ago, when a craftsman would put a picture of his work on a sign to advertise to uneducated people or those who spoke a different language. If you saw a picture of a man shoeing a horse, you knew it was a blacksmith. If you saw a picture of a man making bread, it was a bakery.
Not a lot has changed over the years in that respect—signs are used everywhere and by every type of business. They are a costeffective way to advertise and help people find your business. You pay for a sign once, and it lasts five years or more—what a deal!
Just be sure you put up enough signs or banners that they can be seen from all directions. You can change banners and posters for different promotions. Local regulations will dictate where and how many you can use, but there may be ways to get around the rules if you want more signage.
One idea is to piggyback on a sign of a non-competitor, which draws more attention to both signs. Most towns ban flashing signs (unless you’re in Las Vegas), but a bright neon sign with different colors will attract more attention. However, if you’re a home-based business, your neighbors might object to a big neon sign on the roof, so where can you use signs? On the sides of your delivery vehicles, perhaps. Or you can put magnetic signs on your car— you can easily take these off during non-business hours. Also, if you’re doing tradeshows, expos, or seminars, an attractive sign can get more attention than the one the promoter supplies with the booth. Established sign companies can provide assistance in design and get any permits you need.
A well-designed and well-placed sign will attract new customers and remind current customers that it’s time to buy again. Compared to other forms of advertising, a sign can be an inexpensive way to promote your business.
When purchasing major signs for your building, always get at least three estimates and find out what guarantee the company offers. Six months down the road, you don’t want a burned-out light or hail damage to create new expenses. After the initial guarantee period, you may be able to negotiate a long-term maintenance contract with the sign company to take care of everything. If it’s affordable, it’s one less thing you have to worry about while you’re trying to run your business. And when you have a problem with your main sign, you want a quick response to get it repaired and working properly again.