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Maybe you're the owner of a retail business or someone just starting a business; one of the most overlooked, important, and least budgeted items is the signage that will be your face to the public. I talk to many small business owners that think their signage is unimportant. Nothing could be further from the truth. I remember when I first opened my doors I would ask people how they came to my door. Invariably, the answer was they saw the sign in my window. As signs go, it was unassuming but obvious. To some, a good sign is a cheap sign? Beware this kind of thinking. Avoid it like the plague. Anywhere, I digress. Back to the topic.
Do Others Identify With You?
A sign displays the character of the business – regardless of whether you are exhibiting at a trade show, business expo, or you are a brick / mortar business. For example, if you walk through an historic town you will not see many, and probably NONE of the "big light" signs that you would see driving down the main strip. Why, because these signs simply do not fit the character of the town. I "m amazed at how many new retailers open their doors and do not understand why the town does not allow them to put up a 3 foot x 10 foot illuminated sign in an historic district!
Even business expos and trade shows have character. The more successful exhibitors do not tell their secrets but I can tell you since I sell the exhibits and know what they look for in display hardware. At trade shows and business expos you've basically got three types of exhibits: the outstanding display, the targeted display, and the newbie display. The outstanding display is real eye candy. It wows you. If you're displaying at the sign expo then you've got to wow your customers. It's really all about the signage! But, if you're at a business expo consider who the prospects will be. Are they looking for high-end work, experience, or the new guy in town. Ramp up your display accordingly.
Do You Dress for Success?
OK, we've discussed character but how does that attract customers? Well, we all know the answer to this. You've got to dress for success. But what does that really mean? most of us think of the well-dressed guy or gal on a job interview who is looking to work their way up those corporate ladders. But, not everyone has the same job so we all do not dress the same. If you're at a business expo and you open up your table, throw a drape over it, and spread out flyers and brochures what does that say to prospects? Does it show you care about your customer or client? On the other end of the spectrum is the display that goes overboard. Thousand of dollars in graphics and hardware tells a story also. It certainly shows you care about who you attract. The question is who are you targeting? Are you affordable? In all cases you should consider whether you will market to a vast clientele or a targeted clientele and who those prospects really are.
What is the Law of Attraction?
A retailer needs to bring people into the store. Most retailers take a lot of pride in their stores. They deck the insides out with fine displays. The question for the retailer has always been one of attraction. Most retailers advertise in printed media of one kind or another as an ongoing cost. That's OK but typically the first look a customer gets at your business is your storefront. Let's stand back away from the storefront and ask if the outside AND the signage is dressed up appropriately to attract people. Good retail signs are relatively expensive. They can range in price from hundreds to thousands of dollars. It's an upfront cost but if considered as an annual amortized cost, it is inexpensive compared to other advertising media.
Who Needs A Sign Anyway?
Your sign should be in your budget not an afterthought. How many of you have driven down the road to see "coming soon" signs and the like. I do not find it strange that these signals cause a "buzz" in the neighborhood. The big guys are even more forward thinking. Ever notice that franchises of any consequence have the sign up before the inside of the store is finished. Even collateral signage is placed along strategic points in the road. If you're exhibiting at a business expo, knowing this, would not you want to have your displays in place before your first show and not after your last one?
Make Your Marketing More Effective
I hope I've given you some food for thought. Mainly that trade show displays and signage are marketing. It's just not the first marketing item that business owners think about – but it should be one of the first, not the last marketing item.
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