From a small “open” placard in the window to chasing lights on the Las Vegas strip, signs give customers valuable information and are a reflection of a business’s image. Yet as simple as signs can be, many business owners don’t use the power of signs to the full potential—or worse yet, they abuse the power and drive business away. Similarly, many forget that signs aren’t just for window and sidewalk dressing; they also have a place inside the business.
“The signs and graphics you use in your business help build awareness through multiple low-cost impressions while reinforcing other aspects of your advertising program,” says Drue Townsend, senior vice president of marketing for FASTSIGNS International Inc. “While potential customers consider many factors when it comes to choosing a tanning salon, their first impression will be based partially on its signs and graphics.”
Perhaps the first step in evaluating your business’ sign status is determining the possible places inside and outside of the salon for posting a sign. Compare that with the signs you already have. What space are you capitalizing on? What space is open? Obviously, it’s possible to overdo it—every square inch of space shouldn’t be covered with signs—but highly visible places shouldn’t be devoid of your brand and message. Here is a rundown of the major types of signs.
Building-Mounted Signs & Banners
For most businesses, building-mounted signs and banners are the most visible. In short, these signs stretch vertically or horizontally and convey the business name, logo or other messaging. They can range from a piece of tarp with letters painted on it to electronic block letters attached to the building that spell out the business name. Visibility and “viewing distance” might be the most important components for these signs. Imagine a strip mall—a common place to operate a salon—with several confused drivers clinging to the curb and peering out their windows at the signs overhead, squinting to see the undersized print. If potential tanners get frustrated because they can’t find you, they’ll leave and probably won’t return. Additionally, consider how text colors might fade or blend when exposed to sunshine, and if possible, opt for a sign that illuminates at night.
The flexibility of banners that aren’t mounted to a building gives the business a chance to adapt to changing marketing plans. “For more temporary options, have vertical or horizontal banners made with bright, vivid graphics that can be hung externally or in the windows, as well as through the salon’s interior,” Townsend advises. “Banners can be easily changed out in anticipation of changing seasons or to promote different specials.”
Free-Standing Signs
These types of signs include those that skyrocket from the land next to the freeway, roadside billboards and, more modestly, the directory signs that sit in front of most shopping plazas. In the case of the latter, it’s worth it to make sure that your business has presence on such a sign if you’re leasing property in the shopping plaza, especially if the sign is next to the street. You might have to pay for inclusion, but the potential for driveby marketing far surpasses the nominal expense.
