How Signage Can be a POWERFUL Customer-Magnet For Your Company
Have you ever seen a junkyard crane magnet?
As a kid, I used to watch those things with an almost reverent awe.
Cars, trucks, elephant-sized piles of scrap metal – nothing was heavy enough to resist those massive electromagnets.
That’s what your signage should do to people’s eyes.
And if you do it right, it will. The more eyes you pull in, the more considerations you get. The more considerations, the more sales.
Here’s how to make your signage as effective as possible:
1. Put your brand and logo in the perfect spots on your building that can’t be restricted by city ordinances. We’ll cover that in full detail soon.
2. Use an attractive design.
3. Light it UP – Your sign, I mean. Spend a little extra dough on LED or any light – just as long as you have light. Believe me, it’s important.
Let’s stop there actually.
Why are lights so great?
They cost more money, right?
But think of all those eyes driving by your sign at night. Or early morning. Those might as well be dollar signs floating past your building.
Because not only will they actually see your sign if its lit, it’ll snap-crackle-POP thanks to the bright white light against the backdrop of the black night.
Okay. Let the numbering resume!
4. Maximize your building.
This is a secret weapon.
Secret Weapon Numero Uno
Make your sign as big as possible. The signs should be on every side of your building that makes a difference, using at least 10% of the building.
How much of your building can be covered by your sign depends on your city ordinance, so make sure you research it!
If you use your signage company effectively, they’ll handle it for you. And believe me, they know what they’re doing. They do this all day, every day, so they’re familiar with all the stipulations for each municipality. They’ll do everything for you including the design and pulling the permit.
5. Always get multiple estimates, so you get the best deal possible, and don’t be shy about it.
If you get a high quote, tell them how their competitor is offering you a lower price. Ask them why they’re much higher – there might be a really good reason for it.
Also, don’t be scared to tell them you want it bigger. Sometimes they’ll tell you it needs to be smaller, and sometimes, they have pretty good reasons (like city ordinance or structural stability). But hardly any of those reasons stack up to the bigger the better. Unless we’re talking about breaking the law. Don’t want to do that.
Now here’s my second secret weapon.
Are you ready?
Secret Weapon #2
Check to see if it’s true for your state too, but here in Kansas City, they can’t tell you what to do about signs in your windows, as long as they’re inside the building. It’s a great little loophole.
Keep fresh deals in your windows, and seasonal deals. Trust me, it makes a pretty awesome difference.
And how wouldn’t it? Think about it this way.
If you have windows facing, oh, let’s say a road, parking lot or highway…
… that’s a glorious billboard, reserved for you alone.
And to top it all off, they’re free.
Yes, you pay for the graphics, decal, or painting, but that’s it!
Not too shabby.
Now here are some common mistakes to watch out for.
2 Commonly Overlooked Mistakes to Avoid
1. Distortion. Not heavy metal. Your brand.
Don’t let anybody distort your logo or brand. Make sure that everything designed matches the schema of the rest of your brand. Because if you don’t, you may end up with a watered down or faulty representation of your brand, which lowers its overall effectiveness.
2. “Watered Down” Touches. A touch is when a customer comes into contact with your brand. A sales or marketing “touch” is practically always initiated by you. It could be through emails, phone calls, or a number of other methods. In the example below, we’ll tie the first mistake into the second.
Let’s say you order a banner from FedEx for a tradeshow. When they resize your design to print specifications, your logo gets stretched a little.
Maybe you don’t notice, or maybe you do and you think, “oh that’ll be fine.”
At the tradeshow, you have hundreds if not thousands of people who see a version of your brand that isn’t 100% accurate.
So why does that matter?
Because those people are now walking around with a distorted logo and brand somewhere deep in the dark ocean of their subconscious, and you know what happens next time they see your logo and brand?
Either a) You don’t get a full second “touch” so to speak. If they had seen your undistorted logo, that would basically qualify as a “touch,” and it typically only takes a small handful of these touches (6-8 for most) to turn into a sale. That’s awesome. But a sales touch with a distorted logo is watered down.
Or, b) they think, “wow that logo looked weird at the tradeshow, this is totally different,” which comes across as unprofessional.
Be vigilant to make sure people are respecting your brand, and you’ll be golden.
Let’s wrap it up.
These are the most important details about your signage:
► Bigger = better.
► Strategically use your building.
► Respect the brand.
► Make it attractive.
► Light it up.
I’ll leave you with Radiant Austin’s signage, an outstanding example:
Brilliant. Even radiantly so (;
Their letters are bigger than they are!
That’s how it’s done.
People will, without a shadow of a doubt, see their signage from as far away as possible. And again – bright colors, right? Radiant’s orange and white maximize their sign visibility.