Signtronix Sign Company

Signs and the Small Business Series: What Is A Sign?

Most businesses, regardless of size, depend heavily on signs.  Signs help people find you; attract people who pass your establishment; present an image of your business; and tell potential customers what goods or services you offer.  Signs are the primary form of advertising for small business.

On-premise business signage differs from outdoor advertising billboards which market national products.  Onpremise signs tell people who you are and what goods and services you sell.  Signs are a form of landscape art enhancing your commercial area and surrounding environment.

Signs are a link between transportation and communication.  Each year, 40 million people travel more than 1.7 trillion miles by automobile.  Your sign is the most effective way of reaching this mobile group of potential customers.

Focus On The Facts
U. S. Small Business Administration in cooperation with the National Electric Sign Association

Successful small business formations and expansions lead the way in creating new markets, innovations, and jobs that fuel economic growth and prosperity.

Because small business is important to a strong economy, the National Electric Sign Association (NESA) has joined with the U.S. Small Business Administration (SBA) to meet the informational needs of existing business owners and aspiring entrepreneurs.

We hope this Focus on the Facts meets your needs, and we invite your comments and questions.

 Signtronix Signs California will be adding to this article over the next few weeks.

April 17, 2007

I am writing to thank you for the prompt services when ordering our signs.  They are GREAT!!  We had a time getting them installed because of bad weather we have been having but now that our signs are up, we love them!  Our road sign is awesome when lit.  Everyone comments about how professional the signs look and of how we don’t have quality signs like that here in Show Low.

Needless to say, we couldn’t have purchased better signs.  Thank you for your service.

Sincerely, Larah @ Speedy Automotive LLC Show Low, AZ

December 19, 2006

As soon as our sign went up, we had people coming in saying how great it looks.  We now have some class to our hotel!  Once the sign got power to it, it lit up beautifully.  You can see it from quite a distance.

We’ve noticed there have been more guests dropping in from seeing our sign at night.  This sign is well worth the investment!  I only expect our sales to increase from what was and what we have now.

Sincerely,

Marlene Smith Black Dog Inn Phippsburg, CO

April 14, 2007

We own a car wash in a good location on a street with good traffic flow.  However, there were already several other car washes in town with an established customer base.  We were spending too much money on advertising trying to promote the only touchless automatic in town, and trying to establish community recognition of our business name and logo.  We put the sign up 8 months after we opened and it has made quite a difference.  The sign is attractive, bright and eye catching.  It just seems to help draw more people in.  We have had a significant increase in business, especially at night.

Although we rarely spend money on advertising since we put the sign up, we continue to draw in new customers.  Our sign is our best advertisement 24/7.

Thanks, Karen & Maurice Korte Splish Splash Auto Bath Highland, IL

October 31, 2007

Your sales representative, Jonathan, was true to his word.  He said that my new sign would draw new customers into the store and he was right.  Twenty out of 30 new customers stated they came in because of the sign!  Many said that they had driven by the store many times but had never stopped.

I can’t wait to figure out how to do the more “advanced” techniques.  As of now, the words just glide across the screen.  It will be fun to see more “flash” on the sign.  I’m certain that will entice even more people into the store.

Regards,  Jenny @ Cycle, Path & Paddle Pequot Lakes, MN

October 5, 2007

I am very pleased with my new sign.  The colors and texture are very nice.  It is a far nicer sign than my previous one.  Right away I had patients telling me “Oh, I like your new sign”.  It has definitely added to the professionalism of my office building and my practice.  We have been getting more walk-ins and new patients’ since the sign went up, much more than with my old sign.

The new sign advertises for me 24 hours a day, seven days a week.  The increased business has been nice.  Thank you for a beautiful sign.

Sincerely, Lane N. Gunnerson D.C. Gunnerson Chiropractic Grand Rapids, MN

June 14, 2007

I feel that the appearance of the sign contributes greatly to the first impression new customers have when deciding where to shop.  I have had many customers tell me they thought our business was a franchise because of the professional appearance our sign makes.  Although I advertise in the yellow pages and outdoor billboards, I get most of my new customer business from word of mouth.  The sign in front of our business contributes to at least 40% of the new business that comes in.  At the time, I felt like I really couldn’t afford to buy a quality sign, but then I knew I really couldn’t afford not to.

The sign has been one of the best decisions I have made for this business and now I know that the investment has paid off many times over.  I would recommend your company to anyone considering buying a sign from Signtronix.

Sincerely, Dana @ Eagle Glass, Inc. Morgan City, LA

May 13, 2007

We are writing to give you an update on our indoor sign.  The sign has drawn in new customers to Meal Time, and people are able to locate where we are better.

We have been in business a little less than a year and know that the sign will be a huge marketing tool for us for years to come!

Customers are able to see the sign from about 2 blocks away and we are able to let them know our daily and monthly specials.  Many customers have said they are able to see no matter what time of day and love to see the new messages.

Thanks again for all your help, 

Heather @ Meal Time

Platteville, WI

Design A Logo For Your Business

 Logos move with the times and the best advice that any business person can be given is to ensure that your company’s logo is not trendy now and passe tomorrow.  The company logo represents the company’s identity and brand to the consumer, thus must be chosen very carefully.  Even huge corporations commit horrific faux pas with their logos.  Procter & Gamble has been haunted by Satanic allegations for decades over its man in the moon logo.  NBC dropped the peacock in 1976 for a dual trapezoid N, but no one checked that it was a clone of a Nebraska TV network who sued and they had to settle out of court.  The peacock quickly returned.  You certainly don’t want to be in one of their situations but with the proliferation of millions of logos how do you know that your designer hasn’t just ripped your new logo off some unsuspecting website? 

 There are ways to ensure that not only does the logo triumph your company’s brand, but you also won’t be sued by the original owner.  Whenever you are designing a logo, you have to incorporate what the company does into the graphic.  An abstract letter or strange symbol is far too generic, says nothing about you, and was likely peeled right off the web.  Look at the great historical logos such as GE, Ford, Coca Cola, and Kellogg’s.  Each one speaks of turn of the 20th century heritage and tradition. 

Then there are the great mid-century logos such as the CBS eye, BMW propeller, and the fabled Mercedes three pointed star.  Modern logos can also be designed superbly well.  Who doesn’t recognize the simple, striking FedEx, Mobil, DQ, Ikea, Sony or ESPN logos?  However, a logo doesn’t have to be just block type to be effective.  Look at Kool Aid, Tic Tac, MasterCard, Pepsi, Bic, Kraft and Best Buy.  The latter especially as the words are set inside a sales tag that so eloquently speaks of the company’s entire essence. 

Along those lines, the torn movie ticket of Blockbuster is also effective.  Could there be a more descriptive logo than the NBA, or a better fit for Windows than the Microsoft flying window?  And who doesn’t recognize Colonel Sanders or the Golden Arches?  But modern logos can go wrong as well.  The logos that are just too messy and intricate to be truly effective include Wendy’s, ReMax, Quaker State, and United Way.  Be simple.  Be original.  Be clear.  Make sure that there is relevance to your brand.  Then your logo will be a success.