Full service sign companies and installers are experienced in obtaining necessary permits for construction and installation of the sign structure. These companies can provide engineering specifications required by regulatory entities. These services should be included in the company’s bid.

Variances: Sometimes a zoning code restricts the type of signage for a given area. For your business to have a sign that satisfies visibility and readability requirements of the location, you may need to apply for a variance to the existing zoning code and regulation. If a business owner can prove the need for a modification of the regulations and hardship if die modifications are not obtained, the local planning agency can grant a variance.

Sign companies are experienced in the variance application process.

Insurance: A properly designed, permitted and constructed sign will reduce your potential liability insurance problems.

Advertising Techniques for Small Business

Starting a Small Business Video

Choosing Appropriate Signage: Consider type, cost and maintenance before selecting a sing. Many sign companies have designers to provide cost-effective signage. Many start-up businesses order a sign based on an attractive business card or letterhead design, but small businesses can learn from large multinational corporations who understand the importance of a recognizable logo. Rather than ordering a sign from a business card or letterhead, start with designs suitable for an integrated business-marketing plan.

Type and Design: There are many types of permanent, on-premise signs to serve your business — freestanding, high-rise, low-profile, wall, projecting, roof, marquee, backlit awning, awnings, etc. Type and size of sign are often regulated by local zoning ordinances. Also consider illumination, which draws attention to your business around the clock, and changeable message capabilities, such as electronic message centers or readerboards.

When choosing a sign, remember to consider the image of your business, the profile of your potential customers and the cost.

Purchasing Or Leasing A Sign: It is advantageous to purchase or lease your sign from a reputable company. Experienced sign companies are licensed and bonded contractors who are familiar with uniform building codes and regulations. Reputable companies deliver quality goods, thus reducing maintenance costs and potential public liability.

A good company carefully designs and constructs signs adhering to local building codes and design standards which enhance the environment and create a good image for your company.

Maintenance: No business can afford to have its sign in disrepair. A dilapidated sign implies you are not concerned with your business or your image or that you are going out of business. Some sips are virtually maintenance-free while others require more attention. Establish an appropriate and cost-effective maintenance routine for your sign or lease your Signtronix sign to secure built-in maintenance service.

For businesses with a limited advertising budget, a Signtronix sign is an inexpensive method to maximize returns per dollar spent.

Enhance Aesthetic Environment: Signs enhance the environment by making certain zones of the city more attractive and dynamic and giving them a particular atmosphere.  Because the environment is so important, quality signage conveys an image of responsible citizenship by a business owner.

Help Community Safety: Signs perform two major community safety functions: crime reduction and traffic accident reduction.  A well-placed, visible, attractive sign helps direct vehicular and pedestrian traffic, allowing ample time for driver decision making, thus reducing the potential for traffic accidents.  Government studies found highway vehicle accidents actually decrease at intersections where there is commercial signage.

Ambient lighting from signs is a major crime deterrent in urban areas.  Police reported a 30 percent rise in crime when downtown signs were turned off during the energy crisis of the 1976s.  People feel safer entering well-lighted commercial areas.

Small Business Signs information posted by Signtronix.

Service Trade Area: A trade area is the marketing vicinity from which a business owner draws customers -usually within a half mile to a mile of the business. Trade areas differ in shape and size depending on the business and its reliance on transportation networks and may vary seasonally. A sign communicates important information to consumers located in or passing through the immediate trade area.

Build Image: Signs are an effective marketing tool in building an image for your business and in helping you identify the market segment you are trying to reach. Through materials and design, a sign can appeal to a given group of potential customers. Color and lighting effects can enhance the impact and psychological response to your business.

Enhance Advertising Recall: Signs reinforce other advertising expenditures by repeating commercial messages. Many national firms incorporate their logo into their mass media advertising campaigns, such as television, thus increasing product or service awareness.

Generate Impulse Business: Signs generate business by catching the attention of visitors and newcomers who traverse a trade area. Studies show approximately 50 percent of all consumer items are purchased on impulse sales directly attributable to signage drawing consumers to the point of purchase.

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.

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.

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

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

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