Signs Are an Easy Way of Sharing Your Message
Whether you need signage for marketing, informational, or
directional purposes, try to pinpoint the locations where signs will be needed, both indoors
Signs can be permanent or temporary; on rooftops, windows, walls, vinyl floor graphics, and awnings; hung as a banner, standing alone, or magnetically mounted, or wrapped around a vehicle.
Prepare Before Purchasing
Before purchasing signage, a little
preparation is in order. To ensure your signage is as effective as possible,
you’ll need to consider not only the average distance at which it will be read
(along with lighting conditions and time of day), but also how the sign’s look
and feel integrates with your overall brand image and marketing message.
When approaching your sign vendor, have the types of signs in
mind, as well as a total number needed to possibly leverage any bulk rate
discounts. Here are a few practical tips to consider before making your next
sign purchase, as summarized from Entrepreneur magazine.
Signs can be made from a variety of
materials. Sign makers generally categorize their materials into two areas:
lettering and substrate materials.
The materials used for letters can be
as simple as stickers or magnets, or as fancy as neon.
Sign materials may include wood, metal, plastic or foam-core. Engraving is also
an option. Though once popular, painting has fallen out of fashion for
lettering, possibly because of the need for constant retouching.
When comparing estimates, ask your
prospective sign vendor about guarantees or warranties to help you determine
relative quality and longevity. Signs can degrade from the elements, plus
regular wear and tear or neglect.
According to Entrepreneur, most sign
manufacturers will not claim any specialties in their advertising, but many
will be especially good at making particular types of signs. Consequently,
their pricing and turnaround will be better with those kinds of projects.
If you don’t have a graphic designer
on staff, you may want to choose a sign company that can offer that expertise.
If you already have your design prepared, look for a company that can take your
computer files for direct output. (Make sure you see a proof!)
All commercial facilities, including
any building open to the public, must comply with the Americans with
Disabilities Act (ADA) to provide access to disabled individuals. That means
certain signage requirements must also be met. Although costs are involved with
ADA compliance, tax refunds may also be available.
Your town likely has its own rules about outdoor signs and what is permissible. If your
sign idea falls outside of the regulations, you can try applying for a variance
to the current code. Your local sign maker may be familiar with the regulations
in your area, as well as the variance process.
Though it’s not as fun as video or revealing as email analytics, signage still plays a crucial
role in your integrated marketing mix. Good preparation and a reliable vendor
are two keys to getting your signage right.