Checkers and their new wall signs

Brooklyn Center, MN has a new restaurant, Checkers

I used to go to the Checkers down in Florida, I love Checkers hamburgers. They make great hamburgers. If you were like me, you only found out about them and tried them because of their street signs and wall signs.

Checkers has a great outdoor sign image. They tag everything. Directional drive thru signs, pylon signs and wall signs. They even do border neon (now LED) on many of their locations. Checkers is a very noticeable restaurant chain.

Do your customers notice your exterior signs?

According to a survey done by a national restaurant, they found that about 40% of destination drivers buy from the competition because they saw their exterior signs. That means, people going to a particular restaurant stopped elsewhere purely because of signage. That chain immediately upgraded their exterior signs.

If a national chain recognizes the need for maximizing their exterior signs, wouldn’t it have a similar effect on your Minnesota business?

There are other places to put your name so that folks driving by will notice your business.

What are you waiting for??

The sign guy is a 4th generation sign guy living and working in Ramsey, MN

Sales 101 – Don’t sell

You heard me, Don’t sell. People hate being sold. I hate it, you hate it. We hang up on phone salesmen. So, don’t sell anything.

I can hear you shouting, but what do I do?!!? I have to sell stuff in order to make my quota so I can get my commission. (as heard through nasally whiny voice)

Become a fireman

Here is the simplest answer I can find. Tell the prospect only one thing; WIIFM!

WIIFM  What’s In It For Me?

Your prospect does not care about you, your product or service, how much it costs and they certainly don’t care about your commission. As a matter of fact, most of the time they care about how to get you out of their office or off the line so they can get back to putting out their fires.

Did you notice the answer to our question? Your prospect is trying to put out his fires. He needs a fire extinguisher. Get the prospect a fire extinguisher. We’re all trying to sell a product that will help our prospects, but we spend far too much time describing the color and size of our extinguishers, and not enough time showing them how it will put our their fires.

Describe how your fire extinguisher puts out fires the best.

Follow the analogy a moment. If a guy is struggling with a fire and you show up with matches, what is he going to do? However, if you show up with a fire extinguisher……..He’ll knock you down getting it from you.

Your job is to figure out how your junk will put out those fires. Do your homework, ask some questions.

In my sign business, no one wants a sign. So I sell them a customer / cash generating machine. If their fire is not enough customers, my extinguisher is a new wall sign, channel letters or Electronic message center. What’s your extinguisher?

go sell something.

The sign guy is the sales manager for Signs by RSG, a Minnesota sign company. He is available for seminars and training on sales. 763.753.7571

Marketing for profit

What is marketing? Is it the yellow pages, not really. Yellow pages are advertising, and so are wall signs, pylon signs or any type of sign or ad.

Marketing is getting the right message to the right people through the right media.

We learn marketing from the people who sell advertising. You know it is true. Their job is to find out how much you spend on advertising and then get it.

Do you want to make money with your marketing? Then you must figure out how to get the right message to the right people through the right media. Otherwise, we are not ‘marketing’. We are ‘blowing money’ on ‘hit and miss’
advertising—which is exactly what 99% of ALL small businesses do!!!

One way is through a well planned sign plan. Either wall signs or pylon signs on your property.

Proper marketing is the only part of your business that creates income for your business. No customers, no work, no money. The more that customers know about you, the more work, the more money. It is that simple.

The hard part is figuring out what method works. Yellow pages? TV? Newspapers? Signs?

All are important parts of the marketing plan. If you have a building with a road in front of it, remember, the best way to get a client to come into your store is when they are right in front of it.

If you need clients from different parts of the Twin cities, then gear your marketing to those media that will reach them.

I like to test and measure before committing large sums of money on advertising. The other thing I like to do is to market in a variety of ways. I go to networking groups, community groups, vehicle lettering, road signs as well as other print media. My thinking is if you have customers coming in from multiple sources, then you won’t have any problems if one of them stops working.

I also like the web. I am beginning to think that this internet thing is not going away.

good signing

The Sign Guy is the owner of Signs by RSG located in Ramsey, Mn. He and his brother (The sign dude) are 4th generation sign makers and can be reached at 763.753.7571

Electronic reader boards, are they worth it 2?

You have a business in Minnesota and you’re trying to make money in these economic times. We read earlier  in my previous post that Message centers are worth the expense, but how much could I make?

Here is a simple way to see if a Message Center is worth the cost:

Let’s say you have 100 clients per day, a very conservative starting point. Each customer spends on average $10 per visit. You would make $1000 per day. 100x$10=$1000 If you do that every day for 30 days then you make $30,000 per month in gross sales.

Now, let’s see what happens when you sell just 10% more with your electronic message center. Remember, an EMC can bring up to a 100% increase in sales on an advertised item. You sell to 110 customers (10% increase in customers) at the $10 average sale would mean an increase of $100 per day. In one month you would make an additional $3,000. ALL WITH A SIMPLE 10% INCREASE IN TRAFFIC. Your Minnesota sign will bring you an extra $36000 per year.

Just for kicks what if you brought in 25% more traffic. Same average sale of $10. 125 customers x $10 = $1250 per day. Over 30 days you would realize $7500 extra per month!

Since we’re having fun with the message center, what if we took our 10% increase in customers and just sold 10% more in the average sale? 110 customers x $11 average sale = $1210 per day. Over 30 days that is $36,300! Your sign could make you an extra $6,300 per month or $75,000 per year.

Let’s look at one more example, a real one:

You have a restaurant and you sell a lunch and dinner buffet. $6 for lunch with 50 customers. $8 for dinner with 30 customers. If you sell only 10% more for each service that would bring you an extra $30 for lunch, and $24 for dinner for a total daily increase of $54 per day. Multiply that by 30 days and you have an extra $1620 per month or $19710 per year. Your electronic message center could be paid for in the first year. This is a very conservative example but demonstrates the power of an electronic message center.

I think you can make some money in Minneapolis, Minnesota or anywhere with an EMC

good signing

The Sign Guy is the owner of Signs by RSG located in Ramsey, Mn. He and his brother (The sign dude) are 4th generation sign makers and can be reached at 763.753.7571

Electronic reader boards, are they worth it?

Are electronic message centers really worth the expense? We live in Minnesota, and times are tough, so should you invest in a LED message center?

These are legitimate concerns, so let’s try to answer one of them now, and part two next week we’ll answer more questions.

Are electronic message centers worth the expense? Let’s look at this practically. First, why even have a sign? We all know why, so that we can let passing potential customers know where we are and what we sell. That being said, can you advertise everything you do on one sign effectively? No, you have a limited space and time for people to read it. This is why I recommend you main sign tell people what you do in your name. You can refer to my blog on this subject. Since you know you need a sign and can only advertise the main thing, are you begining to see why a message center may be necessary?

EMC can advertise much more

An Electronic Message Center can advertise more items throughout the day by scrolling or changing the sign many, many times a day. Studies have shown that sales increase by up to 100% on items advertised on a message center. This is the same principle behind the use of banners for sales. Banners are limited for the same reason as above, only one message at a time. An Electronic sign can advertise specials, events, timed sales and much more. The ideas are limitless.

Coon Rapids, Edina, Minneapolis or anywhere.

Electronic message centers are regulated, but most Minnesota cities allow them without much restriction.

Do you want to increase sales for that Minnesota business?

If you do, then an Electronic message center may be the way to go. Next week we will talk numbers.

good signing

The Sign Guy is the owner of Signs by RSG located in Ramsey, Mn. He and his brother (The sign dude) are 4th generation sign makers and can be reached at 763.753.7571

Lit Signs work!

Does a lit sign really help, or would a non lit wall sign work?

We answer this question every day with another questions; When will your clients be coming by your store?

If the answer is at night, then a lit sign is the way to go. If the answer is during the day, then yes, you may ignore the thousands of potential clients who drive by your store at night and get a non lit sign.

Do you see my point. A well designed lit wall sign or pylon sign works for you 24 hours a day and is seen by your most likely clients. THE ONES DRIVING RIGHT PAST YOUR DOOR (usually on their way to your competition)

In Minnesota, we have an added challenge, and that is night comes earlier and lasts longer during the winter months. So, your Minnesota Signs should be lit to give you the maximum benefit.

Your sign works for you and literally could only cost just penny’s a day. This is by for the cheapest and most effective form of advertising.

good signing

Minneapolis sign installer

So you need a sign installed in the Twin Cities, eh?

What should you do first? You just found a guy going out of business, bought his sign off of Ebay and had it shipped to Minnesota. Now what?

Your in luck, here is a quick check list on the things to do to get your new old sign installed here in Minnesota.

1. Does it fit? All cities have size restrictions on wall signs. Usually 10-15% of the area of the wall on which it will be installed.
2. Does it match? Many landlords and some cities require that the sign match the other signs in the shopping center.
3. Did the landlord approve? It only takes a moment to ask.
4. Is it up to code? Check the sign for a UL label. This tells the electrical inspector that this electric sign was manufactured to specific criteria for safety.
5. Does it work? Surprisingly, many signs that have been shipped in, that you bought dirt cheap, doesn’t work
6. Did you call a licensed sign installer? Many if not all cities in the Twin Cities require a licensed sign installer to actually hang the sign.

Just a couple of simple questions, but questions that could save you hundreds, and maybe thousands of dollars. No one wants a wall sign that they can’t hang.

good signing

PS – call your local sign guy (763-753-7571) he may have some used signs hanging around looking for a good home.

Minnesota Signs

Minnesota signs and other city issues:

Minnesota was recently in the news over Electronic Message Centers. Minnetonka tried to have all the electronic billboards turned off.

For most of you your not going to face this dramatic of an issue. If you hire the right sign guy, you will be able to have a well designed and installed sign that complies with your city. Below are a few guidlines:

1 – Call the city first. Most Minnesota cities have the sign code online and are very willing to help you determine the size & type of signs you may install.

2 – It’s easier to say I’m sorry than to ask for permission, NOT! The city can and will make you take your sign down. If you don’t believe me, call Clear Channel and ask them.

3 – Call a sign guy. An experienced sign guy and work through and city issues. Call and ask, he is very willing to help you out.

4 – Your city may be easier than Minneapolis. Anoka, Coon Rapids, Champlin, Brooklyn Park, Brooklyn Center, Maple Grove, Plymouth, New Hope, Fridley, Blaine, Woodbury and many other twin cities suburbs have very simple permitting procedures. But that doesn’t mean that they are all the same. Just because your business borders St. Paul, doesn’t mean you will have signs just like your St. Paul neighbor. Refer to #1

The cities of Minnesota want you to have a sign. They are just trying to prevent sign pollution which makes all of our signs less effective. They also are trying to keep the rules fair for all businesses.

Good Signing

Ignore the recession with a Message Center

Do you want to ignore the Minnesota recession? Get an Electronic message center.

One way that you can ignore the recession while everyone else is in a panic, is to get more customers. If you have more customers, you have more money, more money, Less stress.

An electronic message center (LED message center) is a proven way to increase traffic into your store. Did you know that your potential clients are on their way to a different store and can be intercepted along the way if you could somehow get their attention?

Major retail outlets recognize this and invest in an EMC. You have a business in Minnesota or the Twin cities already, why not improve that business? You have to advertise anyway, why not use an advertisement that will target the clients you need? You know, the ones driving right past your store!

Well lit Wall signs help too!

You may not be able to justify the expence of a message center, but what about that terrible sign you have now? Make it work for you with a new lit wall sign or channel letters.

Ignore the recession with signs.

The only way to stay on top of this slowdown is to have more customers. What is the best way to get more customers? When they are driving right in front of your store. Call me if I can help. 763-753-7571

good signing!

Time and Temperature Signs in Minnesota

Electronic time and temperature message centers in Minnesota

During the freezing cold months of the northern states, such as Minnesota, people can’t help but talk about the weather.  Particularly how cold the weather is.  A time and temperature message center is a great way for people to find out exactly how cold it is on the way to work so they can have something to talk about around the water cooler.  This type of sign isn’t just to tell what time it is or what the temperature is but rather to get people talking about your business.

A silly story about time & temperature signs:

My father lived in Alaska when he was a teenager and had to endure incredibly cold dark winters.  On his way to and from school everyday he would check the temperature on a large pylon sign.  To this day he still remembers the Fred Meyer’s sign. The sign wasn’t simply a thermometer, to that town, it was a landmark.  People will notice a sign like that, especially in a cold state like Minnesota.

What does a time & temperature sign really do?

It makes your sign more noticeable. It makes your business a landmark by which many of your potential clients will use to give directions. It may increase your profits and get your business ingrained in the minds of the local people as a landmark with an electronic time and temperature sign.

Time & Temp sign gets noticed