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

ADA signs – braille dots

ADA signs, or the Americans with Disabilities Act, are those signs that help all of us.

I like going to a building and being able to tell what all of the doors are for. I like seeing those ADA signs, that are so easy to read, and not accidentally walking into the ladies room because I couldn’t figure out the symbol.

Way finding systems

ADA signs are an integral part of an effective way finding system for your building. Your customers have a better experience when they can easily identify the places they are trying to reach inside of the building. These signs are raised letters with braille. The rules from the government spell out the size and placement of these signs, but they don’t have to be ugly. You can have your own unique style and colors and still be ADA compliant. COOL!

ADA in Minnesota

Whether your building is here in Coon Rapids, Mn or any other place, the rules apply the same way. These rules are dictated on the Federal level and are fairly straight forward.

Call us to help with your braille ADA signs. We can set you straight.

BANNERS, BANNERS, BANNERS

Minnesota signs can be banners too.

As you know, my sign company is in Ramsey Minnesota. So I know a bunch about the local ordinances. I have found that most cities have similar sign ordinances.

Why a Banner?

During the holidays or certain times of the year, a banner is a great way to get a specific message out to your potential customers. This banner is allowed on a temporary basis and is very cost effective for the short term.

Let me tell you a story:

A recent client of mine put up a temporary sign for his new furniture store.  I drove by a couple of days later and the sign was removed. I asked him why and he told me that it worked so well that he had to remove it in order to figure out what to sell next!

This is one example of many that I hear every week about signs that work. You may not be able to do an electronic sign, but a simple banner may do the trick.

Good signing

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.

What should my wall sign say?

With a wall sign, how much information can be put on the front?

A sign can do 2 things. Advertise or Identify. Some folks want their wall sign, or pylon to advertise every single item they sell. This is usually because the name of the business doesn’t mean anything, so they need additional information on the sign.

How to figure out the right size wall sign or pylon sign

Letter size for your sign is very easy to figure out. First determine the maximum wall sign you are allowed to have. (see city issues in this blog) Second, how far away is your sign going to be read on average. And third, how fast is the traffic driving past, or better still, how long does a car driving take to pass you sign.

Typically, a car driving by your business can see your pylon sign from 500-1000 feet away. It will take a care about 25-30 seconds to drive by your sign going at city traffic speeds and will only be able to read your sign in that time frame. Usually less, because of course they are driving. Most signs will be read in less than 10 seconds.

How much can your sign say in 10 seconds?

As a rule of thumb, make the letters the largest you can get and still look good within your maximum sign size, then limit your message to 7-10 words. Meaningful words. Picture words. Words that will create an immediate picture in the drivers mind.

You have a limited amount of time to pass along a message. KISS – Keep It Simple Stupid is the rule. If you put too much stuff on your sign, or the design is difficult to read, YOUR WALL SIGN OR PYLON SIGN WON’T WORK! I shout for effect. I am an advocate of simple & readable is better. Why design a sign that can’t be read by the audience you are trying to attract?

I live and work in Minnesota. As I drive through the Twin Cities I see so many signs that say way to much. You only have 10-15 seconds to get their attention, don’t blow it.

Good signing

7 signs without a permit

Here are 7 signs you can use for your Minnesota business and not need a permit.

1 – Vehicle lettering or Wrap
You should be lettering your car or truck and park it by the main road in front of your business for extra exposure.

2 – Door Lettering
This is especially helpful when you have a lot of walking traffic.

3 – Window Lettering
This is a great supplement to your overall signage. Window lettering can be changed often for more attention.

4 – Drive Thru signs
Obviously you need a drive thru for this to work, but if you do, make sure people can see it.

5 – Directional signs (most places)
This is not used for advertising but, you have to put your name on the sign to show whose entrance it is.

6 – Sidewalk signs
You can often use sidewalk signs provided you are able to move them in and out every day.

7 – Sandwich board signs
You know the kind that a guy wears and walks up and down your street advertising some special or event. Don’t snicker at this, people look at these signs and buy!

There you have it, 7 signs that you can have to increase the visibility to your shop. Call your neighborhood sign guy and get these ordered right away. With this economy, you need all the traffic you can get.

Good Signing

Minnesota Interior Signs

Interior Signs, an Effective form of Advertising

Signs can be particularly effective inside your business.  Once your customer has become enthralled by your outside signage and then enticed to come on inside they are still susceptible to the subtle influences signs can do.  Indoor signs include window lettering, posters, displays, and even floor lettering.

High Traffic Areas

It is not a good idea to saturate your business in interior signs.  Rather, place your signs in high traffic areas.  If your in retail, end caps and popular items are high traffic areas and will be the most effective places to put your signs.  Also, the point of purchase is an excellent place to put signs to influence your customers to make impulse buys.

These signs can be posters, banners, hanging signs & vinyl lettering. Don’t forget about the use of photo’s to further assist your clientele into buying more.

Good Signing!