The Sign Center is Going Green!

The Sign Center recently acquired another local commercial sign company doing business under the name All Sign and Post. This aquisition adds to our printing technology and ability to offer many more product options.

The highlight of our new technology is UV printing. UV printing is green for the environment due to the fact that it does not release any solvent vapors into the air during the application and curing process.

Another added benefit or our UV printer is the ability to print direct to ridgid materials. Standard materials we print to are aluminum, coroplast (plastic cardboard), PVC and acrylic, however, we also print on ceiling tile, ceramic tile, floor mats, fabrics and many other materials. Often times UV printing is a lower cost solution than other printing technologies.

Stay tuned for upcoming projects using Green Technology!

Basics of Sign Design

A good design and layout can make the difference in a sign that is not worth your time or money and one that makes your business everything it can be. The effectiveness of every sign is defined by several factors...

Readability - The size of the sign and the size and style of the font must take into consideration the distance from which it will be viewed. The goal is to communicate to them quickly and allow them enough time to make a decision to visit your business.

Key Words - A brief message is much better than a long list of services or products. 2-3 words that best communicate your message is generally most effective.

Graphics / Symbols - When you can use symbols or graphics to convey your message or logo it can often convey much more than words themselves. They also aid in creating a branding or visual awarness around your product or service.

Color - Adding additional colors to a simple sign has been shown to increase retention by nearly 80%. It is always good to add complementary colors to get your message accross, however, use caution when creating full color graphics to maitain readability through the desired medium.

Materials - The look and feel of your sign will speak to your customers - be sure it is saying the right words. Cheap materials and stark layout communicate discount prices and not frills. Expensive materials or elegant accensts suggest luxury goods and exceptional service. Sometimes you may need something in the middle.

Branding and Image Recognition

When promoting your business it is important to create a look and feel for your business that is memorable and sets you apart. On this recent project we had the opportunity to create a logo centered upon the core values of their business "Safe Driving", but have also incorporated a color scheme that is popular with the local community.

In following the color scheme and design characteristics we were able to apply graphics to flyers, yard signs and business cards - all in an effort to solidify brand recognition as this new business gets off the ground. In promoting their business they will gain immediate recognition by doing something a little different and out of the norm. More importantly they have the opportunity to create a lasting, memorable impression for future referral business.

What Constitutes Good Customer Service?

What constitutes good customer service in today's environment? Is it good enough just to follow the text book definition of: the provision of service to customers before, during and after a purchase. For me it all comes down to "service". This is no doubt the most important part of any business, yet it is often taken for granted or assumed to be good enough.



We have all experienced poor customer service at one time or another and were left with a sour feeling. We don't want to return for a repeat performance, therefore, we take our business elsewhere and worse yet we tell others about our experience.



I like to treat everyone as a customer with courtesy, caring and willingness to serve. This includes, but is not limited to, business clients, vendors, employees, co-workers, friends, family and the casual aquaintance. At any point in time we may need or require the service of others and we should treat these customers as we wish to be treated when and if we become their customer.



In providing good service we must always be helpful - even if there is no immediate profit in it, if we make a promise we do so with full intentions of keeping it, we listen to understand their needs and desires, and whenever possible we try to throw in something extra. It is really a simple concept and easy when you view things from their perspective.



It generally does not cost any more to provide good customer service, however, in contrast it can cost considerably. How many times do you hear from others of their poor experience versus a good experience? Studies show that people are more likely to tell others of a poor experience over a positive experience at a rate of 3 to 1 or higher.



Understanding that it is not always possible to please everyone, given the opportunity to make a wrong "right" by dealing with a complaint we should always strive for the reward of retaining that relationship.



When all is said and done, your business success will depend on the level of customer service you provide.

Economical Advertising - Vehicle Graphics

Do you have one or more vehicles that you drive around for business purposes? By adding your logo, website and other graphics to your vehicle you can gain impressions for your business that get noticed potentially thousands of times per day. The best part about vehicle graphics advertising versus other forms of advertising (TV, Radio, Yellow Book) is once you pay for the design, print and installation the advertising works for years with no additional monthly or periodic costs to you!



Just a quick calculation, say you spend $1000 to apply your business image to the vehicle you drive to and from work every day. Let's say conservatively that 100 cars per day pass your vehicle on a daily basis and at 260 work days per year that equates to 26,000 impressions per year. Now, with proper application and care, vehicle graphics should last 3 years, so that is a total of 78,000 impressions over 3 years for the one time expense of $1000 - that's only $0.012 per impression. Where else can you get advertising at that cost (remember, our calculations were conservative so it is probably much less per impression)!



Now let's look at the benefit of applying your image to multiple vehicles. The more times a potential client views your image on a vehicle the better chance they are going to remember you, or recognize you, when they need your product or service. Think about your own habits - where do you buy and who do you buy from. Most people are more comfortable buying from a person or business they know. The continued image of your business via vehicle graphics and all other means of advertising creates that feeling of knowledge and trust for your business.



At The Sign Center we have applied our logo to all vehicles associated with our business. It not only provides credibility to our business, but it keeps a top of mind awareness (TOMA) for our current and potential new clients. As we track the source of our leads or new clients we have seen multiple new leads generated as a result of our vehicle graphics - now we can do what we do best and educate our new clients on how we can best help them grow their business.