Jan 22 2010
Starting a Small Business - Location Considerations
Signtronix Signs Can Help Your Business Thrive.
On premise signage is both effective and economical; it is a powerful marketing tool for making the most of advertising dollars to reach potential customers. In 2003, the NSBDC was invited to participate in the International Sign Associations convention in Las Vegas. At that symposium the luncheon speaker talked about the value of signage, and showed a 20 minute DVD with case studies. Kathy Carigo, the state training director of the NSBDC had such an overwhelming reaction to the DVD, that when she got back to Reno she took some 100 photos of local retail signs. With her new born awareness about the value of signage, Kathy immediately realized why customers did not stop and shop at these stores. In her words, the signs were really, really bad. As the state training director and next level state administrator, it’s Kathy’s job to assist small businesses to become more successful. So she contacted a sign company, Signtronix, and asked for their help in assisting one of the fledgling businesses she works with. The request was accepted and the business selected was one that had difficulty gaining customers and was struggling to survive. It was a small Mexican restaurant called Fresh Mex. In this case, Fresh Mex had a sign which as you can see was much more visible than the one Frenchie’s started with. Yes, this little Mexican restaurant, which specialized in the biggest burritos in town, had a big sign advertising burgers. Consequently, customers were confused as to what the restaurant served, was it burgers, burritos, both.
In order for a sign to be effective, it must instantly communicate a clear concise message, if it doesn’t customers will be lost. Another problem was that the restaurant was located in an unusual 3 way intersection and the sign was only somewhat visible in just 2 directions. The solution was installing a unique sign that solved all their problems, it was readable from all 3 directions, was colorful, easy to read, and it clearly established their business as a Mexican restaurant. Adding banners with a consistent theme enhanced their street presence even more, giving the site a signed centric appearance. As a result, sales jumped by 300% and Fresh Mex was recently voted number one restaurant in town by the Reno Press. And again, the only thing that changed, their signage. As for Kathy Carigo and the Nevada Small Business Center, they were extremely happy and impressed with the results. In fact, they think signage is so important that they now include it as a mandatory part of their 13 week entrepreneurial programs curriculum. It’s difficult to quantify the exact value of signage, but when a Signtronix sign can increase revenue while cutting costs, it’s worth every penny and more. Those are just a few examples of how the right use of signage can benefit business. The value of signage lies in its marketing ability. When a sign is viewed not just as a marker but as a powerful marketing tool, its hidden potential is tapped and its full value is realized. Not just for the business that owns it but for the customers it communicates with and to the city where it’s located. Thank you.
Signtronix Video:
Signtronix, To Whom It May Concern - My name is Charles Zechar and I am the owner of the restaurant, Captain 9’s in Germantown, Ohio. I recently purchased one of your Signtronix signs for my business, and I have already noticed an increase in customers. My business has increased in the past four days by 40%! Many people stop in the say to me “I never knew you had sandwiches,” or “wow, pizza and ice cream?” it has really been a great promotion, and I am hoping by winter it will be my main help with attracting customers.