Sign & Digital Graphics

December '14

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68 • December 2014 • S I G N & D I G I T A L G R A P H I C S RUNNING THE BUSINESS their money on their buildings' flooring, walls and fixtures," explained Ingle. "So they buy a cheap sign." However, "that's the first thing a customer sees." Identifying and educating potential customers on the importance of signage ahead of time is the key to efficient mar- keting. Taking proactive steps to iden- tify businesses with signage needs is the first step. Ingle recommends looking at regional publications and "having lunch- and-learns with architects to educate them about the sign production process." Keeping on eye on when new assumed business names are reserved and build- ing permits are pulled are great ways to identify potential customers. Doing this might give you four to six weeks to pro- duce a sign pitch for their business. If a business can be identified in the early stages, educating a business owner on signage might lead to increased business. "It's all about educating," Ingle explained, that "they [business owners] call us two to three weeks before they open." Explaining that many business owners assume it only takes one week to get signage, by identi- fying and making contact with business owners early on, it makes life easier for the new business owner and the sign com- pany, as well as the potential for a great part of their budget. It also increases the chances of business' allocating more for their signage. "A lot of the times they are over budget because they spent all of their money on their interior of their business, spending it on their flooring, walls and fixtur- ing" Ingle said. "So they buy a cheap sign, and that's the first thing a customer sees. $250 or $350 for a metal flat sign. That makes no sense to me. That's their image they portray to their cus- tomers." Reaching out to business owners early allows sign makers to show them the value of a sign for their estab- lishment. Explaining this to business owners will help them under- stand that signs are a customized product, not a commod- ity that some have as a misconception. Pointing out to business owners that a sign is "the first thing a customer sees. It's the sign that gets (customers) in to get them to see their floor of their business," Ingle says. This has the potential to show signs provide more value to a business establishment. Regardless of a sign company's age, niche marketing can provide much needed revenue to become sustainable or can provide a new source of income depending on the organization's capabilities and makeup. SDG Interior signage for Dermatology Associates of Tyler by Design Center Signs in Tyler, Texas. Business cards produced by Design Center Signs in Tyler, Texas. Garland and Jones reusable tote bags pro- duced by Design Center Signs in Tyler, Texas. Reaching out to business owners early allows sign makers to show them the value of a sign for their establishment.

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