Advertising is, of course, a very common endeavor. With businesses small and large on every street corner and smartphones in every pocket, we encounter advertising often—even constantly. But not all advertising is created equal. Likely, you know this from personal experience as a consumer. Some companies have dull or even repulsive ads; other companies show creativity in advertising.
Creativity in advertising: who do you want to be like?
When it comes to creativity in advertising, what kind of company do you want to imitate—the boring type or the engaging type? Is it even a question? If you’re looking to position your products and services as the newest and best solution to your consumers’ problems, chances are you’d love some creative advertising ideas.
Draw inspiration from others
You may be a small business owner. But you’re also a consumer of goods and services yourself. And that puts you in a great position to gather a store of ideas you can put to work on your own company. Keep your eyes out for advertising that really jumps out at you—the kind that almost convinces you to make an impulse buy or to subscribe to a service you probably don’t need.
If you keep these great examples from slipping by unnoticed, you can actually analyze them. Be prepared to find them anywhere. It could be your own neighborhood or the area where you’re vacationing or even your social media feed. Once you’ve noted it (and maybe even saved it if you don’t have time when you encounter it), you can dwell on it and extract useful information.
Try to identify what it was that made it so appealing? Did the color and design play a large role? Was the ad copy fun to read or unique in some way? Maybe it was surprising in some way and grabbed your attention because of that startle factor.
Make their day!
Giving things away is a fun way to get consumers knowledgeable and invested in your company. And if you make it something useful for recipients that’s even better. Branded pens are ubiquitous, so we’re not necessarily suggesting those (though you can use branded pens if you want). But find an item that’s somehow representative of what your company does and get your key information on it.
Find other ways to give something to your target customers while at the same time getting something for yourself (their attention). If you’re a minor league baseball team and you give away free tickets to a few select winners, you may actually be getting your information out along the way to a lot more than just those few people.
Okay, we need to take a minute here to acknowledge that humor can backfire. So, you should absolutely tread thoughtfully here. However, who doesn’t like the feelings of happiness that accompany a good laugh?
If you can provide a laugh for your customers while at the same time communicating your offerings, hopefully, they’ll remember you in a positive way. A great example of this is the companies that crack business-related jokes or puns on their changeable message signs. (But don’t get carried away, a bad pun can be corny).
Turn it into a fun event
Let’s say you want customers to know about a new product or service you just started offering. Naturally, you can simply post on social media about it and hope that viewers will be convinced they should take a closer look.
But why be normal when you can do something outside-the-box? Instead of a run-of-the-mill social media post, announce a challenge like a scavenger hunt. This Virginia business got the community involved in a fun activity and promoted their company at the same time.
Upgrade your visuals
If you’re stuck in the dark ages with your print advertising, it’s definitely time to revamp. Unless your business type calls for you to project a traditionalist image (and some businesses may), why not break outside your box with creativity in advertising?
For companies with a lighthearted mission, try humorous, simple, minimalistic, or colorful ads. Snag people’s attention first. Then, ensure that your ad copy rewards them for taking the time to focus on you. Don’t be boring, be fascinating. Don’t be long-winded, be succinct.
Try new venues
Yes, you may have established channels of communication. Or, if you’re just getting starting, there may be channels that companies in your industry are just expected to use. Well, try something different!
Ask yourself where your ideal customer spends time. Maybe it’s a physical location or a place on the internet. Then, brainstorm the best methods for getting your information to that location. Maybe you’ll even discover free places to advertise that will reach the “right” customers directly.
For instance, if you’re trying to advertise your college’s foreign language club, hanging a poster on the message board of a local coffee shop could be a better idea than taking out an ad in the student newspaper. (Especially if no one even reads that newspaper).
Expand into new media
Let’s say you’re stuck in the stone age of advertisement. You do have a couple of social media accounts for your business, but you’ve never really used them. What better time than now to set up a social media strategy and reach out to people via the internet? And don’t do it alone, learn from books, articles, or podcasts to get you started in this field. Check out Sprout Social’s The complete guide to social media for small business.
Infuse all advertisements with quality
Look at it this way. You may already have established that advertising is important for your business or organization. (Why else would you want to know about creativity in advertising?) So while you’re at it, learn to do it well. Devour all the free information available via print and online media, and if you’re using a sign, check out 6 Elements You Must Include On Your Sign | Tips On Layout & Design.
We all know the phrase “what people don’t know won’t hurt them.” And we may even quote or laugh about it from time to time. But as a business owner, you may suspect that that idea is a bit antithetical to your goals as it might undermine the importance of advertisement. You have great products or services and you need customers and clients to know about them. Customers who don’t know about them are missing out on a great thing—obviously.
The importance of advertisement
We can think of the goal of advertising as pushing back against this state of “not knowing” in potential customers or clients. It’s as though your advertising is a way of fighting to inform people about ways you can help them fulfill their needs and wants. What people don’t know might hurt them. And if you have something they need to know about, then, by all means, take your information to the streets.
Advertising statistics to get you excited
Let’s start with some numbers to lay the foundation for the importance of advertisement.
According to Statista:
- “In 2016, more than 190 billion U.S. dollars were spent in advertising in the United States.”
Obviously, a lot of money is changing hands here. But a major question to ask — is advertising making money for advertisers? That calls for a look at ROAS, which stands for return on ad spend. It measures how much you get back compared to how much you put out when it comes to advertising.
Let’s start with out-of-home advertising or advertising that your customers will see when they’re not at home (i.e. it won’t be on their TVs or smartphones). According to Statista, in 2018,
- “For each dollar invested in OOH advertising, U.S. advertisers gained 5.97 U.S. dollars.”
But that’s not to say that advertising on TVs or smartphones isn’t a good idea. As far as TV goes,
- “In 2018, it has been projected that U.S. television advertising revenue will total 71 billion U.S. dollars, while by 2022 the forecasts see a modest increase to 74.9 billion U.S. dollars.” (Source: Statista)
Smartphones have their own role to play in modern marketing. According to eMarketer,
- “By 2019, mobile ad spending will rise to $65.87 billion, or 72.2% of total digital ad spend.”
Big picture advertisement thinking
So, it’s easy to see that if you have something that someone else needs or wants, you’ll have to find a way to get it to them. And how would you do that without using some form of communication?
A communication spectrum
If we think of communication as ranging from the subtle to the overt, then plenty of advertisements would fall at the overt end of the spectrum. If you’re the CEO of a multimillion-dollar breakfast cereal company, then eating your favorite cereal in front of guests could be a subtle kind of communication—they’ll get the message that you like the cereal. We’ll class that as subtle communication.
On the other hand, a more overt kind of communication could look like a major sports star’s face splashed across a billboard featuring your new cereal. Alongside the star’s name there’s the copy:
He loves Wonder-O’s. So will you.
That sends a pretty obvious message.
The nitty-gritty importance of advertisement
Thus, advertising is simply a way to communicate. You have something great that you think customers/clients will want. By letting them know about it, you’re connecting them with products and services they desire.
Naturally, some products and services will require more advertising than others. If you’re rolling out a new soda and you have plenty of competition, you might have to work hard to get consumers to purchase. On the other hand, let’s say you’re a hospital, and you’re the only one within a 100-mile radius. Then, you’re probably not going to have to plug too hard for your emergency department. People will come when they need you.
Questions to ask
As you get started on your advertising journey, stimulate your thought process with these questions.
- What product or service am I offering?
- Do consumers already know about it?
- Will they buy it whether or not they see an advertisement for it?
- What media will most effectively get the product in front of consumers and convince or remind them to buy?
Once you’re convinced of the importance of advertisement, the work doesn’t stop there. In fact, it might be only the beginning of great projects and campaigns to come. You might decide to dig deeper into the psychology of advertising. Or you could elect to increase your advertising knowledge by studying other successful advertising campaigns. On the other hand, if you’re planning a sign for your advertising, you can always learn from our 6 Elements You Must Include On Your Sign | Tips On Layout & Design.
All kinds of organizations need to advertise. This is true whether they are trying to make profits or are trying to raise money and working for a cause.
That’s why for this year’s International Day of Charity on September 5th, we are looking at how to create signs for nonprofits & charitable organizations.
To create signs for an NPO or charity, you need to know about working on a budget, choosing the right products, and designing the images. We will cover all of these and more in our ultimate sign guide.
Working on a budget
Clearly, one of the most important goals of any charitable organization is to save as much money as possible. However, you still need to find a way to gather the resources needed for your cause.
That’s why the core parts of your business model are usually to raise money, raise awareness, or both. This means you always need to spend as little as possible while getting the results you want. This mindset needs to extend to making signage.
You don’t want to spend unnecessarily. So don’t ever be hasty. Take your time to make sure you make the best decisions for your organization.
To do this, you need to figure out how much you can or want to spend. It will, of course, depend on the state of your accounts. If you are unsure what a reasonable amount is, it can help to do some research.
Try to find out what similar nonprofits and charitable organizations have spent on their signage. Overall, this will give you the ideal starting point. You can also check out what the costs are for the type of products you want.
Next, once you have calculated your budget, you have to find ways to stick to it. The key is to thoroughly investigate all your options as you go through the process.
We will discuss how you can save some money along each step of the way.
Getting a sponsor
As you might know, one of the essential ways you can save on the expenses is by getting a sponsor. There are always businesses who are willing to help out for a cause. Corporate social responsibility is now viewed as a central part of how companies work.
Typically, the public believes that businesses should not only focus on profits. They must try to have some positive impact on society. Consumers might even stop supporting a company if they feel they don’t care.
That’s why cause-related marketing is now more popular than ever. Corporations have an interest in showing off their contributions.
All of this is excellent news for charities and nonprofits that are looking for sponsorships. It gives both of the parties a chance to win.
Today larger NPO’s often have a whole team to focus on cause-related marketing. But don’t fear, a smaller organization can still manage.
Here are some tips for getting the sponsors for your signage:
- First, go to companies who have supported your charity in the past. They might be willing to continue with the partnership.
- Look for a business whose owners you know. It can help you in the initial stages of arranging a meeting.
- Don’t rely on a single method of communication. Try to use email, calls, and visits to reach companies that might be interested.
- Find a business whose target audience might overlap with yours. Both of you will then benefit more from the relationship. And they will probably be more willing to lend you their support.
- To show your gratitude, print their names on the signage, send them documents to prove their contribution, or thank them in the media.
Take a look at this article to learn more about corporate sponsorships.
Different signs for different purposes
One of the critical decisions you need to make involves which signs you want to make. It’s important to remember that some signs will be better suited for specific goals than others. Once again, you need to do some detective work.
The following are some of the best signs that nonprofits and charitable organization can use for their campaign.
Most organizations will have at least one physical location from which they operate. This is an ideal place that you can use to promote your cause. You probably won’t need to pay additional fees to put up the signs. And it serves practical purposes too.
There are several options to consider, depending on your budget, location, and so on.
Do your offices or workspace have windows facing pedestrian or motor vehicle traffic?
Then window graphics can be an excellent option for you. These signs can be a real eye-catcher, especially if the surrounding businesses don’t have any. You can make your organization stand out even more if you design them with bright colors and images.
That’s one reason why they can work well as advertisements. But they have practical utility too. For example, they are most commonly used to display useful information like your name, trading hours, and contact information.
The price of window graphics will depend on the size and design. However, what makes them cost-effective is the fact that they are low maintenance and long-lasting.
Channel letters are a perfect solution to display your organization’s name, especially if you use them in combination with window graphics that provide more information.
These signs are highly customizable. So you have a lot of flexibility. Thanks to this you might have some leeway to choose a less expensive design.
Besides this, fabricators typically make them with LED lighting. Therefore you can even get some exposure at night.
Long term advertisements:
Like any other business, you could benefit from more extensive general advertising. Signs can be an excellent long term solution for this.
One sign you can use is vehicle graphics. These are decals or wraps that you can place on any automobile.
What makes them unique is their mobility. You can gain exposure wherever the car, truck, or bus goes. In the end, this can save you a lot of money. If you’re on a budget, you can replace some of your rented sign spaces with vehicle graphics.
Another fantastic long term option is digital signs. These screens have become more and more popular thanks to their effectiveness as an advertising medium.
One benefit of digital signs is that they give you much more space for potential content. You can run several ads on a loop and even play videos on them. Another good idea is to show some footage, photos, or statistics about the effect your organization has had.
In addition to this, you have the freedom to change the content of the sign if you need to. For example, if you want to promote an upcoming event or fundraiser.
Overall, this is an excellent platform to give more information about your cause. For this reason, you should consider placing it in an area where people can spend more time looking at it. An example of this is the checkout line of a local store or a queuing area at a bank.
Initially, it can be more expensive than some of the alternatives. But it will pay off in the end.
Signs for events and fundraisers:
Long-term advertisements should undoubtedly play a key role in your advertising strategy. But you will also need temporary signs.
Core tools of any nonprofit and charitable organization are events and fundraisers. These are fantastic ways to get more exposure and support for your cause.
So you will need signs to advertise before the events. However, you will also need some at the event.
Banners are a lightweight and very inexpensive signage product. Fabricators usually need less time to make them.
That is why you should always keep these in mind for temporary signs. You can use them as a promotion for the event. But you can also use them at the event to encourage people to make contributions.
Tradeshow displays and exhibits
Any charitable organization or NPO needs to know about the different trade show displays and exhibits. There are many types available depending on your needs and what your sign company can offer. Some examples are pop-up displays, specialized banners, and multimedia displays.
As you might guess, these are specifically made to use at events.
They will work well if there is more than one exhibitor or organization present. You can really make your booth stand out.
But they can also be handy at events that focus on your cause.
How to get people to support your cause with design
The end goal is to create signs that create awareness and also get support for your cause. To achieve this, you need to look at the design of your signage as well.
Let’s look at some of the critical design elements and principles to keep in mind.
Use photos of people, animals, or whatever else you are supporting with your organization. This is a great way to catch your audience’s eye and will make the sign more memorable.
But most importantly, it will make it more impactful. The cause will feel more real to them.
Call to action
You need to let people know what actions they can take to support your nonprofit or charity. This should be a central consideration in your design. You can emphasize it by using bright colors, contrasts, bold letters, or large font sizes.
Having this will help improve the chances that they will not only see the sign but act on it too.
If a sponsor supports your organization, it is essential to say this on your signs. Doing this will help maintain a good relationship with them. But it will also lend legitimacy to your cause.
You can include this by saying “sponsored by” and then giving the logos of the business. It doesn’t have to be at the center of the sign. However, it shouldn’t be almost invisible either.
Working with a sign company
The success of your signs relies in large part on the work of your sign company. So you must establish a fruitful relationship with them. This is true for any business venture. But even more so for charities and NPO’s with limited resources.
You want to get it right the first time.
Hire the right company
Choosing a good sign company can mean the difference between overwhelming success and complete failure.
To help you decide, make a list of fabricators in your area. Contact them and find out as much as you can so that you can compare them.
A few things that you should consider are:
- Their pricing
- Range of products and services
- Track record and reviews
- Quality of their work
- Their manufacturing process
- How long it will take
In the end, it boils down to finding a company you trust to produce high-quality work at a reasonable price.
Discuss your options
You should always discuss all your options with the fabricator of your choice, especially when it comes to pricing. Be upfront from the start. Tell them that you are an NPO or charity and let them know what your budget is.
More likely than not, they will be able to work out what the most cost-effective solution will be.
You might be surprised to find that they might have packages that can help you save a few bucks.
A pro tip is to ask about the different materials they use. The fabricators might be able to print the same sign, of the same type at a lower cost depending on the material.
It can be helpful to always keep in mind who the experts are. Your sign company will know the industry much better than you do. So take advantage of their knowledge and expertise.
Don’t hesitate to ask them any questions you might have. As long as you have chosen a suitable company, they should be able to give you sterling advice.
If their recommendations go against what you want, take a second before making your decision. You don’t want to dismiss their guidance offhand. They will usually have a good reason behind it that can help your organization.
Ask about sponsorships
We’ve already talked about the importance of getting a sponsor. What we didn’t mention was that you could often ask your sign company about this too. They may be willing to partially or fully sponsor your signage.
Or else they might at least give you some discounts on the signs. It never hurts to ask, so don’t miss this potential opportunity.
For a good cause
Hopefully, this guide will help you to create effective signs for your nonprofit or charitable organization. In the right hands, signage can help you increase awareness and also raise support. Don’t forget that they can be valuable as long-term advertisements as well as short-term for fundraisers.
Everyone wants to market well. But exactly how do you make that happen? Simply wanting to connect your clients, customers, and community with the products and services you offer isn’t enough. Sometimes, you need to take action. Learning from the genius marketing campaigns of other companies is one way to get your wheels turning for your own company.
Gather insights from 4 genius marketing campaigns
To get you inspired, let’s check out 4 genius marketing campaigns from companies you may just recognize. And we’ll also add our own analysis, offering things you can glean from what they’ve already done.
1 – AT&T’s “It’s Not Complicated” ad campaign
First up in genius marketing campaigns—AT&T’s “It’s Not Complicated” ads. It’s hard not to love these focus groups of kids with their savvy perspectives on life in general. Add the group leader—the only adult in the group—and his deadpan moderating and you have marketing material that viewers will enjoy consuming even if they don’t need AT&T’s services at all.
What did they do that you can try too?
Reflect on what AT&T did here. They boiled down their key offerings—faster speeds, bigger networks, etc.—and presented the choice as basic. Actually, it’s so basic even a kid can understand it. Plus, they added value by providing hilarious entertainment. That can bolster their company image because they’re giving out “good stuff” to anyone who wants to watch. And no one has to make any purchases to view the entertaining videos.
2 – Coca-Cola’s “Share a Coke” campaign
Coca-Cola’s “Share a Coke” campaign may have tapped into some of the drives behind people’s behaviors. We want to feel connected to others. If Coca-Cola can convince people that their drink helps you build bonds with the people you love, then that’s a great motivation to buy a Coke.[Plus, by personalizing the Coke bottles with names, they’ve ensured that customers will spend a little extra time surveying their product in the store. It’ll take more time to find your own or your friends’ names than it would to simply grab a 6-pack of Coca-Cola. Smart!]
What did they do that you can try too?
How you can do this: hit people where they live. How does your product or service help people do better at the things that matter to them? Show clients or customers how what you offer will connect them to others. For instance, if you’re a phone company and you offer a plan with a special international calling deal, you could highlight how your plan will connect callers with people they love who live in other countries.
3 – Direct TV’s “The Settlers” ad campaign
Similar to AT&T’s simplification of the choices facing consumers of their services, Direct TV’s “The Settlers” ads also boil down buyers’ choices. Do you want to get the best or do you want to settle for less?
There may be some subliminal persuasion techniques going on here, too. Who would want to think of himself as someone with a backward or retrograded lifestyle? That’s just what Direct TV is insinuating you are if you stay with cable instead of their own service.
What did they do that you can try too?
Cut to the chase—does your service offer consumers a more modern experience? Then say so. Afraid they won’t get the idea? Try offering an overblown (and humorous) depiction of just how modern your offering is compared to the other options. Note: this is not just for more “modern” experiences, it could be for whatever you offer whether that’s better speed, greater variety, better taste, faster response time, etc.
4 – Geico’s 15 minutes, 15% catchphrase
The common Geico refrain that 15 minutes could save buyers 15% or more is memorable, as many of us can attest from personal experience. Make a promise, reiterate the promise, deliver on the promise. If you say something often enough, maybe it’ll stick. We can view Geico’s catchphrase as clever branding, too. If Geico continues to use that memorable phrase to remind you how much you can save (and how fast), then you might just begin to view them as a leader in the low-cost insurance business.
What did they do that you can try too?
Make it clear. And repeat it. If you have good numbers, use them. If your average time handling a customer service call is 4.5 minutes, then say so. If your stellar project management techniques are going to complete client projects ahead of schedule in 85% of cases, let potential clients know!
Note that this only works if you have good data—and only if you have data available at all. Tracking key metrics for your company or nonprofit not only assists effective management but can also provide useful statistics to share.
Identify what you’re good at (and where it matches your customers’ needs), then let people know. And repeat it—like Geico does. Obviously, don’t make yourself a jerk by doing this the wrong way. But if you do something extremely well, consider how you can best say it and make it stick with consumers.
Marketing you can see and touch
Notice that not all these genius marketing campaigns involved marketing materials you could hold in your hand (though Coca-Cola’s certainly did). Sometimes the things that assist your marketing strategy are less tangible—like your catchy tagline or your social media posts. But other elements are definitely tangible, like the signage that you use to let people know where you’re located or to advertise a special event or item.
If you’re looking for inspiration as you plan some of the tangible parts of your marketing strategy, like signs, check out The Small Business Owner’s Guide To Creating Your Own Unique Signage. And, to see what others have done, head to 3 Of The Most Creative Signs & Banners In And Around Detroit.
With the internet, there are many more promotional platforms available than we could have dreamt of. This can be a good and a bad thing. Businesses now have many more options to choose from.
But it can be more complicated than ever to pick the right ones. To do that, you need to compare all your options. Read on to find out more about the success rates of different types of advertising and what businesses and purposes they are best suited for.
So let’s start with the new kid on the block. All of these sites have become popular options for advertising. And for a good reason.
An astounding 50% of Gen-Z (18- and 19-year-olds) and 42% of millennials (who are 20 to 36-years-olds) feel that social media is the most relevant platform for advertisements.
You need to take all your potential customers into account. However, for the most significant long-term impact, you need to think about the future, i.e., younger generations.
The vital question remains: are advertisers getting results? Overall, 76% of US consumers have bought a product that they saw on social media. It’s no wonder that it was estimated that social media advertising would add up to $7.6 billion in the United States.
One of the key benefits of social media is that you can do it for free! You don’t have to spend a penny if you don’t want to.
But in saying that, keep in mind that the most effective way to use social media for advertising is to combine it with other promotional materials. For instance, use your logo as the profile picture on the account. Or post digital versions of your physical signs online.
The best sites are:
Nowadays, most companies can benefit from some degree of social media advertising. Your business should have at least one page.
Overall, it is one of the best choices for new companies who don’t have a large advertising budget to start. This is especially true if your content is shareable. Some of the key features that influence this are whether it offers social validation, aesthetic appeal, and is entertaining.
As one of the most popular types of advertising, social media platforms are a fantastic way to gain more exposure. So it’s a great idea if you are aiming to reach more people. Besides this, you also want to use it for advertising events and changes to your business.
Nowadays, businesses often want to focus on online platforms above all the rest. They often want to throw out the baby with the bathwater. But don’t ever discount the value of printed media, even in this modern world.
The print platform will add more tangible elements to your promotional campaign. In the digital age, people are often duped by false and misleading online ads. In contrast, printed media can help you to gain your audience’s trust.
If you aren’t convinced, you only need to look at the statistics and facts.
First, numerous studies by neuroscientists have found that printed media has several advantages over digital media. One of these is that physical material has a better chance of forming connections in the brain. It engages with your spatial memory networks, so it is more memorable.
Another is that when people read printed materials, it involves more emotional processing, which is crucial for brand associations.
Physical media is more engaging, and this pays off. Magazines have one of the highest returns on investment at $3.94 for every dollar spent on advertising.
In saying that, you will probably need to use it in combination with other platforms.
You should consider printed media if your business wants to reach people in its local area. Materials like pamphlets, newsletters and so on work particularly well if you can also hand them out at your storefront.
These platforms can also be a good option if your primary audience is over 35 years old.
Printed media is an excellent choice if you want to reach a particular audience for a specific purpose. For example, if you’re going to advertise a pet grooming service, you can buy an ad in a magazine for dog owners, etc.
It doesn’t get more premium than television advertising. You can reach a massive audience base.
Yes, there have been significant changes to the television market in the last couple of years. Streaming services have become significant competitors. But the average American still watches about five hours of live-tv a day.
Television adverts accounted for 71% of ad generated profits. The return on investment for this platform is $4.20 for every $1.
But as you might expect, all of this comes at a cost. Even with recent price reductions, it will still cost you a pretty penny.
You can really only effectively use television advertising if you own or are part of a large business. You need to have a significant budget and enough resources to produce a quality ad. To make it worth your while, you should probably have several branches, franchises, or locations.
Usually, television advertisements are better for promoting premium products and services like a well-known perfume. Or else to advertise the entire business rather than one smaller and less significant item.
Radio can be an excellent way to reach a specific target audience with your promotions. Different demographics usually prefer individual radio stations. People also have preferences for particular DJ’s and programs.
That’s why it is essential to perform some research on your target audience. You want to make sure that you get in touch with the right people.
One of the critical benefits of radio ads is that they are so easy to produce. You don’t necessarily need the help of a professional to design or formulate the promotion.
But one downside is that listeners often struggle to remember what they hear on the radio. This can possibly reduce the impact of the ad. However, you can easily combat this by repeating the advertisement several times throughout the day or program.
A study by Nielsen showed that these types of advertisement have a return on investment of $6 for every $1 you spend.
Once again, radio is an excellent option for smaller businesses. It is rather inexpensive so it should be able to fit into any budget.
You should consider radio advertisements for the target audience living in your local area. Overall, it works best if you have some sort of narrative. That’s why it can be a great way to advertise services and products that you can tell a story about.
Media printed on paper isn’t the only physical type of advertising that you should consider. Another essential platform is signage.
Every business with a physical location or storefront needs to invest in signage. You will find that it has practical value in indicating the position and other details of your company. But it is also critical in advertising.
One survey showed that 76% of US consumers enter a store they have never visited before based on its signs. Besides this, 68% of people have actually purchased a product or service because a sign caught their eye.
These rates are pretty significant.
Just a few of the many options out there are:
- Coroplast signs
- Window graphics
- Channel letters
- A-frame sidewalk sign
Like we’ve said, printed signs are an excellent advertising platform for any business with a physical location. It is particularly crucial if customers need to visit it, for example, a restaurant, any store, or an organization like a school.
However, signage can also play a key role in advertising online businesses.
In the end, signage works best when you try to attract clients who live close to you. On top of this, you should think about using temporary signs to advertise big one-off sales or new products and services.
Today, no doubt you would have heard about and seen the growth in digital signs for yourself.
Interestingly, a 2012 study showed that drivers spend more time looking at digital billboards than traditional signs. What does this mean?
You will have more time to get your message across, can convey more information, have a higher chance of the audience remembering, and can possibly have a greater impact.
Besides this, they drive sales. We know this is what you want to hear. 19% of consumers claim that they have made unplanned, impulse purchases of products they’ve seen advertised digitally. And stores have experienced up to 33% in additional sales after introducing electronic signs.
Again there are a variety of products that you can choose from like:
- Digital posters
- LED message centers
- Digital menu boards
Digital signs can require a significant initial investment. For this reason, it can be a better option for established companies with larger advertising budgets.
In terms of the types of business, it works best for companies whose products or services change often. Plus ones who sell products in a storefront. So, for example, you should consider it for grocery stores, shopping centers, fast food restaurants, and clubs.
Digital signs are useful for a variety of advertising purposes. They are especially useful for advertising your premium products and showing off new products or services.
Besides this, you will find it exceptionally useful to promote events. For instance, schools can use it for advertising events like fundraisers.
Another type of advertising that you should keep in mind is email. Few other platforms can beat it in terms of time efficiency and cost minimization. It can certainly be much easier to manage than traditional direct mailing.
Besides this, you need to pay attention to the click-through rate and the open rate. The former is all about how many visitors to the page follow a hyperlink to your site. And the latter relates to how many people open the mail.
Remarkety reported that they found that the average open rate for emails is at 23.4. On the other hand, the average click-through rate is at 17.8%.
While this is impressive, it will be more beneficial to use it as a supplement to your promotional campaigns.
All in all, email as an advertising platform is an excellent option for business with an online component. It is particularly well suited for a brand with an online store. In this case, you can include links to your site in the email.
The opportunity for buying or hiring should only be one click away.
Interestingly, statistics show that the open rate for email ads are among the highest if they involve art, hobbies, and nonprofit organizations. So if your business is associated with any of these areas, you will have better chances of success.
Promotional emails have significantly picked up in volume over the years. Unfortunately, this means that people will often immediately close or even delete any that they receive.
That’s why it can be better to use it to send advertisements to already existing customers. They will already have a relationship with your business and will be more likely to respond to it.
Multi-faceted campaigns: using different types of advertising
As you can see, there are several factors you need to think about before making a decision. It’s not as simple as picking the most convenient option.
Individual success rates matter. However, we recommend that you not limit yourself to one type of advertising. All in all, the campaigns that use multiple platforms will reach the widest audience base the most times. So, it is all about finding the combination that works for you.
If you’re trying to decide what promotional materials to use for your business, don’t stop here. Also, read 8 tips to get the most out of your signs & reuse them on social media. You will find a comprehensive guide to the different types of signage & their uses useful as well.
There are some things you can’t change. You simply need to learn how to deal with it. There are always conditions that can hamper you when you are trying to create the perfect signage.
We are going to discuss a few common sign limitations that you’re likely to face. We’ll also look at creative solutions to solve these problems.
Preferably, you should design your graphics to suit the sign medium. But this doesn’t mean problems don’t arise. And in many ways, it can limit your signage.
We all would prefer to have complete freedom when it comes to creating signs. One of the most prevalent sign limitations is too little space. You probably won’t have as much room to work with as you want.
Your space could be limited by how much is available at your location. Or by the type of sign that you choose to use.
Because of this, it can be difficult or nigh on impossible to fit in all the content you want to. So you have to find a way to work around it. But it can also be challenging to find a way to arrange the content.
The rule of thumb when it comes to signs is to keep it concise. Short and sweet, that’s what you’re aiming for.
So if you have limited space to work with, you should try to see if you can remove some of the content or reduce it in some way. You will need to use different signs for different purposes. Therefore the number of words and graphics needed will differ widely.
But try to remove anything unnecessary. Don’t add too many flourishes or too many descriptive words.
Besides this, you should try to get creative with the layout. Using smart design, you can make more of the space you have. Specifically, look at how words are stacked. For example, if you have too little horizontal space place the phrases on top of each other.
Logo too detailed
Many of the limitations come up because of the way you designed aspects of your brand’s visual identity in the past. It can be tricky to plan for all the potential mediums on which you will use the graphics.
Overall, the best fix would be to complete the process in the right way from beginning to end. But once the problem has arisen, there are usually a few solutions you can try.
One common issue is that people design their logo to be too detailed. Complicated graphics don’t translate well to signs.
First of all, many of the details can get blurred and therefore lost as the images are scaled. It can be a problem when you make it larger or smaller.
Second, you always need to think about the visibility and legibility of the signs. The more detailed they are, the more challenging it becomes for the audience to make out what they say. Keep in mind that people will only spend a few seconds looking at any signage.
Besides this, the end product might cost more. Fabricators might charge more because the printing process is more complicated.
It will also limit the sign types that you can choose. For example, the fabricator probably won’t be able to cut out the logo like traditional channel letters.
In general, you’ll need to compromise in some way to solve this problem.
One of the most effective solutions is to redesign the logo. You don’t have to start from scratch. But it can do wonders to simplify it.
You can do this by:
- Taking out any shadows, gradients, textures
- Leaving out unnecessary graphic elements
- Limiting the number of colors
- Using fewer fonts
If you don’t want to change it, remember that some sign types work better than others. For example, you can choose window graphics, murals, and monument signs.
Otherwise, there’s always one option left. You don’t have to put the logo on the sign. It is by no means necessary to include this.
Many people prefer not to print it on their signs. Too often it can clutter the design, especially if you’re going with channel letters or dimensional letters as a building sign.
You won’t be alone in this. Well established brands go through several iterations of their logo.
We don’t always think ahead when we design for our businesses. This often happens if you jump into things when you start a relatively small company. Unfortunately, your past decisions can sometimes come back to haunt you.
You need to design elements of your visual identity with the end products like signage in mind. These elements include your logo, customized font, and the company name.
Otherwise, it can cause problems and even limit you when you are trying to create effective signs for your business. Much of this boils down to scale. You need to create designs specifically so that you can enlarge them.
If you don’t, the images can look disproportionately stretched out. At worst they can even look visibly pixelated. In the end, it will make the sign look amateurish and in turn, will affect how people perceive your brand.
There are several ways you can help to prevent this. First off, you need to try to imagine how the graphics will scale up to the size you need. Remember that different signage products come in various scales, with outdoor signs usually being bigger.
To avoid stretching, you should pay attention to the proportions of the sign when the fabricator prints it. Preferably you want to keep it relatively similar to its original form.
If you don’t want to be limited by potential pixelation, you need to make sure the logo or font you create the designs in the correct format. You shouldn’t use raster graphics. You create these images out of pixels in software programs like Photoshop.
Instead, you want to use vector graphics which you can create in Adobe Illustrator. You make them out of mathematically precise points. This means you can scale them indefinitely
Regulations and ordinances
Another important limiting factor to take into account is local laws and regulations. Different areas have different rules about what you can and can’t do with your signs.
If you don’t comply, the authorities could issue you with a fine. On top of this, they can even force you to remove the offending signs.
The only real solution to this is to work with the local authorities. You need to research which zoning laws will apply.
Note that there are separate guidelines for different signs. For example, there are regulations for outdoor signs, commercial signage, ones next to highways, and even political signs.
In case you get stuck on how to make it work, consult your sign company. It can be helpful to choose fabricators based in your area. They should be well versed in the relevant laws.
On top of area-wide regulations, you will probably also be subject to the rules of your lease. More likely than not, the property management will have set out standards on their tenants’ usage of signs.
They might have set out rules about their:
If you don’t comply, there could be severe consequences for your lease and your business.
Before you create your sign, you have to check the rules of the lease and the property. This can help you from making a costly mistake. Sometimes it can be useful as a way to set up some guidelines to get you started.
Many property owners will also require that you show them the design of the sign for approval.
All in all, the most common limitations are those about the size and amounts of signs that you can use.
For example, if it feels a bit cramped, you should try to use all of the surfaces that are available to you. People often mount building signs above the windows of the storefront. But you can move much of the content to other products like window graphics, sidewalk signs, and banners.
Another of the significant possible signage limitations is the local weather. There’s no way to fight it. You need to find a way to work with the conditions.
When you don’t prepare correctly, your signage will suffer. Conditions like regular rain, wind, or intense sun exposure can take its toll. Even worse, the sign can be destroyed or be blown away and lost forever if you’re not careful.
You must make sure that your signage is suitable for local weather.
If the area in which you want to place it is windy, you want to stay away from lightweight signs like banners, coroplast, and A-frame sidewalk signs. Or else, if you choose one of these, you need to secure it properly.
You can put weights on the bottom of the sign. And you could tie them down. But it could be a safer option to go with installed, built, or mounted signs such as monument signs or window graphics.
Sun and rain can be just as harsh over time. Ask your fabricator which of their products are weather resistant. They might even be able to apply some protective coatings to their other products.
Most of the times, there is little you can do to change the environment in which you hang your sign. As we’ve said, property rules and leases will probably limit you. But you will also be subject to the physical limitations of the building.
One of these is the colors at the location. It can have a significant impact on the effectiveness of the sign.
Too often, the colors in the design clash with those around it, making the total effect unattractive.
Although you want the colors to work together, you also want the sign to stand out. You don’t want it to blend too well with the environment. Thus the location can hamper what you can do with your design.
You have to take the appearance of the building into account when you design your signage. It can be a good idea to take different color swatches to the building. You can test to see if they can blend well or not.
Take a look at this guide on picking color combinations.
To increase its visibility, it can be a great idea to use contrasts. For example, you can pair a white sign on a black background.
However, for one reason or another, you might have to use a specific palette, especially if it is a vital part of your brand identity. One possible fix for this is to put the sign on a colored mounting or backboard. This allows you can complete the picture with your own background.
Sign 101 is that your sign should catch your audience’s eye. Of course, the viewing distance and angle will depend on the exact locations of the signs. The spot might not always be optimal.
This means that your signage needs to stand out from its environment. Unfortunately, this can be a challenge if the location is saturated with signage, etc. And more so if there are things in the way like lamp poles and trees.
You need to find a way to work with the characteristics of the location.
There are several tricks you can try to make sure your signage will draw attention, even if it is slightly obscured or in a crowded place.
Here are a few:
- Choose bright colors
- Play with contrast
- Include graphics on the sign
- Make it 3D or add features to create this effect
- Use lighting to light up the signage
What if your sign will need to be placed quite far from the sidewalk or the road?
As a result, it might be difficult to see, read, and understand. In this case, you can increase the size of the board and its content. If you can’t do that, it can also help to use uppercase letters instead of lowercase.
Don’t let any of these signage limitations unnecessarily hamper your process. There is always a solution to the problem. But it can help to plan for these eventualities.
This tip holds for all the possible pitfalls. So check out 5 of the worst mistakes you can make with your promotional materials.
Organizations don’t run themselves. They need inputs—often money and time. Sometimes, as a leader or member of an organization, you’ll find yourself looking for ways to get these inputs. And when you’re trying to raise money, fundraisers are a natural option. But to get people to your fundraiser, you know you need to let them know about it, and that may mean learning how to advertise fundraisers.
People drive the mission
Yes, people may sometimes come knocking an organization’s door looking to give away money or time in service of a cause. But other times, the organization will have to go looking for these partners instead. Obviously, fundraisers are one way to connect your program with the money it needs. Yet, there’s a pre-fundraiser step that’s also important. And that’s connecting the willing donors with the fundraiser in the first place.
You may have many people who truly want to support your mission and even have the resources to do so. But if they don’t know about your need, how can they help you? So, as we look at how to advertise fundraisers, here’s one way to envision it: you connect partners with the fundraiser→those partners connect with the organization’s mission.
How to advertise fundraisers for a school
Advertise your school’s fundraiser to people who have a vested interest in your school. For one thing, this could be the community where the school is located. If you’re trying to raise money for new desks for local children, the community may very well care about that.
Another group to appeal to is graduates of your school—people who know firsthand what the school can do and does for students. If graduates of a university feel fond about their experience studying there, they may be a prime group to reach for fundraising.
Once you’ve identified the group or groups of people who will likely care about your fundraiser, think next about where they’re likely to be looking. Then, turn to those media and formulate advertisements for them.
The school newspaper is a natural idea, as is an alumni newsletter. Sending an email through the school database is another option if privacy restrictions allow. Your local newspaper could also be a great way to reach stakeholders in the community.
Nonprofits need to advertise their fundraisers, too
Just like schools, nonprofits also need to connect with people who want to support their work, financially or otherwise. As a nonprofit, you want to be seen by people who care about your mission and are willing to take action, even if it’s just the simple act of opening their wallet.
Find the community that already supports what you do. So if you’re a nonprofit that provides wheelchair-accessible homes for wounded military personnel, then you absolutely want to think about what venues will help you reach active military personnel, veterans, and their families.
Depending on your organization’s scope, finding your supporters could include advertising in magazines, newspapers, journals, etc. that target the community you’re trying to serve. Don’t forget the internet either—in part because of its sheer popularity. Use the social media ideas outlined above.
Physical advertising is also an option. It could be a banner reminding people in your town of your nonprofit hospital’s annual gala. Or it could be a swath of yard signs encouraging people to join your organization’s walk against cancer. Even a temporary post and panel sign could help you get the word out.
Find a partner (or more than one)
Nonprofits can also think about the sort of partnered advertising that exists when they work together with an area business. If you’re a local food pantry, find a company in your area to sponsor you. Your partner can even help you advertise. For instance, they could shout out your fundraiser in an internal email or post about your event on their company Facebook page.
Their sponsorship could also make it into your promotional materials, too. You can create signs for your fundraiser containing your own logo and also the logo of the company who’s sponsoring you. You may have seen this strategy of listing sponsors on promotional material used for events like 5K races for a cause.
Additionally, you can advertise fundraisers on the community bulletin boards of local cafes, libraries, businesses, and community centers. And some local businesses like coffee shops may even partner with you to put your event on their coffee sleeves in the period leading up to the big day.
Social media for schools or nonprofits
Additionally, leverage social media if that’s a place where you know interested parties are likely to be. For a school, is there an alumni group on Facebook? Or maybe there’s a group for parents of students.
Plus, you can use social media to reach groups of people who unite around a common interest. If you’re an art school, you may find that local artists have established a community on Instagram. Also, check for social media groups comprised of people who are not geographically close but are all interested in a topic that relates to your mission.
Signs all the time
Discovering how to advertise fundraisers is important. But don’t limit your organization’s use of signs only to those times that you’re planning an event. Instead, find a way to let people know who you are and what you do. Take a look at how you can Use Signs Like These To Promote Your Cause & Get More Support. And if responsibility for this fundraiser falls on your shoulders, be sure to check out The Ultimate Guide To Event Planning And Advertising.
Small businesses and larger businesses alike need to find ways to promote their company. Both rely on physical and digital signs to get their message across. But in doing this, you have to find a way to catch your audience’s eye.
As a small business owner, it can be hard to stand out from the crowd. Designing unique signage can help!
This is a complete guide to show you, the small business owner, how to create unique signage. We cover everything from brand awareness to budget-friendly options.
Do some research
Beginning a creative task like this is usually the hardest part. But once you get the ball rolling, it should get easier.
So where should you start?
We recommend that the first step you take is to perform some research. Go online and search for examples of signs for similar businesses. For example, if you run a B&B look at how other small inns and bed-and-breakfasts have designed their signage around the country.
More importantly, you want to get an idea of the signs that business’ use in your local area. Take a ride around the neighborhood and write down some notes.
It can be a great way to get inspired to make your signs. From your reactions, you can get an idea of what you like and what you don’t, of what works and what doesn’t.
On top of this, you will see what designs your competitors are using. You need to know this to make sure you can distinguish yourself from the rest.
Don’t be a copycat
We can’t stress this enough! Innovate don’t imitate.
Yes, you can draw inspiration from other people’s signs. But you need to be careful about it.
Whenever you are designing and creating the signage, you need to what the rules and regulations are. You need to be aware of the copyright laws in your state.
The work you create has to be your own or that of your designer. It needs to be an original expression. If it isn’t, you can land in some hot water.
But legal matters aside, you don’t have to cross the legal boundaries for it to be a problem. You don’t want your sign to resemble anybody else’s. Otherwise, you can confuse your potential customers.
People love authenticity and originality. You will get a much more positive response from your audience if you stick to these principles.
Find your niche
Finding your company’s niche means finding its place in the local economy. It means finding what makes you different. Because small businesses can’t necessarily cater for as many needs as some conglomerates can, it can help to use what makes you special to your advantage.
Why would a customer choose to use your services instead of others? What do you offer that your competitors don’t?
Another vital question to ask is who your target audience is?
These are the people or group of people that you are trying to reach with your signs. To find this out, it can help to do some research on who the clients of similar businesses are and who your existing customers are. You might find out that something about your brand appeals more to a specific group.
Once you have the answers, you should try to portray this through your signs.
For example, if you opened an art supply store near a college, your primary clients will be students. And your signage should reflect this.
In this case, make sure your designs are contemporary and appeal to your target audience. You can also use your signs to promote services and products or features that your target clients might be interested in – like a student discount.
In the end, you want to see a difference in the signage that your business uses and those of an art store, for example, that caters to children and their parents.
Read this article for more information on finding your niche.
Play with ideas
You need to take your sign design seriously. The little details can make a huge difference. However, this doesn’t mean you can’t have a bit of fun with it.
Brainstorming is one of the best ways to get your creative juices flowing. And it can be pretty exciting to boot.
So before you settle on one single design, play around with some different concepts and elements. Try to come up with as many ideas as you can using different fonts, graphics, layouts, and colors.
Ask around the office for any ideas. You can gradually simplify and streamline your thoughts. After a while, you will figure out what aesthetic elements you prefer.
We recommend that you hire a professional to help you with the design. They will able to give you fantastic advice on what you should and shouldn’t do. Many sign companies offer some creative services.
You probably won’t have the budget that a full-scale corporation has. But don’t let that worry you. There are still plenty of options available that are easier on your pocket. You only have to look and ask.
The cost of a sign is impacted by:
- Colors used
- Lighting effects
- Number of characters
- Type of sign
Effectively, every element of the design can impact how much you need to pay. Typically the smaller and less complicated it is, the less it will cost.
Some of the cheapest products are banners, yard signs, and sidewalk signs. Each of these plays a role in your marketing. So they can be an excellent choice if you only want to use your sign for a limited time.
On the other hand, digital signage will cost you a pretty penny to acquire in the first place. But if you want to update it often, it can save you money in the long run. You won’t have to fabricate new signs every time you change your mind or need something new.
It’s all about finding the right fit for your business.
Be sure to ask the fabricator what kind of deals they offer. Sign companies often have specials or packages that include a whole range of different products. Most of the time, these are the most cost-effective choices.
We all know those corporations and brands that you can recognize with a glance. You only have to read their slogan or have your eye catch a glimpse at their logo or color scheme to know.
There is no reason why a small business can’t have its own unique and recognizable brand identity. It’s a fantastic way to make your signage more memorable.
You can create this through your:
- Color palette
- Patterns and shapes
To make it useful, you have to keep it consistent. You want this style to be reflected across all your media, including your digital and printed signage. The identity should extend to both your in-house and external communications.
Importantly, you need to remember it’s not only about making your signs recognizable. Your branding is crucial for creating your business’ image. You want to tell your customers a story about your company.
What services and products do you offer? Who do you cater for? Are there any values that your business embodies?
In short, you want your audience to understand what your company is about. It is the most guaranteed way to truly make your signage your own, to put your mark on it.
Besides all this, having a coherent and well-developed brand identity will help you to convey that you are professionals. It gives the impression that your business is well-run, well-thought-out, and serious about its products and services.
Relationship with your sign company
Chances are you’re probably going to want to buy signs more than once. That’s why it’s smart to build a relationship with a professional and knowledgeable sign company.
Of course, that starts with you hiring the right fabricator. You want to be able to trust and rely on them to create the perfect signage for your requirements.
You want to tick the following off your checklist before you make a decision:
1 – Make a list of the sign companies in your area.
2 – Research the different products and services that each of them offers.
3 – Take a good, long look at their portfolio, especially if they’ve made signs similar to those you want.
4 – Ask each of the companies for quotes on products that you’re interested in.
5 – Compare all of this information that you’ve gathered. Now choose one or two the fabricators to make a meeting with.
6 – Before the appointment, make a list of all the questions you want to ask and the rest of the info you need.
If you follow these steps, you’re likely to find a fantastic sign making company. And they bring you one step closer to creating unique signage for your small business.
Key elements on your sign
So far, we’ve talked a lot about the general design and planning process for creating your unique signage. But it will also be useful for you to learn more about the specific elements that you need to perfect to create an effective sign.
First, carefully consider what you are going to put on your signage. This is your foundation. Focus on clarity and conciseness. You want to convey information in as few words as possible to make it impactful.
The content is critical, but so is how you display it. The typography involves the style of the words on the sign.
It involves looking at the:
- Letter case
You should think about this from a practical as well as an aesthetic perspective.
Obviously, you aren’t only limited to words. Using pictures can add some interest to your sign. But you have to be careful. An ill-chosen graphic can detract from your signage as much as a well-chosen one can benefit your sign.
Less complicated pictures, like logos and symbols often work best.
We’ve mentioned that the palette will usually be associated with your brand identity. However, it isn’t always the case.
One of the crucial principles is that you don’t want to use too many colors. Or else you risk your sign looking garish.
Another critical point is that you want to make sure the sign is visible. To do this, you want to create a contrast. The colors should stand out from the background.
For example, if your building is a dark brick face, you can choose white or some other light shade for your channel letters. Otherwise, you can print the letters or graphics on a sign with a contrasting background.
From design to fabrication
To create the best possible unique signs for your business, you need to know a little about the process from start to finish. So far, we’ve covered many of the different steps. But here they are in order:
1 – Do some local and online research about your competitor’s sign and the area’s market.
2 – Come up with a vareity of ideas for your sign design.
3 – Narrow down what you visualize and the content you would prefer on your signage.
4 – Check whether there are any rules and regulations about signs in your location.
5 – Look for and hire a sign making company.
6 – Consult with your fabricator about the designs and products that you want.
7 – Ask for a rough mock-up of the final visuals.
8 – Finalize your order and have the signs printed.
One in a million
All of this information can help you get ahead with creating unique signs for your business. But the most important thing to remember is that your company is one in a million. Stand out from the crowd by celebrating what makes your business different.
Don’t forget to read our article on the importance of brand awareness to the success of your business. Before you start, it can be a good idea to make sure you avoid 5 of the worst mistakes you can make with your promotional materials.
Every business needs to reach its customers and clients. Different businesses can have different ways to do this, but the general idea is to “get found” by the people who want what you can provide. If your business has a storefront—a visible, physical location—you may be tapping channel letters to do the job of getting you found. But as a savvy business owner, you have your eye on the company bottom line at all times, so you’re wondering about channel letter sign cost.
Making sense of the process
There are plenty of factors that could influence the price you ultimately pay for your channel letters. Not only could the price vary depending on your location, but it could also vary among sign companies (which is why comparison shopping is a good idea). Additionally, you may find that there will be a price difference between channel letter signs that are illuminated and those that aren’t. And the style of the letters themselves is another potential factor. So is the size.
So here’s what we recommend. View calculating your channel letter sign cost as a three-step process. We’ll walk you through what we mean. Note: don’t make this process out to be more rigid than it is. Actually, you may be changing your previous conceptions and decisions at each step as you learn more.
Step 1 – Take stock of what you want
Here, the ball is in your court. It’s your job to identify roughly what you’re looking for. Will your channel letters be:
- Interior or exterior
- Metallic or plastic
- Directly on a building’s surface, on a raceway, or on a plate
- Illuminated or not illuminated
- 12 inch, 24 inch, or any other size
- Multicolored or one single color
- On a very tall building or one that’s easily accessible
Doubtless, there are other questions you could ask. But these are a starting point. And the main goal is to get you to identify whatever you can about the project. That gives you (and your sign specialist) a springboard for further research.
Step 2 – Learn what your options are
Now the ball will be in someone else’s court. If you’re purchasing to install yourself, that “someone else’s court” might just be the internet (which is sort of like your court after all because you’ll still be doing the work). And if that’s the case, in this stage you get to shop around online, looking for options that would fit with the parameters you set in the step above. Keep a list of websites you’ve found and the costs they charge.
If you’re going to work with a specialist, now’s the time to reach out to them with your project parameters. Explain what you’re looking for and see how their prices compare to other sign companies in the area.
Hopefully, you’ll start to get a feel for how much you’ll be spending. You may choose to refine your plans at this stage. For instance, you might downsize to smaller letters to fit in your budget better.
Step 3 – Select & start
Once you’ve gleaned pricing information from local sign companies and/or the internet, you’re ready to roll. Almost, that is. Armed with knowledge of your options, it’s up to you to decide which local company or online purchasing option to go with. Keep in mind that you may have more priorities than just the channel letter sign cost. For instance, you might care more about having a professional take the load off your shoulders than you do about getting your sign for the absolute rock bottom price.
Let’s take a look at channel letter sign cost
What better way to get a feel for how this process could go than to imagine a couple of situations? Let’s look at what some imaginary business owners might encounter when learning about channel letter sign cost and selecting a sign.
Pampered Pups Pet Hotel
Toby and Samantha own a dog boarding company. The two are fierce DIYers—they built their business with a lot of hard work, learning new skills as they went. Naturally, they decided to shop for signs on their own.
Since their generation grew up on the internet, they head there first. They’ve come up with a basic idea of what they want. Letters about two feet high, white faces, lit with LED lights. On one site, they input their information and get a price—$2,292.21. But they don’t want to jump in too fast so they try out a few other sources before they make a decision.
Oceanview Cosmetic Dentistry
This company’s owners are kept quite busy with dental work. So, they want someone to see their channel letter sign project through to completion—without too much input on their part.
They head to a local sign specialist to discuss their options. They have a multi-story building so they choose letters about 5 feet tall. Their sign company does some calculations and suggests they’ll pay close to $13,000 (plus installation costs)—partly since their company name has 26 letters and since each letter needs to be 60 inches tall.
However, the sign experts do offer the option to pay for the channel letter sign cost over the course of three years. But before they commit, the owners call a few other specialists in the area to compare.
Channel letter signs—one option in a sea of options
As we consider channel letter sign cost, remember you have plenty of other sign options to choose from to reach the people who need your products and services. Just check out A Comprehensive Guide To The Different Types Of Signage & Their Uses. And if you want to take a closer look at channel letters, head to How To Customize LED Channel Letters & Make Your Business Shine!
As a business owner, you know some business concepts are timeless. For instance, playing fair and providing quality products or services are tried & true ones. But, as the world changes, things like technology, transportation, and communication can change, the lay of the land in the business world changes with them. The advent of the internet age has opened a myriad of new channels for businesses to spread their messages. And that means, you’ll certainly have new questions to ask and answer for your company—questions like can you use emoji in marketing?
Business for the 21st century
Certainly, a business owner wouldn’t have asked that 100 years ago. Naturally, you have plenty of other questions, too. For instance, you may be wondering how often is too often to reach out to customers on social media or via email. Additionally, you could be mulling over whether you need to be on social media at all. Or you might simply be considering which modern media and technologies your company should choose.
Today, let’s set aside most of your other Cyber Age questions and zero in on emoji in marketing. Why? It’s simple—July 17th is World Emoji Day. So it’s a perfect time to address these remarkably popular little visuals. 😍🎉🙌
Emoji vs emoticon
Some may use the terms emoji and emoticon interchangeably. But, here today, we’re talking about those little pictures you’ll find on your texting keyboard and elsewhere. Don’t get us wrong we’re not knocking emoticons — the punctuation “faces” used to express emotion. (Like the : ) emoticon or the ; ) emoticon). We’re just not talking about them today.
Can I use emoji in marketing?
Let’s say you’re sitting at your desk masterminding your business strategy for the next year (or two or five). You’re brainstorming ways to appeal to your customers and clients, and emoji is on the table. You use them all the time in personal communication, maybe even while you’re talking to co-workers or clients. But you’re wondering if you can use emoji for other purposes, too.
Can you use emoji in marketing? 🤔 Of course, you can! 😊 Maybe you even should. And if you do, you’ll be joining the ranks of other companies, even big ones, who are doing it.
From Hilton Hotels to Ford Motor Company to Chick-Fil-A, you’ll find emojis in the social media feeds of major companies. If they’re doing it, you can too. Even Walmart gets in on the emoji action, too. And The Royal Family uses emojis on Instagram and Twitter. Which tells us something about the social acceptability of using the graphics on social media.
Can I use an emoji in my logo?
Aside from emoji in marketing, you may also be wondering about using them in a logo. This is a great question. If emoji are good for your business, then the more the better, right? Perhaps you think a logo emoji would be the perfect way to craft a whimsical, fun-loving company image.
You might be tempted to find the nearest emoji and send it off to your graphic designer. After all, we’re used to having them near at hand and using them at will. But before you use one in your logo, you need to look into your legal obligations. The blog at LizerbramLaw.com addresses some relevant content in their article Are Emoji Protected by Copyright?
If your company already has an attorney, check with them first. If not, it may be time to consult one before finalizing your logo. (Or even before designing it, depending on the stage you’re in). On the other hand, your logo’s graphic designer may also be a source of information on the topic.
Market with your company, your medium, & your clients in mind
Crafting great marketing media for your company or organization could certainly include emojis. Naturally, you want to take what your group does into account and harness emoji (or not) accordingly. Remember that you can have too much of a good thing.
Additionally, emoji in marketing might be great for some businesses, but unnecessary for others. If you’re a food truck or a local cafe crafting social media posts, emojis might be just the thing. For a funeral home creating marketing emails, emoji could appear tasteless.
More than emoji in marketing
Of course, emoji in marketing is just one part of the marketing picture. There are other things to consider, too. To get you started, check out The Importance Of Brand Awareness To The Success Of Your Business. Also, try 5 Of The Worst Mistakes You Can Make With Your Promotional Materials.