Do your signs offer a return on investment that you can actually measure? Of course they do; they’re advertising and promotional items aren’t they? Signs are an expense that business owners agree pays for itself, but have you ever looked at them as a profit-making venture? The return you get for the amount of money you lay out for a sign is one of the highest cost-to-profit ratios you have, so why don’t you ever look at it when you’re figuring out the books at the end of the quarter? The customers that came through your door in that three month period may have found you via newspaper ad or coupons or they may have just seen your sign. Did you think to ask them? What is the ROI for your signage NYC?
Every company has an advertising budget. The way that you spend that budget is determined by the response that you get from each advertising medium. If you run a coupon in the local paper or as part of a direct mail campaign, you track the results. If you run an ad in a local magazine, you put a code into the ad and ask consumers to mention it so you know the response comes from the ad. These are all standard ways of tracking return on investment, the determining factor in how much you’ll spend in the next week, month, quarter, or year on advertising. Did you think to include your sign in those calculations? You spent a certain amount of money on it and it brings customers through your front door for the first time. Are you tracking how many?
Here’s a simple exercise. The only numbers that matter in an ROI conversion formula are the cost of the advertising (investment) and the amount of the sale from the customer (return). That sale happens at the register, so put a checklist at the register that your sales clerk can use to keep track of where your customers are coming from. Have the clerk ask each customer how they heard about you. The checklist can contain fields for coupon ad, magazine ad, word of mouth, and most importantly “signs”. Walk-ins and drive-bys are customers who saw your sign on the street, a direct return on your investment. How many of those do you get? The signs New York pedestrians and motorists see every day are the most effective advertising there is.
Are we telling you to stop all your other advertising and invest in signs only? Of course not; that would be a terrible idea. What we are saying is that you may be spending more than you should on other mediums and ignoring your most glaring need – a new sign for the front of your building or office. The custom signs New York responds to are those that are sharp, clear, and new – something different from the drab and dreary cityscape they’re used to seeing every day. Mount one of those on your storefront or in your window and you’ll see an increase in the number of potential customers walking through your door. They’ll be coming because of the sign – just ask them and you’ll see. The return more than justifies the investment.
A large percentage of the signs New York businesses are displaying are not getting the results that they could be. There are missing elements, unclear messages, and faded paint all over town that ruins the desired effect. Are you missing a letter in your company name? Is there a logo incorporated into the design? When the sign was first made, did you have a digital printer manufacture it or was it created using an offset process? You might have noticed by now that there are companies all around you that seem to have clearer and more attractive signage on their store fronts. How do you get something like that?
The answer, of course, is to have your signs made by Specialty Signs. Our design team is one of the best in the business and we offer the digital printing NYC businesses need to compete in an environment where signs are everywhere. Standing out in the crowd is one thing; being seen in an ocean of neon and video is another. Going with a traditional sign in that environment is a good idea because it sets you apart from the electronics that New Yorkers have become anesthetized to, but that traditional sign needs to be sharp, clear, and get your message across in one glance. That combination isn’t easy to come up with, but we can do it for you.
The design of your sign begins with a concept. You may have your own ideas or you might want us to develop something for you. Some of our clients hire marketing and branding firms to help them come up with a concept and then ask us to create an image that reflects their ideas. We’re extremely good at it, having done it for a number of years now. The custom signs New York City businesses display will be overwhelmed and ignored if they’re not done just right. We do the job that others who have gone out of business were unable to do. That’s why we’ve been around since 1971 and they are looking for another line of work right now.
What kind of custom sign are you looking for? Modern technology has given us the capabilities to create signs in plastic, metal, vinyl, and wood. With digital printing, we can design anything that your mind can imagine, and then modify and enhance it. If you don’t have an idea of your own, our design team can come up with a concept for you. Maybe one of the traditional designs that work for so many others will be right for you, or maybe a completely original custom design and branding campaign is what is required. We’re up for the task either way. Give us a call today and find out what Specialty Signs can do for you. By the looks of the sign you have out front right now, you could really use our help.
Are you a New York City business owner? Are you constantly looking for ways to promote your business and not getting the results you think you should? Here’s the reason why – shoppers respond to signs NYC, not sales pitches. Attraction works far better than promotion in the Big Apple because New Yorkers are solicited more often than any other residents in the United States. We are constantly called by telemarketers, pitched by commercials, and harangued by street vendors. Any consumer who goes through that every day will not respond to a sales pitch, but they might pay attention to a sign they can read by choice.
Modern consumers are a different breed than the shoppers of old. We live in the time of social media, when people are used to chatting with each other in an impersonal and non-threatening forum where we won’t be solicited – at least not openly. Any individual that tries to post a sales message online in a social setting is not likely to have a large follower base. Those who do it subtly, like including a business link in their profile, will generate business because they’re doing it indirectly. That’s how signs work. They can tell the world what can be found by going to a certain physical location or website, but they don’t actually pitch the consumer.
A typical physical retail location will have a sign out front telling shoppers the name of the company and what is sold there, including perhaps a brand logo that consumers will recognize. Inside the store, you’ll find sales signs and department signs, some of which will announce discounts or savings, but none of which will push you with an obnoxious sales pitch. Those that do are the signs New York shoppers are likely to ignore. We’ve become immune to the sales pitch, more likely to walk out than to actually buy something if a sales rep tries the hard sell approach. The exit will surely be accompanied by an expletive or two, but that will be the extent of the conversation. The end result for the business will be no sale.
To be successful in today’s business world, you need to understand what your customers and potential customers are responding to. Here at Specialty Signs, our design team has years of experience creating the signs that get results – the custom signs New York business owners ask us to make for them. We know, because we pay attention, that those signs work best when they attract but don’t openly promote. It’s a fine line, but our team knows how to tell the difference. Do you? Contact us today to learn more if you’re looking for signage that will improve your sales numbers without actually doing any selling for you. On the other hand, if you want promotional signs that pitch, maybe for the tourists that come to town, we can make those for you also. Call us today to learn more.
One of the best ways to effectively market your business is to create a brand that everyone will associate with you. In an earlier post we referenced McDonald’s, the undisputed king of brand advertising. There are others that you would immediately recognize, car companies, beer labels, and record companies come to mind. The latter may be more into digital music and CD manufacturing now, but everyone in that industry remembers the old RCA Victor label, perhaps the most recognizable brand of its time. Does your company have something like that to offer? Here at Specialty Signs, we can help you incorporate your branding into signs NYC consumers see and respond to. Even if you’re a new business, it’s never too early to begin brand marketing.
To start the process, you’ll need a good logo designer. You’re in luck. There’s no reason to search any further because we have the design team in house that can help you create a brand which will tell the world exactly what you do. Some of our clients employ marketing firms to work out the concepts first. If you can’t afford that, we’re more than happy to sit with you and come up with something that matches your vision of what your company is and can be in the future. Our people have years of experience expressing themselves through quality artwork, so you’ll find our input useful and intuitive. The end result will be a brand you’ll be proud to display on signs, stationary, and your front door.
By taking advantage of our all-in-one design and printing services you can save money and conserve time for other more pressing issues you should be dealing with. Our specialty is sign design and manufacturing. Yours is whatever you do for a living. Stick to what you do best and allow us to handle the artwork for you. Once your brand has been created, it will be enhanced through digital imaging and then printed as a sample you can peruse at your leisure. If you’re satisfied, we’ll take it from there. Within a few days we can have all the branded signage NYC needs to get to know you and begin developing a trusted relationship with you.
Here at Specialty Signs we pride ourselves on always offering top quality signs for an affordable price. We also believe that helpful and polite customer service is something every customer deserves, not a privilege but a right. For those who are developing a branding campaign and need signs New York will respond to, this customer service is a key to the entire process. If we aren’t on the same page as you, the end result won’t be what you want. When it comes to communication and cooperation, our people are the best there is. Call us and you’ll find out for yourself. You could be the next McDonald’s success story – if you develop a good branding campaign right now. We here at Specialty Signs can help you do that.
Digital printing has been around for years now, so why do so many print shops in New York still charge for it like it’s a unique service? As a company in the industry we are appalled that our competitors continue to gouge the unknowing with high prices and in many cases poor quality workmanship. Neither is necessary with the technology that is available today. The processes are simpler, costs are lower, and prices should reflect both of those. You’re in the one place where that is the case. Specialty Signs offers digital printing NYC business owners can afford.
Digital printing has changed the quality of what printers can produce on stationary, publications, and signs. In years past, the finished product could only be as good as the original that was furnished to the graphic design team. Today, that original can be enhanced and modified through digital technology, making it sharper and more vivid for the reproduction process. The old way – offset printing – just can’t compete. It is for this reason that printers feel justified in charging higher prices for a process that is actually more cost efficient for them.
If you have been victimized by the “modern technology” excuse for price-gouging, you may feel it’s not worthwhile to use digital printing. Think again. Here at Specialty Signs we charge fair prices for digital imagery that is far superior to anything an offset printer can do. When our customers need the signs New York City consumers will look twice at, they know they can get them right here. Our finished products are some of the finest in the sign making industry, and much of that is due to our state-of-the-art digital printing process. You can find it elsewhere, but not for the prices we charge. Our fees are in many cases lower than the offset printers.
What is it you want to say with your sign and where will it be displayed? Do you have room for a large sign or banner or are you limited on space? The smaller the area, the more important it is to have clear, sharp graphics that stand out, even from a long distance away. With signs that are printed digitally, you can actually read the words from across the street, something you might not be able to do with standard printed or painted signs. They tend to get a little blurry as the distance gets longer. It gets even worse if you’re in an area where there are large surfaces covered in neon and video screens. Those items tend to drown out conventional signs.
How much did you pay for the last sign NYC pedestrians or motorists actually responded to? Do you even know if you got a response from it at all? Most businesses don’t ask every customer how they learned about them, but they should. Track your response rate on all of the advertising and promotions you do, especially your signs. You may find that they’re the real reason people walk through your door. That might make you decide to save all the other money you spend on coupons and newspaper ads and invest in more signage. Call us for more details.