If your sign shop marketing focuses solely on low prices and good service, you may be overlooking some important marketing opportunities. Even though signs are everywhere when we leave home, few people are aware of everything involved with making signs. Nor, do they consider why well-designed signage matters.
So one way to attract more prospects to your shop is to publish educational content that can help customers make more informed decisions about how and where they use signage. When customers better understand the types of problems you can help them solve, they will be more likely to contact you.
The content doesn’t have to be complicated. If you take photos or videos during your week-to-week activities, you can easily pull together visuals that demonstrate what you do and why you do it. Let customers see that signmaking is far from routine and they have more options than ever before.
Here are seven sign shop marketing tips that can help your company stand out:
Describe yourself as signage and visual communications consultant. Talk about the many different types of signs your shop can create and how you can help clients choose which types of signs are best for a specific building project or campaign. Share examples of how you have helped clients with more than promotional and informational signs. Show graphics that have helped improve the aesthetics of a corporate environment, restaurant, or hotel.
Promote the value of well-designed signs. Publish information provided by sign associations and the Sign Research Foundation. Talk about how much the right signs can enhance foot traffic, improve public spaces, or boost brand awareness.
Demonstrate your expertise in design. Use visuals to show the difference between good sign design and ineffective sign design. Show before-and-after pictures of projects your company has completed. Discuss the rationale behind some of your design choices.
Emphasize your expertise in materials. Don’t discount your knowledge of materials. Today, there are dozens of different types of materials that can be posted in windows, on floors and sidewalks, and on interior and exterior walls. Customers don’t want to wade through all of the specs and jargon themselves. They want your guidance and recommendations.
Explain what can happen if customers choose the wrong types of materials for their signs. For example, discuss the potential for overspending on materials that are more durable than a project really requires. Or show visuals that depict what an happen when a sign fades or fails because the wrong materials were used. Talk about “good-better-best” options for signs that will be used in different conditions and for different lengths of time.
Show examples of signs and graphics your shop has installed. Describe the steps that were involved in making each of the installations a reality. Demonstrate how your knowledge of sign codes and regulations affects each project.
Showcase non-sign projects. If you sign shop has helped designers create visuals for branded environments or experiential marketing projects, highlight those projects on your blog. You want to make people aware that your team can assist with much more than interior and exterior directional and informational signs.
Talk about new trends and technologies in signage and visual communications. When you add new equipment and services, explain what prompted you to buy it. Talk about how it can help serve your customers’ needs. Create prototypes that show what’s possible with your new equipment or material. Provide information about your environmentally friendly options and discuss how signs can be recycled or upcycled.
Today, we all must continue to learn new things. And we tend to look for information when we’re almost ready to make a decision or a purchase. The information you post on your website, in emails, on YouTube, and social media can build greater awareness and credibility for your business.
It’s hard to put a price tag on expertise. But if you set yourself apart as an signage expert or design consultant, you can command higher prices.
At Ordant, we understand that no two sign shops offer the same sets of services. And your work is getting more complicated and demanding every day.
That’s why we have developed simple-to-use tools for developing estimate for complex and custom sign jobs. With our order estimating and order management software, you aren’t locked into standard pricing formulas. When you sell value-added services, you can attract customers who are less concerned about price and more interested to your specific combinations of skill and expertise.
One reason Ordant’s cloud-based estimating software is so flexible is because we continuously refine it to meet the changing requests of our customers. For a demonstration of Ordant sign shop estimating and order management software visit: http://ordant.com/