From an Ad to an Icon: The History of the Hollywood Sign

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You’ve probably seen hundreds of different signs in your lifetime, but no sign is quite as memorable as the Hollywood Sign. Can you imagine Hollywood without its iconic sign?

You may be surprised to learn that the Hollywood Sign started out as an advertisement for a real estate development. Let’s explore how a sign intended as an advertisement became a landmark attracting tourists from around the globe.

Beginnings in Hollywoodland

The Hollywood Sign was not erected merely to proclaim the name of the city. It was first envisioned by publisher Harry Chandler as an ad for his real estate development, Hollywoodland.

Installing the electric Hollywoodland sign was quite a project. It fact, Chandler hired 200 men for the job. A 1923 newspaper reports workers cutting seven miles of road and moving 300,000 cubic yards of dirt to clear a path to Mt. Lee, where they placed the sign. Amazingly, each letter was 30 feet wide and 43 feet tall. A total of 4,000 electric bulbs gleamed from the impressive Hollywoodland sign.

A Hollywood Symbol

The city of Hollywood first became associated with film in the early 1900s. It started with just a few film projects. When word spread that Hollywood had an ideal shooting climate and landscape, film studios flocked to the area. Don Lee (the namesake of Mt. Lee) opened a broadcast studio right behind the Hollywood Sign.

The dramatic Hollywood Sign beckoned star-struck actors and filmmakers from around the country. But soon enough, the sign also became a tragic symbol. After a nasty divorce, actress Peg Entwistle moved to Hollywood with dreams of stardom. When she didn’t find the career opportunities she’d hoped for, Peg hiked up to the Hollywood Sign and jumped to her death from the top of the “H.” Peg’s death at the sign came to represent the lost dreams of so many Hollywood hopefuls.

Decay and Restoration

During the Great Depression, the Hollywoodland real estate development floundered, leaving the sign in the city’s possession. The poor sign was in desperate need of repair—the “H” had even fallen over. In 1949, the Hollywood Chamber of Commerce removed the letters that spelled “LAND.” They righted the “H” and repaired the rest of the sign.

As the years went on, Hollywood’s booming industry continued to decline. The sign became an official landmark in 1973, but it was again in need of repair.

Fortunately, celebrities came together to save the sign. Hugh Hefner held a successful fundraiser to support its refurbishment. In 1978, the old sign was removed and replaced with a concrete, steel, and enamel sign.

Modern Updates

In more recent years, the Hollywood Sign has received several updates. In 2000, Panasonic outfitted the sign with a surveillance system. In 2010, Hugh Hefner donated money to preserve the land around the sign. In 2013, workers gave the sign its best paint job yet with long-lasting acrylic latex paint.

The sign has been the centerpiece of several events as well. To ring in the New Year in 2000, spectators enjoyed lights and special effects around the sign. And in 2013, the Hollywood Chamber of Commerce held a 90th birthday party for the sign.

The Hollywood Sign continues to delight thousands of photo-happy tourists.

 

When Harry Chandler first set up his “Hollywoodland” ad sign in 1923, no one could have predicted the impact the sign would have.

Your business’s sign may not have the same notoriety as the Hollywood Sign. But a beautiful, memorable sign can still inspire and captivate countless potential customers. Talk to a representative from Best Neon Sign to find a sign that fits your business.

Quirky or Classic? 3 Questions to Ask When Designing Branded Signage

Written by Best Neon Signs on . Posted in Blog

As a business owner, you understand how important your signage is. On a fundamental level, your signs help your customers navigate your store, identify your products, and interact with your services.

But the uses and benefits of signage go far beyond that. One of the most important uses of signage is for branding purposes. Branded marketing allows you to cultivate an instantly recognizable image and company persona that makes your customers more likely to like, work with, and trust your company.

Branded signage represents a complex marketing effort. In this blog, we list three important questions you must consider when designing and commissioning branded signage to help you avoid common pitfalls.

1. Do Clients Come to You for Your Expertise or Your Persona?

When you think about the structure and content of your signage, you must start with how your customers perceive your business. Think about your most loyal repeat customers. What keeps them coming back?

The answer usually boils down either to your expertise or your company persona. For example, if you build custom homes, your clients may come to you because you construct durable cabinets or offer unusual flooring options. In other words, they come to your company because of what you can do.

But on the other hand, if you sell boutique fashion, your clients may come to you because of the fun atmosphere in your store. In this case, your customers come to you because of who they believe you are.

Showcase either your expertise or your persona on your signage. Our hypothetical housing company might emphasize awards they’ve received or how many years they’ve served the community. But our hypothetical boutique should appeal to its customers’ desires to look and feel a specific way.

2. Is Your Business More Authoritative or More Approachable?

The type of language you use, your color theory, and even your sign type depend on the tone of your company’s image. In most cases, your company will either fall under authoritative or approachable.

Your company’s tone depends entirely on how you want your audience to feel about your products and services. A bank, for example, might use formal language and traditional fonts to convey its professionalism and discretion. But a local credit union might opt for a casual, conversational tone to appeal to homemakers over business professionals.

Tone should inform every signage decision you make. Something as simple as choosing an LED sign over an exposed neon sign can immediately inform your customers that your company is practical rather than innovative.

3. Would You Rather Your Customers Feel Confident or Excited?

On top of your basic tone, you also want to encourage action from your customers. The action you suggest and the language you use should make your customers feel either confident or excited.

For example, if you tell your customers to schedule a service at your medical practice, you want to use language that makes them feel like they’re in good hands. You might rely on phrases like “trust our expert team” or “depend on our experience.”

On the other hand, if you tell your customers to make reservations for a party bus, you want to generate excitement about the features or services your company offers. Your call to action will more likely sound like, “make your next event unforgettable.”

 

Many business owners find that working with a signage consultant provides vital information that they otherwise would not have discovered. Signage professionals often have years of experience working with logos, special event marketing, and standard advertising, which makes them a crucial ally in this process.

As you work on your branding effort, ask the questions listed above to ensure your message gets across.

For more information on sign types, placement, and design, read our other blog posts.

4 Benefits of LED Signs

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Have you ever been driving down the street at night and seen an LED billboard? The bright, bold lights really grab and keep your attention. As a business owner, you may want to take advantage of the visual attention LED signs can garner. But you don’t have to stop there—LED lights can add more to your advertising campaign than just a flashy message.

If you’re considering investing in an LED sign, consider these additional benefits.

1. Hundreds of Display Options Available

LED signs offer multiple customizable color, shade, and animation options.

For instance, when it comes to colors and shades, you can catch customers’ attention with a message in bright red or yellow. And along with using bold colors, you can place a bright border around the text to help draw attention to your message.

You can also customize the animations for your LED sign. Do you want a soccer ball bouncing out at customers? Or would you like a car racing across the bottom of your sign? In fact, you have so many options to choose from that you may have a hard time narrowing them down.

Of course, this benefit can also become a flaw if you put too many details on your sign. To avoid a chaotic sign, stick with simple but thick lettering. Leave plenty of space between the letters, and ensure the letters are big enough that customers can read them from far away.

2. The Ability to Change Your Sign Throughout the Day

If you display the same message over and over, customers might start to ignore your sign. But when you have an LED sign, you can customize and adapt the design to target your customers’ changing needs from week to week.

LED signs even allow you to schedule different messages throughout the day. For example, you could display “Have a Good Day” during the morning commute and “Welcome Home” at the end of the day.

Consider what your customers will want during different times of the week or day, or even in different types of weather. The more you can speak directly to your customer’s needs, the more business you will generate.

3. A Quick Source of Entertainment

No one likes a dull, irrelevant sign. Fortunately, you can change your LED sign easily and frequently. If done correctly, your sign will quickly become an entertaining landmark for people who regularly pass by.

Incorporate story elements or interesting images into your advertisement to give viewers a picture that will help them remember your company. You can test your sign’s effectiveness by showing a few people the advertisement for ten seconds, and then collecting their reviews.

4. Short, Customized Calls to Action

Every business has a different goal for its advertising campaign. Unlike with traditional signs, you can change your LED advertisement to keep up with the goals your business sets each month. For example, if your company wants to generate website traffic, you can easily change your LED message to promote that goal.

To narrow down your call to action, ask yourself, “What do I want my customers to do?” For instance, you might want your customers to:

  • Visit your location
  • Call
  • Email
  • Visit your website
  • Come to an event
  • Buy your product

Try to keep your call to action simple. You only have a few seconds of your customers’ attention. Too many words on your sign will be a turn-off to customers.

Instead, choose one call to action that fits your business’s advertising goal that month. You should also try to change your call to action every couple of months to keep customers’ interest.

LED signs are a great source of advertising and can give your company the attention it needs. Consult with an LED sign manufacturer to help you create an effective LED sign that fits your company’s goals.

4 Places You Should Put Channel Signage, and 3 Places You Should Not

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Channel signage differs from traditional neon or LED signage in that it does not display on a screen of any kind—nor does it necessarily have to light up. It consists of three-dimensional lettering that hangs on your building’s exterior and alerts passersby to your company’s presence.

Because this type of signage does not always light up, you cannot use the same placement strategies for channel signs that you would use for LED signs. Use the information below to learn where you should place your channel signage and where you should not.

The Best Places for Channel Signage

This type of sign hangs directly on your office, store, warehouse, or other building. However, that building’s four walls do not attract attention equally well. The following strategies will help you know how to place your signs.

1. Hang It Facing the Main Road and/or Parking Lot

Ideally, your channel signage should face the road that connects consumers with your business. However, that road might not receive enough traffic. Rather, you might want to put your channel signage on another side of your building if it faces a major road and drivers would easily see your sign from there.

For example, if your business borders a small road on one side, but passersby could clearly see your building from a nearby interstate highway, you should put channel signage facing the interstate. You should also put signage on the side that faces the access road.

If your commercial property includes a parking lot, and that parking lot features substantial visibility from nearby roads and shopping centers, hang channel signage there as well.

2. Hang It Higher Than the Door, but Lower Than the Eaves

Customers naturally look at the space over the door when they look for a sign. This space puts your sign more or less at eye level for drivers as they travel toward your business. So, if your channel signage hangs higher or lower, passersby might miss it because it lies outside their line of sight. Even if you hang it closer to the roof, it might hang too high for drivers, and passersby might think it only applies to upper floors.

3. Hang It Over an Entrance When Space Allows

Your building’s entrance represents the ideal place to hang your signage as long as the entrance faces access ways, parking lots, or other prime visual spaces. Your entrance must also allow enough space to display your signage. But if the main doors do not meet these two criteria, then you must hang your channel signs elsewhere.

4. Hang It Over Windows Near the Entrance When Space Is Cramped

The next best location to hang channel signs is over windows. These windows should lie near your entrance. However, if consumers still will not see the sign there, center your signage over windows on a wall that faces traffic.

The Worst Places for Channel Signage

Below, you will find a list of poor places to hang your channel signage. If you want to give your business maximum visibility, do not put your signs in these locations.

1. Never Hang Your Sign Behind Trees, Lights, Banners, or Other Obstructions

A sign is meant to be seen, so if trees, lights, and other features obscure the prime location for a sign, remove those features. Transplant greenery, relocate lights to other areas (or purchase smaller ones), and put banners elsewhere. Do not make the wall around your sign busy with décor either. Keep the area as clear as possible.

2. Do Not Put Your Sign Over an Entrance No One Can See

Perhaps your office’s main entrance lies around the building from parking lots and access roads. Or maybe your entrance lies inside an alcove. Do not hang your channel signage in that alcove or around the back of the building. Keep it out in the open and use the tips listed above for best placement.

3. Do Not Hang Your Channel Signage Near or on the Roof or Foundation

Above, you already read why you should not put the sign near your roof. However, you should not put it lower than your door either. Foliage or parked cars might obstruct it, so even if it looks modern and attractive in the lower location, hang it higher.

 

If you need assistance placing your channel signage on a unique building, contact your local sign company. It has experts that can advise you. In the meantime, if you require design tips or other advice, look at the other posts in our blog.

High-End: 4 Ways to Class Up Your Signage

Written by Best Neon Signs on . Posted in Blog

If you own a luxurious and high-end business, you face multiple marketing dilemmas. How do you reach the right audience in order to promote your persona? How can you portray the prestige that your company represents? Use customized signs to help others realize the luxury and value of your brand.

Visual branding requires certain steps to reach your chosen audience, including a signage campaign that remains consistent with the rest of your marketing. Consult the four steps below to create signs that convey the prestige of your business.

1. Create a Consistent Campaign

Your hard copy, Internet advertisements, and storefront fonts should maintain the same advertising style across each medium. Every piece of your marketing campaign should work together to create a cohesive whole. This includes elements ranging from the color palette you use, all the way down to your logo design.

When you look at established luxury brands such as Rolex, Polo Ralph Lauren, or Armani, notice their campaign consistency. You will never see a Polo advertisement without the trademarked polo rider on his horse.

Any high-end brand should use similar tactics. Consistency in your advertising establishes your brand persona and which can win invaluable loyalty and trust from your customers.

2. Let Signs Inform and Excite

It’s obvious that your public signs and advertising should convey your brand and match your existing marketing. But what should you be telling your audience about your business?

Every business needs to discover their unique traits and emphasize them to their potential customers. For example, Mariano’s, an upscale grocer in Chicago, highlighted distinguishing aspects of their store, such as the gelato and oyster bar. This technique brought in many customers, even when other competitors had lower prices.

Once you find a unique selling point like Mariano’s, use it to your advantage. Alter the text and information on your signs to point to things that help you stand out from the crowd. What parts of your company attract a specific type of customer? Use your sign design to inform readers of your valuable traits or desirable products that people can only obtain from you.

While high-end companies put a premium on their goods, any luxury retailer or upscale company can increase business by informing and exciting customers about their unique attributes.

3. Rethink Sign Placement

Luxury brands are luxurious because they walk a careful line between desirability and uniqueness. Some owners may fear that over-advertising lessens the value of their brand, but the game has changed in recent years.

The consumer’s journey has become increasingly diverse; each individual faces a myriad of new conversion tactics. During this age of information, high-end brands must expand their advertising strategies, including their placement of signs.

To maintain a balance between high-end perfection and accessibility of a brand, don’t be afraid to place your signs in more areas. Yes, you may have to use more accessible pathways to post your ads, but you also reach a wider audience. With the Internet’s increased accessibility to high-end and lowbrow brands, new and unlikely avenues won’t necessarily put your brand credentials in jeopardy.

In this price-sensitive market, a wide swath of sign placement lets you promote everything your company stands for, including prestige and quality.

4. Establish an Appropriate Ambiance

The feel of your storefront and signs affects customer perception. If you create a luxurious ambiance, this perception will convey the value of your brand.

Consider neon signs. They are bold, yet simple. For example, channel lettering creates attention-grabbing and beautiful signs. This specific look conveys the luxury of your brand. You can also use other types of channel lettering do even more to establish your prestige.

Reverse-lit channel letters use backlighting to emphasize the letters in your sign, usually made from aluminum. While the light floods the background of your chosen logo, your letters are then brought into sharp relief against the brightly lit background. This type of sign lettering creates a halo effect and points to illuminating, unique, and luxurious products.

Use our blog to reassess your signage and how it conveys (or fails to convey) a persona of excellence.

How to Advertise Your Small Business Like a National Company

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As a small business owner, you aspire to gain the sales, customer base, and success of a large company. One disparity you notice between you and larger companies is the way they market their businesses.

Though the idea of becoming a national company seems out of reach for you, it’s never too early to start acting like a big business in the way you market. Act like a larger company, and you may just see a spike in sales. Here are a few tips on how to market your business like a national company.

Find an Identity

You may have been in business for a while, but it seems like your shop, restaurant, or storefront doesn’t really have an identity. Big businesses are masters at defining their brand, and you should be, too. A big concept in branding is to find what moves people emotionally, then evoke the emotions that people can connect with.

Consider Toms Shoes’ commercials about their shoe donations, or the way Chipotle markets their use of sustainable, organic food. When you can convert customers based on emotions like these, they’ll choose your items over another company’s because they are invested in your brand.

One way to do this is be personal. Many larger companies actually try to act like smaller businesses to connect with individual customers. Use your smallness to your advantage.

For example, don’t be shy about where you came from. Tell your grassroots story on your blog or in a commercial. Create a hashtag for customers to use and post it in your storefront or on food packaging.  

Invest in a Great Logo

All of the most prominent businesses in the world can be recognized by their logo alone. While much more goes into branding than a logo, your logo still needs to be well-designed.

Your logo will go on product packaging, signage, your website, and social media. Invest in a quality logo that evokes your brand and you’ll have a great start. Remember to keep it simple—associate only one or two memorable colors with your brand, the way Starbucks uses green and Target uses red.

Create Curb Appeal for Your Storefront

Once you have a great identity and logo, it’s time to improve your storefront’s curb appeal. A clean look is important no matter what kind of business you have, but if your business is customer-facing, your look is crucial.

Eliminate dated signage like window paintings and faded signs. Give the building a new coat of paint and replace awnings if applicable. If necessary, move your store to a newer building. Big businesses always have flawless storefronts to bring in and retain customers. You should do the same.

Spruce Up Signage

After you’ve improved the building, take special note of your signage. This can include any signs outside your business, on display in a strip mall parking lot, or on a billboard on the freeway.

Replace all old signs with consistent-looking branding; this consistency will mimic the big-budget marketing campaigns of larger businesses. This means the colors, logos, and tone should all match, even if the signs aren’t identical.

Consider investing in a neon sign to advertise for your company even when the business isn’t open. Neon signage attracts customers at night and gives off a polished look.

Remember: don’t replace any signage until you have a new finalized logo that works for small and big signs.

Utilize Social Media

These days, if you own a business, you need to be on social media. This is great for you as a small business owner, because social media is the great equalizer between small and big businesses. Anyone can run a Facebook, Twitter, or Instagram account. And it doesn’t necessarily take a big budget to do social media right, as it’s all about personal connection and exposure.

Since you probably don’t have an entire department dedicated to social media like a larger company would, use a social media automation service to save time and money. You can post across platforms with the click of a button and plan posts days in advance.

Just because you’ve only been open for a year or you only have a few employees doesn’t mean you can’t act like a big business. Your small business can use the techniques that larger companies use to grow and thrive. Implement the ideas above and see how far your business can go.

Use Signage to Maintain and Build Your Customer Base

Written by Best Neon Signs on . Posted in Blog

In previous posts, we’ve discussed how to increase foot traffic and how to attract your target audience through custom signs. While these topics yield useful information, you still have numberless aspects of customer acquisition to explore.

Signage is a valuable tool to help business owners build and maintain their customer base. From a financial standpoint, retrieving old customers costs far less than the expense of finding new ones.

Updated, efficient signs, however, allow you to both maintain existing customer relationships and create opportunities for new ones. Read on to learn how the appropriate signage helps you fulfill both tasks.

Provide an Important Reminder

For whatever reason, some customers stop giving you their business. But if you keep close contact and records of past customers and monitor purchase habits and behavior, you’ll soon discover which problems caused them to leave in the first place. Despite a myriad of reasons that cause someone to stop purchases, one reason stands in the forefront and often surprises business owners: forgetfulness.

Despite your efforts to create a memorable experience, some customers simply overlook that they once took an interest in your business. However, this forgetfulness provides an opportunity for signage to do its job and remind customers why they shopped at your business in the first place.

Every time a person passes your custom-made (and conveniently placed) sign, they should recognize and associate your logo with past shopping experiences. Hopefully such situations were positive so your sign serves as a reminder to visit again.

More success also comes when your sign presents and connects with an existing brand persona. Maintain or upgrade your business’s signage to ensure passersby make this association. If you create a strong impression through your signage, you’ll bring back old customers and attract new ones.

Help Them Read Easily

To boost your sign’s influence, it has to be readable. Past and future customers won’t connect your sign or logo with anything if they can’t easily read what it says. Use the following tips to ensure a bold, memorable, and readable sign:

  • Color
  • Contrast
  • Size

With these three elements in mind, your sign’s design expresses confidence and allows anyone to see that. For more information on optimal sign design, consult our previous posts.

When your sign attracts the eyes of passing people, they may then choose to visit your store—whether they already know and prefer your products or not. According to one marketing study, up to 76 percent of consumers decided to shop at a new store just because of its sign.

Research also shows that customers even recommend a company because they were impressed by the business’s sign. So, the connection between brand and signage couldn’t hold a more important place in customer acquisition.

Avoid Common Pitfalls

Although boldness and readability matter, so does the way in which you market and present your sign. Few shoppers want to delve deeper into a company that immediately overpowers their senses. But it is possible to grab a customer’s attention without bombarding them.

Keep the following tips in mind when you design and craft your business signage:

  • Keep the font, color scheme and design simple. Busy presentation causes confusion, not conversion.
  • Avoid annoying your customers. The last thing you want is to seem obnoxious to your clientele, especially because an annoyed consumer ignores you after the initial irritation has faded.
  • Let them decide. Best advertising practices always include helping people take notice rather than forcing them to acknowledge you or your sign. Use this tactic to your advantage and let your customer base choose your business.

You may have heard it before, but quality matters more than quantity in marketing and signage. Placement and design do much more to promote your sign and business than overwhelming the consumer ever could. Consider upgrading your signage with these tips in mind so you can maintain and build your customer base.

Notable Noble Gases: What’s in Your Neon Signs?

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Have you ever noticed a neon sign when it was turned off and realized that the glass wasn’t colored? While some neon lights retain their color when they are turned off, many look clear. So how do these lights get to be so bright and vibrantly colored if they consist of plain white or clear glass?

Manufacturers make a typical neon light by filling a sturdy glass tube with neon gas. When a spark lights inside this tube, it naturally emits a deep red color. Craftsmen make the other colors you see in neon signs and lights when they mix neon and another gas or fill the tube with another noble gas entirely. The amount of gas in the tube also factors into the exact color the light produces.

The gases used to make bright, multicolored neon signage commonly include mercury, argon, and helium. Below, we’ll walk you through the characteristics of several of the most common gases found in neon signs.

Neon

This gas is where the name for neon lights comes from. Neon actually exists in the air we breathe, but only in trace amounts. It’s easy and inexpensive for manufacturers to obtain pure neon, and they only need small levels to fill lighting tubes.

As previously mentioned, pure neon gives off a deep red glow at normal levels. If the tube contains higher levels of gas, you’ll start to get a paler red or pink. Pure-neon light represents an extremely efficient light source for signs.

Mercury Vapor

Mercury vapor creates a soothing and gentle, blue glow. If you watch street lights when they first come on, you may catch a glimpse of the blue color from mercury vapor (as most of these lights rely on mercury for their chemical makeup).

Most neon signs have either neon or mercury vapor in them, depending on whether the manufacturer wants to create colors with a cool or warm base color. When a manufacturer wants cool colors, like green or purple, he or she likely uses mercury rather than neon.

Argon

Craftsman typically mix argon with mercury to produce a stronger, more vibrant blue color. Sometimes the manufacturer paints the inside of the glass tubing with ultraviolet-sensitive phosphors to create different colors. The mercury in the combination gives off ultraviolet light and makes the phosphors glow.

When you see a neon sign with clear, effervescent blue, green, yellow, or white coloration, the tube likely contains argon gas.

Helium

In colder areas, manufacturers can add helium to the mercury and argon mixture to make the light heat faster. Alone, helium creates a pinkish-red glow. Of the gases on this list, pure helium is one of the most difficult to procure. Most industrial-grade helium results from radioactive decay or comes from a natural gas deposit.

Xenon

Xenon produces a deep lavender glow. Craftsmen use xenon primarily in strobe lights and photography, though they also add it to the mixture inside a neon light. When combined with other noble gases, xenon shines in a wide array of colors.

Krypton

Krypton emits a low, whitish-yellow glow. Because of this characteristic, manufacturers use krypton to produce a large variety of colors. When craftsmen add krypton to lighting tubes, they typically rely on colored glass to produce the perceived color. Outside of neon signs, manufacturers also use krypton gas for safety lighting, including airport runway lighting.

 

Every neon light represents a complicated chemical reaction to produce beautifully vibrant colors. When you look at your neon signs and the signs of businesses around you, see if you can guess what gases create those glowing lights. Or, if you’d like to add new colors to your current neon signage, ask a professional which gases are readily available for you to use.

6 Things You Should Display on Your Programmable LED Signage

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You already know that an attractive and well-designed sign can boost your company’s success. However, you want more than a generic, static sign in front of your office. You desire an alternative that has more attention-grabbing power, so you consider installing an LED sign instead.

LED signs come with bright, colorful displays that allow you to showcase text, images, videos, and other media, depending on the signage you purchase. However, you may not know what else to present on your LED sign other than your company logo, the time, and the temperature.

Do not waste this unique marketing opportunity. Use the information below to develop striking visual advertisements to put on your LED signage.

LED Marketing Rules

Before you browse through the display options in the next section, take a moment to familiarize yourself with these marketing guidelines. These guidelines apply no matter what you decide to exhibit on your LED sign:

  • Put a call to action in your message, whether that call spurs passersby to eat at your restaurant or come in for a legal consultation. A call to action makes your message bold.
  • Change your content depending on the time of day. If you own a restaurant, you could advertise coffee and breakfast on your LED sign in the morning, and you could change the message to include special dinner deals in the evening. Or, if you run a law firm, you could put a special emphasis on automobile accident claims during rush hour.
  • Do not have your messages scroll—drivers cannot read them quickly enough. Keep your messages short enough that they fit on the screen.
  • Do not put your text in all capital letters. Use title case instead so passersby can read your sign more easily.
  • Use easy-to-read fonts because drivers only have a split second to read your sign, and they will not slow down to puzzle through fancy lettering.

As long as you adhere to the rules above, everything you display on your LED sign will draw more customers in.

 

Display Options for Your LED Signage

LED technology allows you to showcase multiple images or advertisements in a continuous slideshow, so use several of the options below when you program your sign.

1. Business Hours, Including Special Hours
Customers do not want to park their cars and walk to your door only to discover that your business has already closed. Therefore, you have to go beyond the small placard on or near your door that displays your office hours. Put your hours on your LED sign instead so visitors know before they even pull into your parking lot that you are either open or closed.

2. Popular Product or Service Advertising
Does your business have a particularly popular product or service? Perhaps you offer a particularly good breakfast burrito. Or perhaps your law firm sees a large number of slip-and-fall cases. Showcase that offering on your LED signage. This advertisement will reinforce the reputation you already have for providing that service or product.

3. Sales and Special Deals
If you have a sale at your business, your LED display gives you the perfect place to market it. Give passersby pictures of discounted items, and include the special price for each item. If you have many items on sale, give each product its own slide so you do not overwhelm your audience with too much information all at once.

4. New Products, Services, or Incentives
Your LED sign also gives you the ideal medium to announce new offerings, such as a new menu item or financial plans at your law firm. Additionally, if you want your customers to know about new incentives or benefits you offer with each of your services, such as free initial consultations, display those bonuses on your sign as well.

5. Awards and Achievements
Every year, organizations in your city and state deliver awards to excellent businesses. If you ever win any of these awards, you can use them as a unique selling point in your LED advertisements. Also, if your business wins awards at the national level, showcase your achievement on your sign as well. Customers will look at your accomplishments and choose you over companies that look less talented.

Additionally, if you run a law firm, beauty salon, medical facility, or any other service-oriented business, use your LED signage to exhibit the number of people you have successfully helped. When passersby see large numbers like that, they feel more motivated to trust you with their attention and money.

6. News and Community Events
Perhaps you want your customers to know how much you love the community. Consumers love a company that pays attention to their everyday lives. Therefore, if a local sports or dance team does well in a competition, use your sign to congratulate them. Or, if something major (bad or good) happens in the community, offer your praise or condolences.

Your LED sign helps you connect with your customers in myriad ways. Use the tips above to get started. For more information on using and maintaining your sign, contact your signage provider.

Is Your Business Signage Too Small?

Written by Best Neon Signs on . Posted in Blog

As any small-business owner knows, brand recognition requires more than hard-working employees and a decent website. A business is nothing without recognizable signage out in front.

Case in point: too many business owners spend all their time and budget designing a great logo only to realize too late that their signage is too small to spot from the road.

Remember, if you can’t get customers to your door, it won’t matter what you have inside the building.

So, if you plan to build a new business or just need to re-vamp your current space, don’t forget about the size of your building signs. Here are four critical factors to consider:

1. Sign Location

Before you choose a sign, you need to understand traffic patterns outside your door. As a general rule of thumb, the faster the speed limit on the road next to your business, the larger your signs should be.

But that’s not all.

If your business front runs parallel to the street, you’ll need a much larger sign than if your business front sits perpendicular instead.

The reasons are simple: drivers have to work harder to see business signs that run parallel to their driving lanes. By contrast, perpendicular signs prove easier to spot, even from a distance.

Imagine the following scenario. Your business front lies perpendicular to the street, the street is a single-lane road in either direction, and the speed limit designates 35 or 40 mph. Based on these factors, professional signage companies indicate that customers can read your sign at 185 feet.

Of course, this scenario represents just one business’s situation. If you don’t know how to assess your signage placement, ask your LED or neon sign company representative for help.

2. Letter Size

Next, you need to factor the size of letters on your signs. If you order a large neon sign, you can’t change the lettering later, so it pays to be sure about letter size up front.

Follow a simple rule and make each letter at least one inch tall per each 25 feet. By this calculation, a driver could read your sign from 185 feet away if the letters stood approximately 13.5 inches tall. Factor in a larger size for fancy or intricate fonts and styles.

Did you know that proper letter size not only affects readability, but also traffic safety? If drivers have to squint to see the typeface on your signage, they put themselves and other drivers at risk. The roadway distracts drivers enough, so don’t contribute to the problem. Make sure your sign is easy to read from a reasonable distance.

All of the above information presupposes that your sign lacks graphics. However, since no business wants a nondescript sign, pay attention to your font style too—not just the size of the lettering.

For example, if your branding normally features a certain font, repeat that on your sign. Aim for graphics that enhance (not detract from) your sign. You may need a larger sign to accommodate both letters and graphics in a way that looks attractive, but still easy to read.

3. Sign Height

How tall is too tall, and how tall is just right?

Now that you’ve decided on your sign’s distance from passersby and determined lettering sizes, you need to determine its height on your storefront or office building.

Unsurprisingly, taller signs are also easier to spot than lower-placed signs. This reasoning accounts for the fact that freeway signage is so tall. But use good judgment. After all, you wouldn’t want your sign to stand 50 feet off the ground if your street’s speed limit is only 25 mph. Twelve feet up works just fine.

Since height and distance sometimes prove tricky to calculate, ask your signage company to deal with the specifics. Professional sign manufacturers and installers know the exact steps to follow for perfect sign placement. Rely on their experience and design expertise.

4. Lighting

Some business owners assume that lighting is just an unnecessary expense, particularly if they only receive customers or clients during a regular workday. However, illuminated signage makes any sign more visible, even in the daylight hours. A lit sign also shows up during inclement weather conditions, not to mention at nighttime hours.

Remember—a sign doesn’t just invite customers and clients to your door, though that task is important. They also build brand recognition. Each time people see your sign, they carry its memory in their heads for later retrieval. The more often they pass your way, the more they’ll remember you when they need your services. An illuminated sign helps in this goal.

A well-lit sign may also appear larger than an unlighted version. Use lighting to enhance your company colors and logo. You can do this via either neon or LED signage. Check with your city’s leaders to determine any brightness limits beforehand.

 

All of these tips can help those who pass by notice your sign be noticed. Talk to your signage company today and make sure your sign is the right size for your business. There’s no better time to improve your business’s visibility.