Signs Are Like Automobiles
You may have a new venture in mind, such as a restaurant or retail store because of the many years you’ve invested in that particular field. You are ready to venture out on your own. The entrepreneur in you is desperately trying to take flight and even in a challenging economy, you know you can do it better, faster and cheaper than everyone else. You get a loan, find a building, hire some people, stock your place and you’re about 4 weeks out from the big grand opening.
If you have worked in or operated a business, you are probably aware that an exterior sign is important, maybe even critical to a company’s success. You’ve been swamped trying to open your new store and busy with the challenges of launching your life’s vision. Then one afternoon, you think about the signage. Oops. After all, how long can it take to make a sign?
Don’t feel bad; most people think of signs as a commodity sitting on a shelf and ready to go like a pair of comfortable size 10 tennis shoes. On closer inspection, there are hi-tops, lace-ups and Velcro-snapping versions. And they come in white, black, red, plum and 32 other colors. There are cross-trainers, basketball, jogging and football-cleated models in leather and mock leather. There are name brands that cost a month’s salary and even some with weird soles that make you balance like a see-saw as you walk. Why, you can even pick flat or round laces to match the colorful gel in those clear panels under your heel.
Unfortunately, signs aren’t like tennis shoes. They are more like automobiles.
If you’ve ever bought a neon channel letter set, an electronic programmable LED sign or 35 foot tall large flexible face pylon sign, you may find the task daunting. You may have an idea of what you want so you call a couple of sign companies for a bid. But, you are way over budget since you used that beautiful travertine for the floor you had to have after you saw it at Home Depot. The fixtures set you way back but you know the extra hundreds you dropped for the Venetian wall coverings will impress your customers with jaw-dropping power.
So even though you’ve spent $280,000 on finish out and permits, $19,000 on inventory and fixtures now is not the time to spend $366.00 on a new sign. Sure you could have a nice vinyl logo added to a 4′ x 4′ flat aluminum panel screwed to your wall above the door. That is a sign. But does it clearly communicate the brand you’ve spent the last 23 years thinking about creating while working diligently for someone else?
Signs are not sitting around on a shelf in a shop waiting for you to order them a couple of weeks before you open your doors. The majority of signs are custom fabricated to meet exacting requirements such as: color, type of raw materials, size, shape, illumination type, warranty, etc. Your landlord, city, electrical contractor, Underwriters Laboratory (U.L.) and others may impact how the sign must be designed. (By the way, did you check with your landlord about what type of sign was required for your particular shopping center?)
But how are signs like automobiles?
A used 1969 VW bus and 2010 Lamborghini Gallardo can both transport you to the drugstore. Both have four wheels, an engine and many other parts in common. Both will fit in your cluttered garage. But cars, like signs, all say different things about you, your lifestyle and what you can afford. Cars are an expression of you; signs are an expression of your business. A Chevrolet Impala is affordable because it is mass-produced by one of the largest car companies in the world. It is functional, practical and appealing and probably meets most people’s needs. Why then, doesn’t every American buy an Impala? Individualism, style and cost most likely.
Signs, like cars, have an infinite range of cost depending on materials used, complexity of design, quality, craftmanship, warranty period, etc. How much does a sign cost? How much does a car cost? In sedans alone, you may see a range of $30,000 from the low-end to the high-end models. McDonald’s routinely spends $80,000 per store in signs and graphics to sell a 99 cent hamburger. Why do they invest so heavily on signage when they have one of the most recognized brands in the world? Because signs are one of their lowest cost and most effective forms of advertising! They work; they bring the customers from off the street into their stores. To learn more, click on this link: http://www.designcentersigns.com//themes/designcenter/documents/McDonalds.pdf
So signs, like cars, are not created equal. Even between fabricators, signs of the same shape and size may differ greatly in cost. Why? Because in a custom application, craftmanship and quality still impact sign costs. Paint finishes, aluminum thickness, face thickness, vinyl brand, interior light diffusion, number of lamps, engineering, etc. can create significant spreads in price for the same sign design. So don’t take the lowest price until you do your homework.
But how do you select the ‘right’ sign company?
If you make all of your decisions based on price in your life, you will be severely disappointed. The old adage, “I can give you quality, price or speed…pick the two that are most important to you” is still true. If you select the lowest bid to save $800.00 for a sign (that has a life expectancy of 15 years) but the sign company goes bankrupt next month, how much did you really save? Select companies that have a strong reputation in the region, ones with longevity and wide group of customers. Ask to see their client list. Go to their website. Call one of their customers. Meet their staff. Go to their showroom and ask for a tour. Ask them what they do that sets them apart from their competition. But do not make your decision strictly on price.
Do your homework and you’ll not be disappointed. And you’ll have a sign that brings in customers and becomes one of your best salespeople during the day and at night.
