Sunday, July 22, 2012

Biggest Mistakes Businesses Make with Signs

One of the biggest mistakes businesses make with signs is trying to put too much information on them. When you have just moments to make an impression, which is typically the case, you’ll get the most bang for your buck, so to speak, but communicating your message as succinctly as you can.

One of the most prevalent signs—the familiar red octagon that causes even multi-ton trucks to halt in their tracks—features just one word: STOP. In most cases, your signs will need a bit more verbiage than that, but you need to think “less is more” as you write…and edit as necessary to end up with just enough copy to get the job done.

We can help you craft messages on your signs that communicate the message you intend without either overwhelming people or leaving them confused. In addition to ensuring your copy is as succinct as possible, we’ll also assist you with selecting fonts and font sizes, colors, and designs that enhance readability. You might be surprised at just how much difference a few subtle tweaks can make to change a so-so sign into one that’s compelling.


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Sunday, July 15, 2012

Vetting Your Sign Vendor

Are all sign vendors the same? Of course not! As in any industry, there are companies that operate at the high end of the quality spectrum, and those that aren’t quite as accomplished. How can you be sure you’re working with the former? Here are a few questions to ask, along with the answers you should be looking for:

Q.Do you have an employee training program?

A. Yes! We believe that ensuring we employ the most skilled and knowledgeable experts in the sign and graphics industry is paramount to our success…so we can develop a signage program that works for you. (Did you know that SIGNARAMA has the most extensive training program in the industry?)

Q. What kind of vendor relationships do you have?

A. We proactively work to ensure we have strong relationships with the most respected vendors in the industry so we can offer customers the best quality and widest variety of products. (Did you know that many vendors test new products and equipment at SIGNARAMA, so we often have the most advanced technology before anyone else?)

Q. Will I ever be dealing with a subcontractor?

A. Absolutely not. We’re full-service sign experts, so we’ll support you through the entire process, from conception to installation. (Did you know that the SIGNARAMA team can assist you with everything from selecting design elements to make your sign stand out to ensuring you’re aware of the maintenance required to keep your sign looking its best?)

You may have other questions that pertain to your specific needs, and don’t be afraid to ask them. The more you invest in vetting your sign vendor, the better your end product is going to be. You’ll never regret investing the time required to know exactly whom you’re dealing with…to ensure you receive the professional, quality service you deserve.



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Thursday, July 5, 2012

Who Uses Boat Wraps? A New Twist on Vehicle Wraps

by MIKE REESE on JUNE 21, 2012

At my SIGNARAMA Ventura store, we wrap a lot of trucks and cars with vehicle wraps. They look good, they make the vehicle stand out, and they promote your business constantly as you drive.

But why would anyone wrap a fishing boat? Why not? As a professional bass fisherman, this is right up my alley — or is that right in my lake?

Generally, the clientele for boat wraps are professional bass fishermen and women. These boat wraps typically show graphics of the sponsor’s logos, and are changed out every year.

FLW and BASS are two big bass fishing organizations that require all competitor’s boats to be wrapped with different sponsor images. With over 100 boats in each competition, there are potentially 400-500 boats that need to be wrapped each competitive fishing season!

At SIGNARAMA Ventura, we have been helping bass fishermen for a few years, by wrapping their boats, and supporting their efforts. We also get involved with volunteer projects whenever we can. Last month, I volunteered my boat and my services for the Wounded Warriors tournament at Diamond Valley Lake in Riverside, California. Approximately 100 bass fishermen each took two Purple Heart recipients fishing for the day, but in a tournament format. This was a way to spend a fun day with those men and women who have performed a great service to our country.

SIGNARAMA Ventura even sponsored the California Bass Championship (CBC), and has done boat wraps for the organization as well. Last year, Tom Leogrande organized a tournament series for California to find the best bass sportsman in the state; we got involved in the competition and offered a free boat wrap to the winner, as a way to honor the tournament and the winning competitor.

Boat wraps may be an unusual application of vehicle graphics, but they are becoming more popular as more professional bass fishermen are gaining sponsors and want to show their appreciation and support. If you would like more information on boat wraps, contact your local SIGNARAMA store.

Credit: http://blog.signarama.com/who-uses-boat-wraps-new-twist-on-vehicle-wraps/


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3 Rules for Niche Marketing

Follow these maxims to grow your business's audience.
 By Kim T. Gordon

 Q: What should we know before our company goes after a niche market?

 A: Most companies, whether big or small, direct their marketing to select niche audiences. Even the country's largest manufacturers target carefully pinpointed market segments to maximize the effectiveness of their programs and often tackle different niches for each product group. Hewlett-Packard, for example, markets all-in-one machines that print, fax and scan to segments of the home office market, while targeting larger businesses for higher-priced, single-function units.

 Niche marketing can be extremely cost-effective. For instance, imagine you offer a product or service that's just right for a select demographic or ethnic group in your area, such as Hispanics or Asians. You could advertise on ethnic radio stations, which have considerably lower rates than stations that program for broader audiences. So your marketing budget would go a lot further, allowing you to advertise with greater frequency or to use a more comprehensive media mix.

 Taking on a new niche can be a low-risk way to grow your business, as long as you keep in mind several important rules:

 1. Meet unique needs. The benefits you promise must have special appeal to the market niche. What can you provide that's new and compelling? Identify the unique needs of your potential audience, and look for ways to tailor your product or service to meet them.

 Start by considering all the product or service variations you might offer. When it comes to marketing soap, for example, not much has changed over the years. But suppose you were a soap maker and you invented a new brand to gently remove chlorine from swimmers' hair. You'd have something uniquely compelling to offer a niche market--from members of your neighborhood pool to the Olympic swim team.

 2. Say the right thing. When approaching a new market niche, it's imperative to speak their language. In other words, you should understand the market's "hot buttons" and be prepared to communicate with the target group as an understanding member--not an outsider. In addition to launching a unique campaign for the new niche, you may need to alter other, more basic elements, such as your company slogan if it translates poorly to another language, for example.

 In instances where taking on a new niche market is not impacted by a change in language or customs, it's still vital to understand its members' key issues and how they prefer to communicate with companies like yours. For example, suppose a business that markets leather goods primarily to men through a Web site decides to target working women. Like men, working women appreciate the convenience of shopping on the Web, but they expect more content so that they can comprehensively evaluate the products and the company behind them. To successfully increase sales from the new niche, the Web marketer would need to change the way it communicates with them by expanding its site along with revising its marketing message.

 3. Always test-market. Before moving ahead, assess the direct competitors you'll find in the new market niche and determine how you will position against them. For an overview, it's best to conduct a competitive analysis by reviewing competitors' ads, brochures and Web sites, looking for their key selling points, along with pricing, delivery and other service characteristics.

 But what if there is no existing competition? Believe it or not, this isn't always a good sign. True, it may mean that other companies haven't found the key to providing a product or service this niche will want to buy. However, it's also possible that many companies have tried and failed to penetrate this group. Always test-market carefully to gauge the market's receptiveness to your product or service and message. And move cautiously to keep your risks manageable.

 Article source: http://www.entrepreneur.com/article/49608


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Seasonal Marketing Ideas

By Julie Thompson, eHow Contributor

Seasonal Marketing Calendar
Begin by creating a marketing calendar for the next 12 months. Write down major holidays like Valentine's Day and Thanksgiving, the four seasons, and seasonal lifestyle events like back-to-school and football season. Use this template to gather ideas that best fit your industry and business. In the fall, a butcher can develop a tailgate campaign for football fans, a landscape architect can send tips on how to prepare for the upcoming winter, and a furniture store can sponsor Thanksgiving tablescapes created by local interior designers.

Seasonal Marketing Campaigns
Once you've keyed in on the seasonal promotions that make sense for your business and fit your budget, the real planning begins. Who do you want to reach? Current customers? New customers? Both? Determine the best way to reach the intended audience, including email blasts, postcards, publicity, advertising and in-store signage. The marketing mix is important, so do your research on how long design and printing will take, how you'll acquire mailing lists, and all the costs involved.

Less-Hyped Holidays
Although the biggies like Christmas and Halloween will be part of your seasonal marketing strategy, try to find at least one less-hyped holiday around which to create a campaign. Doing this effectively will make your business stand out and give you more bang for your marketing buck. A video store can host a Groundhog Day raffle, in which the winner gets a copy of the movie "Groundhog Day" and free rentals for a period of time. These types of promotions are also a great way to increase your direct and email lists, as long as entrants know how their information will be used.

Memorable Seasonal Marketing
Include publicity as part of your goal. What can you do that is newsworthy? What will have great photo opportunities? How about a hair salon donating makeovers to low-income single moms re-entering the workforce around Mother's Day? Get signed photo releases from each participant, then display the before and after shots on your website and social media channels. Submit to the press along with a release.

'Tis the Season
A seasonal marketing strategy is an effective way to create memorable campaigns and increase publicity and word-of-mouth referrals. Brainstorm ideas that link your business to a holiday or season, plan the campaign, and have fun putting it together.

Article source: http://www.ehow.com/list_6162205_seasonal-marketing-ideas.html


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