When marketing is a priority, SIGN!

#SIGN – refers to a NUMBER of marketing tools in a business (as well as a person’s signature – but for the purpose of this article we are not interested in that).

So when business is SLOW – SELL, SELL, SELL, or maybe put slightly differently, do your best to MARKET and SELL your product(s) and services. This is especially true in shrinking economies.

Marketing during difficult times is one of the most counter intuitive acts that can be instituted, but history has shown if a business can survive or even grow in shrinking environments, they are most likely to thrive if or when the market turns.

SIGNS assist with both marketing and sales. Signs do this by (1) acting as a silent sales person (2) the silent sales person comes as a once off expense (for a period of between 12 and 60 months) by (3) making your product or business visible (4) potentially 24 hours a day while (5) allowing clients and prospective clients to see where you are and that you exist.

The image above is for ROGER WOLFSON & ASSOCIATES, a Johannesburg based Prosthetist, who, since he decided to display his wares on LARGE signs in front of his business has been more visible and thus getting more inquiries for his products.

If the 5 reasons above – and the Roger Wolfson example –  are not enough to convince you that your business needs a SIGN, contact Arnold on +27 (0)82 558 6413 or arnold@signforce.co.za and ask for case studies that show where and how SIGNS are quite possibly one of the best investments your business can make, especially in troubled times.

How to make your way finding signs more effective

 

Wayfinding sign, wayfinding signs, directory sign, directory signs, modular sign systems,Way Finding Signs

Way Finding Architecture signs are finally being integrated into more the greater communications realm.

A few years back, but not that long ago, when SignForce did the way finding signage for Morningside Medi-Clinic, a large private hospital in Sandton, Johannesburg, South Africa, we did our best to make sure that all the signs on the premises – from when people drove into the parking area until they reached their desired doctor or other destination – was all integrated and clear, especially as there was a lot of renovations and construction taking place at the time.

I had been working on the project for about five months when I was standing in one of the many foyers, and watched as a number of people evidently searching for something. Being the nosy person I am I asked if I could assist, and all, bar none, were lost – so much for my boards and ego. They had followed our carefully planned signs, yet were didn’t feel like they had been helped at all. The challenge we had failed was leading people through the labyrinth of passages and stairs, without making the hospital look like the proverbial Christmas tree.

Today, with the advent of YouTube and so many other digital aids, this can be made so much easier. I was reading an article on LinkedIn, for a group titled Architectural Signage, and the writer (and subsequent comments) were chatting about what is being done at the Royal Melbourne Hospital where patients are issued with a letter when they book their procedure, and the letter refers to a web based video that can be watched so the patient’s can see where they are going in advance, reducing their stress on arrival. A similar video is also made available to visitors on site at the hospital.

What a brilliant concept. While this will certainly not remove, or even reduce, the need for way finding signs and directory boards, because of it’s integrated nature it is certain to make finding one’s way around any facility a lot simpler. And from the perspective of a sign maker, this is the first time I have come across any idea where technology and way finding and directory signs are integrated. I believe if designed and implemented correctly, the integrated approach can make visitors lives much simpler, possibly for no other reason than what is referred to as using the mind as a magnet – that is being prompted in advance what to look for.

SignForce’s is a full service sign company, and with our understanding of consulting, internet, design and signs, we are well positioned to assist you to integrate your way finding architecture and signs. Contact the writer now for more information.

Arnold N. Pollak – arnold@signforce.co.za

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