Beware The Temptation to Bow to the Squeaky Wheel

Posted on January 12, 2025 by Arnold Pollak

Good versus Cluttered Signage

The “squeaky wheel gets the grease” is a well-known adage that highlights how the most vocal or noticeable issues tend to receive the most attention. While this principle might apply effectively in some contexts, it becomes a challenge in business, especially when designing and implementing signage strategies.

The question is: should the squeaky wheel dictate your signage decisions? Let’s delve into this theory, its implications for signage, and why it is essential to balance focus and avoid being overly reactive to the loudest demands.

The Role of Signage in Business

Good signage serves as a silent yet impactful ambassador for your business. Good business signage attracts attention, conveys information, and reinforces your brand identity. Whether you’re running a small boutique or a multinational chain, well-designed signage can:

Enhance visibility and draw in potential customers.
Communicate essential details like promotions, directions, and operating hours.
Turn a warehouse feeling space into a warm inviting environment people want to shop in.
Reinforce brand trust and professionalism.

However, if the design, placement, or messaging of your signage is dictated by the squeaky wheel – a vocal customer or employee with immediate, short-term concerns – it can completely derail your long-term strategy.

Why Catering to the Squeaky Wheel Can Backfire

While it’s beneficial, if not essential, to listen to feedback, over-prioritizing the demands of the squeaky wheel can result in poor decision-making. Here are some key reasons:

Short-Term Gratification vs. Long-Term Goals The squeaky wheel often focuses on immediate needs. For example, a vocal customer might demand large, overly bright signage for an ongoing sale. While this could temporarily boost foot traffic, it might clash with your brand’s aesthetic, alienate your regular clientele, or fail to align with your broader marketing objectives.
Distracting from Data-Driven Decisions A single loud opinion should never outweigh comprehensive research. For instance, your business might have analytics proving that subtle, well-placed directional signs increase customer navigation and satisfaction. A squeaky wheel’s demand for overly flashy signage could disrupt this harmony.
Alienating Other Stakeholders If you focus solely on addressing one vocal party’s preferences, you risk alienating your broader audience. Signage should cater to the majority – a collective representation of your target demographic – not a minority’s immediate gratification.

Real-Life Stories of Squeaky Wheels and Signage

Story 1: The Oversized Sale Banner
A boutique store owner had a loyal customer who insisted that an enormous neon-colored banner would drive sales during a holiday promotion. The owner, eager to please, replaced the store’s elegant signage with a garish banner. While the store saw a short-term spike in foot traffic, regular customers commented that the signage clashed with the brand’s upscale identity. The business later had to spend significant resources repairing the damage to its image.

Story 2: Employee-Led Signage Change
In another example, a restaurant manager listened to an employee’s suggestion to add multiple directional signs in the dining area to “help customers.” While well-intentioned, the signs cluttered the space and confused diners, leading to complaints about the overwhelming atmosphere. A professional signage consultation later revealed that one well-placed sign near the entrance was all that was required and worked better than all the other signs together.

Finding the Right Balance

To avoid being overly influenced by squeaky wheels, businesses must adopt a balanced approach to signage decisions:

Data-Driven Insights
Analyze customer behavior, traffic patterns, and sales data to make informed signage decisions. For example, heatmaps of store foot traffic can help determine optimal sign placement.
Consistent Branding
Your signage should consistently reflect your brand’s voice, colors, and values. Even temporary deviations can confuse customers and dilute brand equity.
Broad Feedback
Gather input from multiple stakeholders rather than reacting to one opinion. Consider conducting surveys or focus groups to gain a broader perspective.
Professional Expertise
Consult with signage professionals to ensure your designs align with current industry best practices and long-term goals.

The Bigger Picture

Regardless of your business’s size, allowing the squeaky wheel to dominate your signage strategy can hinder growth and alienate loyal customers. While it’s essential to listen and address concerns, the most effective signage solutions arise from thoughtful planning, alignment with brand values, and a focus on long-term objectives.

Signage as a Strategic Asset

Think of your signage as an investment. It should:

Represent your brand accurately.
Engage a broad audience.
Adapt to changing needs without compromising consistency.

By resisting the urge to overcorrect for the squeaky wheel, you’ll ensure that your signage serves as a cohesive and powerful extension of your business.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

The Science Behind Sign Visibility: Why Letter Height Matters

Posted on January 9, 2025 by Arnold Pollak

Visual depiction of visibility of signs from a distance

The Science Behind Sign Visibility: Why Letter Height Matters

When designing signage, especially for outdoor or high-visibility applications, a critical yet too often overlooked factor is the height of the letters. The graphic above demonstrates the relationship between letter height, viewing distance, and optimal visibility. The graphic provides clear guide lines on how large text should be to ensure readability and maximum impact.

Let’s delve into the key insights this graphic offers and understand why letter height plays such a vital role in effective sign design.

Understanding the Graphic: Letter Height and Visibility

The graphic compares the recommended letter (or cap) height, measured in millimeters, with the distances (in meters) at which the text is both visible and clearly legible. Here are the key points to note:

Letter Height in Millimeters: The bottom axis of the diagram lists cap heights, starting from as small as 75 mm (7.5 cm) and going up to 1,500 mm (1.5 meters). These measurements represent the height of the tallest letters on the sign.
Viewing Distance in Meters: The accompanying lines show two sets of data:
- Distance for Best Impact: This represents the optimal distance for a viewer to easily read and comprehend the sign.
- Maximum Readable Distance: Beyond this point, the text may still be decipherable, but it won’t be as effective or impactful.
Key Observations:
- A 75 mm letter height is best suited for distances up to 9 meters but can be readable up to 35 meters.
- A 450 mm letter height works well for distances of around 55 meters and is legible up to 250 meters.
- For signage meant to be seen from 1 kilometer away, letters need to be at least 1,500 mm high.
- The largest size shown (1,500 mm) ensures visibility for up to 180 meters at its best impact and 830 meters at maximum distance for possible readability.

Why Letter Height Is Crucial

1. Enhancing Readability

The primary goal of any sign is communication. If the text on your sign is too small, it fails to convey its message effectively. As can be seen on the graphic the smaller letters can work for close-range applications but become illegible as the distance increases. For instance, a roadside sign meant for motorists traveling at high speeds requires much larger text than a storefront sign for pedestrians. Looking at the 75 mm cap height on the graphic and comparing it to the other cap heights also gives a great visual comparison showing how cap height impacts visibility.

2. Accommodating Installation Height

The graphic assumes all the sample signs are installed at a height of approximately 3 meters. However, as signs are mounted higher, the angle at which viewers observe them increases. This affects readability, as the perceived size of the letters diminishes. To counteract this, larger text sizes are necessary for elevated installations.

3. Accounting for Viewer Variability

The distances indicated are averages and may vary based on factors such as lighting, the viewer’s eyesight, and environmental conditions. Designing for the “best impact” distance ensures the sign is effective for the majority of viewers.

4. Supporting Brand Recognition

Beyond readability, larger and well-proportioned letters enhance visual impact. Larger and well-proportioned letters on your sign make your brand stand out, especially in crowded or busy environments. A sign with appropriately sized letters commands attention and conveys professionalism.

Design Considerations for High-Impact Signs

To make the most of this information, consider these tips during the design process of your sign:

1. Context Matters

Assess the environment in which the sign will be installed. Is it for a highway, a retail space, or a billboard? Each application requires different letter heights based on average viewing distances and potential exposure times – the larger the viewing distance and the lower the exposure time, the larger the sign needs to be.

2. Lighting and Contrast

High contrast between the text and background, combined with proper lighting, improves legibility even at the outer limits of visibility. Poor illumination will decrease the readability of the sign, especially from further away.

3. Font Choice

Simple, sans-serif fonts are easier to read from a distance than ornate or cursive styles. Pairing the right font with an optimal letter height maximizes clarity.

4. Test Before Finalizing

Before final production installation, simulate the viewing conditions. Stand at the intended viewing distance and ensure the text is easily legible. While this exercise does cost it can save you a fortune, especially if it is found that the intended sign is not visible at the desired distance.

Real-World Implications

For businesses, the implications of letter height extend beyond aesthetics. A poorly designed sign can result in missed opportunities, as potential customers may not notice or comprehend your message. On the other hand, a well-designed sign with appropriate letter heights:

Captures attention,
Communicates your message effectively,
Drives engagement, and
Enhances brand recognition.

Whether you’re designing a directional sign for an event, a highway billboard, or a storefront display, this graphic serves as a valuable reference. By aligning letter height with viewing distance, you ensure your sign achieves its purpose – delivering clear, impactful communication.

Letter height of your sign isn’t just a technical detail; it’s the backbone of effective signage design. With data-backed insights like those in the graphic, designers and businesses can create signs that not only look good but also serve their intended purpose. Remember, a sign that isn’t seen or understood is a missed opportunity and a potentially poor investment.

When planning your next sign, keep this principle in mind: bigger isn’t always better, but it’s often necessary. Ensure your message reaches your audience, no matter where they are, by choosing the right letter height for the job.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

If you would like a PDF of the above graphic please email arnold@signforce.co.za

Psychological Cost Inflation Specifically with regards to Signage

Posted on January 9, 2025 by Arnold Pollak

Inflation and how it impacts Signage

The Psychological Cost of Inflation: A Deep Dive into the Psychological Cost of Inflation focusing on Signage and Marketing

Inflation is more than just an economic term; inflation is a phenomenon that quietly influences every aspect of our daily lives, including how we perceive and make purchasing decisions. For businesses, inflation has significant implications, especially when it comes to large ticket purchases such as marketing and signage.

Our intention in this article is to explore the psychological cost of inflation and its impact on large-ticket items like business signage.

The Rising Costs of Signage

Inflation affects material costs, labor, and shipping – all of which contribute to the price of even the most simple business signage.

High-quality signs, which were already substantial investments, now require even more significant financial commitment. As prices rise, businesses are often forced to face longer decision-making times, tighter budgets, and a more cautious approach to expenditures – even though signage should not be considered as an expense but rather as an investment, the tightness of the budget will still impact the approach to budget allocation.

However, the psychological toll of rising input costs is just as, if not more, impactful as the financial burden. This begins with what’s often called “sticker shock”: when a buyer’s expectations of cost clash or are at odds with with the reality of higher prices.

Sticker shock can delay purchasing decisions, reduce trust in vendors, and even cause buyers to second-guess the necessity of their investment.

Inflation’s Psychological Impact on Decision-Making

Loss Aversion: People tend to fear losses more than they value gains. When inflation increases the cost of signage, customers may perceive the higher price as a loss compared to what they could have paid in the past, even when the investment remains a sound business decision. This perception may lead to delayed decisions and possible even higher prices in a perpetual spiral.
Decision Fatigue: Inflation increases the complexity of purchasing decisions. Buyers are now forced to get a better understanding of materials and all other input costs if they are to accurately compare more options, scrutinize quality, and negotiate harder – leading to decision fatigue. This mental exhaustion can either result in delayed purchases or impulsive decisions that don’t align with long-term business goals.
Paralysis by Analysis – Also known as historical price comparison. The rising cost of large-ticket items like signage exacerbates this phenomenon. Buyers often feel overwhelmed by the need to justify higher expenses, leading to procrastination or complete avoidance of the decision altogether. This can be exacerbated when say a person has purchased the same or similar signage in the past 12 – 24 months and the new price is 20 – 200% (or more) higher than the previous, base line, price that was paid and created expectations of future costs.

The Marketing Psychology of Inflation

For businesses selling signage, understanding the psychological effects of inflation can help tailor marketing strategies to address customer concerns:

Transparency in Pricing: Clearly breaking down the reasons behind price increases – like higher material costs or improved quality – can build trust and mitigate sticker shock. Transparency reassures customers that they are making an informed decision.
Emphasizing Value Over Cost: Highlight the long-term benefits of high-quality signage. For instance, a durable, visually impactful sign can provide years of brand visibility and customer engagement. Positioning signage as an investment rather than an expense shifts focus from the upfront cost to long-term returns.
Flexible Payment Options: Inflation makes large purchases daunting, but offering installment plans or financing options can make them more accessible. Flexible payment terms reduce the immediate financial burden and help customers feel more confident in their decision.
FOMO Marketing: Inflation creates a sense of urgency. Use this to your advantage by emphasizing how further inflation could make current prices the best deal. Messages like “Lock in today’s prices before they rise again” can drive quicker decision-making.

Inflation’s Effect on Business Perceptions of Signage

Inflation also alters how businesses perceive the role of signage in their marketing strategy. A sign isn’t just a physical marker; your sign is an essential tool for visibility, branding, and customer acquisition. As costs rise, businesses are more likely to scrutinize the purchases (signs) ROI.

However, avoiding this investment can be detrimental or fatal. A poorly designed or outdated sign can damage a brand’s reputation and lead to lost opportunities and business losses, making the psychological cost of delaying signage upgrades even greater.

Mitigating the Psychological Costs of Inflation

To reduce the psychological burden on customers:

Education: Provide resources or case studies showing how signage investments drive measurable business growth, even during inflationary periods.
Customization: Offer tailored solutions that align with each customer’s unique budget and business goals.
Empathy: Acknowledge the challenges of inflation and position your business as a supportive partner in helping customers navigate these challenges.

Conclusion

Inflation’s impact goes beyond higher prices; it influences how businesses perceive, value, and invest in critical business tools like signage. By understanding the psychological costs of inflation, both buyers and sellers can make more informed and confident decisions. For businesses providing signage, this means not only addressing price concerns but also communicating the lasting value of their products in a way that resonates with customer emotions and financial realities.

In the face of rising costs, the key to success is empathy, education, and a focus on long-term benefits. By aligning marketing strategies with these principles, businesses can ensure that their customers feel supported, even in challenging economic times.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Sign Success Objectives

Posted on January 1, 2025 by Arnold Pollak

What makes your sign successful

Sign Success Objectives

Seven Objectives of a Successful Sign

SignForce believes that a successful sign should fulfill the following seven objectives:

A successful sign should Attract Attention A sign’s primary purpose is to grab the attention of passersby. Whether it’s through bold colors, creative designs, strategic placement or a combination of all of these, a sign must stand out in its environment if it is to be effective. It is for this reason certain signs should have light versus dark backgrounds as dark backgrounds often tend to naturally be overlooked.
A successful sign should Direct Traffic to Your Business A successful sign must act as a silent salesperson, guiding potential customers to your business and encouraging them to step inside.
A successful sign should Convey Your Brand Image Your sign should reflect the essence of your business. From font choice to colors, every element should align with your brand’s identity, projecting professionalism and very importantly, trustworthiness.
A successful sign should Provide Clear and Relevant Information A good sign communicates essential information quickly and effectively. This includes your business name, contact details, and key offerings, ensuring potential customers know exactly what you provide. The “exactly what you provide” may be more challenging to convey for a new business that people have not heard of, for example a new supermarket. An example of this in Joburg was when FRONTLINE opened to the public. This writers’s first impression was that there was a store to de-tick animals (the largest selling anti tick and flea product I was aware of is named FRONTLINE).
A successful sign should Enhance Visibility and Accessibility Signs should be visible from a distance and legible under various conditions. Factors such as letter height, lighting, placement of lighting and placement of the sign all play crucial roles in ensuring your sign is effective, easily noticed and read.
A successful sign should Create a Memorable Impression A well-designed sign leaves a lasting impression, making your business more memorable to both new and returning customers. This memorability can contribute to repeat visits and word-of-mouth referrals.
A successful sign should Deliver a Strong Return on Investment (ROI) Your sign should be seen as an investment. The cost of your sign, including maintenance, must be justifiable by the additional revenue it generates for your business.

Measuring Success

The success of a sign is often measured indirectly, such as through increased foot traffic, higher sales, or improved brand recognition. While it may not always be possible to isolate a sign’s impact, aligning your signs design with these seven objectives will maximize its effectiveness and ensure it contributes to your business’s success.

Need Assistance with Signage?

If you’re considering investing in a new sign or need advice on optimizing your existing signage, SignForce is here to help. Contact us via email at arnold@signforce.co.za, call +27 (0)11 440 7525, or WhatsApp +27 (0)82 558 6413.

Let’s work together to create signs that drive results for your business.

Find out more about SignForce at http://www.signforce.co.za

What Makes a Business Sign Effective and Professional?

Posted on December 22, 2024 by Arnold Pollak

SAMSUNG sign that Stands OUT

What Makes a Business Sign Professional and Effective?

A smart, clean, professional business sign serves as a critical component of your marketing strategy. Your professional, eye-catching sign is often the first interaction potential customers have with your brand, making it essential to leave a positive and lasting impression.

An effective [business] sign can drive foot traffic, increase brand awareness, and directly, positively, impact your business’s success. In this article we will explore the elements that make a business sign professional, how to measure your signs success, and the key features that should appear on your sign to ensure it achieves its primary objective: driving more traffic to your business or store in order to increase turnover and profits.

Characteristics of a Professional Business Sign

A Professional Business Sign should have Clear and Concise Messaging: A professional sign communicates your message quickly and effectively. People passing by have limited time to absorb information, so your message should be clear, concise and straightforward. Avoid clutter and focus on key information such as the business name, logo, and possibly a succinct tagline.
A Professional Business Sign should be made from High-Quality Materials: The quality of materials used in your sign reflects the professionalism of your business. Opt for durable materials like aluminum, acrylic, ACM (Aluminium Composite Material), Vinyl, or some other weather-resistant material. Quality materials ensure longevity while also giving your sign a polished, professional and high-end appearance.
A Professional Business Sign should have Readable Typography: Legibility is paramount! Great signage uses fonts that are easy to read from a distance. Sans-serif fonts are often preferred for their clarity, especially for outdoor signs. Avoid overly decorative fonts that can detract from readability. Size of font is also important, especially for signs that need to be viewed and legible from a distance.
Your Professional Business Sign Works best when Your Sign has Brand Consistency: Your signs should ALWAYS align with your brand identity. This includes using your brand’s colors, logo, and typography consistently. Consistency builds trust and makes your brand easily recognizable.
Your Professional Business Sign should be Strategically Placed: In real estate there is a saying that goes Position, Position, Position – the most important strategy for any business. A professional sign is placed where it will be most visible to your target audience. Consider factors like traffic flow, sightlines, and lighting. For example, illuminated signs are ideal for businesses operating at night or for signs placed where there is high volume night traffic.
A Professional Business Sign should have an Eye-Catching Design: Aesthetic appeal is crucial for your sign to capture attention. It is always advisable to use bold colors, high-contrast elements, and an engaging design to make your sign stand out.

Measuring the Success of Your Business Sign

To determine whether your sign is effective, you need to measure its impact. Here are a few ways to gauge your signs success:

Increased Foot Traffic: One of the most straightforward metrics is the number of people entering your store or business location. You can compare foot traffic before and after the installation of the sign to assess its effectiveness.
Customer Feedback: Ask your customers how they heard about your business. Many businesses find that a significant percentage of new customers discover them through their signage.
Sales Data: Analyze your sales figures to see if there is a correlation between the installation of the sign and revenue growth. A successful sign often translates to increased sales.
Digital Engagement: If your sign includes a website URL or social media handle, track online visits and interactions. A spike in digital engagement can indicate that your sign is attracting attention.
Call and other Interaction Tracking: Include a unique phone number or unique email address on your sign and monitor interactions received. Tracking allows you to directly attribute inquiries or sales to your signage.

Key Features of an Effective Business Sign

To maximize the effectiveness of your sign, it is generally accepted that your sign should include the following elements:

Business Name: Your business name should be the most prominent element on the sign. Your business name may be what people remember and associate with your brand – or it may be your tag line or the product or service they are interested in.
Logo: A well-designed logo adds visual interest and reinforces brand identity. Ensure your logo is clear and not overly detailed, as intricate designs can be hard to read from a distance as can complex or noisy logo’s.
Tagline or Value Proposition: A brief tagline or value proposition can help convey what your business offers. For example, a bakery might use, “Freshly Baked Goodness Daily.” or a signage business may you the timeless pay line “A Business Without a Sign is a Sign of No Business”.
Contact Information: Include essential details like a phone number, website URL, email address and / or social media handle. Including relevant contact information allows potential customers to easily reach out or learn more about your business. The correct contact information also allows Google to find your business.
Call-to-Action (CTA): Encourage viewers to take action with a clear and compelling CTA, such as “Visit Us Today!” or “Order Online Now.” This simple technique is one of the most important sales strategies ever.
Lighting: If your business operates after dark or if your sign is located in an area where there is high volume of traffic after dark, ensure your sign is well-lit. Options like LED backlighting or spotlights make your sign visible 24/7.

For the signs lighting to work most effectively it is important that your lighting enhances the signs visibility, as poorly lit signs can be exceedingly difficult to read, making the additional cost of lighting your sign a poor investment.
Directional Cues: For businesses located in hard-to-find areas, it can be very beneficial for your sign to include directional cues like arrows or distance indicators (“Just 200 meters ahead”) ion order to make your premises easier to find. It is also advised to ensure signs are on all possible entrances to your premises as one can never be sure where your prospective customers may come from.

In summary, a professional business sign is and should be much more than just a piece of decoration; a professional sign can be a powerful marketing tool that can significantly boost your business’s visibility and attract new customers.

By focusing on clear messaging, high-quality materials, and strategic placement, your sign supplier can create a sign that reflects your brand’s professionalism and appeal.

Measuring the success of your sign through foot traffic, sales, and customer feedback ensures that it continues to serve its purpose effectively.

Finally, by incorporating essential features like your business name, logo, contact information, and a compelling call to action, you can ensure your business sign achieves its ultimate goal: driving more traffic to your business or store in order to achieve greater turnover and profits.

At SignForce we firmly believe that a GREAT SIGN should be a simple sign that stands out, contrasting from it’s surroundings with the ‘message’ of the sign conveying everything about your business to potential customers.

At SignForce we have over 25 years experience in signs and how your business signs relate to branding and marketing. SignForce use this knowledge to give our client’s signs that are cost effective, focusing on return on investment (ROI).

SignForce operate on the basis that the simpler the sign and the greater the impact.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Why your Buisiness Sign could be one of your Business’s Greatest Investments – Part 6

Posted on December 22, 2024 by Arnold Pollak

3D wall sign

Zig Ziglar, one of the most influential motivational speakers and sales trainers of all time, emphasized the importance of clear, impactful communication in building successful businesses. While Ziglar’s philosophy spanned a wide range of marketing and sales strategies, his teachings can easily be applied to the often-overlooked but critical investment in business signage. Effective signage is more than just a way to display your business name; effective signage is a dynamic marketing tool that embodies Ziglar’s principles of visibility, consistency, emotional connection and honesty.

Visibility: Standing Out in the Crowd

Ziglar consistently emphasized the importance of making a strong first impression. In today’s competitive market, a well-designed sign serves as a business’s handshake to the public. Just as Ziglar encouraged individuals to present themselves professionally to attract opportunities, businesses must use signage to grab attention and make a lasting impact.

Ziglar’s belief in being memorable aligns perfectly with this principle – a creative and strategically placed sign ensures your business becomes a landmark in its community.

According to the International Sign Association* (ISA), 76% of consumers said they had entered a store they had never visited before based on its sign alone. This statistic reinforces Ziglar’s mantra that visibility creates opportunity. An attractive, well-maintained sign can bridge the gap between a business and its potential customers, driving foot traffic and increasing brand awareness.

Consistency: Building Trust Through Branding

Another cornerstone of Ziglar’s marketing philosophy is consistency. He often stated that trust is built through consistent, reliable communication – a principle that applies directly to business signage. Consistency in branding across all marketing channels, including signs, creates a cohesive and professional image.

For instance, your physical signage should match the design elements of your website, social media profiles, and printed materials. This harmony builds brand recognition and trust, ensuring customers know exactly what to expect when interacting with your business. Ziglar’s teachings highlight that trust is earned through repeated, positive impressions – something a well-executed signage strategy can deliver effortlessly and consistently.

Emotional Connection: Speaking to the Customer’s Heart

Ziglar’s belief in connecting emotionally with customers underscores the importance of designing signs that resonate with your target audience. He famously said, “People don’t buy for logical reasons. They buy for emotional reasons.” Applying this principle to signage means using colors, fonts, and messaging that evoke the desired emotions in your target audience.

For example, a bakery might use warm, inviting colors like pastel pinks and yellows to convey comfort and sweetness, while a tech company might lean on sleek, modern fonts and cool tones to project innovation and reliability. Your sign’s design should tell a story that aligns with your brand values and speaks directly to your customer’s aspirations.

Additionally, incorporating compelling calls to action (CTAs) into your signage can further drive engagement. Ziglar’s knack for motivational phrasing is a valuable lesson here. Phrases like “Discover Your Dream Home Here” or “Fresh Coffee, Fresh Start” tap into emotions and encourage action, transforming passersby into customers.

Why Signage is Often Overlooked

Despite its critical importance, signage is frequently overlooked by businesses for several reasons. One key factor is the misconception that digital marketing has rendered physical signage obsolete. With the rise of social media and online advertising, many businesses focus their budgets on digital platforms, neglecting the tangible impact of a physical sign, even for traditional brick and mortar stores.

Another reason signage is frequently overlooked by businesses is the perception that signage is a one-time, high cost, expense rather than a long-term investment with long term returns. Businesses often prioritize initiatives with immediate ROI, overlooking the sustained benefits of consistent visibility and branding that signage provides. Additionally, smaller businesses may lack the expertise or resources to design and install effective signage, leading to suboptimal results and a diminished perception of its value. This is where SignForce can assist with our years of signage and marketing experience, we at SignForce strive to help small businesses grow, which is why we offer advice as well as full turnkey operations.

How to Change This ‘Signage is Unimportant’ Mindset

To address these challenges, businesses need to reframe their thinking around signage. Education and long term thinking is key – highlighting studies like the University of Cincinnati’s** findings on the positive ROI of signage can help shift perceptions. Emphasizing the role of signage as a complement to digital strategies, rather than a competitor, can also encourage businesses to view physical business signage as an integral part of their marketing mix.

Partnering with professional signage companies – such as SignForce – can further alleviate concerns about design and execution. These signage experts can ensure that your signage aligns with your business’s brand identity and achieves maximum impact. Finally, showcasing real-world success stories of businesses that have transformed their visibility and sales through signage can inspire others to follow suit. It also helps if one understands what you want your sign to achieve before you rush out to purchase your sign, as different objectives are achieved using different look and feel of your signs.

The Fails of One-Dimensional Signage Design

One common mistake businesses make is designing signage to be viewed only from the front, neglecting how it appears from the side. This oversight can lead to several issues that hinder a sign’s effectiveness and overall brand perception:

Lost Visibility: Signs that are only effective from the front are easily missed by pedestrians and drivers approaching from different angles. This lost visibility reduces the potential audience and limits your sign’s ability to attract customers.
Distorted Messaging: When viewed from the side, single-dimensional signage may appear warped, illegible, or incomplete. This can confuse passersby or convey an unprofessional image, damaging the brand’s reputation.
Missed Branding Opportunities: Multi-dimensional signs, such as those with side panels or three-dimensional designs, can communicate your brand more effectively by ensuring visibility and readability from various directions.
Inefficient Use of Space: Designing signs with only a front-facing perspective can waste valuable advertising real estate, particularly in areas with high foot or vehicle traffic on multiple sides.

How to Address the fails of One Dimensional Signs

To avoid these pitfalls, businesses should:

Invest in Multi-Angle Design: Ensure your signage is designed to be visible and legible from various angles. Use bold colors, clear fonts, and symmetrical layouts that maintain their impact regardless of the viewer’s position.
Incorporate Three-Dimensional Elements: Adding depth or raised elements to your signage can enhance visibility and create a more dynamic appearance. This approach is particularly effective for storefronts on busy streets.
Conduct Placement Analysis: Before installing a sign, evaluate traffic flow and sightlines to determine how your signage will be seen from all approaches. For signs that will be viewed by passing traffic it is essential that the sign be clear, large and visible enough to get your business’s message across to your viewer in the second that they may have to view your sign.
Use Lighting Strategically: Proper illumination ensures that your signage remains clear and inviting from all angles, even at night or in low-light conditions. While best lighting can sometimes require a higher initial investment, poor lighting can make your sign illegible, resulting in your spend on lighting being wasted at night.

By addressing these design considerations, businesses can maximize the effectiveness of their signage, capturing attention and conveying professionalism from every perspective.

Aligning Ziglar’s Philosophy with Modern Marketing

Zig Ziglar’s timeless principles of visibility, consistency, honesty and emotional connection offer a roadmap for leveraging signage as a key marketing tool. In a world where first impressions matter more than ever, investing in high-quality, strategically designed signage is not just an option but a necessity for businesses looking to thrive.

By embracing Ziglar’s teachings, businesses can transform their signage into a powerful symbol of their brand, attracting customers, building trust, and driving long-term success. Just as Ziglar inspired millions to aim higher and achieve more, your business’s signage can inspire customers to walk through your doors and engage with your brand resulting in higher turnover and thus higher profits.

At SignForce we firmly believe that a successful SIGN is a simple sign that appeals to passers by encouraging them to become customers of your business – getting them through the door where your sales team can take over.

At SignForce we have more than a quarter of a century experience in signs and how they relate to marketing. We use this knowledge to give our client’s signs that are cost effective, with our focus being on our client’s return on investment (ROI).

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

* International Sign Association (ISA) – https://signs.org/

** https://www.uc.edu/news/articles/legacy/enews/2011/10/uc-research-examines-the-economic-value-of-on-premise-signs.html

The survey found that businesses primarily invested in signs to help make their businesses stand out and to help potential customers find their locations. As a result, we found that businesses that pay attention to their signage and invest in the design and placement of signs get better results from their investment.

Why your Business Sign could be one of your Business’s Greatest Investments – Part 5

Posted on December 21, 2024 by Arnold Pollak

Timeless plaque that conveys a clear, clean and honest message.

Zig Ziglar, one of the west’s most influential motivational speakers and sales trainers of all time, emphasized the importance of clear, impactful communication in building successful businesses.

While Ziglar’s philosophy spanned a wide range of marketing and sales strategies, his teachings can easily be applied to the often-overlooked but critical investment in business signage.

Effective signage is more than just a way to display your business name; great signage is a dynamic marketing tool that embodies Ziglar’s principles of visibility, consistency, honesty and emotional connection.

Visibility: Standing Out in the Crowd

Ziglar consistently emphasized the importance of making a strong first impression.

In today’s competitive market, a well-designed sign serves as a business’s handshake to the public. Just as Ziglar encouraged individuals to present themselves professionally to attract opportunities, businesses must use signage to grab attention and make a lasting impact.

Outdoor signage, for example, functions as a 24/7 advertisement for your brand. High-quality, visually striking signs ensure that potential customers notice your business, even in a crowded marketplace. Ziglar’s belief in being honest and memorable aligns perfectly with this principle – a creative and strategically placed sign ensures your business becomes a landmark in its community.

According to the International Sign Association (ISA)*, 76% of consumers said they had entered a store they had never visited before based on its sign alone. This statistic reinforces Ziglar’s mantra that visibility creates opportunity. An attractive, well-maintained sign can bridge the gap between a business and its potential customers, driving foot traffic and increasing brand awareness.

It is essential that signs are well maintained – yet sometimes a ‘skew’ or otherwise ‘uncomfortable’ sign can also get feet through the door. SignForce had a customer who was a hardware outlet. One day someone drove into their mobile sign damaging one of the legs, so the sigh now stood ‘skew’. Like a picture on a wall, it is the one that is not straight that gets constant attention, and this sign was no different. Sufficient people came into the community store to let the owner know his sign was ‘damaged’ – allowing him the opportunity to sell to these people. This strategy was so successful the owner never allowed SignForce to repair or change the sign.

Consistency: Building Trust Through Branding

Another cornerstone of Ziglar’s marketing philosophy is consistency. He often stated that trust is built through consistent, honest and reliable communication – a principle that applies directly to business signage. Consistency in branding across all marketing channels, including signs, creates a cohesive and professional image.

For instance, your signage should match the design elements of your website, social media profiles, and printed materials. This inter media harmony builds brand recognition and trust, ensuring customers know exactly what to expect when interacting with your business. Ziglar’s teachings highlight that trust is earned through repeated, positive impressions – something a well-executed signage strategy can deliver effortlessly, 24/7.

Emotional Connection: Speaking to the Customer’s Heart

Additionally, incorporating compelling calls to action (CTAs) into your signage can further drive engagement. Ziglar’s knack for motivational phrasing is a valuable lesson here. Phrases like “Discover Your Dream Home Here” or “Fresh Coffee, Fresh Start” tap into emotions and encourage action, transforming passersby into customers.

The ROI of Signage: A Smart Investment

Ziglar frequently advocated for viewing marketing as an investment rather than an expense. Business signage is a prime example of this mindset. While difficult to measure accurately, the return on investment (ROI) for effective signage is multifaceted, encompassing increased brand visibility, enhanced customer acquisition, and long-term brand loyalty.

A study by the University of Cincinnati** found that businesses saw an average increase in sales of 10% after upgrading their signage. This tangible ROI underscores the importance of viewing signage as a critical component of your overall marketing strategy, not a secondary consideration.

Moreover, Ziglar’s philosophy highlights the importance of measuring success.

By tracking metrics such as foot traffic, sales increases, and customer feedback post-signage installation, businesses can gauge the effectiveness of their investment and make informed adjustments.

Aligning Ziglar’s Philosophy with Modern Marketing

Zig Ziglar’s timeless principles of visibility, consistency, emotional connection and honesty offer a roadmap for using signage as a key marketing tool. In a world where first impressions matter more than ever, investing in high-quality, strategically designed signage is not just an option but a necessity for businesses looking to thrive.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

* International Sign Association (ISA) – https://signs.org/

** * https://www.uc.edu/news/articles/legacy/enews/2011/10/uc-research-examines-the-economic-value-of-on-premise-signs.html

Marketing – the race for 1st place

Posted on December 21, 2024 by Arnold Pollak

First Place in the Marketing Race

How Signage as Part of Your Marketing Strategy Can Help Your Business Finish in First Place

In today’s competitive business landscape, every detail matters, from your products to your customer service and even the way you present your brand to the public, especially through your signage.

One of the most important – and sadly, too often overlooked – elements of your marketing strategy is your business signage. A well-designed, well built, strategically placed sign is more than just a directional tool; your business sign is an essential component that can drive foot traffic, improve brand visibility, and elevate your business to first place in the eyes of customers.

Here’s how signage can help propel your business ahead of the competition:

1. Capturing Attention and Making a First Impression

The first step to attracting customers is making sure they know you exist. Regardless of how excellent your product or service, if NO ONE knows you exist, they will never get the opportunity to try your product or service as you are bound to be out of business before you start.

When people pass by your business, your sign is the first opportunity you have to capture their attention. A well-designed sign, whether it’s a storefront sign, a banner, or a neon light, can stop potential customers in their tracks and draw them into your business.

In marketing, creating instant recognition is critical. Your sign acts as a silent salesperson, promoting your business day and night without requiring any additional effort from you.

According to studies, consumers are more likely to visit a business with visible and appealing signage, which can lead directly to increased sales. The longer your business is visible and memorable, the more likely you are to rise above competitors and secure a top spot in the market.

2. Brand Visibility and Recognition

As part of a broader marketing strategy, your signage contributes to brand visibility and recognition. A professional, clearly branded sign with your company’s logo, colors, and messaging reflects your commitment to quality and consistency. Over time, this repetition builds brand recognition, and consumers begin to identify your business more readily.

When customers consistently see your signage and branding – whether it’s a sign outside your store, on a vehicle or at events – they start to trust your business. This trust is crucial to driving customer loyalty and building a reputation. In fact, studies have shown that 75% of people will make a buying decision based on a brand’s visibility and trustworthiness.

A well-crafted sign solidifies your presence in the minds of potential customers, increasing the likelihood that they will choose your business over competitors.

3. Standing Out in a Crowded Market

In crowded retail environments or highly competitive industries, standing out is key. Signage is one of the simplest yet most powerful ways to differentiate your business from others. Whether you use unique design elements, bold fonts, varied fonts, combinations of 3D elements or creative colors, your sign becomes an opportunity to express your business’s personality and values.

Effective signage can also tell your customers what makes you unique. A clever tagline, a special promotion, or even just the design aesthetic of your sign can communicate key aspects of your brand story. By offering something different, you make it easier for potential customers to spot you in the crowd, driving them to visit and engage with your business.

4. Directing Foot Traffic and Increasing Accessibility

Another benefit of well-placed signage is its ability to direct foot traffic and increase your business’s accessibility. Strategic signage ensures that potential customers know where to find you and understand what you offer. For example, directional signs can help people navigate to your location easily, while informative signs can guide customers through your store or highlight specific products or services.

This type of strategic placement of your signs can increase foot traffic by positioning your sign in high-visibility areas, such as busy street corners or high-traffic shopping districts. More foot traffic means more opportunities for conversion, which can propel you to the top of your market.

5. Cost-Effective Marketing

When compared to other marketing methods, signage is one of the most cost-effective ways to promote your business. While digital ads, TV commercials, and other traditional marketing channels require continuous investment, a well-designed sign is a one-time cost that provides continuous returns. As part of your overall marketing strategy, a sign acts as a long-term asset that can continue to attract customers without ongoing fees or maintenance. [In Southern Africa, depending on the make up of your sign, it may be necessary to update or replace the face – especially if digitally printed – every three years.]

This cost-effectiveness makes signage especially valuable for small businesses or startups that need to maximize their marketing budgets. By investing in professional, high-quality signage, you create a lasting impact that ensures your business stays visible and top-of-mind for customers.

While it is always tempting – especially when money is tight – to simply choose the cheapest sign supplier for your signage, it is worth remembering that cheap has more than one connotation. Sometimes it is worth investing more in order to maximize the impact and longevity of your sign, which may not always be case when using the cheapest supplier.

Incorporating signage into your overall marketing strategy can help your business reach the first place position in the competitive marketplace. By capturing attention, building brand recognition, and providing customers with clear directions to your business, signage serves as a powerful tool for driving foot traffic and fostering long-term success.

Whether it’s enhancing your visibility, differentiating you from competitors, or ensuring that customers know where to find you, signage plays a critical role in your marketing strategy. A strong sign doesn’t just mark your location – a strong sign it becomes an integral part of your brand identity and a 24/7 marketing asset that works around the clock to help your business finish in first place.

At SignForce we have many years experience in signs and how your signs can fit into your branding and marketing strategies, knowledge which we share in order to get our client’s effective signs that generate a return on investment (ROI) and STAND OUT to differentiate your business from your competitors.

SignForce believe in the KISS principle. We believe that the simpler the sign and the greater the contrast, the more memorable the sign and the more likely the sign is to be noticed, and thus the more likely the sign will have a positive ROI.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Is it ever acceptable to charge MORE than QUOTED?

Posted on December 14, 2024 by Arnold Pollak

Individual Cut Out Signage

When is it acceptable to charge a customer more than originally quoted?

At SignForce we believe in the power of one’s word – and if that word is in the form of a quote, then we believe in the value and power of that quote.

Recently this has come into focus on two counts. One was a quote issued by SignForce and the other is a quote SignForce received.

In the instance of the quote SignForce received and accepted, once the work was completed the final cost came out at approximately 5% higher than originally quoted. We found this upsetting as it was not originally mentioned and as such when the driver went to receive the goods he had insufficient funds which resulted in additional bank charges, stress and time in order to get the goods that were already quoted and budgeted for. Needless to say it is unlikely that SignForce will readily use that supplier again in the future. In other words for a few hundred rand on a transaction the supplier will lose out on future business – a very short term view. In actual fact the three transactions SignForce have already had since this incident have already gone to our new preferred supplier.

The second count is work SignForce have concluded for a client. This is an interesting one as SignForce’s client is not that the payee. The payee is a separate entity and committed to a very specific value. The work was produced and only after production was completed did it come to management’s attention that one MASSIVE factor in the job was not included in the costing. Ah heck. That is one serious loss for SignForce. We cannot blame the client or expect them to pay more for our error. In addition to our error the client (not the payee) made serious changes to the work that was quoted on. Changes that come to almost 15.6% of the original accepted amount the payee agreed to pay. SignForce’s client has agreed to TRY raise additional funds to cover the difference. They did ask SignForce to approach the payee but this offer was declined as the relationship with the payee is between the payee and the client. SignForce has o relationship at all with the payee. Now SignForce are wondering how we approach our client to recover the additional costs incurred as a result of the client’s changes, as at SignForce we believe in LONG TERM relationships, which we believe hold far GREATER VALUE for SignForce and continued business.

As is standard in the modern world of AI, this writer asked AI under what circumstances it would be acceptable to increase the amount billed. Below is the gist of ChatGPT’s answer.

Charging a customer more than initially quoted is almost always a sensitive issue, and it is crucial for businesses to handle such situations with care, especially if they believe in the long term value of a client. In general, the principle of transparency and fairness should guide all transactions. However, there are certain circumstances where charging more than originally quoted can be acceptable or even necessary. Below, we will explore several situations when it is reasonable to charge a customer more than the original quote and how to manage these instances professionally.

Scope of Work Changes

One of the most common reasons businesses charge more than originally quoted is due to changes in the scope of work. (This is what happened with SignForce in the sample above). Often, when customers request additional services, modifications, or features after a quote has been given, the initial estimate becomes outdated. For instance, in industries such as signage, construction, design, or software development, customers may initially request a basic service but later decide to add more complex requirements, which were not part of the original discussion.

When this occurs, it is reasonable to adjust the price to reflect the increased workload, time, and / or resources needed. It is always advisable that a revised, written agreement or updated quote should be issued to the customer, specifying the new costs associated with the added work. It is also advisable that this new quote be accepted in writing. This is because it is way too easy for unscrupulous (dishonest) clients to make promises that will never be fulfilled unless the promise is reduced to writing. A documented case in point is when a large hotel was built in one of the homelands adjacent to South Africa in 1980. Many contractors had to close down after they were pushed by the client to finish the work sooner than originally agreed. The client promised that the additional staff and other costs would be compensated for. Unfortunately most of the contractors took the client at face value and when the hotel opened months earlier than planned and the contractors went to receive the promised additional funds, only those that had reduced the promises to writing (less than 2% of the contractors) actually got paid for all the additional costs. The large majority of the rest filed for bankruptcy.

Clear, written communication is critical here – ensure that the customer understands why the changes are affecting the price, reduce EVERYTHING TO WRITING and provide an updated timeline or budget if applicable.

Unforeseen (and unforeseeable) Issues or Costs

Sometimes, businesses may encounter unforeseen issues that were not apparent at the time the original quote was provided. These might include discovering hidden problems during a repair job, unexpected complications in a project, or an unforeseen spike in material costs. For example, a plumber might quote a price based on a basic repair but later discover that the pipes are severely corroded, requiring more extensive work and additional parts.

In such cases, it is generally acceptable to charge more than quoted, provided that the unforeseen costs are substantial and directly related to the scope of work. It is important to inform the customer as soon as possible about these issues and provide a revised quote. Transparency is key: clearly explain why the unforeseen costs arose and how they will impact the final price.

To avoid misunderstandings, businesses should include a clause in their contracts or agreements that allows for changes in price due to unforeseen circumstances. This gives both the company and the customer a clear understanding that additional costs may arise under certain conditions.

Errors in the Original Quote

Mistakes happen. A business may inadvertently provide an incorrect quote due to human error, miscommunication, or a miscalculation. For instance, a quote for a car repair might have been based on incorrect labor hours or missing parts. When such errors are identified, it is generally acceptable to inform the customer and request an adjustment to the price.

However, charging more due to an error should be handled with care and professionalism. Many customers will expect the business to honor the original quote if the error was minor or if the work had already commenced based on the original price. Businesses should evaluate the situation carefully and, where possible, honor the quoted price. If the error is substantial, the business should communicate promptly with the customer, explain the mistake, and negotiate a revised price.

Best practice is to ensure all quotes are double-checked (ideally by an independent, other, person in the business) before they are presented to customers, and businesses should also include a disclaimer that quotes are estimates and may be subject to change based on certain factors.

In SignForce’s almost 26 years under the current management there have only been a handful of times when pricing was not honored. The worst was when SignForce quoted to remove four MASSIVE (18 x 6 meter) steel signs from the top of a 36 story building. After numerous site visits with the specialist team and having made a number of assumptions based on the information SignForce had and what we could see, the quote was accepted by SignForce’s client. On day two of the job the rigging team advised that they had miscalculated as they would never have expected that the steel on the side of the building would be what it was, as thick and thus as heavy as it was. It meant that the quoted estimate would be more than doubled as the rope could only take 80kg per lift and the assumed structure meant the team could remove 6 meters at a time while the reality was the steel had to be cut into 80 mm lengths. This took more gas, more time and a huge number of additional lifts. SignForce immediately notified our client. SignForce advised the client of the issue and also of our decision to forego any charges to our client while we still managed the operation. The original expected duration was four weeks. The final duration was more than 12 weeks.

Changes in Material Costs or External Factors

Certain industries, such as signage (especially in South Africa due to imports and currency fluctuations), construction, chemicals and manufacturing may face fluctuations in material costs or other external factors (e.g., fuel prices, regulatory fees, exchange rates and others.) that are outside the company’s control. In such cases, businesses may need to pass on these price increases to customers.

For example, if a building contractor provides a quote for a home renovation project, but during the project, the cost of key materials such as lumber or steel increases significantly, the contractor may need to adjust the final bill accordingly. Similarly, if the project takes longer than expected, it may incur additional costs for labor, especially if there are delays that the customer caused.

It is for this reason that SignForce’s terms and conditions include a clause that allows for price adjustments based on changes in material costs, duration, standing time or other relevant factors. This ensures that the customer is aware of potential price fluctuations and also gives the company legal backing to adjust costs when necessary.

Additional Requests or Add-Ons

Another reason for charging more than quoted is when customers make additional requests or opt for add-ons after the initial quote is provided. In service-based industries, this might involve customers requesting expedited service (see hotel example above), premium options, or special features that were not included in the original quote.

For instance, if a customer has requested a basic graphic design package but later decides to add extra revisions, animations, or custom graphics, it is at the suppliers discretion if they choose to not charge more although it Is perfectly acceptable to charge extra for these additional services. In the signage industry extra services such as upgraded materials, additional signs, changes in size of signs, more complex electronics, raising the height that the sign needs to be installed, optional safety procedures all often lead to increased charges.

These situations are best handled when clear communication about the pricing structure is established upfront. SignForce often offer customers the ability to customize services within a price range, offering tiered pricing for different materials, different manufacturing processes and different levels of service can help prevent confusion or dissatisfaction.

Late Payment Fees or Additional Charges

Some businesses may have terms and conditions in place that allow for the imposition of late payment fees or additional charges if the customer does not adhere to the agreed-upon payment schedule. For example, if a client delays payment for a project or product delivery beyond the agreed terms, it may be reasonable to charge a late fee, provided the terms were clearly stated upfront. This is very common for private construction work where penalties can be charged for every day the main contractor is behind schedule. Unfortunately in the current environment in South Africa with corruption being rife these penalties do not seem to, or are not enforced, when dealing with Government contracts which means that the government contracts seem to run over time and over cost with absolutely no penalty to the contractors – hence no incentive for the contractors to complete the work on time or on budget..

It is always advisable for businesses to be diligent about enforcing payment deadlines and ensuring the customer is aware of the penalties for late payments. These fees should be communicated clearly at the start of the relationship, and a well-defined payment schedule should always be part of the contract.

While charging a customer more than quoted can be acceptable, this is only true under certain conditions. It is vital to ensure that any price changes are clearly communicated to the customer, justified by the circumstances, and documented appropriately. Unforeseen issues, changes in the scope of work, errors in the original quote, price fluctuations in materials, or additional requests are all valid reasons for increasing a quoted price. However, businesses should always prioritize transparency, fairness, and customer satisfaction to maintain trust and ensure long-term business relationships.

When you are in the market for signs and you want a signage supplier that has a record of sticking to it’s quoted price in more than 99.9% of it’s dealings, SignForce is the signage supplier for you.

Contact SignForce now on +27 (0)11 440 7525 or email info@signforce.co.za or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

Where is the value of signage

Posted on November 17, 2024 by Arnold Pollak

Where is the value

Why is Signage so valuable?

What is it about signage that South Africa is expected to spend more than R5,500,000,000 on signage in 2024

It could be that signs make a business visible, and without visibility the business may get zero clients and thus not be in business.

But maybe it is something else.

Maybe signage is so valuable because it is a sign. It is not a person. It is not going to get tired (although it may look tired when not maintained), it is not going to continue to ask for an increase, It is not going to discriminate against a viewer.

The sign, once erected (whether paid for or not) will continue to work day and night, in sun, snow and rain, to show anyone who sees it that this is your business and this is what you do.

While some signage is used to reinforce front of mind memory for well known, established brands, think #NIKE, #REDBULL, #MERCEDES, #BMW and the like. These brands want you to remember them all the time, and as such their advertising does not state what they do, because they expect you already know, and will remember what they do when you see their name.

There are however MANY businesses, new and old, that are not as well known, that need to let you, the viewer KNOW what they do because you may not have heard of them, or you may have not see all the products they offer, or you may have been distracted and have forgotten them – either because you used the services of another supplier in the interim or their service or product was so good or so normal that they did not stand out as exceptional and would thus be remembered or, when you do think of them, you see them as being in a specific league, and thus think that they either do not provide the service or product you are looking for.

Any or all of these reasons is why signage that lets prospective clients know what you do is such an incredible investment.

If you are in the market for signs – large or small or tiny – SignForce is available to assist.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0) 82 558 6413

Find out more about SignForce at http://www.signforce.co.za