Tag Archives: 3D sign

The Science Behind Sign Visibility: Why Letter Height Matters

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Visual depiction of visibility of signs from a distance

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:

  1. 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.

  2. 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.

  3. 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

How to post a GOOGLE REVIEW for SignForce.co.za

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SignForce do our best to market our signage business on the internet as much as possible.

One method we find is very helpful to SignForce is for clients to place GOOGLE BUSINESS REVIEWS for SignForce.

Your reviews are helpful in that they show prospective clients your experience with SignForce

Please follow this link and review SignForce. Your honest opinion is much appreciated so many thanks in advance.

What Makes a Business Sign Effective and Professional?

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SAMSUNG signs that Stand OUT

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

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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.

  6. 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:

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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:

  1. 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.

  2. 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.

  3. 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”.

  4. 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.

  5. 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.

  6. 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.

  7. 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 is signage so often overlooked by (small) business when developing a marketing and branding plan

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Large internally illuminated 3D sign

Large internally illuminated 3D sign

Why is signage so often overlooked by businesses when developing a marketing and branding plan – this applies equally to small and large businesses.

Signage is frequently overlooked as a marketing and branding tool for a number of reasons, despite its critical role in business success. Below is a limited explanation of some of the key reasons behind this oversight and ways to change the mindset:

Why Signage Is Overlooked

  1. Focus on Digital Marketing:
    The rise of digital platforms like social media, email marketing, and online ads has drawn attention away from traditional marketing tools like signage. Businesses often allocate significant budgets to digital campaigns, perceiving them as more modern and scalable,     ignoring the fact that signage is one of the few marketing tools that requires relatively low payment for relatively long term viability and return.

  2. Misconception About Obsolescence:
    Many businesses mistakenly believe that physical signage is outdated in a digital age. They underestimate     signage’s ability to provide tangible, immediate visibility that complements online strategies, with a single payment and long term accumulative benefits.

  3. Perceived High Costs:
    Signage can be seen as a one-time expense with uncertain ROI. This perception leads businesses to prioritize other marketing channels that promise quicker results, overlooking the long-term benefits of a well-designed sign.     While it may be true that signs are relatively more costly than free or limited paid advertising on social media platforms such as Google, FaceBook, LinkedIn and Instagram, many marketers tend to forget that the social media costs are monthly and ever increasing, especially when key words are popular, while the one off payment for what is considered ‘traditional’ signage has cumulative views that once the sign is paid for, are for free.

  4. Lack of Expertise:
    Small businesses, in particular, may lack the knowledge or resources to design and implement effective signage. This can result in poor-quality signs that fail to deliver results, further reinforcing the idea that signage isn’t worth the investment.     This is why SignForce offer our clients advice on signs. With almost three decades of signage experience (excluding our years as marketing advisors), SignForce is well placed to offer small, medium and start up businesses various options that can fir their budget while offering great return on their investment in signage.

  5. Underestimation of First Impressions:
    Many business owners fail to recognize how crucial first impressions are to attracting customers. They may focus on operations or product development, neglecting the impact of a professional and inviting storefront or location.     This lack of understanding of marketing and it’s impact on customers and prospective customers could be one of the contributing factors why so many new businesses fail in their first 60 months. SignForce has been around the block a few times and we are happy to advise and assist new, small and any size business to develop signs that will work for them, and do so while still offering quality and value on a limited budget.

How This ‘Signs are Unimportant’ Mindset Can Be Changed

  1. Educate on the ROI of Signage:
    Highlighting studies, like the one from the University of Cincinnati    * showing a 10% average sales increase after signage upgrades, can help businesses see signage as an investment rather than an expense. Demonstrating the lasting impact of visibility on brand awareness is key.

  2. Promote Signage as a Complement to Digital:
    Position signage as an integral part of an omnichannel strategy.     Well positioned signage can reinforce digital campaigns by driving offline traffic, creating a cohesive customer experience from online to in-person interactions.

  3. Leverage Success Stories:
    Sharing examples of businesses that have significantly improved their visibility and sales through effective signage can inspire others. Case studies and testimonials can help illustrate the tangible benefits.

    One such, unintentional case study by SignForce was when we were approached by STAX stores in the west rand to cheaply refurbish the existing signage as the store was relocating and wanted to have a closing down sale before it closed it’s doors for 18 months while the new store was being built. The store was running at a loss and there was no benefit to keeping it open until the new location was available. Mere weeks after the refurbished signs were installed the store became profitable – the only change being the refurbished signs as the closing down sale was not yet advertised. Because the store went back into the black the staff kept their jobs as the store stayed open until it moved when the new premises were ready.

  4. Provide Access to Experts:
    Encourage businesses to work with     experienced, professional designers and signage companies such as SignForce. These experts can ensure signage aligns with brand identity and achieves maximum impact, making the process less daunting for business owners. SignForce are proud to offer our clients a one stop shop with the intention of project managing your business’s signs, making your life easier as you are only required to approve and pay while your signs happen FOR you.

  5. Reframe as a Marketing Essential:
    Shift the narrative around signage to position it as a core marketing asset. Businesses should see     signs as their “silent salesperson” that works 24/7 to attract customers and communicate their brand.

By addressing these misconceptions and demonstrating the strategic importance of signage, businesses can better appreciate signage’s role in marketing and branding. A mindset shift, coupled with actionable steps, can help ensure signage gets the attention and investment it deserves.

At SignForce we in the simplicity of a sign that stands out in contrast to it’s surroundings with the ‘message’ of the sign conveying to potential customers everything about your business is a successful or great sign.

At SignForce we have over a quarter of a century experience in signs and how they relate to marketing. We share this experience to give our client’s signs that are cost effective, and work with the intention of any spend on signs being an investment that offers return (ROI).

SignForce follow the KISS principle and operate on the basis that , the simpler the sign and the greater the contrast, and in some cases the more a sign makes the viewer comfortable- or uncomfortable – the more likely the sign is to be noticed, be remembered 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

* 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.

** omnichannel

Omnichannel is a business strategy that aims to provide a consistent customer experience across all channels, including in-store, online, and mobile. It’s a customer-centric approach that integrates all channels to create a unified brand experience.

Why Your Business Sign Could Be Your Greatest Investment – Part 3

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SignForce 'invisible' sign

Partially Invisible Sign (Special effects are built into the sign)

Why Your Business Sign Could Be Your Greatest Investment: Insights from Warren Buffett’s Marketing Outlook

When investing in marketing do you immediately consider your business sign to be a major player in your overall strategy?

Warren Buffett, one of the most successful investors in history, has always emphasized the importance of long-term value, strategic investments, and brand recognition. According to Buffett’s principles, a well-designed and strategically placed business sign could, in fact, be one of your most valuable and cost-effective investments.

Warren Buffett’s Marketing Philosophy

Warren Buffett’s approach to investing is rooted in a few fundamental principles:

  1. Long-Term Value: Buffett believes in investing in assets that will generate value over time. Rather than chasing short-term profits, he focuses on making investments that will appreciate and create sustainable returns.

  2. Brand Strength: A key part of Buffett’s strategy is investing in companies with strong, recognizable brands. He famously acquired businesses like Coca-Cola and See’s Candies because they had established brand power. A strong brand is not just about the products – a strong brand is about the visibility, reputation, and loyalty that the brand builds.

  3. Simplicity and Clarity: Buffett values simplicity, which can be seen in his straightforward approach to business. He believes that a strong business needs a clear value proposition that resonates with customers and is easy to understand.

  4. Leveraging Resources: Buffett is also known for leveraging the resources at his disposal – whether that’s his network, his existing businesses, or tangible assets – to generate greater returns.

Using these principles, we can understand how a well-crafted business sign can align perfectly with Buffett’s marketing outlook, turning it into a powerful asset that brings long-term returns.

The Business Sign as a Strategic Asset

1. An Investment in Long-Term Visibility

Warren Buffett believes in the power of long-term investments that continue to provide value. When it comes to a business sign, this principle is incredibly relevant. A business sign is a one-time investment that, when done right, can continue to deliver value for years or even decades.

Just as Buffett invests in companies that continue to generate profits year after year, your business sign works as a perpetual marketing tool. Your business sign doesn’t require constant updates or ongoing costs like paid advertising, but it keeps working for you around the clock, drawing attention to your business and keeping you top of mind for potential customers. While your business signs do not need constant updating, it Is important that your business signs are maintained and possibly replaced or removed after the sign starts to deteriorate (around 3 years in the African sun) in order to maintain your business’s image.

Unlike digital ads or other forms of advertising that only appear for a short time, your sign has ongoing, consistent visibility. Whether it’s day or night, rain or shine, your business sign is always visible to potential customers, making it a long-term asset that can pay dividends for years to come. The more people see your sign, the more they recognize your brand, which leads to greater customer loyalty, a sense of familiarity and trust that often results in repeat business – values that Warren Buffett highly champions in his investment philosophy.

2. Building a Strong Brand Presence

Buffett understands that brand recognition is a powerful force in the marketplace.

A business sign isn’t just about indicating where you are – your business sign is about communicating who you are and what your business represents. A professional, well-designed sign can create an immediate impression of credibility, professionalism, and reliability. In the same way that Buffett has acquired companies with strong brands (like Apple or GEICO), your business sign contributes to building your brand’s reputation.

The power of a strong, recognizable brand is essential for long-term success. A business sign, when aligned with your company’s values, mission, and personality, can amplify your brand presence and make your business memorable to customers. A sign that clearly conveys your message, whether through design, colors, or a catchy slogan, can serve as a powerful tool for establishing your identity in the local community. This not only attracts new customers but also builds loyalty and trust – key elements of Buffett’s long-term value investing strategy.

3. Simplicity and Clarity in Messaging

Warren Buffett is known for his appreciation of simplicity.

Buffett has often said that he prefers businesses with clear, understandable value propositions. Similarly, your business sign should reflect that simplicity and clarity. A well-crafted sign does not overwhelm or confuse potential customers but instead communicates a straightforward message about your business.

A simple, clean designed sign with clear text can make it easier for customers to understand who you are and what you offer. By reducing clutter and focusing on the essentials, your sign becomes more effective in conveying your brand message. Buffett’s philosophy teaches us that simplicity works, and when your sign is clear and direct, it resonates with customers, builds trust, and makes it easier for them to decide to visit your business.

4. Leveraging Local Visibility for Maximum Impact

Buffett’s investment strategy is all about leveraging resources to maximize returns, and this can be applied to the local visibility your business sign provides. By strategically placing your sign in a high-traffic area, you are leveraging the foot and vehicle traffic and attention of local passersby. For businesses, this means creating a constant stream of potential customers who are in close proximity and more likely to stop in or take action.

A physical sign serves as a cost-effective form of local advertising, drawing attention from people who might never have heard of your business otherwise. Similar to how Buffett might leverage a network or a strong brand to capture attention in a crowded market, your business sign gives you a chance to stand out in your local community, driving more foot traffic to your store or office.

5. An Opportunity for Differentiation

In line with Buffett’s principle of investing in companies that stand out from the competition, a business sign is a powerful tool for differentiation.

A distinctive, well-designed and implemented sign can set your business apart from others in your area, especially in a crowded market. By creating a sign that is unique, memorable, and aligned with your brand, you can differentiate your business from competitors and make a lasting impression on potential customers.

Whether through an innovative design, a clever tagline, or a bold visual identity, your sign can serve as a reflection of what makes your business special. This differentiation builds brand loyalty and attracts customers who align with your values – two key aspects of long-term business success that Warren Buffett consistently looks for in his investments.

Warren Buffett’s marketing outlook highlights the importance of long-term value, brand strength, simplicity, and leveraging resources effectively. When applied to your business sign, these principles reveal just how valuable a simple sign can be. Your simple business sign is more than just a tool for directing customers to your door – your business sign is a strategic investment that can enhance visibility, reinforce brand identity, and provide a consistent marketing presence for years to come.

By following Buffett’s approach to investing in assets that deliver ongoing returns, a well-crafted business sign can become one of your most cost-effective and valuable marketing tools.

Just like the companies Buffett invests in, your business sign has the potential to build brand recognition, foster customer loyalty, and generate long-term success. Your business sign is a small investment that can lead to big returns, and when done correctly, it could very well be your business’s greatest asset.

At SignForce we believe that any GREAT SIGN is a sign that stands out in stark contrast to it’s surroundings with the ‘message’ of the sign speaking volumes about your business with minimal words and achieves the signs job of getting eyeballs that result in feet through your door.

At SignForce we have decades of experience in signs and how they relate to marketing, knowledge which we are happy to use to ensure our client’s signs are cost effective, giving a maximum possible return on investment (ROI).

Like Buffett, SignForce’s philosophy is an extension of the KISS principle. We operate on the basis that generally, the simpler the sign and the greater the contrast, the more a sign makes the viewer uncomfortable, 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

Why Your Business Sign Could Be Your Business’s Greatest Investment – Part 2

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Cut Out Logo

Long life cut out coat of arms

: Insights from Michael Levine’s Marketing Outlook

When it comes to marketing your business in 2024, many entrepreneurs focus heavily on digital campaigns, social media ads, or email marketing, overlooking a crucial, yet often overlooked, element – your business sign. Michael Levine, a renowned marketing expert and consultant (https://www.michaellevinwrites.com/), has long emphasized the power of strategic messaging, brand identity, and leveraging all available assets to build a stronger business. According to Levine’s principles, your business sign can be one of the most effective marketing investments you’ll ever make.

Michael Levine’s Marketing Philosophy

Michael Levine is a celebrated branding and marketing strategist, best known for his work with high-profile clients like Nike, Coca-Cola, and McDonald’s. His marketing philosophy revolves around the idea of maximizing visibility and creating lasting impressions through meaningful connections between a business and its audience. Levine believes that every touchpoint, whether digital or physical, contributes to a brand’s story. His approach also focuses on the power of consistent, simple messaging that resonates with consumers.

Through his years of experience, Levine stresses the importance of simplicity, clarity, and differentiation. He advocates for building a strong brand presence across all aspects of a business and leveraging real-world interactions as opportunities to engage and convert potential customers. Let’s explore how these principles, when applied to the humble business sign, can make it your greatest investment.

Why Your Business Sign is a Smart Investment

1. Immediate Brand Visibility

According to Levine’s marketing approach, visibility is the cornerstone of success. Your business sign is often the first impression potential customers have of your brand. It’s your opportunity to introduce your business to the world, and it needs to be impactful. A well-designed sign makes you visible 24/7, and unlike digital ads, it doesn’t disappear after a few seconds.

Levine often speaks about the importance of creating impressions that stick. Your sign should not only capture attention but also deliver a clear, memorable message about who you are and what you do. Whether it’s a catchy slogan, a striking logo, or a design that resonates with your audience, your business sign can work around the clock to establish your presence in the local community.

Any sign that can combine your business message while eliciting a – preferably positive – emotion from the viewer, is bound to be a hit, and remembered.

2. Cost-Effective and Long-Term

One of the strongest arguments for investing in a business sign is its cost-effectiveness over time. Traditional marketing channels, such as TV, radio, and online ads, require ongoing investment. In contrast, a high-quality business sign is a one-time investment that can continue to deliver value for years.

Levine frequently advocates for businesses to maximize their resources. A business sign is an asset that doesn’t require constant updating or maintenance, yet it continues to pay dividends by drawing in foot traffic, increasing awareness, and reinforcing your brand’s identity. In many cases, businesses can experience a significant return on investment simply by placing a sign in a high-traffic area.

3. Localized Marketing for Targeted Reach

A well-placed business sign allows you to target local customers – a strategy that Levine believes is crucial for many businesses. If you operate in a brick-and-mortar location, the people who are likely to pass by your business are your most qualified leads. They are within your geographic reach and already in the vicinity, making them more likely to convert into customers.

Levine stresses the power of direct, targeted marketing. Rather than relying on broad, mass-market campaigns, your sign can effectively attract people who are in close proximity to your business and, if they are in the market for what you offer, have a higher chance of being interested in what you offer. The strategic placement of your sign can help capture the attention of local residents, tourists, or passersby who might not have discovered you otherwise.

4. A Tool for Reinforcing Your Brand Identity

Your business sign isn’t just a way to announce your location – your business sign is an integral part of your brand identity. Michael Levine emphasizes the importance of consistency and clarity in messaging across all touchpoints. Your sign should not only reflect the services or products you provide but also communicate your company’s values, personality, and positioning in the market.

A well-crafted sign that aligns with your brand’s identity – whether it’s through color choices, typography, and / or overall design – becomes a symbol of trust and recognition. As people see your sign regularly, it reinforces your presence in their minds and builds long-term brand recognition. Over time, this consistency leads to a stronger connection with your customers, a key factor in building loyalty and driving repeat business. Multiple views of the same sign can also create an impression in people’s minds of familiarity and as such people often make up their own stories, sometimes believing that your business may be larger than it actually is, with more locations, as people ‘see’ the signage often.

5. Differentiation and Standing Out

In today’s competitive marketplace, it’s crucial to stand out from the crowd. According to Michael Levine, the ability to differentiate your brand is what sets successful businesses apart from the rest. Your business sign is an opportunity to do just that.

Your creatively designed sign can capture attention and help your business distinguish itself from competitors. Whether through an unexpected design, a clever play on words, or an eye-catching visual, your sign can become a statement that highlights what makes you unique.

Levine advocates for businesses to take risks with their marketing to stand out. In a world where consumers are bombarded with marketing messages every day, being bold with your signage can be the key to making a lasting impression. A distinctive sign that reflects your brand’s unique personality can make your business memorable and increase the likelihood that customers will choose you over others.

6. Social Proof and Trust Building

Finally, your well-placed business sign signals that you are a legitimate business. It serves as a form of social proof in the real world. Levine frequently points to the role of social proof in building trust – whether through testimonials, customer reviews, or the visual presence of a professional sign.

People are more likely to trust a business that takes its brand seriously enough to invest in a visible, professional sign. This trust factor can drive more traffic through your doors and ultimately increase sales.

When you adopt Michael Levine’s marketing outlook, you begin to see how every element of your business, no matter how small, can become a powerful tool for success. Your business sign, often regarded as a grudge expense or a simple necessity, is much more than that. According to Levine’s principles of visibility, brand consistency, and differentiation, your sign is an investment that pays off by driving awareness, increasing trust, and helping you stand out in a crowded marketplace.

Incorporating Levine’s strategies into your marketing plan can reveal that your business sign might just be one of your greatest, yet most cost-effective, investments. By leveraging this physical marketing tool, you create lasting impressions that continue to pay off for years to come.

At SignForce we believe that a GREAT SIGN is a sign that stands out in stark contrast to it’s surroundings with the ‘message’ of the sign speaking volumes about your business with minimal words.

At SignForce we have extensive experience in signs and how they relate to marketing, knowledge which we use to give our client’s idea’s that are cost effective, give a return on investment (ROI) and STAND OUT, sometimes only because of their simplicity.

SignForce’s philosophy is an extension of the KISS principle. We operate on the basis that generally, the simpler the sign and the greater the contrast, the more a sign makes the viewer uncomfortable, 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

Lifetime Value of a Client

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3D illuminated sign

3D illuminated Sign

Does lifetime value of a client apply in the new world – this day and age

Focusing on the Lifetime Value (LTV) of a client is a common strategy in business that measures the total revenue a customer is expected to generate throughout the lifetime of their relationship with a business or supplier.

By understanding LTV, a business can make more better informed decisions about customer acquisition, retention strategies to keep your clients, better planning and overall resource allocation. However, while there are significant benefits to this approach, there are also some potential dangers.

Benefits:

  1. Improved Customer Retention: Focusing on Lifetime Value (LTV) encourages companies to prioritize long-term relationships with customers rather than seeking short-term gains. By understanding the value of each customer over time, businesses can invest in strategies that enhance satisfaction, loyalty, and repeat business, leading to better retention rates. While short term profits are essential for survival, if a business is ONLY focused on short term profits they may alienate potential long term prospects and clients resulting in higher marketing costs to achieve the same turnover.

  2. Optimized Marketing Spend: LTV allows businesses to calculate the cost-effectiveness of their marketing campaigns. By analyzing the revenue a customer generates over their lifetime, companies can determine how much they should invest in acquiring new clients. This helps optimize marketing budgets and ensure that spending is in line with the long-term value of each customer.

  3. Better Product and Service Development: By tracking the behaviors and needs of long-term customers, businesses can better understand what works and what doesn’t work for both the business and the long term client. This insight can guide product and service improvements, making offerings more attractive to existing and potential customers thus increasing the business’s turnover and likelihood of surviving and thriving into the future.

  4. Stronger Financial Forecasting: LTV can help businesses create a clearer picture of future revenue streams. Knowing the lifetime value of customers helps create more accurate financial forecasts, reducing uncertainty and aiding in decision-making.

  5. Potential for higher spend per purchase: When a client is a long term client they will, over time, trust your judgment and input more and more, which is a good path for them to also spend more money per purchase.

  6. Improved performance: Focusing on lifetime value of a client pushes a business to see the client as more than a single meal ticket, meaning that the business is more likely to focus on providing the best possible service to the client, not at the cost of overall profit but possibly at the cost of immediate profit in exchange for greater long term profits.

Dangers:

  1. Overlooking Short-Term Goals: While lifetime value is a valuable long-term metric, focusing too heavily on it can cause businesses to neglect short-term goals, such as quarterly sales targets or immediate cash flow needs. This imbalance may result in missed opportunities or slower growth. It is also essential that the business’s short term goals are in line with t he long term goals and lifetime value of the customer. If the short term goals are heading north while the long term goal is to go west, no matter how well the short term goals are achieved, the long term goal will never be met.

  2. Inaccurate Predictions: Predicting LTV accurately can be challenging, as it relies on assumptions about customer behavior, market conditions, and external factors that one seldom has ANY information on. If these assumptions are wrong, it can lead to misguided business decisions, such as overinvesting in customer acquisition or retention efforts that do not yield the expected results. This is one reason, in the opinion of this writer, a business should never intentionally make a loss on any job.

  3. Customer Segmentation Bias: Emphasizing LTV might lead companies to focus on high-value customers at the expense of smaller or emerging segments. This could create a lack of diversity in the customer base, making the business vulnerable to changes in customer preferences or market conditions. One should also remember that if you only have one client, you do not have a business, that ‘client’ has a slave as they hold all the cards. It is also worth remembering that almost ALL business is relationship dependent [This is especially relevant in the signage industry.] and if the party or team your business has the relationship with moves on, there is always the risk that all their business will go elsewhere.

  4. Neglecting Customer Experience: While businesses may focus on extracting the most value from existing customers, it is essential to ensure this approach keeps overall customer experience front of mind. In the long run, prioritizing LTV over genuine satisfaction can lead to customer churn if clients feel they are being treated as short term sources of revenue rather than valued individuals.

In conclusion, while focusing on LTV can offer valuable insights for customer retention, financial planning, and marketing strategies, businesses must balance it with attention to short-term goals and a holistic view of customer experience to avoid the associated risks.

At SignForce we believe in forming relationships, preferably LONG TERM relationships with our clients. We want to be and be seen as part of your marketing team.

When you are in the market to make your brand visible, using signage and other medium’s, 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

Where is the value of signage

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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

Quality versus Cost

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Signage that LASTS

Signs outliving their expected life by +100%

 

Quality vs cost

In finance there is a standard trade off between RISK and RETURN.

This trade off is a standard for almost every business, In signage, as with ,many businesses, the trade off is quality versus cost.

Generally speaking, the more one pays, the better the product, because better parts cost more, better labour costs more ad people who are looking for quality are prepared to pay more. There is a sad caveat in signage, as we have seen in the past that some of our clients have paid premium prices and still received inferior quality.

The photo’s above would be extremely embarrassing if they were of a new SIGN that SignForce had produced, especially as we are in the business of designing. manufacturing and installing signs. The pictures of the signs are one of SignForce’s experiments. They are of a south facing sign (at the entrance to our premises) that was printed on THREE year vinyl using original ROLAND inks.

What makes this sign interesting is that this sign is already over SEVEN years old. The cracking of the vinyl will generally appear after anywhere from 24 – 30 months, and after 36 months the print is generally no longer legible. The fact that this sign is south facing may be partially responsible for the slower fade and longer life of the vinyl, but we doo believe a greater factor in the continued legibility of the print is that fact that SignForce ONLY use ORIGINAL ROLAND INKS.

Experience has shown that the original ROLAND inks are longer lasting and seldom need laminating (although we do laminate for other reasons). The cost of the original inks is 100% – yes two times – the cost of the available generic inks, but the benefits to clients who require better quality are immense. There are also the benefits to SignForce of not needing special ventilation for the printer (which we did years back when we tested generic inks for 5 or 6 months).

If you are in the market for a sign and want to feel secure that the sign will last, talk to us at SignForce.

Contact SignForce now on +27 (0)11 440 78525 or WhatsApp +27 (0)82 558 6413 or email info@signforce.co.za

You can find out more about SignForce at http://www.signforce.co.za

How can one measure the SUCCESS of your sign or signs?

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How can one measure the SUCCESS of your sign or signs?

One of the greatest challenges of any marketing is to ensure that your COST is lower than your RETURN.

In the late 1985 Roger Sinclair published the book titled MAKE THE OTHER HALF WORK TOO. The main point he made was that about 50% of all ad spend (at that time) was wasted. He emphasized that it was exceptionally difficult to measure the return on a business’s advertising spend, mostly because of the marketing equivalent of trawl fishing with long nets. While the net MAY get you a decent haul of the fish you are looking for, the nets are notorious (and should be banned) because of the number of other species they unintentionally catch and kill.

In the modern world marketing (here we are referring to online marketing) is far easier to measure. This is partly because the business can track their spend on clicks or calls, but even more so because the largest player, #Google, has extremely powerful and in depth tracking tools that can almost pinpoint your return if used correctly.

Online is somewhat different to signage, in large part because signage is very much ‘old school’ and requires substantial investment that is not always clear or easy to measure.

In order to measure the ‘success’ of one’s sign or signs one needs to first have a clear ideas of what their sign or signs NEED to ACHIEVE in order to be successful. This can range from ‘feet through the door’ to ‘improved turnover’ or ‘better brand recognition’ – with the latter once again being extremely difficult to measure.

There was a case where SignForce and our client – STAX stores – could measure the success of one specific sign.

STAX were relocating one store. The thing is the new store was still being built and the existing store was no longer profitable, so the decision was made to close the loss making store and re-open when the new store was built in approximately 18 months.

In order to implement this strategy STAX ran a special store clearance sale. Part of the advertising spend was to do a low cost refurbishing of the existing external sore signage as it was very tired. In fact one sign was so tired that one letter was broken and birds had made a nest in the letter.

The sign was restored and reinstalled and the special ran. And ran, and ran. It ran for so long that the new store was ready to open before the old store closed.

One of the largest contributing factors was that the refurbished signage looked new and fresh. When one analyzed the difference it was evident that the old sign gave the impression that the store has closed and or moved as the signs were broken and in disrepair. The fresh refurbished sign let possible patrons know the store was open for business, and they came and kept coming into the store.

Not all signage will necessarily achieve one’s intended objective, especially when the desired outcome is either unknown or if know is not shared at the design stage.

When you are looking for signs that will help you achieve your desired outcome contact SignForce. Our years of experience in marketing and signage help make your signs stand out and work as intended.

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