Signs Make Your Businees Successful

Signs Make Your Business Successful

OK, apologies up front for the click baiting, as we all know (WE referring to intelligent business folk) this statement is not entirely true, as there are MANY factors that make a business successful.

In general, from what this writer has observed, success in business is more often than not a result of doing the slog work, doing the same correct (that is imperative) behavior over and over and over and over and over – you get the point – beyond the point of boredom, beyond the point of repetition, to the point where one can literally do the task in one’s sleep. This is sometimes referred to as achieving efficiency at the task, and it is said this takes 10,000 HOURS of the same task.

Another part of the success of a business is MARKETING and SELLING. Without sales there is no money for product development, no money to train and pay staff (someone may want to point this out to the current anc leaders who have reportedly managed to bankrupt their 109 year old organization) and no money to grow your business.

Now marketing and sales a re multi faceted and not entirely the focus of this blog, but I would like to focus on #SIGNAGE – the one part of that marketing puzzle that SignForce sells. We do advise on signage in order to ensure your spending on signage is an investment, but we tend to do this for free (not great for our business turnover in the short term, but we never claimed to be great sales people). If anyone wants to take me for a drink I can explain the difference between TECHNICAL SELLERS (SignForce’s sales staff) and GREAT SELLERS (who tend to sell on emotion).

Signs SELL! So does collaboration πŸ™‚

I have known this for many years and have seen many examples from our own billboard on the M1 highway to what happened with STAX (many years ago) when they upgraded their signage at a loss making store that was being prepped for closure, but I was reminded of this a few weeks ago when one of our clients informed the writer that he spotted SignForce when he passed out pylon.

The point of this ramble is that if you want your business to succeed, especially if you are a business that has physical products or a physical premises, you should certainly consider SIGNAGE as an integral – and initial – step in promoting your business.

SignForce LOVES assisting new and small businesses. This does not mean we are going to give you your signs for free, but we will do what we can to make your business visible in a manner that can help your business grow – both to pay us AND to help you grow.

For more information on how SignForce can assist your business contact us now on info@signforce.co.za or call +27(0)11 440 7525

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

Do FIRST IMPRESSIONS count?

Cut out, illuminated reception sign

Illuminated reception sign on a corporate blue backing with halo illumination and a cut out RECEPTION sign

How many chances do you get to create a first impression

Picture these two scenario’s.

Scenario 1.

You are introduced to a person who is wearing shorts and a t-shirt and looks like a billboard for a tatoo parlor. You cannot see a single square millimeter of uninked skin. The person is introduced as a marketing genius who runs a multi million marketing organization. Before they open their mouth, what is your FIRST IMPRESSION? Is this the same impression you would have if the person looked differently?

Scenario 2.

You are introduced to a person who is dressed in formal business attire. They look well groomed. They stand proud. They are introduced the same way as the person in scenario 1 above.

From your FIRST IMPRESSION which person do you think you are more likely to listen to? Which person would you think is more likely to impress you? Which person will you JUDGE more, no matter how inaccurately or unfairly?

This may seem like a loaded question – because it is. That said, it is also a true ‘experiment’ I was a party to.

An individual who I had great respect for introduced the above two people to a group that I was a member of. They were both introduced as marketing experts. They both gave a five minute talk about FIRST IMPRESSIONS and marketing. They were then taken out the room and the audience were asked to vote on which person made the most sense.

Any guess as to who was seen as the expert? I will tell you. It was the individual dressed in formal business attire.

Once the votes were counted we were re-introduced to both parties again. This time THEY did the introductions. The tatoo’d individual was in fact a marketing expert and business person who ran a multi national business.

The second individual was in fact a homeless person who was ‘coached’ on what to say but had no clue whatsoever on how to market anything – not even themselves, as one has to assume if they could market themselves they would not necessarily have been homeless.

The difficulty changing the perceptions of the group after their FIRST IMPRESSIONS was palpable. People believed that the two individuals were lying the second time around. People has already made up THEIR MINDS and this is what they were going to BELIEVE – REGARDLESS OF THE FACTS.

Why am I mentioning all this when it comes to SIGNAGE? Can there be any relevance?

To me the common ground is glaringly obvious.

If your SIGNAGE is damaged, non-existent, dirty or simply OLD FASHIONED (and you are in a ‘modern’ business), your sign may well be creating an incorrect, inappropriate and misleading FIRST IMPRESSION.

Imagine you are a seller of LEADING EDGE TECHNOLOGY and your sign is old fashioned bulbs on an old, rusted frame (picture a long closed, old style movie house) how could your sign possibly convey the message of modern technology? And once that FIRST IMPRESSIOIN is made, what would it take to ALTER your prospective client’s first impression?

A business that understands FIRST IMPRESSIONS is BOLTGAS INDUSTRIAL MINING SUPPLIES. This well run and managed mining supply business is in the process of creating VERY IMPRESSIVE first impressions. From the moment one enters the premises you get the impression of a well run business. The modern reception area is warm and inviting with the wall signage and blue desk cover with illuminated signage making one feel at home – and this is only the reception area, where the signage and blue tinting on the windows create a feeling of warmth and professionalism.

Reception signage and window tinting by #SignForce can change any old area to an inviting, professional space that is welcoming to all that enter, especially unknowing prospective clients.

For reception signage and window tinting contact #SignForce now on +27 (0)11 440 7525 or +27(0)82 558 6413 or email us on info@signforce.co.za

For further information on SignForce visit our website at http://www.signforce.co.za

What VLAUE does your SIGN and your Signage provider ADD to your BUSINESS?

 

Mambo's Chicken Individual Cut Out Sign

Internally Illuminated 3D cut out sign

What VALUE does your sign add to your business?

If your sign is a MAJOR tool in getting feet into your store (it is!) and thus placing you in the position to SELL to your prospects, what is your sign truly WORTH?

I ask this, not rhetorically, but because all too often we see businesses running on the lines of Best Value – choosing the cheapest supplier – which is great when comparing EXACTLY THE SAME PRODUCTS – but is extremely difficult and can be costly when one is comparing one SERVISE business (signage is a service business) to another.

Yes, when you, the sign buyer, are presented with an artist impression and a quote, you believe that what you are seeing from one service provider is the same as what you are seeing from the competitive service provider. Unfortunately this is SELDOM true. This is because of the nature of signage (meant in every positive way), the range of materials available, the nature (you can call it morals) of the signage company and the reality that even if all else was equal, because signage is as much – if not more – of an art than a science, and most signs are made by hand, every sign will most likely be made differently.

All this aside, even if all the sign company’s you assessed were using the same material, charging the same amount and doing the same job, what would or should YOUR chosen sign company be able to offer YOUR BUSINESS that goes beyond the sign you are looking for.

At SignForce (http://www.signforce.co.za) we have decades of experience in MARKETING and SIGNAGE.

At SignForce weΒ believe in supporting OUR CUSTOMERS, which is one of the reasons SignForce regularly posts pictures and comments of signs we have completed. This may not seem like anything special, we assume ALL sign businesses ‘self promote’ and the self promotion entails ‘SHOWCASING’ THEIR WORK. This is true, but how many sign businesses get more than 80,000 views of a single client’s sign.

If one considers that traditional media base their fees on the number of views one’s insert (advert, post) will receive, how does one measure the added value SignForce is offering our client’s?

If you are looking for signs that WORK, that get feet into your premises, that look good and are value for money, together with the added value of being promoted on the SignForce website, contact SignForce now on +27 (0)11 440 7525 or email info@signforce.co.za

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

Signage – not a business of life and death – UNTIL IT IS!

Ripped Banner

Banner sign

Signage – not a business of life and death – UNTIL IT IS!

The image above is of a banner sign that has weathered to the point where it is disintegrating leaving the ‘bar’ exposed.

One advantage of being in the signage business is that unlike doctors, we don’t have to be on call 24 hours a day as we are NOT in the business of LIFE AND DEATH.

Generally, signs are not so important that a missed deadline will result in people dying or something similarly negative. Signs go up, they are part of a marketing campaign, they live, and people move on.

This is GENMERALLY the case, but not necessarily the case when one is building (or working with) PYLONS, BILLBOARDS or AT HEIGHT work.

Why can PYLONS, BILLBOARDS or AT HEIGHT work be life threatening.

Lets start with Pylons and Billboards. Both HIGH, HEAVY steel structures. Lets imagine a 14 meter tall pylon. 14 meters equates to just under five stories. Now imagine if that had to fall down. It would cause some SERIOUS damage, either to property or life. It is for this reason PYLONS and BILLBOARDS can be considered matters of life and death.

AT HEIGHT work refers to signs that are HIGH. Imagine a sign that is 10 stories up, or one that is 30 stories up, or even a sign that is 2 stories up. What COULD happen if a sign – or a piece of one – at that height falls.

Signs need to be insured and maintained, and certain signs need to be replaced at regular intervals. Some are six monthly, some five to seven yearly.

The one constant is that when a sign deteriorates, it will do so slowly and then like an avalanche, once it gains sufficient momentum, it will happen VERY FAST.

It is when signs deteriorate that suddenly, signage becomes a matter of life and death.

If you have signs that are aging and in need of removal, maintenance and / or repair, SignForce can assist.

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

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

 

Brand Awareness & Signage

Brand Awareness and Signage

Ferrari sign

Ferrari Johannesburg signs by SignForce

 

It is never for the sign manufacturer or any other contractor to question the will or desire of a client – unless you cannot see the logic in what the client wants to do, or you possibly know and understand more than the client does about your specific service and specialty.

SignForce has many years – combine experience is in excess of 50 years – of marketing and signage. We understand the difference between why and how different signs work, and how to get your investment in signs to get you the desired visibility you are paying for.

Yews, we are not always right, and as we tell clients and prospects, we are not the one’s who have to live with the sign decisions, but we can DIRECT our clients and prospects in the correct direction so they make the best decisions for themselves.

This is especially pertinent when, for example, one looks the current KFC marketing campaign (disclaimer: KFC is not a client of SignForce). Personally we can only wonder WHY KFC have chosen to ‘re-brand’ or is it only ‘recolor’ selected stores. When I personally saw the first β€œGOLD” store I figures that that branch was no longer a member of the KFC family. The signage and building are all a sickly gold. Why would ANY marketing person spend an untold fortune on creating a recognizable brand – red and white – and then paint the outlet gold? I do understand that it is KFC’s 50th anniversary, but I cannot understand the logic behind the current campaign.

If anyone has insight into this campaign and Is prepared to teach please contact arnold@signforce.co.za or call +27 (0)11 440 7525

If you want a company that will go to great lengths so protect YOUR CORPORATE IDENTITY SignForce is your team.

Contact SignForce on info@signforce.co.za or visit our website for more information at http://www.signforce.co.za

Why SignForce!

SignForce Pylon

Any Size pylon or billboard to suite YOUR needs

Why SignForce!

This ambiguous phrase could be a question just as well as an answer – as such, we will both ask and answer the question.

What makes SignForce unique?’

Obviously the people. No two people are alike, so the people make SignForce unique. However, that same argument is applicable to EVERY business. Not only businesses that design, manufacture and install signs.

SignForce’s USP – Unique Selling Proposition – is the experience we at SignForce strive to (and mostly achieve) create for our clients, as well as the fact that SignForce is a SOLUTIONS based SIGANGE business, meaning we seek solutions – whatever they may be – to your visual communication concerns, issues and questions.

SignForce has a fairly unique skill set in that we CAN and DO offer MARKETING advice, and we are fortunate hat said advice, while being largely logical, is also based on and backed by formal qualifications in the marketing and financial fields. It is for this reason that we firmly believe that ANY money spent on signs should be an INVESTMENT. If your sign does not bring in feet or catch people’s attention or achieve whatever it’s desired purpose is, then in our opinion, the expenditure on your sign is a failure.

Yes, we may offer some top left fieldΒ  idea’s – but these tend to work. Talking to people much more experienced in international marketing than ourselves, it seems the more uncomfortable you feel when you see the proposed idea, the higher the probability that the sign will be noticed – and achieve it’s objective.

Part of SignForce striving to create a positive EXPERIENCE when dealing with us is to provide FAIRLY priced, intelligently made, value for money signs.

Part of creating value for money means that we need to stay ahead of our competitors when it comes to being informed about new materials on the market, and figuring out if and how the new products – or sometimes old products – can be repurposed to give our clients the best possible value.

Call SignForce today to see how we can help you get your name and message out there – our all time favorite activity, as when our client’s expand, it helps SignForce expand. We are definitely long term thinkers, in it for the long game.

Call SignForce today on +27 (0)11 440 7525 or email us on info@signforce.co.za

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

Who Will See My Sign

Who will see your sign – and does it matter?

Every business needs a sign! Ask every business owner, or sign manufacturer, and they will ALL tell you that EVERY business needs a sign, because, as the old – make that ancient – maybe even biblical(?) saying goes – “A Business Without A Sign Is A Sign of No Business”.

But, is this saying still true today in the modern work online, work from home, during and post covid world?

Possibly, in this modern world, the question should not be Who will see my sign, but rather WHAT is the modern definition of a sign?

Traditionally ALL signs were physical visual communications that one could touch, put up and take down. Today, while this is still a LARGE part of signage, it is not necessarily ALL there is to signage, as, while we still believe that signs are essential for every business – of course we are biased, we survive off selling SIGNS – the reality is a ‘traditional’ sign may not be valid for a business which is wholly online. But because a traditional sign is not relevant, does not mean NO sign is relevant (We will get back to this later).

WHO see’s the sign will depend a lot on the placement of the sign, the location of the sign, the type of sign, what – if anything – makes the sign STAND OUT and the state of mind of the potential viewer. That is a LOT of factors, many of which the sign owner has ZERO control over.

It is for this reason that the owner of the sign, together with the sign manufacturer, should look at ALL the factors THEY CAN CONTROL.

Before we look at factors we can control, lets look at the one factor we can never have control over – the state of mind of the potential viewer!

Theory is a wonderful thing., It sometimes even accurately predicts some of the things – incidents, events – that happen IN REAL LIFE. I mention this because there is an interesting – I believe excellent – theory by one Jay Abraham – which states that the viewer will most likely NEVER see your sign, article or whatever UNTIL THEY NEED YOUR PRODUCT.

If Mr Abraham is correct, then it is definitely not worth worrying about those people you cannot attract, as they are simply not interested in what you have to offer. And, once again, if Mr Abraham is correct, then best you focus you attention and energy on the people who DO want what you have to offer.

So how do you catch the attention of those people that MAY want what you have to offer? How do you get potential prospects to SEE your sign?

The viewer will most likely only SEE your sign when it is in their line of sight. It should be obvious that if your sign is out of sight, chances are it will not get seen.

Sadly, because your sign IS in line of sight does not necessarily mean it will be SEEN. The chances are better that it will be seen, but there is no guarantee that it will be seen. Sadly, there is never a guarantee.

So if your sign is in line of sight, and the viewer has an interest in what you have to offer, what would make the viewer SEE your sign?

For starters, the greater the contrast ON the sign – for example Black text on a YELLOW backing is more likely to be seen than a BLACK background with DARK GRAY text. The same applies to the surrounding where the sign is located. If you are the only sign for miles, chances are very high your sign will be seen. On the other hand, if you are the only non-illuminated sign among the flashing neon signs on Fremont Street in Vegas, it is almost as if you should not waste your money and time to place a sign as the flashing neon will totally overshadow your non-illuminated sign. There are many additional factors that we will look at in another blog.

For the sign to be SEEN, it also needs to stand out in whatever way possible. The greater the STAND OUT factor of your sign, the more likely it is to be seen, and it’s message – and your brand – remembered. There is however a point where the message can get lost if the sign is too ‘outstanding’.

If you want signs that are an investment – in that they get SEEN, contact SignForce. Our years of experience in Marketing and Signage mean that we are qualified and will do our best to make sure your signs get SEEN.

Contact SignForce now on +27 (0)11 440 7525 or info@signforce.co.za or find out more about SignForce at http://www.signforce.co.za

I need a sign and I have a DRILL

Drills and Signs

Using a Drill for a Sign

I have a drill!

But that doesn’t mean I need to, or should, use it!

Life is short. Life can be serious! Business or work is ‘serious”.

But life doesn’t always have to be serious, or at least some things can be amusing.

Life can be made funny when we try to be everything to everyone, or when we try ude the drill – because we have one!

I am all for training, and learning through trial and error, so please, go ahead and play with your drill.

That said, there are times when it is beneficial to allow what we term ‘professionals’ to do the work. What makes one a ‘professional’? Generally hours and hours and days and days leading to years and years of practice. It has been said that in order for one to be truly proficient in your work you need to put in 10,000 hours.

10,000 hours equates to just under 417 days. Broken down into eight hour days that 10,000 hours is 1,250 ‘work’ days- that equates to 62.5 months, or just over FIVE years! Five years of doing the same thing, day in and day out. It is for this reason we can watch a ‘professional’ ‘play’ with a grinder – a tool that must always be respected – as if it is nothing. It is normal for him as he works with it DAILY. And after 20 plus tears, it is second nature.

While employing the professional to do certain work may cost a bit more than doing it oneself, it certainly can make life easier, even if it is less entertaining for the onlooker.

The advantage of allowing professionals – people who do the same tasks over and over and over on a daily basis – to do the work is that, because they do the same work repetitively, they learn what is generally referred to as the ‘tricks of the trade’.

Being a ‘do it yourselfer’ is admirable and great – and I believe is important, possibly because I am one myself – and it can even save one money when done correctly, but the university of life is not free, or even cheap, so expect to make some costly mistakes along the way. These ‘mistakes’ are the best way to learn, but they are often costly.

If you would like to manufacture a sign or install a sign save yourself time and possibly even money by calling #SignForce – the professionals.

For advice on signs or to order signs contact SignForce now on +27 (0)11 440 7525 or info@signforce.co.za

You can find out more about SignForce by visiting http://signforce.co.za

 

What should your sign do? AKA Why sign?

Warm and Fuzzy

Why spend money on a sign? What should a bushiness sign do? In fact, what should ANY packaging do?

Any item carrying a business’s image should PROMOTE the business, help to ‘move‘ the viewer so that they feel ‘warm and fuzzy’ with the ultimate objective of getting the viewer to WANT – or better yet, NEED to HAVE the product being displayed.

Warm and fuzzy is why marketing experts – who know you better than you know yourself – use ‘lifestyle’ marketing – they want you to associate THEIR product with the LIFESTYLE YOU ASPIRE TO!

The best way achieve the desired outcome (a sale) is to create an associative emotion – something that MOVES us, the viewer – to make us feel that we want to EXPERIENCE what we associate the brand with.

Masters of this technique include nike, coke and apple – all HUGE, multi-billion dollar businesses with exceptionally deep pockets. So how does a small business with a limited budget achieve the same level of desire, and hopefully success?

It all comes down to creating an image that makes our small business compete favorably with the ‘BIG BOYS”

SignForce is a small business who have a large footprint, to a large extent because we understand more than signs, we also understand the psychology of selling.

If you are prepared to make an investment while taping into SignForce’s knowledge base and get the associated benefits contact SignForce now on +27 (0)11 440 7525 or info@signforce.co.za

How Can We HELP You?!

 

Who represents you and your business

Would you trust this sales person with your future?

Do you understand sufficient about MARKETING SMALL BUSINESSES to help your business SURVIVE and THRIVE – or do you understand the difference between SUICIDE and KILLING ONESELF?

How Can We Help You?

This excellent line used by FNB to promote their bank is truly excellent on so many levelsΒ  and also tends to encompass the way SignForce feels about our customers, even though we are tiny in comparison to FNB. We also hope we listen better!

Much like most relationships in life, we at SignForce understand that it is sadly impossible for us to be everything to everyone. That is why in the past SignForce have only focused on providing the best quality signs we can at fair prices.

That said, we have been observing more and more small businesses struggling with their marketing, trying their best to succeed in these very trying times – especially in countries like South Africa where the government seems hell bent on implementing every half baked idea designed to kill enterprise while the politicians sell their stupid ideas as the holy grail to save the masses from said thieving government.

Maybe it is the lack of government that is leading to so many more businesses failing, or maybe it is the concern for families losing their livelihoods that has pushed the management at SignForce to try assist more small to medium size businesses to market and promote themselves using bothΒ  SIGNS and ONLINE MARKETING.

Since SignForce is also a small business we are acutely aware of the difficulty that small to medium businesses have juggling all the day to day activities, never mind the necessity to MARKET, MARKET and MARKET the business some more in order to keep a steady stream of business coming in.

SignForce are in the fortunate position to be able to assist small to medium businesses with both online and signage marketing in order to allow the business to focus on it’s core activity – whether that is providing a service or multiple products.

If you would like assistance with getting your business off the gound or to help your business grow, why not contact Arnold of SignForce to see exactly how We Can HELP You.

Contact SignForce now by emailing Arnold at arnold@signforce.co.za with the subject line SME MARKETING or call +27 (0)11 440 7525 and ask for Arnold or call Arnold directly on +27 (0)82 558 6413.

You can also find out more about SignForce by visiting http://www.signforce.co.za