How NOT to Buy a Business Sign!

Many business owners come to see us when they face the big decision about a sign for their business.  Some have a clear idea of what they want and what they can afford.  Some even have artwork ready and even some material choices considered.  Those clients typically end up  with the "perfect sign" because they have done some research and come prepared to ask good questions.

Other business owners come with no preconceived notion of their sign, no real idea what signage can do for them, and no realistic expectation of costs.  This posting is for THEM -- the clients who need help and guidance to take their first steps.

Here are important rules about what NOT TO DO when buying your next sign...

- DON'T say "I don't know" when asked "What do you want?"  Have some ideas -- notice signs around town and think about what "look" you like.  Consider your competition -- what does THEIR sign look like?  What is it made of?  Even better, take some pictures of your competition's sign so you can work with your sign company to get a vision created.

- DON'T say "Nothing" when asked "What is your budget?"  If you've never bought a sign before, it might be shocking what good sigange can cost.  Ofen businesses come to us after building a new facility, decorating it, furnishing it, landscaping it, and then say "What signage budget??"  Consider your sign your welcome mat -- your message -- your image.  Even if you set aside $2,000 in your budget, just be sure SOMETHING is left for the sign!

-  DON'T say "I don't know" when asked "What do you want your sign's job to be?"  Think about how your sign fits into your overall marketing plan.  Are you relying on your sign to draw traffic, like a retail store or restaurant?  Or will clients come and seek you out and just need the sign to help mark your location?  Knowing the "job" your sign is supposted to do will help you know just how much sign to invest in.

- DON'T just buy the cheapest price!  It could be the cheapest price is the very best deal for you, but know what you are getting.  In some cases, a few dollars here or there won't matter in the quality of the product, but know whether that is the case by apples-to-apples comparisons of product specs and price.  In many cases a high quality sign that is durable and well-designed sign is a good investment.  Think about what else matters... quality?  turnaroudn time?  responsiveness?  creative ideas?  experience?  references?

- DON'T pick a sign company by opening the yellow pages!  Most good sign companies rely on referrals for their business, rather than a yellow pages ad.  Ask your friends in business who they have used or who they would recommend; it's a more reliable way to find a good source.

Buying a sign is sometimes something business ownes do in a hurry, uninformed and as cheaply as possible.

Consider this could be one of the most important investments you'll make in your business image and message -- follow these "rules" to help you make the best decision!

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