Advertising Signs

Mikohn Gaming Corporation Signaux Girod

Stella Vista Technologies Limited ZEON CORPORATION

Guide to Business Signage Basics

Get your name on the street with lights, neon, LED, or hanging banners
By Jaye Scholl

First impressions count. Whether it's a beautifully carved, gold-leaf "Bed and Breakfast" shingle or a fast-changing electronic display, a sign is one of the best forms of advertising for your small business.

1. A sign tells the public that your business exists.
2. A sign helps "brand" your company.
3. A sign attracts and guides your customers.

Action Steps

The best contacts and resources to help you get it done

Choose the best location for your sign Are you placing your sign in a lobby or in a window, mounting it on your building, attaching it to tall posts to be viewed by traffic or affixing it to a bench at a bus stop?

I recommend:  Get excellent advice on effective use of business signs from BuyerZone.com, the Small Business Administration and the U.S. Chamber of Commerce.

Find a sign company There's a wide variety of signs and the companies that specialize in them. Full-service sign companies will design, install and even get permits for you.

I recommend:  For national directories of sign companies, start with the membership list of the International Sign Association or the United States Sign Council.Find local sign makers through the Retail Sign Shop Network.When you interview a sign company, ask the questions on this checklist from the Signage Foundation for Communication Excellence.

Figure out how much your sign should cost Your business sign is a key part of your marketing strategy, so include the costs in your business plan. You can spend $10 for a simple 'We're Open' sign at the local hardware store or $30,000 to have 'Ye Olde Inne' chiseled into a granite monument. You can pay cash, finance or lease a business sign. Expect to put down a 20-50% deposit when ordering a sign.

I recommend:  The U.S. Chamber and the SBA give you advice on calculating return on investment for signs.

Put up a billboard If you've got the room on your roof or your property, these giant messages can grab the attention of your potential customers as they whiz by on the highway.

I recommend:  Find a billboard company on the member list of the Outdoor Advertising Association of America or go through an outdoor-advertising agency such as EMCOutdoor.Read a comparison of pricing and effectiveness of billboards versus other media.

Light up with neon Fun and flashy, these signs call attention to your business 24/7.

I recommend:  Choose from a large selection of ready-made signs or design your own at online shops Everything-Neon.com and Buy-Neon.com.

Get LED for flexibility Most signs are static – the message stays the same. On an LED (light-emitting diode) digital display sign, content can be changed quickly and easily. New technology makes them affordable for even small businesses.

I recommend:  Check out this directory of LED companies from DMOZ.org.

Hang up a banner Cheap and easy, a banner hung on your building can be an entry-level brand builder or an effective announcement of a sale or other special event.

I recommend:  Besides local shops, there are dozens of online stores -- here are some that offer a good mix of services, price, and quality: Banner-Source.com, Bull Charge Banners, Creative Outdoor Advertising's OnlineSignShop.com, SignBanners.com, Display Signs & Design, SignOutfitters.com, and Sugar House Banners.

Tips & Tactics

Helpful advice for making the most of this Guide