Signage and Branding for the Small Business

Increasing brand awareness through the use of print advertising, TV and radio advertising, the internet and direct mail campaigns are generally the most well known methods of building up your business profile in today's dynamic market, another element in a successful brand strategy is vehicle and signage advertising which is one of the most important cost-effective advertising tools available to small businesses today. Today's business world is an increasingly competitive place to be and your company identity is an essential component of your image. It is the publics' first perception of you and your first opportunity to make a positive impression on potential customers. A well designed signage program can instantly and effectively communicate the style, professionalism and overall presence of your business, it conveys to people who you are, where you are and what you do.
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Vehicle signage advertising is one of the most cost-effective advertising tools available to maximize the potential of your business. With distinctive and effective design, your shop vehicle becomes a moving billboard and communicates with your customers in a way that no other advertising medium can. It sends the message to potential customers that your company is expert and professional and is also established and reputable. Vehicle advertising is long lasting and works 365 days a year, if you consider how many people might see your vehicle everyday, how can you afford not to advertise on it? The options available range from small discreet magnetic signage to large spectacular full vehicle sign wraps.
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Exterior and interior signage are also important marketing assets in promoting your business and enhancing its image, how your directional and informational signs are presented and function together with attractive storefront or forecourt signage are critical to a positive customer shopping experience which will in turn create more sales and leads. Advertising banners and displays can be used to announce new products, promote special events, advertise sales, generate excitement or attract and motivate customers.
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There are many different materials available to signmakers depending on your particular requirements in terms of durability and impression you may wish to convey. Signage is generally estimated in terms of lettering, installation and substrate materials. One of the first things to do when choosing a sign company is to find one that specializes in the type of signage you require. Although most companies will not refer to any specialties in their advertising, many will in fact be particularly accomplished at making a certain type of sign. You will often find faster turnaround and better pricing when working with such a company. Working with people who are particularly informed about the issues surrounding a given project can significantly impact the types of signs that are created. If you are not using your own designer, you may want to consider the portfolios and completed projects of graphic designers working at the sign company. Alternatively, companies that already know what they want achieved should look for a sign company that accepts computer files by internet or on disk for direct output.
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In today's competitive business world, advertising and marketing is not an expense, it's an investment. Effective signage is an important element of that advertising strategy.

(c) Copyright 2005, Tim McCarthy. All rights reserved.

Advertising Vs. PR in Your Small Business Marketing Strategy

A great small business marketing strategy includes a mix of tactics. Advertising and PR are two very important tools that all small business owners need to be using regularly. Many small businesses I talk to do one of the other, but don't commit to doing both. Each has its strengths and weaknesses and are complimentary to each other. Small Business Advertising Strengths:

-The biggest advantage with small business advertising is your complete control over the message. You get to focus on whatever you want, write the text, and choose the visuals. You ensure that your marketing message is delivered.
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-You control placement. You choose the exact timing and media in which your advertising is placed. This is a huge advantage because naturally you are going to choose to place your ads where your target market is most likely to see them.
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-You can repeat your messages over and over again. Effective small business marketing incorporates a high degree of repetition and consistency. Advertising can and should be run on regular schedules.

-With advertising, you (and your budget) control your marketing saturation. You can run the same ad across different publications serving the same market, run matching Internet advertising, put an ad on the radio, do cable TV, do outdoor advertising, etc. Ideally you need to be reaching your target market at least 4 different ways for them to respond.
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Advertising Weaknesses

-Advertising generally costs money. Most small businesses don't have a huge budget for marketing. Sometimes being creative can help defray costs. Sometimes you can trade for advertising space. You may be able to do co-op advertising.

-Small business advertising needs to be very targeted to be effective. Sometimes the only choices you have in your community are mass-market like newspapers. You still need to advertise, but some of your marketing dollars will be spent to advertise to people who don't want or need what you're selling.
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-Most small business advertising stinks. I hate to say it, but it's true. Many do-it-yourself advertisers don't understand that there are advertising fundamentals that work. A good ad will always out-pull a bad one. Here's my plug: If you can't invest the time and money to learn how advertising REALLY works, get yourself a small business marketing coach to help you build more effective campaigns. It will be money well invested.

PR Strengths:

-It's FREE! OK, you might incur a very small charge if you hire someone to write and distribute a press release for you, but this is minimal. I think the reason why most small businesses don't do PR is that they don't know how it's done. Again, get some coaching, or pay someone to do it for you.

-Press is trusted more than advertising. If you read a review that says that a new restaurant is the best thing in town, there's some credibility there. We tend to assume that a person who is writing an article is an expert, and that they are an uninterested third party.

-You can distribute PR globally. As long as what you are doing is actually interesting globally, you can distribute your press releases globally. This isn't necessarily as targeted as your advertising needs to be, but you're not paying for editorial. By the way, never pay for editorial, and don't advertise with media that promises to give you editorial as long as you advertise. This is unethical and transparent - and the credibility of the media will always be in question.

PR Weaknesses:

-You have no control over what the press is actually going to write or say about you. They may spell your name wrong, they may get some details wrong, they may choose to focus on something you don't want to highlight. In general this isn't a big issue, as long as they are saying good things about you.

-PR tends to be single exposure. Unless circumstances are really unusual, the press is not going to run the same story over and over again. I have been involved with an exception to that. I was doing something that corresponded with a current event and the press came to me again and again over 4 weeks for TV interviews. This was pure timing. It's difficult to engineer press like that without seeming mercenary.

-There is no guarantee that you're even going to get coverage. I was called to do a TV interview once and rushed into the city to meet the reporter and photographer. On my way in ,the reporter called me on my cell phone to tell me they were pulling the story because there was breaking news that they had to go cover. Depending on what's going on you may get tons of press or none at all.

You see that small business advertising and PR are different things. You need them both, and you need to work at both of them consistently. They are two important tools in your small business marketing toolbox.

Copyright 2005 J D Moore

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