What are your signs saying about you?
Your signs aren’t something you arbitrarily install in front of your business. They are constant and continual reminders to your customers who your company is and what products and services you offer. People notice signs and signs are everywhere. They are the face of your business, the first thing they see when they arrive at your door. Do you really have a good idea across all of your locations what your signs are saying about you?
Whether you have one sign or 100, you should not ignore one of the biggest advertising tools that you have. A poorly maintained sign is like a print ad with typos. If you don’t care what your location looks like from the outside, what do you think people might think about the condition on the inside?
Working with a qualified maintenance provider, here are some basics you should be doing that will streamline the repair process, make you more efficient, and help you be proactive in maintaining your signage.
Create a catalog of all your signs
For each of your locations, create a list of all the signs you have. For example:
- Plylon sign – (1)
- Digital Sign – (1)
- Directional Sign – (4)
- Building Sign – (2)
An assessment and catalog of all of your location signage is a first important in keeping your signs consistent with your brand. After you have completed your list, consider the last time you saw those signs at night. Do you have a system in place to report outages? If not, you should.
Standardize your repair process
Having a standard repair process in place will help keep your brand looking its best. Ideally, this should be handled at the location level, by the people who are on-site. Here are some options to consider:
- Have a regular, set schedule for visual night inspections of all exterior exterior lighting. Weekly inspections at a minimum is recommended.
- Assign one person, or a small team, to handle reporting all of the outages to maintain consistency.
- Arrange how you would like to report and track outages with your service provider.
- Finally, be sure you , or your service provider, documents each service call for things such as response time, days to complete repair, materials used, invoice costs, etc. This type of information is critical in knowing not only how your service provider is performing an how they compare to other providers. They also tell you how your signs are performing in general. Perhaps you have an aging sign that requires frequent repairs. Keeping this information on hand, where you have access to it will help you understand more about your annual spend on your signs.
Now that you have your system in place, there is no reason why your signs should not be well maintained on an ongoing basis. As a rule, a good maintenance provider should also tell you thing about your sign that you may not be aware of, such as:
- Cracked or broken sign faces.This can quickly turn into a dangerous situation, and a liability if not repaired.
- Pained poles, cabinets and faces that are cracked, chipped, faded, or peeling. A little touch-up paint can do wonders in making your signs look almost new again.
- Re-lamping all of the lights in the sign even if only one or two are out. This preventative measure will save you money on return service trips.
- Visual inspection for any loose or cracked foundation near the sign.
It is important to remember how important your sign investment is. It is one of the most effective forms of advertising a company has. People are extremely visual. Your building and signs are the initial impression people will have, so why blow the opportunity to attract customers by sending a poor visual message about your brand? Your sign speaks volumes about you…. and people are listening.