Southern California Sign Blog

Powerful and Effective Signs for your Business - Facts for 2014

Posted by Julie Ramirez on Fri, Dec 27, 2013 @ 06:12 AM

Powerful and Effective Signs for your Business

Signs are an excellent way to get your business recognized. In fact, the U.S. Small Business Administration touts about signs being the most effective way to advertise a business. They also state that signs are the most cost-efficient way to advertise your business. 

Firstly, a sign introduces your business to the public. It lets them know where you are and what you do without having to enter blindly or walk past without ever knowing what's inside. The sign outside your business is like a first meeting with your business. Many customers judge your company by what it looks like on the outside including the sign you have out front. Fortunately, a sign can make your business more successful. On the other hand, not having a sign or having a sign that's not adequately advertising the business can cause your company to fail. 

It's apparent that a sign can make or break your business, so that's why you should select a sign company that knows the ins and outs of sign making, advertising and branding. The trio behind The Sign Studio consists of Chris, Bill and Julie, all business logo design and sign experts. Julie Ramirez is the marketing specialist, while Bill Bates is the art director. Together, these two can come up with a solution based on the client's needs and that targets their particular audience. At The Sign Studio, clients become more like friends once they go in for a sign. In fact, Julie says, "“It’s important we get to know our clients…they become our friends. Then we work to design signage that fits the business and captures its personality.”  

Chris Ramirez, specializes in the production and installation of each sign. He does a majority of the fabricating himself in the showroom. Mr. Ramirez monitors any sign needing outsourcing carefully to ensure high quality. 

Since October of 2004, The Sign Studio has been providing banners, window and vehicle graphics, digital menu boards, displays, ready-to-apply (RTA) lettering and graphics as well as ADA-compliant signage. Throughout nearly a decade, they have been working one on one with clients to find sign solutions that fit clients' needs and meet the clients' expectations. 

Let The Sign Studio help you put the right sign forward, especially considering a sign if the first thing someone sees when arriving at your establishment. Serving greater Los Angeles, Burbank, Glendale and Pasadena, these three use state-of-the-art sign-making systems and techniques, so you should contact them today for all of your sign needs. Can your business really afford to lose money over not having a sign or having a poorly executed one?

If you have any questions, please contact The Sign Studio (818) 843-9200 or send an e-mail to info@signstudiola.com.

Sign Design Images

Sign Quote
 

Topics: sign advertising, Sign Company, Business Logo Design

LA Sign Co | Is Your Sign or Banner Competing? Can You See It?

Posted by Julie and Chris Ramirez on Wed, Mar 27, 2013 @ 06:03 AM

Signs Competing for Attention

Time Square Picture

Even if your sign looked good when it was alone on your computer screen, look what can happen when it lands in its final location, perched high up on a building. Your sign could lose impact when seen from the landscape of visual noise.

After walking through this scenario in Times Square, I asked some people if any one message stood out in their memory, to which they each replied "no". There was no "take away" message, no "call to action" that stuck in their minds after being exposed to this cluster of signage. Too many messages competing with one another do not result in a communication delivered to your audience.

When you are considering signage, or where to place a sign, take into account the surroundings it will be viewed in. You don't have to be considering a location like Times Square in New York. Even if you are designing signage for a tradeshow at a hotel or large hall venue, consider the competing signage and messaging that will exist there.

Design something that stands out amongst the visual noise. Don't just look at a design proof of your sign by itself only, but place it against a photo background of similar noise and distraction. This will help you see what needs to be done to get your message seen against a busy background.

A confused, unclear and unfocused sign is one that includes more information than is necessary.

 

Take the care to edit your message to its essential minimum-and think about the "white space" so to speak. Especially in a busy environment, such as a trade show or office lobby, you need to clear away a space so your message can be seen. It needs to "pop out" from the background scenery.

Where communicating an announcement or featuring a product, design your sign for quick, brief attention. Think about whether you want it seen at mid-distance or up close-or both.

 

In the "After" example above, the product is more visible and flows right into the text message. Before, it was sitting inside a white box by itself, not totally integrated with the whole.

As you can see, it's important to put some thought into how to best arrange any visual message.

If you have any further questions or need any help, please give us a call at The Sign Studio (818) 843-9200 or send us an e-mail at info@signstudiola.com.

NEED QUOTE

Topics: sign advertising, Outside Signs, Glendale & Pasadena Sign Company

Burbank Sign Company | Vehicle Wraps - Partial & Full Signage

Posted by Julie and Chris Ramirez on Mon, Dec 24, 2012 @ 04:12 AM

Vehicle Wraps - Partial & Full Signage

Is the World of Vehicle Wraps complicated? Is this something you want to get into or would you rather hire an experienced professional Sign Company to do your vehicle advertising for you?

Vehicle Wraps Outline

PARTIAL & FULL VEHICLE WRAPS/GRAPHICS HAVE BECOME A COST-EFFECTIVE MEANS OF ADVERTISING:

• Full and partial vehicle wraps have become a cost-effective means of advertising. Vehicle wraps can be a creative business endeavor with a Vehicle Wraps Summary.

• Vehicle wraps can be a creative business endeavor with a reasonable potential for profit.

• Establishing a wraps business requires investments in equipment, supplies, shop space, education and time.

• Wraps production process involves design, print and installation.

• The learning curve is significantly less with a background in graphic arts, web design, wide-format printing or advertising.

• Specific wraps training is available at various locations and industry trade shows, as well as from equipment and vinyl manufacturers and experienced professionals. Training involves design and layout, basic procedures and various methods and approaches of the installation process, followed by practice and individual experimentation.

• Equipment:
• Computer
• Suitable graphics software
• Inkjet printer
• Laminator
• Squeegee and miscellaneous hand tools

• Supplies

• Media (predominantly vinyl, but advances are being made in other materials)

• Laminate

• Ink

• Popular installed digital inkjet printing equipment:

• Roland VP-540 54"

• Mimaki JV33-160 64"

• Mutoh ValueJet 64"

• HP 9000s 64"

• Roland SP-540V

• Mimaki JV3 54"


• Laminator Choices

• Laminator should be at least the same size as the printer to completely laminate the vinyl.

• Laminator manufacturers:

• AGL

• Neschen/Seal

• LEDCO

• GBC

• Ink Choices

• Solvent inks

• Mild solvent inks

• UV-curable inks


• Vinyl Choices

• Specialized products are manufactured for wrap applications

• Evaluate consistency, quality, durability, performance, cost, compatibility and removability.

• Check reports and reviews about issues with bubbling, printing and cracking.

• Evaluate vinyl manufacturer’s warranty

• Avoid calendared vinyl

• Experiment with matte or reflective vinyl.

• Manufacturers of vinyl wrap media:

• 3M

• Arlon

• Avery

• LG Hausys

• Mactac

• Oracal

• Pricing Guidelines

• Costs of equipment and materials as well as rent, labor, taxes and insurance expenses must be factored into the overall pricing method.

• Other pricing factors: square footage of material; design and production time; installation time; customer’s budget.

• Price wraps to be competitive, yet profitable.

• Market pricing largely dictates prices

• Key is to run the operation efficiently.

• Consider overhead costs.

• The design setup is a separate charge.

• Print setup may be a separate charge.

• Installation may be a separate charge.

• Pricing software helps automate estimating, but it’s important to account for vehicle square footage, material type and other variables.


• Educate customers and potential customers regarding:

• What is the wrap going to advertise?

• Investment cost per month and comparative value to billboard or Yellow Pages

• Work within a realistic customer budget.

• Consider partial wrap alternatives for smaller budgets.

• Inform customer about the expected life of the media and your company's policies about the wrap media warranty.

• Present your customer with a wrap “care sheet”

 

• Wrap Production Workflows:

• Evaluate the vehicle

• Inspect the paint

• Assess body contours and accessories

• Photograph and measure the vehicle

• Take direct shots (not at angles) to help accurately scale the graphics

• Photograph each side, hood, rear, roof and bumpers

• Measure exact height and width of sides, hood, rear, roof and bumpers

• Determine installation requirements. Consider extreme curves, rivets, door handles and other protruding parts that impact the amount of materials involved in printing and installation time.

• Design around extreme areas to save time on installation.

• Secure signed approval and deposit before printing and installation.

• Quality of printing and lamination is critical.

• Install without noticeable seams, bubbles or other imperfections.

• Many available wrap media products can be repositioned for best visual alignment and to help remove bubbles during installation.


• An attractive wrap is also an advertisement for your business.
• Establishing a wraps business requires investments in equipment, supplies, shop space, education and time.

• Wraps production process involves design, print and installation.

• The learning curve is significantly less with a background in graphic arts, web design, wide-format printing or advertising.

If you have any questions, please feel free to call us at (818) 843-9200 or send us an e-mail at
thesignstudio@sbcglobal.net

Vehicle Wraps  

 

 

Topics: sign advertising, Burbank Sign Company, Vehicle Wraps and Graphics

Guess What The Most Cost Effective Signs Are Out There? Banners!

Posted by Julie and Chris Ramirez on Fri, Mar 30, 2012 @ 06:03 AM

Guess What The Most Cost Effective Signs Are Out There?  Banners!

Banners are the most popular, versatile, and cost effective type of signs among businesses today.

describe the image

 

 

 

 

 

 

 

 

 

 

 

 

You've come to the right place for your custom vinyl or digital print banners. At The Sign Studio we encourage you to let our experts design your banner for the most effective utilization possible. Custom vinyl banners are among the most popular and cost effective forms of advertising for businesses today. From all weather vinyl banners to our indoor event banners, see what The Sign Studio can do for you!

 


Attract new business with your all weather banner!

 

Vinyl and digital print Banners are great for both indoor and outdoor use and can help generate traffic and sell products. Banners are great for promotional sales events, attracting new customers to buy items that they might not initially have purchased.

 

Customize your banner!

 

The limitless size and available colors of our outdoor banners allows you to customize a large commercial banner for your business or we can design anything on your mind. If you are not sure what you want, let our expert designers show you some layouts. With emerging technologies, banners are now available in several different materials including poly, vinyl, nylon and flex-face. The ease of installation and effectiveness of vinyl banners makes advertising easy.

 

Give us a call at (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net for further information or if you have any questions.

 

Need a QUOTE

 

Request for Quote

Topics: Cost Effective Signs, Banners, sign advertising

Instructions For Magnetic Sign Installation and Maintenance

Posted by Julie and Chris Ramirez on Mon, Mar 12, 2012 @ 06:03 AM

Magnetic Signs

Instructions for Magnetic Sign Installation and Maintenance
THE SIGN STUDIO 
uses the finest magnetic material to bring you the best in mobile magnetic advertising. Correct preparation, installation, maintenance, and storage procedures should be followed, see (Sections 1 - 4.) Following these instructions will help to ensure your satisfaction and to safeguard the long life of your signs and vehicle. Due to the many variables and complex nature of automotive finishes, special care must be taken to protect your vehicle: check the area behind the magnetic material weekly and move the sign as necessary to prevent any discoloration or clouding of the automotive clear coat.

Magnetic Sign Advertising

1. PREPARATION: Wash and dry vehicle. To protect your signs and vehicle, wax vehicle surface and the brown magnetic side of the sign prior to applying.

2. INSTALLATION: Magnetic signs can only be used on smooth steel surfaces. They CANNOT be used on simulated wood-grain panels, fiberglass panels, panels that have been repaired with a non-steel filler (such as -Bondo), or on any corrugated or other irregular surfaces. If necessary, magnetic signs can easily be cut with a razor or X-Acto knife to work around body molding or other obstructions on the vehicle. Apply one edge of the sign to the vehicle surface in the desired location then roll the sign onto the vehicle surface until the entire sign is installed flat onto the vehicle surface. If the magnetic sign is not placed in the desired position, carefully remove by reversing the installation steps and then repeat the process. (Do not try to rearrange the sign by pulling when it is stuck magnetically onto the vehicle. This might stretch the magnetic as well as scratch the vehicle paint!)
*** Note: A magnetic sign should never be applied to a newly painted vehicle. Allow at least 60 days for fresh paint to cure.

3. REMOVAL & MAINTENANCE: Remove the signs from your vehicle weekly. Always remove the sign by lifting from the center of the two opposite sides-never start at the corners, as this may stretch the sign material. In cold weather, preheat the sign with warm water before removal, if necessary. Once the signs are removed, wash and dry the vehicle and all sign surfaces. This keeps moisture from collecting between the signs and the vehicle surface, which can potentially damage a vehicle's finish. To clean the signs, use a sponge and a mild soapy water solution. Never immerse the signs in water, steam clean, or take them through a car wash. A generous coat of wax on the surface where the sign is placed and on the back of the sign itself will help prevent damage. After rain or snowfall, remove signs and wipe dry.

4. STORAGE: Magnetic signs should be stored either on a flat, even surface, or rolled up (lettering to the outside) around a cylinder with a diameter of at least 3". Never store magnetic signs in a hot vehicle, as they may permanently warp. Do not damage signs by folding, creasing , or placing any heavy objects on top of them. This type of treatment will prevent the signs from retaining their full magnetic power. If a sign does get bent out of shape, you can try to straighten it by placing it on a flat metal surface, such as a file cabinet or refrigerator. If you cannot straighten the sign, it will need to be replaced. WARNING: Automotive finishes and protectants vary by manufacturer; changes in color, shade, and surface appearance can occur with time, daily usage, and exposure to direct, intense sunlight. For care of your automotive finish, please refer to your vehicles Owner's Manual.

Please give us a call at (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net if you have any further questions.

NEED A QUOTE

describe the image

Topics: sign advertising, Magnetic Vehicle Signs, Magnetic Advertising Signs

LA Signs | Retail Industry: Move Merchandise with In-store Signage

Posted by Julie and Chris Ramirez on Thu, Dec 8, 2011 @ 06:12 AM

Retail Industry: Move Merchandise with In-store Signage

Whether the seasons are changing or the next generation of a product has arrived, every retailer faces the same challenge of moving older stock to make room for newer products. Well-placed, professional signage can help liquidate the last of your stock and make room for the new best-sellers.

Paco Underhill is the CEO and founder of Envirosell, a global retail research and consulting firm.  He offers many helpful tips about in-store signage in his book Why We Buy: The Science of Shopping.

“Putting the right sign in the wrong place is worse than putting a so-so sign in the perfect place,” according to Underhill, “Putting a sign that requires twelve seconds to read in a place where customers spend four seconds is just slightly more effective than putting it in your garage.”

Underhill says every store is a collection of zones and retailers have to map them out before placing in-store signage in the optimal spots. For example, it is very ineffective to place any signage or merchandise immediately inside the store’s entrance. Shoppers are adjusting to the abrupt change in stimuli from the outdoor parking lot to the store interior. They will breeze past anything in this “readjustment zone.”

Bob Radcliffe, Jr., Director of Marketing for Display Dynamics, Inc. recommends creating a “Power” display at the front of the store that acts as both a speed bump and a billboard. It doesn’t necessarily have to contain merchandise, but should encourage consumers to get in the shopping mindset. Target Stores has had great success with this tactic, creating a “1 Spot” Dollar Store power display at the front of the store. It encourages customers to begin shopping the moment they enter the store and makes them think other deals are available further into the retail establishment.

Once ideal sign placement has been determined, Underhill recommends the following for sign content:

  • Get the audience’s attention. If you don’t get their attention first, nothing that follows will register.
  • Present your message in a clear, logical fashion (beginning, middle, end).
  • Deliver the information the way people absorb it- a bit at a time, in the proper sequence.
  • If you tell them too much too soon, they’ll get confused and give up, ignoring the message all together.

According to research from the In-Store Marketing Institute product imagery on signs is highly effective:

Floor Decal

Excellent content can be further bolstered by having signage professionally printed in contrasting colors. Radcliffe also says signs can multiply the power of a price reduction by a factor of six. Utilize the above tips to provide high-impact, point-of-purchase messaging that drives sales and liquidates older inventory.

If you have any questions or need further information, please give us a call at (818) 843-9200 or visit our website at www.signstudiola.com – You can also reach us by e-mail at info@signstudiola.com

NEED QUOTE

Topics: sign advertising, Store Signs, Merchandise Signs

Los Angeles Signs | Understanding the Value of Signage

Posted by Julie and Chris Ramirez on Fri, Feb 18, 2011 @ 07:02 AM

Understanding the Value of Signage

There is an old axiom that the 3 keys to successfully selecting real estate are "location, location and location". The 3 keys that guide the successful selection and development of commercial properties are Visibility, Accessibility and Parking.

An effective on-premise sign is a critical component of visibility, and the sign should receive the same careful attention as these other components. Without a properly designed and placed on-premise
business sign, a commercial site cannot function at its full economic potential.

This section presents information about:
- understanding the value of signage
- determining what an effective sign will mean for your business' success
- working with and possibly correcting problems with existing signage, and
- using signage to change customer behaviors.

The Functions of the On-Premise Sign
An effective on-premise sign is a critical component of visibility, and the sign should receive the same
careful attention as these other components.

1. It develops a memory for a location and the products or services available at the location.
2. It reinforces a memory and extends recall of other advertising efforts.
3. It attracts new customers by prompting first-time or impulse visits or purchases.
4. It modifies customary purchase decisions or habits. Changeable copy and temporary window
signs are especially effective in encouraging variation from accustomed consumption patterns. (For more about modifying customary purchase habits, see the section that follows.)

Branding a Site
One measure of how effective or valuable an on-premise sign is to its site is demonstrated by how well it helps to brand the site. A sign "brands" a location, just as a product label brands the product. If an attractive image is not communicated by the business' sign, the business will rarely convey its true message, or get the clientele it seeks.

Every site development and sign program strategy will benefit if the on-premise sign is made the focal
point of the site. If a site is "signcentric", it means that the sign catches the customer's attention and leads him to the target business. A measurable positive effect on gross revenues should immediately result from:

Developing and Measuring Readership
How do you know if your sign is (or is not) branding your site for future reference by potential customers?
You determine readership.

Readership advertising effectiveness tests whether a message is effectively speaking to the intended
audience. Two of the most commonly used research techniques are the recognition and recall tests discussed above. Rating services conduct the tests and tabulate the results for all major-media
advertisers (i.e., television and newspaper advertisers rely on Nielsen Ratings Services). Small business owners not engaged in franchised or chain business operations, however, usually do not have access to national rating service readership tabulations; these independent small business owners may require the services of a local market researcher to obtain readership measures. Often, on-premise sign companies and trade associations will assist in compiling data.

Why do you want to measure readership? Without knowing the effectiveness of your signage, you won't know how well you are doing, or what you might want to change. For your greatest success - with a sign and therefore with your business - measuring readership is a diagnostic tool so you can fix whatever is not working, and increase what is working.

The importance of signage to mobile consumers is underlined by the fact that many are in a hurry. By way of example, Burger King Corporation conducted a survey over several weeks. The survey results were part of evidence submitted in a legal action brought by Burger King (among others) against Agoura Hills, California, to prevent the removal of its freeway-oriented, high rise on-premise sign as required under a new sign code. The Burger King sign was visible to the Ventura Freeway; the building was not.
Surveys were conducted at Quick Service Food (QSF), family and atmosphere restaurants. The
participants were asked how they first became aware of the restaurant. Here are the results.

How did you first become aware of this restaurant?
The spontaneous nature of the QSF visits at 35% has implications for most business strategies,
particularly advertising in the form of on-premise signage. Burger King and its co-plaintiffs won the lawsuit, and the City was permanently enjoined from enforcing its high-rise pole sign ban against them. (See, Denny's Inc., et.al. v. City of Agoura Hills, 56 Cal.App. 4th 1312, 66 Cal. Rptr 2d 382 (1997)).

In another example, The Institute of Transportation Engineers (ITE) has trip generation rates that are
derived from counts taken at the driveway of various land uses. While typical trip generation rates are
Participants' Responses Quick Service Food (% of responses) Family Restaurant (% of responses)
Atmosphere Restaurant (% of responses)
Saw it (the sign) while passing 35% 26% 13%
Always knew 29% 27% 19%
Word of mouth 14% 30% 54%
Advertising 10% 6% 4%
All other 6% 7% 7%
Don't know 6% 4% 3%

Derived from counts taken at the driveways of various land uses, not all trips generated at the driveway represent new trips made for the express purpose of entering the site; instead some are made by motorists who did not set out for the site, but who enter it as an intermediate stop on the way to or from another destination. This type of stop is referred to by the Institute of Transportation Engineers (ITE) as a "pass-by trip"; for our purposes, it is defined as an "impulse" stop.

The percentage of pass-by trips or impulse stops varies by land use. The following table sets out ITE
estimates regarding the percentage of stops attributable to motorists for whom the site is not a scheduled destination. The table demonstrates that impulse trade is very important to many businesses. Effective onpremise communication can help persuade passersby to stop and shop.

In the modern marketplace, the right place-based advertising will effectively and economically permit the local shopkeeper to compete, even with the mass merchandiser or large retailer.

Acquiring New Customers
In 1995, the California Electric Sign Association (CESA) and the International Sign Association (ISA)
commissioned a major study of on-premise signage performance by the University of San Diego. This
study had two parts.

Part I of the study involved analysis of a group of variables, including signage, location, hours of
operation, population demographics and geographic characteristics on sales at 162 southern California locations of a major fast-food chain. These variables were tested at each location to predict the impact of on-premise signage upon:
1. annual sales revenues
2. annual number of transactions
3. the average dollar amount spent per transaction.
The results of the study indicated that the number of signs at a particular site has a significant and
positive impact on both the annual sales revenues and number of annual customer transactions. For
example, from the results of the study, the researchers were able to predict:
Type of Land Use Impulse-Stop Percentages
Shopping Centers:
Larger than 400,000 sf Gross Area 20%
Between 100,000 to 400,000 sf Gross Area 25%
Smaller than 100,000 sf Gross Area 35%
Convenience Market 40%
Discount Club/Warehouse Store 20%
Fast Food Restaurant 40%
Sit Down Restaurant 15%
Service Station 45%
Supermarket 20%

1. On average, one additional on-premise sign resulted in an increase in annual sales revenues of
4.75%. This translates to a $23,750 increase in average sales revenues for a typical store in the
study group with annual sales of $500,000.
2. On average, one additional on-premise sign increased the annual number of transactions by
3.93%. This translates into more than 3,900 additional transactions for a store with an annual
average of 100,000 transactions.
3. On average, one additional 36-square-foot wall sign added $0.06 per transaction, while one
additional 144-square-foot pole sign added $0.78 per transaction.
Part II of the study involved analyzing seven years of weekly sales data for "Pier 1 Imports" to measure the effects of modifications, additions, or removal of on-premise signage on sales performance.

The results showed that "on-premise signage has a statistically significant and financially substantive
impact on the revenues of a site [and]... is a significant constituent of the factors causing the success of a retail endeavor." In brief:
1. The addition of new signage to previously unsigned buildings, and the replacement of existing
signage (generally, with larger signs) resulted in an average revenue increase of 5%.
2. The addition of a pole sign, or a plaza identity sign including the store's name, resulted in an
average increase in weekly sales of 5-10%. The increase was attributed by the researchers to the
new signs' enhancement of site visibility to passing traffic.
3. The addition of small directional signs indicating entrance and exit routes resulted in weekly sales
increases ranging from 4-12%. The increases were attributed to the signs' ability to guide a sitebound
shopper more than any specific advertising effect.
These increases in revenues, as a result of signage, demonstrate the positive effect on profitability at a
specific site, especially given that normal profits in the retail industry are approximately 1-2%.
The California Electric Sign Association (CESA), the International Sign Association (ISA), the Sign User
Council of California, and the Business Identity Council of America sponsored the study. A summary of the findings appears in The Economic Value of On-Premise Signage, a compendium of signage-related research results and articles (e.g., sign amortization; copyright and trademark protection.) The booklet was published jointly in 1997 by CESA and ISA.

Modifying Customary Purchase Habits
One of the primary goals of advertising is to change purchase behaviors. Effective advertising can
increase purchases within discrete segments of the market by introducing "intervening opportunities"
along customary travel paths. This is especially so in highly discretionary areas, such as quick service
foods and economy lodging, yet it holds true, also, for the business with more specialized products or
services to offer.

Generally, a business' fixed and variable costs should be covered from a stable consumer pool, with profits coming in from unexpected sources. The right sign often prompts an unplanned stop, or changes the customer's mind once he is on the premises. Changeable copy and temporary window signs are especially effective in encouraging variation from accustomed consumption patterns. Because temporary or variable message signage is relatively inexpensive, the dollars generated by such signage usually
represent pure profit.

It is estimated that 35-50 percent of the consumer population today shops outside their local area.
Legible, conspicuous on-premise signage will assist in attracting a large percentage of these non-local
and newcomer consumers. Further, an effective on-premise sign provides 24-hour exposure of its
message to a large pool of potential customers at a fraction of the cost (when depreciated over several
years) of other media. The lower the cost to obtain customer memory or top-of-mind awareness, the
higher the return on advertising dollars.

The Signage Appraisal Process
Like real estate, signage has a value that can actually be measured or appraised. The visibility component to a real estate site typically encompasses more than the traditional sign out front.

How is an appraisal of a sign done?
The three traditional approaches are:
1. Cost of Replacement (or Substitution). The signage appraisal method applies a cost replacement approach to determine the cost of replacing a sign's commercial communication or
advertising value with other forms of advertising, such as newspaper, television, and radio
advertisements. It is not used to measure the cost of replacing the physical structure of the sign, as
is the common measure of value in building or home appraisals.
2. Market Comparison. Generally speaking, the market recognizes premium prices for those
commercial properties with the best visibility. Outdoor advertising structures such as billboards or
bus shelters have recognized buying, selling, and leasing markets. The market sales comparison
approach as applied to the visual communication component of signage in its many forms may
measure the differentials of rents in the market. Customer surveys also may be developed, tested
and analyzed. The sales per square foot of similarly situated sites with varying levels of signage or
varying ability to be seen via the passing traffic may also be analyzed.
3. Income Flow or Capitalization. This approach is used to ascertain the present value of the
anticipated future income to be generated by a property over its remaining useful life. For the
purposes of signage appraisal, this method focuses on income generated by customers who are
prompted to stop solely by the sign. The retailer's gross retail margins are analyzed and then
capitalized.

This analysis is complicated by alternative signage forms such as business form or product franchising or chains where the system is integrated into networks of retail sites supported by national advertising (media) programs. The fundamentals of valuation and evaluation start with understanding that signs are commercial speech. Additionally signs are relied upon and used by consumers to make and influence their shopping and purchasing decisions.

Highest and Best Use Analysis
Prior to the above described three-part appraisal process, a highest and best use analysis of the site is undertaken. This analysis establishes the most profitable use of a site in light of any legal, physical or financial constraints. Highest and best use (as applied to signage) means that the on-premise sign is viewable by the intended audience (i.e., passing motorists, pedestrians), and that its copy can
communicate as it's meant to (i.e., is clearly visible, legible and understandable by the intended audience).

If you have any questions, please give us a call at The Sign Studio (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net 

NEED QUOTE

 

Topics: sign advertising, Value of Signs, Sign Development

Los Angeles Signs | How Signs Are Effective

Posted by Julie and Chris Ramirez on Thu, Feb 17, 2011 @ 07:02 AM

Signs Are Effective

Your sign is an integral part of your advertising program along with the other forms of commercial communication such as television, radio, newspapers, magazines, and billboards. There are four basic criteria used to judge the effectiveness of these advertising media: (1) coverage of the trade area, (2) repetition of a message, (3) readership of a message, and (4) cost per thousand exposures of a message. Two other criteria important for the small business owner are (5) availability and (6) ease of use. Let's see how signs measure to the above criteria.

1) Signs are oriented to your trade area. Signs do not waste your resources by requiring you to pay for wasted advertising coverage. The people who see your sign are the people who live in your trade area.

2) Signs are always on the job repeating your message to potential customers. Your on-premise sign communicates to potential customers twenty-four hours a day, seven days a week, week after week, month after month, year after year. Every time people pass your business establishment they see your sign. The mere repetition of the message will help them remember your business.

3) Nearly everyone reads signs. Signs are practical to use for nearly everyone is used to looking at signs and using signs, even small children. Studies have shown that people do read and remember what is on signs. When special items are displayed, sales increase for these particular items within the store.

4) Signs are inexpensive. When compared to the cost of advertising in some other media, the on-premise sign is very inexpensive. Table 1 indicates the cost-per-thousand-exposures for various media in a given type of community. Unless your trade area encompasses an entire city or region, where you must rely upon broad based media coverage, there is no better advertising dollar value than your on-premise sign.

5) Signs are available to each and every shop owner. There is no need to schedule the use of your sign. Your sign is available to you whenever you need it and to be used however you please.

6) Signs are easy to use. No special skills or resources are needed to operate a sign once it has been installed. If it is an illuminated sign, all you need to do is flip the switches and that may not be necessary with timing equipment. Once the initial expenditures are made no special resources or professional services are needed. You need only operate and maintain your sign.

For further information or if you have any questions, please contact The Sign Studio at (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net

NEED QUOTE

Effective Signs Image 3

Topics: Signs, sign advertising, Effective Signs

Signs Burbank | Effective signs for you and your business.

Posted by Julie and Chris Ramirez on Sat, Dec 25, 2010 @ 07:12 AM

Signs and graphics serve three general purposes: to inform, direct and sell. The initial impression a person has about a business is often the result of their signs and graphics. By employing effective signs and graphics, businesses of all types and sizes can make the most of that first impression.

Signs are valuable to businesses of all sizes, and in all industries. Signs help consumers become aware of a business, service or event, can help prompt purchases, change purchase decisions and build brand equity.

Signage is an inexpensive, yet very effective form of advertising. During a slow economy, advertising is crucial and it helps create a long-term competitive advantage. Maintaining an advertising presence through signs helps build long-term brand awareness.

Effective signage can also be a determining factor in influencing customers to switch from a weaker brand. What can effective signs and graphics do for you?

Contact The Sign Studio @ (818) 843-9200 or send us an e-mail - info@signstudiola.com.

Topics: Sign Design, sign advertising, Effective Signs, sign advice