Objective

Sign should be effective

It should generate business.

It should return the investment.

It should last for years.

Misconceptions

Signs are expensive.

Unless i am on the high street customers will not visit me.

I have to have the biggest possible sign.

I don't need a sign, I have sales men.

I don't need a sign, everyone knows me.

My items are unique, buyer comes to the seller

Ill do without a sign now and make one when my business will grow.

Without expensive internal decor, there will be no business.

Traps

no advance planning

no objectives set

last minute decision

Poor design & layout

No budget set

Plan in advance

Set your objective early

Decide on your visuals

Identify the spot for your signs

Create a merketing budget and consider sign as an investment

Invovle an advertising agent where ever possible.

Onvolve a sign maker at the time you are doing renovations to establish power points and select exposure location adn the best possible angle.

Be involved with the sign designers

keep designs simpel, appeling and uncluttered

Identify a reliable signage consultant.

Other things to consider

A very good sign by itself may not be enough for good business. There are other considerations too.

Advertise in advance. this can give you business on day one you start your business

Plan a PR campaigh to build interest in advance.

Wear sutiable attire.

Have trained sales people. Your staffs should know more than the customer.

A smiling face can add your sales.

Do not pounce on the customer just entering your shop 'can i help you?' is the easiest way to get rid of the visitor - it evokes an almost automatic response: 'no thank you, just looking around"

Do not under estimate a client from the way they are dressed.