3 minute read

Signs, signs, everywhere a sign–even in the middle of a worldwide pandemic. Regardless of whether your business is operating as usual right now or is in a holding pattern waiting for America to get back to work, your business signage plays a significant role in your marketing. Why not take this time to evaluate how it’s working for you?

There may be some smart things you can do right now that’ll make an immediate difference:

  • Vehicle wraps can keep your brand on people’s minds, even if your business is closed for now–and particularly effective if you’ve made delivery an option for your customers.
  • If you’re offering curbside pickup, you can add external signage to promote that and direct traffic.
  • If you’ve put new temporary rules in place (for example, a grocery store that’s limiting the purchase of certain items), display signs are a perfect way to communicate with customers.
  • Window decals or vinyl banners can update people on anything else that’s changed temporarily with your business, including store hours or new services.

If you’re more in the mode of planning for the future, now’s a perfect time for that as well. We sat down with Firespring’s signage expert, Amanda Russell, to chat about all things sign-related, including why the summer months ahead are the best time to invest in new, updated and head-turning signage.

First, Amanda says that installation of new signage is never easier than in the summer. The warm weather is ideal for putting up vinyl lettering and graphics, which can be too brittle to manipulate in the colder months. Not to mention that summer offers a lot more visibility in advertising.

“It’s generally the best time to change out signage, because a lot of people are out and about, going places, doing various outdoor activities,” Amanda said. “So your visibility is increased just by the number of people who are on the go.”

But you want to be sure you take steps to protect your signage during the hot summer months. As the temperature continues to climb, the vinyl lettering and graphics on outdoor signs are at greater risk of fading and peeling. To guard against that tired or unkempt look, Amanda recommends treating signage with either a film laminate or a clear coat, both of which have UV protection and extend a sign’s life by at least a few years.

“Ink is rated for three years before fading,” Amanda said. “Laminate or clear coat will ensure your sign—and therefore your business—stands out longer.”

Summer also should be a time to plan ahead with your signage for the fall, creating striking visuals that will be ready to use during trade show season and other autumn events. “A colorful sign can really make your business stand out,” Amanda said. “You don’t want to miss out on opportunities because you don’t have one.”

Another type of signage that’s smart to invest in, not just during the summer, but year round: vehicle wraps. They’re a great way to advertise your business any time, any place, whether you’re using a car magnet or vinyl graphics on the vehicle itself.

“Vehicle wraps are one of the biggest ‘dos’ for business owners—your signage is constantly working for you,” Amanda said. “That means your consumer is being exposed to your product or company all the time, and you’re getting the highest number of views per dollar.”

If you’re ready to turn your brilliant signage ideas into something real and tangible, holler at our creative services team to get the ball rolling.

Or if you need to bounce around some ideas, schedule a free, virtual 30-minute strategy session to chat about ideas with one of our marketing and print strategists.

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