My business is in a small area in Kentucky. The county I live in is about 27,000 people, but not all that many businesses. I currently depend on word of mouth for advertising, with an occasional radio spot that I trade out for signwork. I've been thinking of putting more money into advertising, but I'm not sure the money will be well spent. How much do you use, and what kind?
whoooaaaaa . . .. my only form of advertising has been the yellow pages until recently!!!! Anyone who needs your services that does not know about you personally will go to the phone book!! I now have a web page up and is not very productive at the moment. An ad in Signcraft (pg-91) and Sign Builder Illustrated hopefully will bring in more business. To answer your question.... where do YOU go to find what you need ????? a very good tool for you to use is to make a chart.... when people call you, ask them how they heard of you.... then, do the math !!! good luck to ya and keep on keepin on !!
------------------ John Smith Kings Bay Signs Kingsland, GA ICQ# 5165335 John@FineWoodSigns.com >>> inovator extraordinar <<< www.finewoodsigns.com
Posted by Brad Funk (Member # 1351) on :
We use the yellow pages here in Phoenix, and do pretty well with it. We also have a small website that has only sold 3 signs this year, totaling about $500.00. 95% of our business is repeat or word of mouth from loyal customers who have used us for years. But any others usually find us in the phone book. There are tons of sign companies in Phoenix, and without the phone book add We would loose alot of quick business, and repeat work.
Well, I don't live in a rural setting, but I have in the past, so here is one idea for you to look at. I would design up a small to mini billboard, maybe 4x8 to 6x12 feet and spend some serious time and effort on it. Best foot forward. Next find a location that best serves your needs (highest traffic area for the customers you want to persue) and trade out some services with the property owner for letting you hang it. If it is appealing enough to the property owner, you probably will succeed. Now for about what you would have spent on a small yellow page ad in about 6 mos. you have approx. 6 years worth of great advertising. NOW.... build 5 more with different looks, but delivering the same basic message about your services. Build them all to the same size specs. Once you have about 5 or 6 of them in place, you can simply rotate them from one location to another in your county maybe once a year giving them a fresh presence to everyday viewers. This ad campaign would probably cost about 2 to 3 thousand dollars in good materials, and serve as a great portfolio for your next clients. Word of mouth is the best of course, but you have to get it started. Actually my next venture would be a brochure (which you can create yourself with simple software and a inkjet) and a business card and go cold calling. You would be amazed how many personal contacts that you can make in 8 hours. I wouldn't try to sell them anything but rather a quick and simple explanation of what you have to offer them, hand them the goodies and be on your way. I remember when my uncle sent me out the first call cold calling, selling garage doors, I spent the first 2 hours driving in circles. I wasn't expected to be back for 8 hours, so this wasn't going to work. I eventually started knocking on doors with slow beginnings. By the end of the day I had actually sold about 5000.00 worth of doors, and this was simply handing them a card and brochure and offering my service for any future needs. Remember the more contacts you make, the better you will do. By the end of the day I felt a lot better about doing it my way. Remember also, every business owner is thinking just like you,..... What to do for advertizing...... Cheers, Bronzeo
p.s. You will also need a small presence in the yellow pages, but for the most part, at least for me, any extra cost towards larger ads was a waste of my money. I have convinced myself of this too many times.
------------------ Jack Davis 1410 Main St Joplin, MO 64801 bronzeo@prodigy.net http://www.imagemakerart.com
Posted by Dana Aaron on :
I suppose everybody's needs for advertisement is so very different. I have had every single customer come from word of mouth so far. I ask every one that I don't know how they heard of me. So far zero came out of phone book. But since my phone line is a business one, I get a free listing in all the phone books for my area.
I know you have to figure out who you want for your customers, and then figure out the best way to find them. In my county, they decided to have a E911 system, so they had to name all the streets and give us all house numbers. So now, everyone has to change their mailboxes...
hmmmm, maybe a BYOB.. Bring-Yer-Own-(mail)-Box ad in the newspapers to drum up some quickie-stickie jobs...
------------------ Dana Aaron Sign-A-Saurus Nevis, MN (218)652-3839 ICQ# 37949659
Thought for the day: The more you cry, the less you have to pee.
Posted by Mike Berry (Member # 848) on :
We use the web, yellow pages and are members of the United States Sign Council, New Hampshire Sign Association, Chamber of Commerce. Between them all, I believe we spend our advertising dollars well. There is much debate over yellow pages, We were not going to go and do a yellow page ad, but we did, and I sure am glad we did! It IS worth it in my opinion. Yellow pages depends on where you are, We are convinced of that! We always ask "so, where did you hear of us?" Usually the answers are: saw your storefront, yellow page ad or word of mouth.
------------------ Mike Berry & Arene Luteman Concord Sign Company 60 West Street Concord, New Hampshire 03301
I am glad to hear yellow page ads work for others...I experienced only negative results. I got tire kickers,price shoppers and in genearal the kind of work I didn't want.The end result to me was a loss of money.I do however continue to have a listing in yellow pages which is free with a business phone.This listing does very little good. Word of mouth and some faithful good clients seem to keep me busy.
A very inexpensive way is to make yourself a very nice full color flyer printed out on your inkjet printer, designed with your sign software. Add photos of your work if you have the capability to do so, or use layouts that you've already created to make your signs. List all of your services. Add a small coupon for a 10% discount on banners or something. Set up a portfolio showcasing pictures of your best work. Then the hard part. Hit the bricks. Visit every business you can, cold call. Call and set appointments with the bigger fish, usually with the marketing director or purchasing agent. Network. Join the service club that has the most business owners, join your local Chamber of Commerce. Letter your shop vehicle! Drive it everywhere! Give a business card to everyone you meet, "Nice to meet you, so and so, I'm Joe Blow, I own Joe's Signs, here's my card". This all works, with very little cash outlay.
Good luck.
I like the billboard idea, though. That could work for our shop, since we're between 2 towns on a major highway.
------------------ Tim Whitcher Quality Signs & Design 107 E Adrian St Blissfield, MI 49228 qualitysigns@hotmail.com
Posted by Wayne Marchant (Member # 1277) on :
If the "small town" you live in is anything like the one I lived in, you'll do ok with this. You didn't mention a shop vehicle? If you don't have one, get one. Then I'd say plaster it with the boldest and brightest graphics you can come up with. Make a statement. Being 27,000 people, you'll be talk of the town. Anything new in a small town, is a big deal. Everybody talks about everybody. Maybe try putting them free fridge magnets on your vehicle for people to take for free, when you're at the mall.(re:earlier post) It'll be hard NOT to get noticed with a flashy mobile billboard in a town of that size.
Regards V.Wayne
------------------
Posted by Donna in BC (Member # 130) on :
I don't advertise.
I removed my yellow page ad and went for a simple listing, so at least I'd be listed and known to exsist. I couldn't stand the type of phonecalls I got from the ad. Tire kickers. One person had the gall to explain I was the 21st company they were calling to get a price for one lousy sign.
My work is mainly repeat biz. With new clients, word of mouth. I'm very fortunate to have loyal customers that keep returning. Saves me alot of time!
I also target companies that use me more than once in a blue moon. That keeps us steady.
------------------ Graphic Impact located in BC Canada gisigns@sprint.ca
Posted by Print Wright (Member # 850) on :
Just for another perspective. We use flyers and shop signage. Minimum Yellow pages. We print our own flyers and mail them to businesses only. By bulk mailing to all businesses we can do without envelopes and get a good rate. We usually promote a couple of our services heavily and also include a broad list of the things we do. I feel this shotgun method is cost effective Kerry Print Wright Australia
------------------
Posted by Bill Dirkes (Member # 1000) on :
Hey John, ya ole hillbilly, I'm in the same situation. Small county (15,000) in northern Ky. (30 miles south of Cincinnati,O) Two things happen here-Tobacco & UK B-ball. The local economy has been picking up some speed here lately, now the Tobacco is in its death throes. I don't spend much on ads. I have a goodlooking sign out front, the shop is on US 27 halfway between the two towns in the county. Had the truck lettered for a couple years(most frequently asked question:"Hey buddy, where'd ya git that truck dun?) word of mouth seems to work best, but I'm seeing the need for a flyer to help folks understand what I have to offer. We've got a big rock quarry in the north end of the county-lots of dump trucks. Been trying to break into that market for 2 yrs now. Too many going north to cincy to get it done. I am considering a raffle type promotion for a truck lettering job. I'll let ya know how that works. I've seen some of your work John, word of mouth ought to keep ya busy. Good lookin work!
------------------ Bill Dirkes Bethel Hill Signs Butler, Ky. Goodnight Mrs. Calabash, wherever you are.
Posted by bruce ward (Member # 1289) on :
we had yeller pages, it sucked. radio, never thought about it...since I myself change channels to hear music! we do brochures and mail them out to potential clents. We do job site signs 2' x 3', extremely effective. and recently have had a logo change and shirts made, passin them out. We do alot of cold callin on new buildings. Word of mouth is still great but without the cold callin there would be no xtra.
------------------ if you wanted it tommorow...you should have called last week!
bruce ward visual images montgomery, al visual8@mindspring.com
Posted by Ken Henry (Member # 598) on :
Here's an idea for the rural based shops to get yourselves acquainted with local businesses, improve your communuty a bit, and help your public relations as well.
If your area is anything like the situation here in Canada, you are probably covered by a volunteer fire dept. These guys are always strapped for cash to buy new equipment, and are always looking for ways to raise funds. If you liason and work with them, you could set up a fund-raising platform that would supply a reflective marker number to each business that sends you a business card. These numbers identify specific addresses served by your fire dept. and make locating them much faster and easier in emergency situations. If you do these AT COST, the firefighters could sell these as part of a kit that possibly includes a smoke detector???
By supplying them to the firefighters at cost, you are not out-of-pocket, but you do get to drop off the markers to each and every business within your market area...a natural door-opener for you to introduce yourself, and the services that you can supply to them.
The fire dept. can sell these markers for a profit, raise some needed funds, and in return, you get an entire business community in your immediate area as a market.
------------------ Ken Henry Henry & Henry Signs London, Ontario Canada (519) 439-1881 e-mail kjmlhenry@home.
10,000 sperm swimming for that egg...and I won!
Posted by John Deaton (Member # 925) on :
I really appreciate all your replys y'all. I've been doing signs for 15 years now, but really only about 5 as a full time business. I have a shop truck(88ford ranger) and I have it lettered up really nice. I also use flyers at times, and make occasional calls to potential customers that I think could use some new signage. I was mainly wondering about yellow page ads, radio, and newspaper. They are all quite expensive, and I wondered what kind of return they could bring. The main problem I face here is some people just think they can get better by going out of town. They really don't bother to call and consult with me, they just call an out of town shop, and then say, well, I didn't know you did those too! ALso, I just recently had some full color business cards printed up, and they have helped alot. I keep em in a 1/18th scale 56 pickup on my desk at the shop, and it empties pretty fast.I also put em out everywhere I can, in building supplies, dept. stores, quickie marts, etc. Keep them replies coming. I really appreciate all the input. And Bill Dirkes,glad to hear from you cuz. And tell mrs. Calabash hello if you see her.
[This message has been edited by John Deaton III (edited March 12, 2000).]
Posted by cheryl nordby (Member # 1100) on :
Hi John.......it is interesting to hear how others advertise.....I had a storefront, got LOTS of 20.00 sign orders....didn't like it. I had small yellow page ads,they didn't do anything except cost me 350.00 a month. Then I got a 1/2 page ad.......that is what made me decide to go back to being homebased. What an absolute waste of money. LOTS of money. I gave the ad a fair chance.......but nope, never again. The best advertising is to just hand out your business card......to everyone! I send flyers out, and they help.
------------------ Cheryl Nordby "surf" signs by Cheryl! "surfsigns" a hop and skip from Seattle surfsigns@excite.com
ICQ# 36992184
Posted by Brad Ferguson (Member # 33) on :
Hi John,
Not many of us use radio. It's expensive and many of us are small operations. I use it occasionally (I trade it out,too), and I think it can be effective. I never expected it to cause sales to dramatically increase in a short period of time because of it. My goal has always been name recognition. I want people to think of me when they think of a sign.
Here's some tactics I have used that I think helped when using radio, plus a couple that I plan to use when I try it again.
I've always felt that running ads for a short time only was not effective, even if they were frequent. I think it's far more effective to run them over a longer period of time, even if they are less frequent. I feel this same tactic makes newspaper advertising work better, too. Smaller ads (or fewer), spaced farther apart.
I also think that radio is more effective if it is done with something else, such as a mailing, rather than as a stand-alone.
What I plan to do in the future that I haven't done in the past is to target my radio ads. I know that this is possible. Radio is not quite as 'shotgun' as people think. As I am planning a location change to another area, I will be making a ton of cold calls. It should be a simple matter to ask business people if they listen to the radio, when, and which stations. I will keep a log of this information to guide me in buying radio time. I already suspect that many business owners listen to radio between 6 and 8 in the morning (that's when I do). But that remains to be seen.
In the past, I have never been dilligent enough about asking people how they heard of me. But I plan to be thorough about this when I move as I will not have a lot of money to waste. I think that by a careful survey before I use radio, I can make the most of the money, and a continuous survey afterward should tell me if it worked or not.
Brad in Arkansas
What follows in this post, in case you want to skip it, are three ads for 30-second spots that I have used in the past. The one most remembered was the one on airbrushing brain tissue.
(30 sec.) Your business image is just as important as the product or service that you sell. Brad Ferguson, owner of Brad's Signs in Paris, says: "A professionally made sign makes YOU look professional, even though you already are." And, a well crafted sign from Brad's Signs shows that you take pride in your business, and in your products and services. And that builds customer confidence. So if you want to look professional, call a professional...call Brad's Signs.
(30 sec.) What form of advertising works for your business 24 hours a day for years...yet you pay for it only once? SIGNS! Brad Ferguson, of Brad's Signs in Paris, says: "A well designed sign is not just decoration for a building or a truck...It is low cost advertising." And if it is from Brad's Signs, it will be sharp looking and made to last. So if you want to look professional, call the professionals...call Brad's Signs.
(30 sec.) Can you name one item that is found among the tools of the trade of both brain surgeon and sign artist? "Believe it or not, the answer is the airbrush!" This according to Brad Ferguson of Brad's Signs in Paris. During brain surgery, it is used to coat delicate brain tissue with latex for protection. At Brad's Signs, the airbrush is just one of many tools used to create uniquely beautiful sign work that gives your business the edge. So call the professionals. Call Brad's Signs.
------------------ Brad Ferguson 4782 West Highway 22 Paris AR 72855 501-963-2642 signbrad@cswnet.com
Posted by Mark in Estes Park (Member # 300) on :
We place a classified ad in every issue of our local paper (comes out Wed & Fri) that changes every issue. Wednesday we run 1 column inch ($5) with a 2 line phrase, and on Friday we run 2 inches ($10) with a photo of a customer's job... I have heard many, many times that customers 'appreciate' us advertising for them... THAT is the group that I want to advertise to- my current customers- and if anything, this reinforces our relationship. In addition- I've had many new customers tell me that they check out our ad to see what's new... So that seems to be money well spent.
We also run a yellow pages ad with an independent telephone book company- at half the cost of our local phone service provider- while our telephone is a 'residential' line. I figure that we have a 50/50 chance of new customers picking us up that way.
Now, the funny part- 85% of our new business is referral/word-of-mouth (based on tracking that we have done for 4 years)- BUT I think it's important to have a 'presence' for your business name, and the occasional new customer from the advertising contributes to our bottom line for years to come...
Our next tool- 'cross advertising' (thanks SignCraft) at the local print shops. They share the same customer profile we target- and they usually see those customers early on- business cards, letterhead, etc. We have a small laminated counter display that will offer a discount to the customer, a percentage 'finders fee' to the printer, and hopefully a faithful new csign ustomer. Once they're in, they're in- so I don't hesitate to offer an incentive to get them thru the door the first time.
[This message has been edited by Mark in Estes Park (edited March 13, 2000).]
Posted by Susan Banasky (Member # 1164) on :
John, I have the basic listing in the white and yellow pages of the phone book. If you have trade shows in your community, attend them. Not as a booth renter but as a spectator! Most businesses are there to build a client list and have a 'draw box' to drop your card into which they draw a prize at the end of the show and keep the other cards to follow up & call a week later, asking for your business. If you attend these shows, you can see who needs a sign for their booth for next time, and who is trying to advertise their business, ...you can give them your card because you have their undivided attention. Where a clean, shirt with your company name on it. You have them trapped...they are can't leave their booth...(they have to be nice to you). Take one of their cards and write your comments about them on the back. Whalla..it may have cost you $2.00 for admission. By wearing a visible name on your shirt you are advertising, and visibble to all the exhibitors, the whole time you are networking, or having lunch, or ????. We also get involved with local race tracks, lots of people want their cars lettered and although racers are not rich , you can charge then above cost for materials, plus put your name on their cars for free publicity and promotions. Good air time on the P.A., and great exposure to the sponsors. I also sponsor a race for local Motocross (The Canadian Nationals are held two miles from my shop) and I sponsor trophies that have my name engraved on the trophies, which is announced on the loud speakers so those attending hear my name and am in print for those who read the programs....it's National Exposure. I do many other community and sports oriented economical advertising, our shop trucks and race cars are great advertising...word of mouth referrals are the ultimate, but you can't be a hermit, you must get out from time to time and let people know you are still in the land of the living.
------------------ Susan Banasky Source Signs Nanaimo, British Columbia sourcesigns@telus.net
When in need....go directly to the "Source"!
Proud Supporter of this "Knowledge Network"!
Posted by old paint (Member # 549) on :
i got just a regular yellow page listing...company name is A SIGN MINT...so it puts me up front with a "catchy" name..in amongst all those AAA PLUS, A-1 , A PLUS PLUS..you get the idea.......i think if you have an intelegent name for your shop or business..people will call you instead of the idiot names....i ask when people cal me where they heard of me..and ive had a couple tell me that they looked in the phone book and that A SIGN MINT sounded like a real sign shop............ old paint joe
------------------ joe pribish-A SIGN MINT 6050 mobile hwy pensacola, fl 32526 850-944-5060
Posted by David Harding (Member # 108) on :
I am in a very large metropolitan area so I cannot give too much useful advice on marketing in a semi rural area.
Here in Dallas, there are 10 pages of yellow page ads in the SW Bell yellow pages. In the early 80s, I tried the yellow page route. I was competing with 200 other sign shops. The cost of the ad nearly buried me. I was dealing with the tire kickers, the ones looking for the great deal, the ones calling to see how much it cost to letter their mailbox, etc. I think the yellow pages have killed as many businesses as they helped. I have a friend who used to have a TV repair business in West Virginia, in a rural area. The yellow pages were his lifeline. He had an ad in each small town phone book in the area. Of course, the combined total of his ads was about 5% of my ad bill. Now, I only have the free listing that comes with the business phone.
Now, I target a specific market, the apartment industry. Of course, in a small rural area, that is much harder to do. We get most of our business from word of mouth and management companies that like our work. We are also in the apartment association ($370/year) and have a booth at their trade show each year (about $900) and a quarter page ad in their directory (about $500/year). All of the money we spend with the apartment association has been worth while.
We even, in the last few weeks, have been going through the directory and sending brochures (we can get address labels from the association but we chose a more personalized handwritten address). We have gotten some good response from the mail out as well.
Our brochure is a color photo montage of signs we have done for the industry, printed at Office Depot. The back side is printed black on white with a letter of introduction and more specifics on what we offer. I got 1000 printed up for about $500.00. They have been very useful. They are a mini portfolio. I use up about 1000 per year and every year I make up a new montage.
That's about all I have to offer now.
------------------ A Sign of Excellence
Posted by Brad Ferguson (Member # 33) on :
David H.,
Excellent advice on targeted marketing. True, targeting apartment complexes may only be practical in a relatively large market. But there are other markets that can be found even in rural areas. The point remains: The more aggressive we are in selling, in addition to improving our skills, the better able we will be to command the price we want, no matter where we are.
Brad in Arkansas I believe in the Gary Anderson Theory.
------------------ Brad Ferguson 4782 West Highway 22 Paris AR 72855 501-963-2642 signbrad@cswnet.com
