5. Why Do Signs Matter?, Advertisting, Business, Marketing, Sign Type, Signage, small business, Uncategorized, What Can Signs Do For My Business?

Part One: How To Use Signage to Solve the Small Business Problem # 3: Getting the Word Out About Your Business

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What People Think About Advertising

Ask people what they think of advertising and they will usually respond with adjectives like manipulative, pushy, and annoying.  In fact, James Randolph Adams, an ad man himself who went on to start his own advertising company and who wrote two books on the subject observed that, “The most common trouble with advertising is that it tries too hard to impress people.”  

We can sense that can’t we? The desperation a company reeks of when they aren’t afraid to inconvenience consumers with obnoxious phone calls, intrusive emails, and irritating online ads.

Why We Need Advertising

Nevertheless, most people are aware of the necessity of advertising.  Henry Ford, an American captain of industry, once remarked that, “Stopping advertising to save money is like stopping your watch to save time.” He’s right.  As much as we would all like to live in a world where advertising is not necessary, if we ever hope to get the word out about our business, some form of it cannot be avoided.

Common Marketing Options

In last week’s blog, we discussed one of the problems that most small businesses struggle with: getting the word out about their business.  Of course there are options out there, like online marketing, print advertising, and networking. But often times these are not viable because as a small business owner you are usually lacking in time, and all of these alternatives will require constant upkeep.  Furthermore, even if you hire an employee to do the work for you, they will still need training and monitoring. That is if you find the right employee.  

Why Common Marketing Does Not Work

Additionally, we took a look at why people are tired of being advertised to and that most marketing options bombard the consumer, giving the consumer no control over when and how they are advertised to.  This annoyance can lead to a resentment of the brand that chooses one of these marketing tactics which is the exact opposite of what businesses are trying to do.

A Better Marketing Solution: Signage

However, there is another marketing option that can get the word out about your business without taking up your time or annoying your potential consumers: signage.  Let’s take a closer look at the first reason why signage is the marketing solution for you and your small business.

Marketing Signage Solution #1: Signage Lets Your Customers Come to You

When was the last time a salesman got you to stay on the phone with him longer by being aggressive and pushy?  What about the sales clerk who followed you around the store feigning assistance when you knew the whole time they were just after that commission? Or how about the amount of times a text message announcing a ONE TIME ONLY SALE got any response from you other than STOP?  

Heck, this same behavior displayed by an ex-boyfriend would get him charged with a restraining order.  In a salesman, this forwardness might get them a quick sale because the customer just wants to be left alone.  But it will not lead to a repeat customer.

Why?  Well, as Dale Carnegie, author of How To Win Friends and Influence People wrote that “A man convinced against his will, is of the same opinion still.”  If we have to corner, trick, coerce, or force people to use our product or sample our service, don’t expect anything other than a one-time sale.  People do not want to be told that they need something. They want to feel that they have come to that conclusion on their own.

Signage is an excellent way to subtly send a message about your business and your services.  

Looking to tell a customer that you are classic and elegant? That is where Gold Leaf Signs come in handy.  

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Gold Leaf Lobby Sign by Landmark Signs

Want your sign to say that you are here to stay?  A Monument Sign will do the trick.

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Skyline Push Thru Graphic Monument Sign by Landmark Signs

Need something that shows you are an exciting, innovative company?  We’ve got just the Wall Sign for you.  

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Couture Wall Sign by Landmark Signs

There is truly a sign type for every business and with our help you can market your business in an unobtrusive way that allows consumers to feel like they have control.  Let your consumers come to you with a sign that sends the right message every time. Once they voluntarily enter your store, we know you will provide them with exactly what they are looking for.

Check back in next week to find out how else a Landmark Sign can solve your marketing problems.

Experience and innovation have been the backbone of Landmark Signs for more than 35 years.  Located in Orange and servicing all of California, our services include sign design, sign manufacturing, and sign installation.  Choose our specialized sign expertise to turn your ordinary sign into a Landmark!

© Landmark Signs 2018

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Advertising, Business, Marketing, Signage

The Pros and Cons of Running a Family Business (Part 1)

There is an age old adage that warns: do not mix business with family!  Perhaps the original informant of this advice knew a thing or two about running a family business.  Issues like greed, jealousy, and resentment are likely to rear their head in almost any business; it is after all a competitive environment.  However, when dealing with family, these are even more likely to be trigged since each family is likely to bring their own special set of personal disputes and supposedly “forgotten” angers to the job.

Yes, there are have been multiple failings of family businesses who have not been able to handle the pressure of working with each other and then being forced to sit down together for a Thanksgiving dinner.  Despite all the hazards of working with one’s relatives, there have been many success stories.  Take for example the Trump Organization, who has built up an extremely well-known brand that is associated with the height of wealth and luxury.  Started by Donald Trump, three of his children now are involved in the prosperous corporation.  Or the Maloofs, whose company is comprised of five siblings; they have managed to effectively continue what their father started by managing a casino, a record label, a sports team, and even a skateboard competition. Obviously, it can be done, and done well.

Generally, individuals can work on their personal weakness by understanding what their weaknesses, as well as their strengths, actually are.  I believe this too, is an all-important step to running a family business.  By being aware of what it is that may threaten to tear your business apart and acknowledging the positive aspects of working with your loved ones, a company can learn how to move forward with their business in the most efficient way possible.  I give you, what I consider to be, the pros and cons of running a family business.

Pro/Con Number One

“Do I WANT to be here or do I HAVE to be here?”

Pro: A Sense of Responsibility

Motivation is a key factor in accomplishing almost any task that not only a company, but an individual takes on.  There has to be something pushing one forward and encouraging him/her to keep working despite the obstacles that will most certainly be faced along the way.

Working for your family business automatically provides you with a reason to put your best foot forward, even in the most difficult of circumstances because after all, it is your family we’re talking about.  What can motivate you more than knowing that you have people you love counting on you?

For many, it is the very same business they are now working for, that as they were growing up put food on their tables, a roof over their heads, and clothing on their backs.  In our case, Landmark Signs was founded by my father and mother.  It was this business and their hard work that provided my siblings and me with everything we needed, not to mention the comfort that comes from trusting that we would always be provided for.  As an adult now working for my parents, how can I not be willing to do whatever I can to contribute to our company?  There is pride in knowing that I can give back to a business that has given me so much.

Con: Feeling Obligated

Nevertheless, there is a downside to a feeling of responsibility: it can often turn into resentment that one is being forced rather than choosing, or even wanting, to work for their family business.

Perhaps some in the family business may find themselves in a position of originally being compelled to help out their family when they took the job, but now feel like they have to continue working there no matter what.   They might even believe they are trapped in job they have discovered they hate.   If this is the case, then the obvious answer is to quit.  Go make your own way; find something you love and are passionate about.

That idea does make sense in theory, however making it a reality is not always that simple. It’s a lot easier to walk away from a company that has only known you since your hiring, and has given you nothing outside of the work world.  Walking away from your family job can often seem like walking away from your family.

A Solution

Does it really have to be one or the other?  Not exactly; there are many times in life when people go through fazes of happiness or sadness.  Just because you aren’t in joyful mood, doesn’t mean you should walk away from what you are doing.  Likewise, times of contentment don’t always imply that you are exactly where you need to be and that you will always be satisfied if you stay put.

In order to give a family business the best chance of succeeding, it is wise to keep in mind that feelings of responsibility can often become feelings of obligation.  By accepting that not all of your family will want to jump on board and join you in your venture, allows those who are participating, or are thinking about participating, to believe they are doing what they want to do, not what they have to do.

Furthermore, there is nothing wrong with thinking that you owe it to your family to help out; it is respectable to be compelled to give back.  Instead of feeling constrained by this sense of duty, it may be helpful to embrace it.  Who knows, you may end up working at a job you love, with people you love.

© Landmark Signs Inc. 2011

Make sure to check back soon for “Pros and Cons of Running a Family Business (Part 2)”

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© Landmark Signs Inc. 2011