It’s like planting a flag to stake your claim on a new land. A sign for your contracting business might seem insignificant in the grand marketing scheme, or even an afterthought to some, but the power of a professional contracting sign cannot be underestimated.
Many contractors including plumbers, painters, home remodelers, and landscapers rely heavily on word of mouth advertising and while this is very effective it is not foolproof and only applies if your business generates a consistent buzz. High profile contractors or those fortunate enough might have their name amply displayed on a job site building to show off to the world, and many contractors have vehicles advertising their services. But a roving vehicle can’t direct a potential customer’s attention to a specific job. How can you shout out your company’s talents and reputation while making the most of your marketing dollars?
The Understated Power of a Yard Sign
It’s amazing what sticking a business sign in the ground can do. On that sign you can display most anything related to the work you do, such as contact phone, license number, website, business logo, and color photos of a project. The sign can be in a traditional square or rectangle shape.
When the neighbors stroll by or other people drive, bike, or run past; they will see your business name in bold font and bright, catchy colors. If you or a crew is on site, a custom yard sign can also serve as a welcome for what you do and an invitation to potentially talk with you on the spot. Curious neighbors might be in need of the same type of work and this is your chance to share details of your talents with a new audience.
We live in a digital world, to be sure, but print marketing remains a highly effective option for everything from sales and real estate to home improvement and political office. More than likely, you have walked through the door of a business or at least called or perused their website after seeing a yard sign or advertising poster. Best of all from a marketing budget point of view, with a little creativity and strategy you can score affordable signs and generate a significant return on a modest investment.
How Big Should I Go?
After you’ve decided on a customer-captivating font, colors, and graphics for your business sign; now it’s time to choose a size. Just how big is best? A little 8×10 postage stamp blurb probably won’t attract the crowds to your door and a humongous mural draped from the eaves is a bit much.
First thing’s first—know the rules. Check local regulations regarding temporary signage. You certainly don’t want to break a law or raise the hackles of important people in city offices. Not only that, signs planted where they don’t belong stand a good chance of being unceremoniously removed and discarded, and there goes your marketing investment.
Choose a sign large enough for people to see when they drive past. You only have a few seconds to capture their attention so combine adequate size with bold colors, easy to read fonts, and a contrasting background. If your “under construction” sign at a high-profile job site is small and hard to read, it doesn’t do much good to have it out there in the first place.
Make it Sturdy and Unique
A larger, robust sign also garners attention and will not be bothered by gusty winds or a storm. Use wooden posts or similar whenever possible to keep your sign in place, and incorporate an attractive design that reflects your company’s personality.
People remember things that aren’t the same ol’. Don’t be afraid to push the limits a bit and use unique materials and shapes to catch the eye of potential customers. That one little detail could mean the biggest job of the year.
Information is Power
Make use of your sign space and include strategic, customer-focused information that is easy to access. Consider including a mobile-friendly QR code about your company or the specific project where the sign is placed. The traditional “mailbox” attached to the sign filled with brochures is always a good bet as well.
Within the sign space, focus on advertising just one or two services. People won’t have time to read your company’s entire repertoire so use the space wisely. Include a specialty and highlight accordingly. And don’t print on both sides; people aren’t traveling behind the sign. Save on print costs and make larger signs for best results.