While returning patients are key to your business, new patients are also a necessary piece of any practice’s growth. Many new patients will come to you by way of referral or research. Some, however, will be people who just happen to see your practice as they pass it by. With the right sign, however, this “some” can easily become “many.” We checked in with sign businesses, sign-displaying ECPs, and even a business outside the industry for tips on how to make the best choices when it comes to putting your “name in lights.”
Images featured clockwise from top.
Alberta Eye Care in Portland, OR, worked with Hannah Sign Systems to create this eye-catching piece. The practice had some creative limitations from its landlord, but ultimately ended up with a sign that works well. James Armstrong, owner, says practices should “make sure to have their sign professionally designed and use materials that will last in the elements.”
Diana Canto-Sims, of Chicago’s Buena Vista Optical, installed a sign with an LED screen displaying 13 different messages. “We ask everyone how they found us. I need to know where my dollars are going and where to continue to invest,” she says. “A lot of them say it’s because of our sign. We document that so we know if it’s worth paying a monthly fee to maintain. For us it is.”
Using a sign that truly stands out from the crowd can create the difference between success and struggle. A customized sign, like this one from Jantec for a coffee shop, is a chance to grab the attention of potential customers and to increase engagement with the public.
When Competitive Signs started work on the sign for a restaurant in New Jersey, one of the first things owner JC Aviles did was call the town’s zoning officer to make sure he understood local regulations. This made it easier to find solutions to keep the project moving.
What Retailers Say About Buying Signage
Jon Hepner
OWNER, AROY-D, THE THAI ELEPHANT
“Our goal is to get people in the door. Once they come in, we’re confident that they’re going to come back. So, having a sign that brings people into our business was what we needed to grow. Without a doubt, our restaurant is much more visible now.
“As the plan came together, Competitive Signs and Graphics worked within our budget and stayed on our schedule, which is something all businesses should look for when they’re hiring a sign company.
“Before we had the new sign created, we were not growing at the rate we needed. We just didn’t have the visibility necessary and the location was virtually impossible to see. Since we had the sign made, we’ve seen the business grow—passersby just can’t miss it.”
Points to Consider
Plan ahead. Permits can take time, and if there’s an issue, you’re back at square one. With the potential for delays, JC Aviles of Competitive Signs and Graphics in Montclair, NJ, says, “It’s important not to leave your sign as the last task before you open.”
Invest. “One of the worst mistakes business owners can make is to buy the cheapest sign they can find,” says Scott Bryant of the Jantec Group — a neon sign business in North Carolina. The long-term investment is worth the additional upfront cost.
Measure up. “In many cases, some necessary measurements are overlooked during development,” says Justin Myers of The Sign Chef in South Carolina. They offer a helpful sizing guide online and he recommends always accounting for where the letters will go, their size, and the viewing distance.
Don’t settle. Your sign is a big commitment, don’t settle. Dan Defilla at Neon Mfg. says owners need to “work with a company that listens and understands their vision.” Jason Green, of Adams Signs, agrees, suggesting ECPs “work with a company experienced in capturing the audience they’re looking for.”
Keep it up. Diana Canto-Sims purchased their sign 12 years ago from Best Neon Sign in Chicago. They invest in a monthly maintenance plan covering polishing, cleaning, bulb replacement and LED upkeep.