Everyday Marketing Ideas

How Can I Promote My Local Business Effectively?

Promoting a new or an established business can be an exhausting task. These days there are many options for getting traffic through your front door. Some are more effective than others, and some may sound like a good idea but end up wasting your time and energy. Effective marketing for a brick and mortar establishment will vary depending on what type of business you have, but some of the same rules generally apply. Visibility draws foot traffic! Now keep in mind that traffic can be generated in many ways including online PPC ads, search engine listings, print phone book ads, online phone book websites, print ads including diner menu ads, newsprint ads, sales circulars, direct surface mailings, radio or tv ads, word of mouth from previous customers, lawn signs, storefront signs, and even vehicle lettering. All of these forms of advertising cost money. Some have reoccurring costs each time you use them, while others, such as signage and vehicle lettering are a one time cost option. Seeing your business ad in the newspaper or in the yellow pages may heighten your ego, but when it comes to your advertising dollar, finding the most bang for your buck should be your number one concern. Storefront signage and vehicle lettering are all a one time cost form of advertising that keeps generating revenue years after they have been paid off. Having a rolling billboard parked in from of your establishment or even better, rolling across town is one of the best ROI (returns on investment) for a business owner.

Here is a test. Ask any builder, painter or other contractor how many times he or she has been parked outside of a home improvement store and asked for a business card by a perspective customer? That is the vehicle lettering at work! Online or print ads are reoccurring costs that do bring in potential customers, but having a clean, brightly lettered vehicle in front of your store attracts attention for years and years.

If you are a store owner you also know the headaches associated with traditional permanent signs and your local towns ordinances. More and more towns are outlawing lawn signs, A-frame signs and banners from being hung in front of stores. But less than 5% of the strictest municipalities in the country have any ordinances regarding lettered vehicles that are parked in front of the store.

So if your marketing plan includes advertisements, sales circulars, storefront signs and vehicle lettering, there are a few basic concepts that work well for outdoor signs and commercial truck lettering. One key concept in signage is color visibility. When considering outdoor signage or vehicle lettering, always keep in mind that reds, yellows and other bright colors draw the human eye. Earth tones and dark colors tend to blend in with the surroundings. Here’s another test: The next time you are out driving, take notice to the colors used in the top 3 fast food restaurant chains. Bright vibrant primary colors (mostly reds and yellows) will catch your eye while driving past.

There is a wide array of vehicle lettering options today. From simple lettering to go on the back of your SUV to a full vinyl truck or bus wrap. Again, the best solution for your business will depend on the type of business and the location of the building with regard to passing traffic.

Another key concept is the actual message you are trying to get across on your vehicle. When choosing a design or colors for your business signs or vehicle lettering, keep it clean and simple! All business owners wants to include every last product or service on their business cards and vehicles, but too much is definitely way too much! Get the main points covered: The business name, a contact number, your website, a tagline of your best points of interest. And that’s it. Our best advice is try not to write a novel on the side of your truck! After a period of time noticing other commercial vehicles, your trained eye can start picking out bad color choices and cluttered truck lettering examples on the highways.

What’s in a name? Your name says a lot about what you do. A poorly chosen name or a shabby looking truck with your company name on it can send the wrong message to prospective clients. A well thought out name coupled with a clean, neat, well lettered vehicle can sell your product or service before you put your park your truck or open your mouth. For contractors that make house calls, most referrals usually come from neighbors that watch your van pull up next door and invariably call you the next week to do the same work on their home!

An effective retail marketing plan will include print and online advertisements, in store promotions, word of mouth networking and signage that is appropriate for your business. Vehicle lettering is a key to converting passers by into shoppers!