Many businesses use those signs with rows of spaces in which they can change around letters, either as stand-alone rentals, or often on the bottom part of their main "logo" signage. This clever marketing tool allows them to keep their messaging current, informing potential customers of the latest specials, or simply offering clever messages to help build their brand and get noticed.
On a one block span of my city, I saw two businesses today who are failing miserably at utilizing this key marketing tool. Not only are they not using it properly, it actually detracts from their business.
One is a bar/nightclub, whose sign said "TONIGHT" in big red letters on the top line, and then had....nothing....on the bottom three lines beneath it. Wheweee!! Let's round up the gang and head in there tonight!! Are they closed...or just boring??
The other is a computer sales/rental place, who has a sign high-up on the side of their building. The sign is still advertising "XMAS TOYS", which is bad enough itself for the obvious lack of attention that has been paid to keeping it current, but the bottom part of the sign now says "GET DRUNC", thanks no doubt to the clever work of some of the local students. This could be forgivable if the "GET DRUNC" was fixed as soon as it was noticed....but I know it has been that way for at least a month!!
Your signs say a lot about your business...especially those "temporary" ones where you get to change around the message frequently. What is your sign saying about you?
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