Turn Your Clocks Back and Prioritize Your Sign
As we turn our clocks back and Daylight Savings time comes to an end, sign maintenance becomes increasingly more important. Low light conditions call attention to those lackluster signs that once didn’t pose a problem. Now that most businesses will be open during hours of darkness, ensuring your sign is clean and visible becomes even more important as this can make it harder for potential customers to see your business. Not only will this pose a problem for visibility sake but if your sign isn’t lighting properly or doesn’t look as it is intended, this could be sending a bad signal to your customers and ultimately a bad representation of your business. According to the Sign Research Foundation, 68% of customers believe sign quality reflects the company’s quality, so your maintenance of your sign is extremely important. Below we dive into some best practices when it comes to your sign maintenance during months with limited day light hours to ensure visibility and a positive brand experience.
Cleaning
As with many purchases we make, like a car, appliance, or even a home there is regular cleaning that must occur to keep it in good working condition, the same goes for your sign. Establishing a regular cleaning schedule based on your location’s climate can prevent materials from deteriorating or fading, promoting the longevity of your sign. For instance if your business is in areas with heavy snow or dust, a more frequent cleaning may be necessary as opposed to someone who is not. Depending on the type of sign you have, making sure you are following the proper cleaning techniques will prevent scratches to the surface of your sign. Use soft cloths or sponges to clean the sign and if there is a lighting component make sure water does not get into the electrical portion. Depending on your sign’s material (metal, plastic, wood, etc.), use appropriate cleaners.
Lighting
Lighting becomes increasing more important as we enter a season of limited daylight. If your sign does not have a lighting component to your sign and your business functions during night time hours, we highly recommend considering to add this! For those who do have an illuminated sign, consider switching to LED lighting for energy efficiency and longer lifespan. LEDs are much brighter than fluorescent or incandescent and are less prone to burning out. Along with your scheduled cleaning, building in time where bulbs and fixtures can be checked and/or cleaned regularly can eliminate lighting issues.
Repairs
Routine checks of wear and tear of your signage such as rust on metal, fading colors and/or physical damage from weather elements is important to keeping your sign looking it’s best. While this is critical all year long, if you live in a cooler climate winter conditions can be especially harsh on exterior signage. While some small scratches can often be polished out, a more significant damage may require a sign professional to repair or replace a portion of you sign.
Digital Signage
For those of you with an Electronic Message Center you have a higher opportunity to be seen during months with limited day light hours. While EMCs increase visibility year round, at night time they are hard to miss! With this in mind, taking the opportunity to update seasonal content for relevant messaging or promotions can make a big difference in your sign visibility. For instance, during holidays, you might add decorations or change the color scheme to reflect the season. Highlight seasonal products or services on your sign to attract attention. Use contrasting colors or bold fonts for new information to make it stand out. Seasonal updates can also engage customers and show that your business is active and responsive. Again, regularly check the display for any malfunctioning pixels or sections. Prompt repairs are essential to maintain a professional appearance of your sign.
By thoroughly addressing each of these areas, you can ensure that your sign remains an effective marketing tool, particularly as daylight hours decrease. A well-maintained sign can enhance your business’s visibility, attract customers, and convey professionalism, which is vital for any successful operation.
If this sounds overwhelming to you, let us help! We encourage you to contact our service department and we can schedule routine cleanings/maintenance on your sign as well as make any repairs or suggestions on how your sign can function and look the best it possibly can! Contact is at INFO@JOHNSONSIGN.COM or call us at 800-517-3720.