Seven strategies for maximum effective
office signs
For more on this topic, go to www.dentaleconomics.com
and search using the following key words: office signs,
dental signs, dental signage, advertising return on
investment.
Your single best dental advertising
return on investment is right under your nose. Well,
really, just above your head — the on-premise
signs that connect the public to your dental office.
Office signs can be your best ROI
by a long shot, because you only have to pay for them
once. Once your sign begins working, it is like a never-ending
annuity. But it's easy to overlook the powerful effectiveness
of on-premise signage, and whatever opportunity exists
is often forgotten, neglected, or underutilized.
Here's how to do your office signs
right — for a new location or existing one —
to get the max from this workhorse.
Deal maker or deal breaker:
it's a critical consideration. Before you buy,
lease, or renew, evaluate how and where signs can work
for you. Pass on locations where adequate signage is
not available due either to landlord or zoning restrictions.
Identify all sign location
options. It might be a "building mounted"
or "freestanding" or "monument"
sign at the entrance or near a major intersection. It
may have one or two or more message faces. If you don't
have at least one really solid sign opportunity, it
may not be the best location. But think beyond just
one — there are usually several options. Can vehicle
or pedestrian traffic see your location from more than
one direction and/or more than one entrance?
Walk and drive the property.
Go up and down the street several times, in all directions,
both day and evening — as the passing public will
be doing — and look carefully at your present
sign or prospective sign locations. Snapshots are a
helpful reference.
Plan for visibility and legibility.
Consider sign size, letter height, placement,
shape, lighting, and surroundings. You want your message
to stand out among other signs and from the background.
Avoid any message-blocking obstructions. Consider how
to illuminate the sign during evening hours —
usually a good idea for at least a few hours after sunset.
First impressions are important.
If all that the public knows about you is the appearance
of your sign, they will judge your practice on the quality
seen in the sign. Esthetics, choice of colors, use of
white space and clutter avoidance should all speak professionalism.
Use a benefit-driven message.
This can be a creative (and sometimes personal) challenge,
but the message — the right message — is
where your sign makes money for the practice. The creative
challenge is that available space is limited. And it's
a personal challenge if the sign is simply the dentist's
name. Like it or not, a personal name is not what's
important to the public. It's all about what you can
do for them. Think benefit.
Keep the message short and
simple. Regardless of the physical space allowance,
the passing public can't read a lengthy message. In
one, two, or maybe three words: What do you do that
delivers value and happiness to patients? What's in
it for them? If you do many things, say what's of interest
to the most people, and educate them about other details
when they come in.
Shop for experienced help
at a good price. In addition to a competitive
cost estimate, be sure that the company fabricating
the sign has experience, good references, and knows
about compliance with regulations, building codes, property
standards ... and will deliver and install the work
on time.
Consider a large temporary
exterior banner. Your new permanent sign may
take several weeks to design, fabricate, and install.
An interim banner can attract attention and new patients
— helpful if your office is open before your regular
sign is ready.
Investigate secondary sign
opportunities. Can you provide "way finding"
signs approaching the building, in or near the lobby,
hallway, or elevator? Make them durable and professional
in appearance.
An office sign or signs can be a big
investment that lasts for years. But the good news is
that they will typically pay for themselves within the
first year and never stop generating revenue after that.
One final note, of course, is to make a first-class
impression with a well-considered and professional sign
that's a reflection of your quality practice.
Stewart Gandolf, MBA, and Lonnie
Hirsch are cofounders of Healthcare Success Strategies,
and two of America's most experienced practice marketers.
They have worked with dentists for a combined 30 years,
have written numerous articles on practice marketing,
and have consulted with more than 3,000 private health–care
practices. They may be reached by calling (888) 679–0050,
through their Web site at www.healthcaresuccess.com,
or via e–mail at info@healthcaresuccess.com.
Source:Dental Economics
|
digg
