Job Sign Marketing

It's no secret that using a job site sign can be an effective way to market your company's services to neighborhood homeowners. But most job sign marketing isn't done as effectively as it could be.

Here are four tips for getting the most out of your job sign marketing:

1) Do It. Most home improvement contractors post a sign when they've got them, when they remember, or when working on a really nice project. This defeats the whole purpose. Every job, no matter how big or how small should get a job sign. Consistently displaying your company's sign, like all forms of marketing, brings in higher returns and helps to create brand awareness.
Create a system that ensures your signs are getting out (and coming back) when they should.

2) Make Sure Your Job Sign Has A "Take-One" Box. Do you know what a take-one box is?
Maybe you've seen them on real estate "for sale" signs. A take-one box is just a simple container, attached to your job sign that allows you to provide written promotional material to interested neighbors. Sometimes they're called "info tubes." You can insert a flyer, letter, brochure, business card, reference list or any other promotional piece you want in the tube. Then, interested neighbors driving by, walking the dog, or taking junior out for a stroll can stop
and instantly get your marketing piece. This provides an immediate, non-threatening method
for getting your marketing material into a prospect's hands. Do neighbors really stop and take
the info out of the box? They do. Most neighbors are very curious about what's going on in
their neighborhood. You'll find your take-one box will empty quickly so be prepared to
refresh the box often. Info tubes and take-one boxes are available at most sign stores
and home improvement centers.

3) Make the sign visible to traffic from both sides of the street. This usually means using a double-sided sign. This increases the cost, but it's worth it. You'll get drive-by visibility from both directions of traffic.

4) Make sure your sign is clean, bright, and easy to read. Make the phone number clearly visible and include a call to action. If you want them to call you, then make sure you say so. Put a Web site address on there, too. That way, potential customers won't have to call and feel any sales pressure. Remember to keep the signage short and simple; people often can only glance as they drive by. It's good to keep the logo/colors consistent here, too. Whatever the customer sees on a sign should be echoed in your letterhead, Web site - all your "frontage."