A GREAT article for my restaurant clients!
~Amy Donahue
signage consultant
Does it seem your city is working against your restaurant marketing efforts by imposing restrictive sign codes? Gone are the days of putting up a 50 foot tall pole sign with flashing strobe lights. Now in many jurisdictions it's all about small, low and non-obtrusive. Isn't that working against the whole purpose of a sign in the first place? The good news is that there are ways to increase visibility while staying within (or pushing the boundaries) of your local sign code.
Here are some ideas to improve visibility and help your restaurant marketing. Some of these may require a temporary permit or city approval, but often it's good to operate under the theory that it's easier to receive forgiveness than permission.
• Window Clings - Your windows can provide a lot of area to advertise. With today's widespread availability of large format digital printing, it's easy to create and produce window signage. Printers can even print on a material that allows customers inside to still see out through the window.
• Banners - These can be created in any size, any color, with a variety of methods. Whether they're digitally printed in full color or are cut vinyl letters made by the local one hour sign shop, banners are easy to customize for any restaurant marketing purpose.
• Inflatables - These attract attention. From the large burger or milkshake on the roof of your building, to the dancing chef in the parking lot, these are fun and eye-catching.
• Yard Signs – This is as inexpensive and low-tech as you can get, but people will see them. Just like the politicians use, yard signs can raise awareness of your promotion or location.
• A-frame Signs - A-frame signs come in a variety of sizes, shapes and looks – some even have the ability to change the words and graphics. A-frames are very handy because you can put them out when you want, then carry them back in. For instance, if you offer a special on your slow days, you only put the sign out on those days.
• Light Pole Banners – There is hardware available that you can add to lightposts in your parking to hang decorative or promotional banners. You often see holiday decorations hung this way, but there’s no reason you can’t use this to your advantage all year around.
• Wind Sails - These have become popular attention grabbers. You can have them printed with your logo or promo, then either stick the holder into the ground or use a weighted base to set them on a hard surface. They are available in multiple heights, with some sails going as high as 20 feet.
• Building Façade – If you look at trends in modern restaurant construction, you’ll notice many chains are now adding a tall tower entrance to their buildings. This tall architectural feature is actually part of the restaurant marketing strategy. That small sign you’re allowed to hang for your business is much more visible when it’s mounted at the top of a tower.
• Murals – Sometimes the best visibility is on someone else’s property. Is there a building down the street where you could paint a directional sign – “Dave’s Deli – Two Blocks Right”? Think of all the old barns throughout the country with Mail Pouch painted on them. That wasn’t to create a historic rustic look for those barns, they were advertising murals.
• Company Vehicle – Do you have a delivery van or company vehicle wrapped in signage? Simply park this at the end of your parking lot by a busy street, and it will act as extra signage – no sign permit required!
• Costumed Character – If you have a mascot or a costumed character, they can stand out in front of your restaurant and wave at passing motorists.
• Sign Waver – This attention-grabbing method seems to have started with the furniture and liquidation sale industry. People are hired (presumably at minimum wage) to stand with signs on busy streets and attract the attention of drivers. Often these people spin the signs and dance around either to be entertaining, or because it’s an incredibly boring job!
• Flag Pole – In most cities a flag pole does not fall under sign codes. You can install a tall flag pole that will help attract attention for you. Supercharge your flag pole by flying the American flag on top, and then a flag with your logo underneath it.
Read more: http://foodservicenews.com/articles/restaurant-marketing/how-to-increase-restaurant-visibility-despite-restrictive-sign-codes-8738/#ixzz1O9Fep5nI
Here are some ideas to improve visibility and help your restaurant marketing. Some of these may require a temporary permit or city approval, but often it's good to operate under the theory that it's easier to receive forgiveness than permission.
• Window Clings - Your windows can provide a lot of area to advertise. With today's widespread availability of large format digital printing, it's easy to create and produce window signage. Printers can even print on a material that allows customers inside to still see out through the window.
• Banners - These can be created in any size, any color, with a variety of methods. Whether they're digitally printed in full color or are cut vinyl letters made by the local one hour sign shop, banners are easy to customize for any restaurant marketing purpose.
• Inflatables - These attract attention. From the large burger or milkshake on the roof of your building, to the dancing chef in the parking lot, these are fun and eye-catching.
• Yard Signs – This is as inexpensive and low-tech as you can get, but people will see them. Just like the politicians use, yard signs can raise awareness of your promotion or location.
• A-frame Signs - A-frame signs come in a variety of sizes, shapes and looks – some even have the ability to change the words and graphics. A-frames are very handy because you can put them out when you want, then carry them back in. For instance, if you offer a special on your slow days, you only put the sign out on those days.
• Light Pole Banners – There is hardware available that you can add to lightposts in your parking to hang decorative or promotional banners. You often see holiday decorations hung this way, but there’s no reason you can’t use this to your advantage all year around.
• Wind Sails - These have become popular attention grabbers. You can have them printed with your logo or promo, then either stick the holder into the ground or use a weighted base to set them on a hard surface. They are available in multiple heights, with some sails going as high as 20 feet.
• Building Façade – If you look at trends in modern restaurant construction, you’ll notice many chains are now adding a tall tower entrance to their buildings. This tall architectural feature is actually part of the restaurant marketing strategy. That small sign you’re allowed to hang for your business is much more visible when it’s mounted at the top of a tower.
• Murals – Sometimes the best visibility is on someone else’s property. Is there a building down the street where you could paint a directional sign – “Dave’s Deli – Two Blocks Right”? Think of all the old barns throughout the country with Mail Pouch painted on them. That wasn’t to create a historic rustic look for those barns, they were advertising murals.
• Company Vehicle – Do you have a delivery van or company vehicle wrapped in signage? Simply park this at the end of your parking lot by a busy street, and it will act as extra signage – no sign permit required!
• Costumed Character – If you have a mascot or a costumed character, they can stand out in front of your restaurant and wave at passing motorists.
• Sign Waver – This attention-grabbing method seems to have started with the furniture and liquidation sale industry. People are hired (presumably at minimum wage) to stand with signs on busy streets and attract the attention of drivers. Often these people spin the signs and dance around either to be entertaining, or because it’s an incredibly boring job!
• Flag Pole – In most cities a flag pole does not fall under sign codes. You can install a tall flag pole that will help attract attention for you. Supercharge your flag pole by flying the American flag on top, and then a flag with your logo underneath it.
Read more: http://foodservicenews.com/articles/restaurant-marketing/how-to-increase-restaurant-visibility-despite-restrictive-sign-codes-8738/#ixzz1O9Fep5nI
