With all the focus on social media and digital customer engagement, it is easy to overlook a marketing strategy that, for over a century, has proven to drive sales – illuminated signs.  Neon has traditionally been used as the illuminations source, but over the past decade LED products have taken a significant share of the signage market.  One LED technology, SpellBrite, enables restaurants, retailers, and other businesses to create illuminated signs that are as bright and striking as traditional neon signs, but which can be changed at any time.

With the SpellBrite signage system, one can make any sign and change it any time.

Neon & LED Based Signs

Neon signs have been used for over a hundred years to successfully drive traffic and sales.  There is no greater proof of the effectiveness of illuminated signs, and neon in particular, than Las Vegas.  Casinos there have used neon to the extreme to draw in customers and their money.  However, neon is declining in popularity, even in Las Vegas, due to safety concerns, maintenance hassles, environmental issues, and aesthetic challenges and many municipalities are banning neon.

LED-based signs have none of the drawbacks of neon signs and derive significant benefits from LEDs: long life, durable, low energy usage, light weight, etc.  LEDs are points of light and this creates aesthetic challenges if viewers are able to see the pixelation.  Several technologies have successfully addressed the pixel problem: large billboards and display screens which can cost hundreds of thousands to millions of dollars.  Viewers are typically far enough from the display that the individual LEDs are not distinct, but actually form a composite image.

Another LED technology without pixelation is SpellBrite, a click together LED signage system that looks like neon.  The light from the individual LEDs are diffused into a smooth, bright line.  Since SpellBrite characters are modular and interchangeable, a user can create any message and change it any time.  Business owners can inexpensively test multiple messages, promotions, and price specials to find the most compelling to prospective customers; change signs for seasonal or timely opportunities; or modify general messaging to keep their storefront fresh. This radically increases the value of the signage system. 

The Value of a Changeable Signage System

Because of the flexibility available in creating custom sign messages, business owners in multiple industries have used SpellBrite in different ways to increase sales and strengthen their market position.

Announce Unique Offerings:

After hanging his first sign, Steve Scaglione, owner of Maurizio’s Pizza & Sports Bar in St. Louis, was all in.  He immediately invested $4,000 more in SpellBrite signs.  Steve said, “Within weeks of putting up the sign “BANQUET ROOM AVAILABLE” with our phone number, we went from getting almost no calls on the banquet room to 20 to 25 calls per week.  SpellBrite has been wonderful for my business.”

Promote Specials:

Sam of Big Sammy’s Hot Dogs in Elgin, IL uses SpellBrite to promote the combo at his three shops.  When food costs increased, Sam changed the price on “2 HOT DOGS FRIES & DRINK $5.00” to $5.50 and later to $6.25 just by buying a few more numbers.  “Large chains spend millions of dollars to promote their value meals.  SpellBrite puts my value meal on equal footing and for much less money,” says Sam. “And you can’t miss the signs.  They bring the customers in.”

Attract Employees:

A multi-unit owner of a national pizza chain found using a “NOW HIRING DRIVERS” sign led to a fivefold increase in driver candidates.  The owner is pleased, “Drivers constantly turnover.  I’ve gone from hoping for a warm body, to selecting candidates that will represent our brand well.”

Differentiate Your Business:

An agent for a national insurance company uses the sign “SWITCH AND SAVE UP TO 40%” to help reinforce that they are not only an established, trusted brand, but are a good value as well.  The agent has been so pleased that he has purchased a kit of letters to periodically change messages.

Highlight Urgency:

A franchisee of a large tax chain started with the sign “10 DAYS TO FILE” and counted down to April 15.  “The sign more than paid for itself and I continue to do business with many of these customers.”

Announce Immediate Availability:

Jim Horn, owner of Hairsmith in Carpentersville, IL increased his revenue and chair utilization with a “NO WAIT” sign.  “We are in a strip center and the various stores draw a fair amount of traffic.  When we have an open chair we turn on our ‘NO WAIT’ sign with a remote and it quickly pulls customers in.  The SpellBrite sign has helped sales increase over 15%, with no increase in man-hours at the barber shop.”

Business owners have multiple good options for signage product.  Many have chosen SpellBrite because it combines the striking impact of neon with the flexibility of print.  Using SpellBrite to test and communicate compelling messages has increased sales for many businesses across multiple industries.

Attracting new customers is critical to the survival and growth of any business, according to Sam Fallico of Big Sammy’s Hotdogs.  Even established businesses will fail without bringing in new customers, and Fallico says it can take six months or longer for new residents to patronize a business for the first time. 

“If I can constantly attract new customers to my restaurants, my outstanding food and service will turn them into regulars and my business grows,” he says.

Fallico, who is known as “Big Sammy” at his three locations – one in Elgin, IL and two in Elk Grove Village, IL – uses a variety of marketing and advertising approaches to promote his business and bring in new customers.  Fallico discovered that some strategies greatly outperform others, so he focusses all of his efforts on the top performers as well as programs that help his community in some way. 

Sam Fallico, owner of Big Sammy’s Hotdogs, and his SpellBrite Neon-LED sign “2 HOTDOGS FRIES & DRINK $6.25”

Fallico buys radio ads and monthly placements in Moneysaver and Save magazines.  He also partners with local charity and nonprofit organizations to host fundraisers and community events. 

Fallico, who opened his doors in 1996, finds little value in other marketing strategies such as Groupon.  “They want to take around 20% and they have all the control.  It’s a bad deal,” he says.  “Plus, it brings in cheap customers that are always looking for the lowest price.  I don’t want that.”

Fallico discovered that one of his most effective tools for attracting more customers is also the most cost effective – his SpellBrite Neon-LED sign that says “2 HOTDOGS FRIES & DRINK $6.25”.  He hung his SpellBrite custom Neon-LED sign in his front window in the hopes of drawing customers from the busy streets surrounding his business, and it worked!

“SpellBrite definitely attracts a lot of attention.  People even stop their car right in front of my business, read my sign, park, and come in asking for my hotdog combo.  It’s so bright,” he says, “you can see it all day and night from across the parking lot to the street”.

Fallico was one of the first businesses in his community to buy a SpellBrite sign and he’s glad he did.  “SpellBrite is a great value.  My sign cost me less than my monthly print advertising budget, and I will use it for years and years.”  After testing his SpellBrite sign at his Elgin restaurant, he quickly bought signs for his other two locations.

“Compared to neon, SpellBrite is super bright, energy efficient and safer around my customers and employees,” he said.  “Most importantly, I can change my custom message any time.  In fact, I’ve changed the pricing on my sign twice already.  You can’t do that with neon signs!”

Big Sammy’s Hotdogs: www.bigsammyshotdogs.com

SpellBrite is modular. You can make any message you like and change it any time.

Like many restaurateurs, increasing costs were putting a strain on Shaun Kanchwala’s business and finances.  Shaun, the owner of Taylor Street Pizza in Carpentersville, IL, had to make a choice: switch to less expensive ingredients, accept lower profits, or increase prices and risk losing customers.

“As I thought about it, I really did not have a choice,” said Shaun.  “If I lowered food quality, I would lose existing customers and fewer new customers would become regulars.  If I accepted lower profits, I could eventually go out of business.  I knew I had to raise our prices, but I needed to do it without losing customers.”

SpellBrite was a critical part of Shaun’s solution. SpellBrite is our “click together” LED signage system that looks like neon, but has none of the drawbacks.  Shaun knew owners of other restaurants that used SpellBrite custom signs to successfully differentiate their offerings and highlight promotions.  “You can’t miss these signs – they grab your attention.”

Sales increased after Shaun Kanchwala put up a SpellBrite sign announcing Taylor Street Pizza’s slice promotion with an increased price.

To announce that the price for two pizza slices was now $5.50, an increase from $5.00, Shaun bought the SpellBrite sign “ANY 2 SLICES $5.50”.  The cost of the sign was under $400, much less than quotes for a comparable neon sign.  Because the SpellBrite system is modular, if Shaun’s costs changed or if he wanted to test different promotions, Shaun could easily change the price or the entire message.

Shaun was thrilled with the results: he had feared that unit sales would drop, but they actually increased over 10%.  “A bright sign with a compelling message really does pull in more customers!  If I lost any customers from the price increase, it was more than made up by new customers drawn in by the SpellBrite sign.  The unit sales increase of 10%+ and the price increase of 10% combined to increase slice revenue by more than 20%, and most of this went to the bottom line.  The slice promotion also increased sales of other food and beverage products.  The sign paid for itself within weeks.  We will definitely buy SpellBrite signs for all 10 of our stores.”

Taylor Street Pizza: www.taylorstpizzacarpentersville.com

How can your business stand out? With so many new businesses popping up, along with the rise of digital marketing and e-commerce marketplaces, it has become increasingly difficult for businesses to stand out from the competition. However, one of the most effective ways to get your business noticed is a tried and true method that is also one of the most affordable marketing strategies: lighted business signs. The Small Business Administration (SBA) cites signs as the most effective yet least expensive form of advertising. This is especially true for small businesses that are looking for heightened visibility for their business on a budget. However, signs’ affordability is just one reason why signs are an integral part of doing and growing your business. Below I expand on why signs, and particularly illuminated signs, will make a positive impact on your business.

How Are Business Signs Useful? Per the SBA:

• A sign helps introduce passersby to your business and welcome them inside. Signage is a fundamental way to help existing and potential customers identify your business.
• Signs work every day of the year. Lighted signs take this a step further by working around the clock. Lit signs are easy for customers to see all day and night, giving your business maximum visibility.
• People often judge a business by the quality and appearance of its signage, making it an important tool to help project the image you are looking for. A good sign can also reinforce the branding efforts for your business.
• Along these same lines, many businesses have increased their foot traffic and sales simply by adding a new sign. The opposite is also true: many have gone out of business in part because potential customers were unaware of them.
• According to the United States Census Bureau, 18% of households relocate each year. As your customers move, you need to replace them by attracting new customers. Signs help you do this in a cost-effective manner.

Why Choose a Lighted Sign?

Choosing the right type of sign is critical if you want to maximize the effectiveness of your marketing efforts. Did you know that the human eye is drawn to light that is five to six times brighter than the ambient level? When you consider this, the benefits of a lighted sign in your business are easy to see. These lighted neon and LED signs are great ways to promote specific items or services in your storefront window. For even more effective marketing, customized lighted signs can showcase your business’s specialties and stand out to nearby pedestrians. Likewise, illuminated in-store signage is a great way to both transform the interior of your business or restaurant and to direct customers to different areas, like your restrooms, or to inform them about new products you’re looking to promote.  

In addition to allowing you to reach new audiences, lighted signs make it easy to connect with your existing customers. Your illuminated sign can shine bright day and night, even when your business is closed. Smart marketers aim to achieve “top of the mind awareness,” keeping their business at the top of customers’ minds. Having a lighted sign on display 24 hours a day, especially if it features an eye-catching message, increases the chances that your target audience will keep you in mind when looking for the products or services you have to offer.  

Signs as a Marketing Tool

A 2012 survey by Ketchum Global Research (now Ketchum Analytics) provides further evidence of the power of signs as a marketing tool. This survey investigated whether there was a relationship between the quality of business signage and consumer reaction to the business. While studying the results, they discovered that there was a correlation. Did you know that:

• Nearly eight out of 10 respondents (76%) said they have gone into a store they have never shopped at before because of its signs.

• Almost seven in 10 respondents (68%) said they have bought a product or enlisted a service because a sign caught their attention.

• Even in this social media age where digital marketing is king, a business’s sign can provide influential word-of-mouth advertising. Three out of four respondents indicated they have told others about a store based simply on its signage.

• More than two-thirds of respondents (68%) believed a store’s signage is indicative of the quality of its products or services.

• The quality of signage is an important consideration, as poor signage can keep prospective consumers from entering a store. Over half of respondents (52%) said they are less willing to enter a store with misspelled or poorly made signs.

• Almost 60% of respondents said the lack of storefront signage was a strong enough deterrent to keep them from shopping at a store. On average, respondents felt that two to three signs around a storefront is best.

Signs Trumps Social Media for Location-Based Business

Businesses with walk-in / drive through customers derive over 80% of their revenue from customers within their immediate geographic area. Studies show that over 50% of these customer pass that business at least once per week. To be successful, location-based businesses like dentist offices and restaurants must continuously remind passersby of their presence, products/services, and promotions.  Lighted signs are particularly effective in grabbing the attention of passersby, keeping the business top-of-mind and highlighting special promotions.

Which Sign is Best?

Given how important a high-quality illuminated sign is in effective business marketing, it’s extremely important to understand the available range of options. This will help you to select the best sign for your particular needs.

Neon Signs

Neon signs, which use neon gas, have been used for decades and are still popular at many businesses. These signs are visually striking and bring a vintage aesthetic. Authentic neon signs are also handmade, meaning they can serve as art pieces and that no two are exactly alike. These handmade and authentic neon signs can also last for many years when properly cared for.

However, while neon signs are a beautiful and classic signage solution, neon also has quite a few drawbacks. Because it is handmade with neon gas encased in glass, these signs are not only expensive and easy to break but also dangerous when broken, making them a potential hazard to yourself, employees, and customers depending on where you place the sign. This issue is further exacerbated by the fact that neon signs require regular cleaning and maintenance and the fact that repairs can be extremely expensive.

Dot LED Signs

Fixed dot LED signs are known for being an affordable lighted sign option for businesses. These signs run for as little as $30-50. They also have a much lower power consumption than neon, which can save your business money on energy costs.

However, the low price comes at a cost for businesses. These signs are often much less bright than neon, and their pixelated appearance is not as attractive or professional as other signage solutions. Additionally, like neon, if part of the sign burns out, you’ll have to replace the whole unit, making repairs costly. The LEDs also lose their brightness over time, and these signs are not as long-lasting as their neon counterparts. There is also a big discrepancy in quality between different manufacturers. If you choose to purchase a dot LED sign for your business, you’ll want to make sure the sign is UL or CE certified. Many manufacturers will cut corners to make their signs more affordable, but checking for a certification will ensure that the sign you choose is safe for use in your business.

What Makes SpellBrite Different?

When we initially created SpellBrite, we designed our LED signage system to address these drawbacks often associated with neon and dot LED lighting. SpellBrite systems are viewable in direct sunlight and offer 180 degree viewing. The letters are also fully interchangeable, making it easy to change your sign at any time to maximize advertising impact.

For example, a restaurant looking to promote its specials can easily update their lighted SpellBrite sign on a daily or weekly basis to attract new business. These constantly changing signs will help to keep your messages fresh, unlike stagnant signs that will lose effectiveness over time. Likewise, a retailer can use lighted in-store signage to direct customers to parts of the store that they are looking to promote, changing the sign’s location or message as desired.

SpellBrite also has a sleek, premium look and feel and is easy to install by yourself. If a letter needs replacing, it can be done individually – you won’t have to replace the whole sign. SpellBrite signage also uses long-lasting and ultra-bright LEDs. It is easy to clean and maintain with no sharp edges or excessive heat. Our signs also offer 8 animation options and 6 brightness options at no extra cost, making it possible for you to highlight specific parts of your marketing messages.

There is an old adage in the sign industry: “A business without a sign is a sign of no business.” With your new high-quality lighted business sign (which we at SpellBrite would be happy to help you with!), you can be sure to see your sales increase as you attract more customers.