APRIL 2024 AFTERMARKET 21 www.aftermarketonline.net people will assume that that's what level of service they are likely to receive. Garages that enter Top Garage are definitely brand aware and make sure they have good signage because the signage is often the first thing that a customer sees. When you turn up at a garage, it's not the equipment inside you see first; it's the exterior. If you turn up and the sign is hanging off the wall and they've not bothered to keep it well maintained, then potential customers will assume that's how they operate their business. Should signage be considered as part of an overall marketing approach? Absolutely, yes. It's all part of the brand identity and image. It's not just external signage that should be considered; it's internal messaging as well. For example, a reception area could feature your company logo and strapline manufactured from CNC-cut acrylic or aluminium composite sign. Internal and external signage can reinforce a company's brand message and ethos. In my experience, businesses often overlook signage when planning their marketing budgets. This seems remarkable when you consider that your business' external signage is generally the first point of contact with its current and potential customers. What makes for a good sign? Is it about graphics? Good signage should be visually appealing. It should be bold and simple. If there is too much information on a sign, then people aren't going to take it in, and that can detract from the central message. The quality of the material used counts as well. A standard flat panel that's fixed through the face of the sign will look okay and serve a purpose. However, if you were to look at high-end garages who have invested in folded powder-coated aluminium tray signs, where all the fixings are concealed, it visually conveys an image of a business that provides a premium service to its customers. In these cases, the signs often have built-up lettering, which again provides a sense of quality. There are other products to consider, such as totem signs, that are freestanding at the entrances and are typically supplied illuminated. This type of signage tends to be powdercoated, which adds to the quality. It is always clear to see the difference between a professional sign and a DIY sign printed on, for example, a PVC eyelet banner – which will not last much longer than twelve months exposed to the elements. In terms of longevity and maintenance, investing in a quality sign from the start is far better. Purple Frog Signs provides a ten-year colour guarantee on all its powder-coated aluminium tray signs. Remember the ‘less is more’ approach is often the most successful way to get your messsage across on your signage. What about logos? A business' sign is an ideal place to showcase its company logo. It will help passing trade to become familiar and recognise its logo. When a brand becomes familiar, it often leads to it being trusted. People trust what is familiar. That is why having your logo on your signage is important. Customers will see your logo on your premises and employees work wear, which promotes brand consistancy. The UK now has the Motor Vehicle Block Exemption Order (MV-BEO), which brings into UK law the EU rules that enabled independent garages to compete with franchised dealers and work on cars that are still under manufacturer warranty. Does signage count here too? A good sign is also really important in this example. Franchised dealers seems to have sleek, smart premises Signage facts Consumers feel better about buying from companies that have quality signage: 67% of survey respondents said that sign quality influenced their purchase decisions (source:https://signworld.org) 77% of respondents have previously had trouble finding a business due to poor signage or no signage (source: customneon.com) 76% of consumers said they had entered a store or business they had never visited before based simply on its signs? (source: FedEx) 79% of consumers in a recent poll, believe that signage reflects the quality of a business and the product or service offered A massive 83% of companies believe that signs are their most cost-effective marketing tool? (source: www.signlink.co.uk) and boast new and well maintained signage. If you're competing with franchise dealers for custom, then you need to match them in your image, too. Through your external messaging, show your customers that you are providing the best quality service! Tell us about Purple Frog Purple Frog Signs is a specialist provider of signage and large-format printing. The company offers a range of signage products, including internal and external signs, fascia signs, totems, exhibition products, banners, point of sale, large-format print, and vehicle graphics. It also provides a comprehensive service that includes free site surveys, design, manufacture, and installation. Final thoughts? In the automotive aftermarket, it's important to look professional and knowledgeable, especially when dealing with, what is often your customer's most expensive possession, after their property. This means getting the signage right in front of the garage is really important. The sign should reflect the service that your customers can expect. www.purplefrogsigns.com Left: Chris Wakelin, Managing Director
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