channel letter signs

Increase Your Project Margin

Your client is opening a new business location that will require several types of signage. What is typically the last item to which they pay attention as they approach their grand opening?

You know the answer. Signage. It never seems to be high on their priority list. Even when you’ve mentioned that signage can take time, they want to do everything else first.

As a retailer, what can you do?

Direct Sign Wholesale Releases the Channel Letter Information Guide Poster

Denver, CO. Wednesday March 29:  Direct Sign Wholesale, North America’s premier manufacturer of wholesale channel letters, announces the release of the Channel Letter Information Guide poster. The Guide is the company’s main product data reference, and it features information on front and reverse lit channel letters, logo boxes and tips for optimal usage of channel letter signs.

Do You Make any of These 9 Signage Mistakes?

Do You Make Any of These 9 Signage Mistakes?

Want to make your customer’s channel letter sign more effective?

Follow these nine simple principles and you can’t go wrong.

FONT – Stick with sans serif fonts. Serifs may cause illumination issues due to the small stroke contained within the serif. Basic fonts also tend to be more legible, and legibility is highly important. Signs must be read quickly.

Save Time by Asking These Key Questions

One time saving sales step is to get all of the basic project information out on the table at your initial meeting with a potential new channel letter client.

What are the key questions to ask when you meet with a new prospect? Asking these questions should give you a good read on the basics of the project:

1. Is your new channel letter sign already designed?

2. (If no to question #1) Who will design the sign?

How Much Gross Margin Should I Charge for Channel Letters?

How much gross margin is appropriate for channel letter signage? Many customers have inquired about the correct markup amount for a channel letter set.

The basic answer is there is no correct amount for every situation - it varies from market to market. However, there is a way to tell if the amount you are quoting is in the correct range for your market.

It is your landing percentage. If you are pricing competitively, you should land between 25% and 40% of your quotations.

A Quick Idea for Increased Sign Effectiveness

What is a simple way to increase the probability that a channel letter sign will be effective?

Here is one easy way: make sure your client’s sign ranks high on the legibility scale. Not the readability scale, the legibility scale. They are two different things.

Here are two quick definitions: legibility is the ability for a person to read something without effort. The typeface does not require a mental “translation” – it is quickly comprehended.

Signs from the Shop: Front-Lit Channel Letter Logo Box

Check out the detail on this week's Signs from the Shop!

Channel Letter Signs from the Shop