A business without a clean, well-maintained sign might as well be just another building. It’s often the first thing potential customers see, so it carries a lot of weight on a customer’s first impression of the company. A dirty or broken sign may have them wondering if everything related to the company’s products or services is haphazard and could make them take their business elsewhere.
Proper maintenance is critical to keeping a sign operational and visually appealing for as long as possible, but you’ve probably found that many of your clients wait until they have a problem before calling you in. This scenario is why sign companies should stress the importance of maintaining their displays so it’s not necessary to perform repairs that can be costly and inconvenient to their client’s business.
Routine maintenance depends on the kind of sign: once a year for a lightbox illuminated with fluorescent bulbs, for instance, but less frequently if it uses LED lighting. Signs exposed to heavy sunlight can fade quickly despite all precautions. When a lightbox face or channel letters fade, it will need to be replaced.
Below are some top tips and insights as it relates to educating your clients about maintaining and repairing some common sign types:
- Banners
They’re only a temporary solution that lasts for approximately three to six months, depending upon the location and the quality of the installation. Banners installed flush against a solid wall on the side of a building can last longer – in some cases, much longer. We have installed some banners that have held up for more than five years. Your client may not have the same conditions that increase its life span, so always tell your clients that banners are temporary signage. (Let them be pleasantly surprised!)
- Way-finders
Depending upon the materials used, these can last between five and fifteen years. The non-electrical interior variety can last for many years. Exterior way-finders may fade over time, but they are generally considered to be a permanent solution.
- Message Boards
These are long-lasting, usually from seven7 to 10 years. They may require periodic maintenance but are still a good exterior choice. A key advantage is the ease of changing messages.
- Illuminated Signs
If an older illuminated sign requires minor repairs, there is no need to replace the entire sign. However, older channel letters or lightboxes illuminated with either neon or fluorescent bulbs often benefit from retrofitting with LED modules and power supplies. If an older sign is faded or the structure is damaged, the entire sign will probably have to be replaced.
When repairs are necessary, make sure everyone on the installation team is trained to perform them. They’ll understand the project from the beginning, making repairs more efficient. In addition, have a foreman on site to supervise the project and ensure all safety precautions are taken.
Maintaining Client Relations
Follow-up is a critical step in maintaining the signs you’ve installed. Meet with your client right after the sign project is completed and then again, a few months later – face-to-face whenever possible. This lets them know you care about their satisfaction, builds trust and helps you develop a long-term client relationship. It is also an opportunity to find out if they require any additional signs.
Sign maintenance should be an extension of installation, not something you perform on someone else’s work. Many years ago, at Signarama, we decided not to service any electrical sign we hadn’t manufactured or installed. The other company may have cut corners in their fabrication or installation, and we do not want to inherit problems others created. Instead, we offer other solutions to help them, such as new signage options to fit their needs.
You can further protect yourself by making maintenance an add-on charge after a specified time period, such as one year after installation. That will minimize your risk of having to do an expensive repair later. You can offer to make a service call at no charge in the first year, just make sure you both agree upfront on what the free call includes.
Maintenance and repair can be a significant part of a sign shop’s business. It will not only generate additional income from the care of the signs you’ve fabricated and installed, but also from new business opportunities. By extending the life of your signs, you’ll further grow your relationship with your client.
Vinny Marino is the President of Signarama in Hicksville, New York, a franchise he has owned for more than 20 years.
