Updating Signage – See Your Site Through the Eyes of Your Customer
Today’s service world is all about creating a unique and powerful customer experience. We have only seconds to capture a consumer’s attention, convey our services, guide them through the property safely and efficiently, and entice them to come back. If done right, we may even have the opportunity to seek their positive feedback and referrals.
At least once per year, it is important to take a step back and look at your facility through the eyes of your customer. Does your wash have a powerful presence from the road? Is it easy to get in and out of your property? Are you conveying the appropriate safety messages? Is it clear which services you offer and which packages offer the best value? Is your menu bold, concise and easy to follow? Are you communicating your promotions and seasonal upsells effectively? Is your tunnel bright, fun, and indicative of which product applications are being received? Are you thanking your customers, inviting them back, and seeking feedback and referrals?
When creating your branding and signage, it is important to use a bright and cohesive color scheme without being too busy or distracting. From directional to promotional, you’ll want to maintain consistent branding, making your signage catchy and memorable.
Every site has a “sweet spot” for signage opportunities. Map out your high-traffic areas and plan the appropriate messaging for those spots. Make sure that the overall messaging is not too busy, overwhelming or negative. After experiencing a few damage claims or incidents with certain vehicle types, it may be tempting to flood the facility with disclaimer and warning signs in an effort to remove liability, however, be cautious about how this reflects on your overall marketing. It’s also important not to “overdo” it on signage or your messaging will get lost. When drafting your annual Marketing plan, include your signage needs and focus on communicating only what is needed at each point in time- you can’t get it all done at once.
Once all of your branding and signage is in place, it is important to take time every few months to assess their quality and relevancy. Technology is changing, and with that comes opportunity. Digital monument signs, menu boards, and on-site LED signs allow for flexible and impressive messaging.
When it comes to signage, not all manufacturers are created equal. The car wash world presents a unique environment with exposure to all elements and conditions. Make sure to choose materials and products that can withstand wet environments and outdoor conditions.
Before pulling the trigger on new signage, it is also important to research your local sign codes, zoning and laws. There is nothing worse than investing time and money into an amazing profit-producing signage package, only to receive a ticket or an order from the town to have it removed.
All in all, proper signage can be a profit maker and a powerful tool in the overall customer experience… just make sure it is up-to-date and telling the right brand story! As we head into summer, this is the perfect time to take advantage of those rainy afternoons or slower days and evaluate your signage from the customer’s vantage point. What is your signage saying about who you are? If you’re signage needs refreshing, give us a call! FCS is here to help!
