Why Invest In Digital Signage & Great Branding [CC 089]

The Panel:

• AJ Nealey, Nealey’s Auto Service, Edgewater, MD
• John Klarkowski, AutoPro Auto Service, Brooklyn Park, MN

Talking Points:

• Discover the number of cars that pass by your location. Search for Car Count in your County
• Find a state or county website
• They may update the numbers yearly
• Number of cars, trucks, etc
• AJ started with a DIY sign
• His new sign cost him $42K
• The company he hired did the permitting
• AJ justified at $700 per month because his referrals justified the investment
• If he gets 3 new customers a month. Sign pays for it.
• His driveby referrals doubled
• Lights up at night
• AJ can change the sign wording from anywhere
• Seasonal message
• If it is going to rain that day he can put up a message on wiper blades
• AJ has over-communicated his brand message and is totally consistent
• John started with not much money and created signs on a budget
• The old-style sign with the letters needed to be changed 15’ up in the air
• John’s is located off the path with only 4,000 cars a day going by
• Installed digital sign and he saw within 8 months an increase in car count of 20%
• People said they discovered him because of his sign
• Digital signs grab attention
• His signs change every 20 seconds
• Check with your local ordinances
• The messages are their unique selling points
• The messages are conversation starters
• John started to change his clientele from the shop he purchased. A strong reason for the branding and signage change
• Product packaging shows professionalism
• John’s investment is prox $15K for his digital sign
• He went with monochrome. A single color
• AJ went with color in his digital sign
• Make your branding professional that may include a new sign
• More car count
• More professional customers
• John $120K increase in revenue because of his sign and branding investment

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