WIDE-FORMAT & SIGNAGE ─ Image360 Centers
THE
SIGN CONNECTION
Tips for signs & graphics companies during COVID-19 By Burke Cueny
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t’s impossible to ignore the vast changes that have shaken our economy and our industry over the past several weeks and months. We are all adjusting to the very real impact of the COVID19 pandemic, and will likely still be feeling it for months to come. Specifically in the signs and graphics industry, COVID-19 has been an incredible challenge, as it has been for nearly every industry; and it’s also been an opportunity to truly value the strength of graphic design and signage in the modern world. Ideally, we will all be able to recover quickly, as a society, a business community and an industry from the effect of this pandemic. But in the meantime, we have all had to learn fast and on our feet how signs and graphics can evolve in the face of a truly unexpected crisis. In many ways, the services and products offered by signs and graphics businesses are more valuable than ever before. Our Image360 franchise system has grappled with COVID-19 just like all signs companies, but we have also learned valuable lessons I think every signs business can benefit from.
Focus on Existing Customers Many marketing tactics are focused on attracting new leads. Now, however, is the time to maintain, and ideally strengthen, the bonds between your business and your most frequent existing customers. Connect with them regularly to get a sense for how their business is doing, and to see if there are any graphic solutions to the problems they may be facing. See if there are ways to be flexible with their needs, or accommodate
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requests for lower cost. Use content marketing to keep your customer lists up to date on ways graphics and signage are playing a central role in adjusting to the COVID-19 pandemic – social distancing signs, open for delivery graphics and designs showing proper hand washing techniques. Our Image360 centers have had the most success during this period by doubling down on the partnerships they’ve built over the years, and demonstrating their value to existing customers more than ever before.
Find Visual Solutions for COVID-19 Business Challenges In many ways, COVID-19 has been an unusually visual experience for all of us, considering we are dealing with an invisible virus. So much of the language around the pandemic is visual – flattening the curve, envisioning six feet of distance between people, gloves and facemasks to protect vulnerable populations, videos and graphics of properly washing your hands. There are countless ways businesses can use strong design to support their customers, communicate with clients and the public,
WhatTheyThink - Wide-Format&Signage | May 2020
