Mar 03 2014

Signtronix – Image Is Everything Part 2

Published by at 9:30 am under Signtronix,Signtronix Reviews,Signtronix Signs

Now, let’s talk about McDonalds.  It is self-service.  They fill up a sack full of precooked food.  You then take the sack to the condiment table and get your condiments. After that, you carry everything to a table and eat with plastic utensils.  You paid the bill up front when you received your food. When you left, you were expected to clean up after yourself… self-service… no service at all. Now, let’s talk about the product.  There’s no comparison.  In fact, it’s a joke compared to Grandma’s.  On a typical day McDonalds will do $20,000 in sales.  The man who owns McDonalds is a millionaire while Grandma is struggling.  She drives an old car, and she works 18 – 20 hours a day.

What is the difference between these two businesses? Let’s talk about image. McDonalds puts golden arch signs in front of their business.  They put up entrance signs, exit signs, menu signs, etc.  They spend an average of 45,000 on a sign program.  Grandma has a Coca-Cola sign out front. Coca-Cola takes up 2/3 of the sign and Grandma gets 1/3 in black and white.  What if you went into Grandma and said, “I think you have what it takes to be another Colonel Sanders all we have to do is change your image.” She says, “oh really, what would that cost me?”  I tell her McDonalds spends about $45,000 on their signs.  We can do it for less, but we do need to spend some money to fix the place up.  Grandma just can’t afford to spend any money right now.   I tell Grandma that tonight when McDonalds closes and it’s dark out, I am going to come with my trucks and take McDonalds golden arches down.  To prove my point, I am going to move them to your business.  Then I am going to move the Coca-Cola sign to McDonalds.  What do you think is going to happen to Grandma’s business?  She will probably do more business in one day then she did in the last 90 days.  We didn’t change the service or the product.  What we did change was the image.

At Signtronix we have the magic wand.  We have the power to take a small business that’s literally failing and touch it with our products and make those people rich.

© Gulf Industries, Inc. 1998

 “The task of the leader is to get his people from where they are to where they have not been.”  ~Henry Kissinger

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