Marty Platz, co-owner of Coast to Coast Signs, explains how to make a first impression that lasts

A sign is often the first thing people notice about your business, so if you want more than a passing glance from potential customers, you've got to have a "wow" factor. That's what Marty Platz specializes in at Coast to Coast Signs LLC. He owns the Scott City business along with his wife, Julie. In helping businesses create everything from logos to vehicle signs to wall graphics, Platz has learned a few things about marketing. Here's what he had to say about using signs to send the right message and leave a lasting impression of your business:

Business Today: How did you get into this business and what do you enjoy about it?

Marty Platz: I actually stumbled into the business when my former boss, Adam Kidd, owned the company. I was looking for a business to invest in and found Coast to Coast Signs was a good fit. I love meeting new people and helping others out with their business needs. I take pride in giving our customers a quality product that will last.

BT: What kinds of businesses do you work with? From your website, it looks like quite a variety!

Platz: We work with businesses of all types and sizes, from small "mom and pop" shops to national chains, as well as churches, schools and individuals.

BT: How important is a sign when it comes to first impressions? And, how can a sign make or break that first impression?

Platz: They always say a business without a sign is a sign of no business, and I truly believe that. No matter how nice your business is on the inside, you have to have that "wow" factor on the outside to bring new customers in.

BT: From a marketing perspective, what needs to be considered when designing and placing a business sign?

Platz: One thing we like to stress is brand consistency. Find a logo that you love and use it on everything -- business cards, social media, letterhead, invoices, and most importantly, your sign. Give your customers something they will recognize as soon as they see your logo. As far as placement, you need to place your sign in a spot that will have the most visibility to traffic.

BT: What do you think makes an effective sign?

Platz: An effective sign is made when you are able to get your brand identity out there and, at the same time, let customers know what your business has to offer. If you feel your business is unique, your sign should be, too.

BT: What should businesses avoid in their signage? What mistakes do business-owners tend make when it comes to their signage?

Platz: You don't want to make your sign too busy. You only have a few-second window to catch someone's attention. With that being said, you also don't want too much white space. It's important to find that balance that lets people know what you do, quickly and effectively.

BT: What is your best marketing advice for business owners?

Platz: Make sure when you are doing your business plan, you budget for your sign as well as advertising, and keep the brand consistency that I mentioned earlier. A sign tends to be a larger upfront investment, but it is something you will reap the benefits of for years to come.

BT: What else should people know about your business?

Platz: With more than 100 years of combined experience on hand, we are more than qualified to handle any job. We are a full-service custom sign company, but we do more than just signs. We do logo design, vehicle graphics, banners, large custom signs, three-dimensional channel letters, interior signs and wall graphics. We don't mass produce things. We take every customer's needs into account individually and develop the sign that works best for them and their budget. When you look throughout this area and see signage, chances are we have had a hand in it.