The Spike Pub & Liquor Store - ABLE BC

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SIGN OF THE TIMES by Alex Van Tol Maximizing impact and sales through great signage A sign has a number of jobs to do. The most important is to be eye-catching. You can’t sell your stuff unless you stand out from the competition. The next most important job of a sign is to be informative. It should be easy to understand. And it’s a bonus if it’s nice to look at. “The biggest thing with signage is don’t clutter it with a lot of stuff,” notes Ted Lau, co-owner and creative principal of a graphic design studio in Vancouver. Sorry, but the photos have to go, insists Lau. They won’t translate well onto your signs. Nor, for that matter, will complex logos. If your pub or liquor store logo is intricate, you might need to think about a redesign before you fork out for signs that won’t get your message across clearly. “And try not to do more than just a few colours,” Lau advises. Two or three is ideal. Keep signs at eye level. Illuminated signs are good, especially for food and drink establishments. You’re 8 The Publican
open at night, right That means you’ll want people to see your signage clearly, both inside and out. But steer clear of those blue LED lights, because they’re really hard to see in the dark. At the Berezan Group, the whole management team came together to develop its signature backlit martini glass that graces every liquor store under the Berezan umbrella. It’s sparkly, easy to see, and effectively branded with the “B” surrounding the martini glass. “As we started to expand our stores,” explains Troy Bilodeau, director of retail operations for Berezan, “we decided to get something out there for consumers to be able to identify our stores and know they were in a Berezan liquor store.” Your takeaway “Keep everything as branded as possible,” suggests Lau, whose company has done a lot of work with the Arbuthnot Group, at establishments like Fox’s Reach and The Landing. Not sure where to start in changing or developing your brand A good design firm can help with everything from branding to marketing to websites, and everything in between. Position interior and exterior signs in high-traffic areas. If it’s outside, ensure it’s not hidden behind any trees or bushes. “The style of sign is also determined by its location and the municipality,” notes Iqbal Virani, owner of a sign shop in Surrey. Pay close attention to your regulations and you won’t have to take down a sign that you’ve just paid a bundle for. Once you’ve got them through the door, the trick is to capture your customers’ attention and boost sales. No better way to do it than by showing them a tempting array of what’s to be had at your establishment. Large-screen digital signs are a great way to do this. “Digital signage is more dynamic than static images,” reveals Tony White, sales manager for Best Buy for Business. “It has a greater impression rate on consumers, especially if you add in constant changes The Publican 9
Page 1 and 2: the Publican The Alliance of Bevera
Page 3 and 4: On the Cover The Spike Pub & Liquor
Page 5 and 6: Executive Director's Report by Kim
Page 7: BC HOSPITALITY & Conference INDUSTR
Page 11 and 12: Digital Signage by Best Buy Take yo
Page 13 and 14: Human Resources by go2 Getting New
Page 15 and 16: When retail guru Robert Spector sha
Page 17 and 18: Cultivate the Purchase Experience E
Page 19 and 20: PERIOD 02 SALES - UNAUDITED Sales f
Page 21 and 22: " Superior food service in pubs is
Page 23 and 24: Controlling food cost has never bee
Page 25 and 26: What's New by Debbie Minke RTDs Can
Page 27 and 28: your operation and the community, a
Page 29 and 30: Liquor Policy and Business Review b
Page 31 and 32: TECH TRENDS What’s Out There, Wha
Page 33 and 34: In addition to Irish cream liqueurs
Page 35 and 36: Personal Best - Record the highest
Page 37 and 38: Marketplace Advertisers the Publica
Page 39: Rolling out our newest Racer! NEW!

The Spike Pub & Liquor Store - ABLE BC

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