Many carwash owners make the mistake of assuming that the people who regularly patronize or pass by their location are already familiar with their full range of services. Unfortunately, this often isn't the case.

Coming to your facility to have a car washed will not automatically make your customer aware that you do express interior shampoos, unless you let them know through an in-store merchandising program.

Having your employees talk to customers about your extra services is an important part of any merchandising program, but it isn't enough by itself.

You'll probably find it more effective to deliver your merchandising message with window and in-store signage.

Like all business tools, however, in-store signage must be used properly to achieve the desired results.

Four Steps to Effective Signage

My experience developing signs for the retail industry has taught me four basic rules for creating a good signage program:

1. Keep signs visible. Your signs will be effective only if they can be easily seen by customers, so don't position them in out-of-the-way areas or in places where they are likely to be obstructed.

A sign that is about eye level is more likely to be noticed than one in a lower position.

Don't make the common mistake of positioning your signs on the front of the service counter (about waist level for most people). Your merchandising message will be literally overlooked by most customers who visit your wash.

2. Use professional-looking signs. The quality of your signs speaks volumes to the customer about your wash and the quality of services you provide.

A sign that is chipped, faded or has a homemade appearance will not only give customers a negative impression of your extra services, it will also reflect badly on your entire business.

Signs that look like they were created back when "Ike" was in the White House will also fail to inspire trust and confidence among customers.

3. Make signs bright. Studies show that brightly colored and lighted signs are much more effective for attracting customer attention at the point of sale.

An economical alternative to neon is a type of back-lit sign, which can offer the attention-grabbing impact of neon, but usually costs less. Some companies offer signs that use special bulbs or inks to create the glow of neon.

4. Keep signs varied. Consumers soon grow bored seeing the same thing every time they visit a business. Changing your signage periodically will add a touch of variety to your wash.

It is also imperative to change your signs with the season if you are promoting seasonally popular services For example, a "salt protection" express hand wax in the fall and a "sun protection" wax in the spring.

You can vary your signage program by purchasing different signs and rotating them.

You can also use a sign that has an interchangeable face panel one that allows you to change your merchandising message simply by popping out one panel and replacing it with another.

If you have only one sign without an interchangeable face panel, you can still add variety by moving the sign from one area of your business to another.

Regardless of where you position your sign, be aware that a good signage program is not only going to attract the attention of customers, it will also make them curious about the extra services you are promoting.

So when you put up new signage, be prepared to answer more customer inquiries about your extra services. As a retailer, you should welcome these questions because the more customers learn about what you have to offer, the more likely they are to buy.

Emily Fischer is the manager of national marketing and sales for TecArt Industries, Inc., Farmington Hills, MI.