Sign Snares Looks-Conscious Commuters

Ieona Fye, owner of Classic Touch Hair Design in Gresham. Ore., knows how to work the neighborhood. Her salon, situated on a four-lane highway just a few blocks from the freeway on-ramp, presides over one of the best-traveled thoroughfares in town. To take advantage of this lucky location, Fye erected a bold double-sided reader board marquee to capture the attention of all who pass by. The reader board, which is encased in Plexiglas and lockable to discourage vandalism, boasts the name of the salon on top and has a blank area underneath in which Fye can arrange individual letters to advertise salon specials and promotions. She’s even used the board as a “Help Wanted” sign, “The technicians can all use the sign to advertise their services as a benefit of their lease,” explains Fye, who finds the marquee is most effective when changed every two weeks. “People seem to notice the message the first week, but don’t actually schedule an appointment until the next week. If you leave a message up too long, though, they stop seeing it,” she cautions. “With the board, you get an immediate, clear response. It’s the first impression people get of our business and is our most effective form of advertising besides word-of-mouth,” she adds.