Company Profile

Frank Costello founded Franky's Bar & Grill in Wilkes-Barre, PA, in 1998. Located in a busy urban area, the restaurant has both a lunch rush and a bustling dinner crowd. Frank and his wife, Dina, serve a mix of Italian and American cuisine, which has developed a loyal following in town.

When Franky's first opened its doors, however, things were difficult for the Costellos. A few curious townspeople would stop in for a bite, but for the most part business was fairly-slow. With several other restaurants in the area, Franky's had to do something to set itself apart from the crowd and welcome hungry diners.

Sign Campaign

Having recently gone to a restaurant owners' trade show, Dina purchased an a-frame to use out in front of Franky's, which faced directly out to a busy sidewalk that was always full of businesspeople commuting to-and-from work. She and Frank ordered a variety of signs to use on the frame, which they would switch out using Velcro. For $300, the Costellos received the frame and six different signs, two that advertised lunch specials, a Happy Hour sign, two different dinner menus, and a "Welcome to Franky's" sign.

Outcome

Once the sign was placed in front of the entrance to Franky's, the Costellos noticed that traffic increased inside. Eventually, a solid lunch crowd had formed, which continued into a busy after-work Happy Hour and even dinner service. "I think customers were just skeptical of what we had to offer them," says Frank Costello, "but these signs not only show off our great food but also our great prices. It was the last piece of the puzzle." Thanks to a small investment, Franky's revenue in the first month with the signage increased by 22%. This snowballed into a word-of-mouth campaign as new diners told their friends about Franky's, which kept the tables full and profits high.

Nowadays, Franky's is a neighborhood staple. Crowds are constant, and the atmosphere is always warm and friendly. The Costellos still use their a-frame to promote new specials and Happy Hour.

Recommendations
New businesses will always have a tough time getting started. Make sure you're welcoming your customers and letting them know exactly what your business has to offer. A-frames can be a useful sign product as they get the message out in front of your customer, rather than back against the side of your building. Good advertising can produce a snowball effect, which means that one or two customers tell others and then word spreads like wildfire. Never underestimate the power of word-of-mouth.

Michael Allen works as a Director of Marketing in Boston, Massachusetts. He has worked with both large companies and small local businesses for over 20 years. His vast experience in the field of marketing positions him as an expert in helping businesses expand by using marketing tactics.

As a seasoned expert in Marketing and Branding, Michael has a wealth of knowledge in the use of retail signs and yard signs. In his articles, he covers tips and techniques for the effective use of political yard signs, real estate yard signs and metal yard signs.