Getting attention in a strict strip mall

Q. I lease space in a strip mall that imposes strict regulations on signage. For instance, my sign must sit flush against the building and not stick up above the roof, I have to use muted colors, and it must say "Veterinary Hospital" instead of my clinic name. Without a distinct building and sign, how can I make my presence known?

A. "These restrictions aren't necessarily a detriment," says Dr. Ross Clark, chief morale officer for National PetCare Centers in Fort Collins, Colo. "People first need to recognize that the business is a veterinary hospital. Learning your practice name is secondary."

Besides, people who walk by actually may see your windows before they see the sign, Dr. Clark says. So he advises using your storefront as a billboard. Find out the maximum amount of information and the height of lettering allowed, then post your practice name, logo, and pertinent information on the windows, he suggests.

To draw attention to your practice, negotiate with the shopping mall owner to post signs near the street, position a large balloon for a special event, or fly banners. "Most owners allow these marketing devices for short periods of time, so use them to your advantage," says Dr. Clark. "It's worth the money to rent balloons or buy extra signs for special events."

Next, use your parking lot as a marketing tool. Ask whether you can set aside parking spaces for your clients. "If you can designate parking, post signs that say, 'Parking for ABC Animal Hospital Only,' " says Dr. Clark. "This strategy advertises your clinic and makes it easier for clients to reach you."

"If you handle your marketing approach well, you're actually at an advantage in a strip mall," he says. "More foot traffic will pass your practice, and if the mall is in a new community, more pet owners will be looking for a veterinarian. So don't let a few restrictions dampen your enthusiasm for your marketing efforts."

April 2001 Veterinary Economics