I found a space to begin my own practice.  I was hoping for your advice on a space that I 
am considering.  I will try to describe the office and surrounding area to help you visualize 
our situation.
The office is on the second floor amongst other professional offices in a small shopping 
center.  The rate for the office is the best we've come across with the square footage being 
what we want.  The businesses immediately surrounding the office include a child daycare,  
Attorney, Orthodontist, and a realty school.  The shopping center has about 10 retail shops 
which include a dance studio, bank, restaurant, salon and cleaners.  Within a 1 mile radius 
there is an industrial park, and a large commercial area, which includes Costco, K-Mart, 
Target, Barnes and Nobles, Giant Foods, movie theater and much more.  Also within a 1 
mile radius there are a number of new residential subdivisions being built.  The population 
in a 3 mile radius is approximately 40,000 +.
	The only aspect of this office that we are concerned about is the lack of signage.  
We were told that we would be listed on the buildings directory but would not be able to 
have a roadside sign like the retail shops.  The realtors did say that we would be able to put 
up a temporary sign as we first open. Of course we intend to do extensive marketing as you 
recommended in your class and your workbooks.  However, we're still worried about not 
having a visible sign to assist with exposure.  Do you think we should continue to look for 
another space which will give us more exposure or do you think we can manage without 
having a Chiropractic sign?  
	I would appreciate any advice you may have to offer.  I look forward to hearing 
from you.

A:

Thanks for your e-mail .. as you will realize .. the office sign is not the best and only 
marketing tool ...in fact .. it is often overrated. Think about it .. most people pass the most 
beautiful signs and drive right by until they have a need to go to the place then the sign is a 
visible presence .. but verbal describtion such as " we're in 3400 Century Park Bldg .. 
room 127E .. the professional bldg." will do just as well. In other words .. it is my opinion 
that the sign will not draw walkins .. unless you are in a very small town and you are the 
only DC. Think how many MD's have no signs or little visible signs but do okay. So .. if 
you like the area and the bldg .. go for it!

Also .. you may be able to place a small stick sign in the ground .. on the curb .. the one 
with the pitchfork anchor and the message above it .. eyes tend to travel there rather than 
the usual eye level signs available. But .. be sure that once you are settled in you have some 
notice from the outside that you are in the bldg .. such as being included on the large bldg 
sign or directory .. if this will not be the case .. then you may wish to reconsider .. unless 
you agree with what I wrote above and not make it an issue. If you plan to market .. you 
can have maps .. a logo with the bldg on it etc. this will be your major draw.