TABLE OF CONTENTS
This Month’s SBI Trivia Question Stumper:
LIGHTFAIR International (LFI) is just around the corner! It will be held from May 12-14 at the Las Vegas Convention Center. How many attendees and exhibitors are expected to be at the show?
For the answer, scroll to the bottom of the newsletter.
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Industry News
[[HOT TOPIC]] The Economic Effects of Client Conduct
In a special feature, Mark Roberts takes a look at how to deal with sign customers gone bad. Roberts is a thirty-year sign industry veteran, the owner of The InterSign Group in Houston Texas, and the publisher of several sign industry instructional products. Visit his Web sites www.signprice.com and www.theintersigngroup.com.
There’s nothing like a slow economy to bring out the worst in some customers’ nature. My company, The InterSign Group, not only creates and installs signs, but we also remove old signs. Several weeks ago, a long-time customer called our office to ask about removing some signs left behind by a former tenant. Since we initially installed the signs, I knew right away how to price their removal, and I knew the approximate time involved to complete the task.
We created an invoice for the removal and faxed it to the customer. After some balking and squawking about the price, he agreed to let us proceed. The project consisted of removing the reverse cut film from two Plexiglas¨ sign faces installed in a low-level parking lot pylon sign, as well as some trim-capped Plexiglas letters. We also had to move and re-install a “for lease” banner. I performed all the calculations (based on a one-trip completion) and came up with a total price for the entire job at a little over $500.
Our goals were well designed, but the removal of the translucent film from the Plexiglas face took much longer than anticipated, and the sudden rain storm caused us to shut down the project and necessitated a return trip to the job site the next day.
The following day, we returned to complete the removal of the translucent film and thoroughly cleaned the two three-by-ten-foot Plexiglas faces. Next, we set up our ladders to remove the trim-capped Plexiglas letters from the wall above the storefront. After removing all the letters and filling the holes with silicone adhesive, we moved a “for lease” banner from its original location to a spot over the double doors of the entrance. We moved the ladders, drilled the stucco walls, inserted the plastic anchors, held the banner in place, and inserted the screws through the grommets. Finally, the project was done—and it took a little longer than expected.
When I went into the restaurant to collect my check, the manager said the owner didn’t leave one. Now my patience was really wearing thin, as I had to make another 35-mile round trip to collect my payment, which should have been handed to me as I was packing up the truck. Yes, I was perturbed, and perhaps a little angry about the lack of respect this customer had shown to me.
The following day, I returned to the customer’s place of business, and fortunately for me, he was standing in the parking lot. I greeted him and produced another copy of my invoice with the amount due of $525. He never looked at it. He then proceeded to give me $240. I asked him to check the invoice amount because there was a mistake in the agreement. He told me that he watched me perform the work, and even though it took two trips to complete the job, he felt that $525 was too excessive for the work I performed. He then said $240 was more than fair for the two trips back and forth to his place of business and my time and effort.
I challenged him to review the faxed bid, and he stood firm on his belief that $240 was more than enough compensation for the work I performed. Basically, he told me to “take it or leave it.” So I took it, along with a not-so-pleasant memory of this now former customer.
Five weeks later, this same customer called me to see about some more sign projects he wanted to do. I listened to his verbal scope of the work, and then I told him I was not interested. He was astonished that I did not want to work with him. With as much respect as I could muster, I simply told him that I was too busy serving other clients to do assignments for him any time soon. He said, “But you always give me good service, and I need some signs today.”
Once again, I told him that I was too busy, and I suggested that he seek out another sign company that is closer to his place of business. He was still playing ignorant, so I reminded him of the “short change” incident from a month ago, and once again, he told me that he paid me what my services were worth.
Finally, it was time to bring this exchange to a final resting place. I told him that I could not afford to provide sign services for less than fifty percent of the agreed-upon amount, and if he would step up and pay the remaining balance, then I would work for him in the future on a pre-payment basis. He said he would not do that, and then it became apparent that our business relationship was now history.
Losing customers and clients is never a happy event and definitely something that must be avoided at all costs. The bottom line is we, as sign business owners, must set concrete goals about what we do for our clients. We provide them with outstanding advertising products and services to build and enhance their businesses, and we should be compensated with the written agreed-upon amount of money we rightly deserve for our time, talents, and efforts. We calculate the price of projects that are beneficial to us and sign shops should expect that these costs will be honored in full. One penny less is theft from ourselves, our families, and our futures.
Customers and clients come and go, and of course there is some pain involved when good clients turn bad. We just have to pick ourselves up, dust off our shoulders, and add yet another experience to our memories.
LEDtronics in the Political Spotlight
LEDtronics, Inc. was able to shed some light on the future of America’s energy use in a meeting that took place on April 6. Newly elected Congresswoman Judy Chu, who represents California’s 32nd District, has a personal commitment to ecological issues and concerns in the US. She chose to sit down with executives and engineers at LEDtronics to discuss and gain insight into the technological advances in LEDs and their possible contributions to national energy conservation.
The two-hour roundtable meeting took place at LEDtronics headquarters in Torrance, California. President and CEO Pervaiz Lodhie and other company executives explained LED technology’s latest innovations and its potential to become a major contributor not only to energy efficiency, but also to reducing greenhouse gases and the creation of green jobs. “The solid-state lighting and solar energy industries are the top job creators in the US today,” said Lodhie. “In addition, these cutting-edge technologies spur innovation, boost domestic manufacturing, and re-affirm the US as the leader in technological ingenuity around the world.”
LEDtronics also informed Rep. Chou that LEDs are energy-efficient, long-lasting, and already being used in single-bulb applications such as electronics, instrument panels, and strings of Christmas lights. LEDtronics has clustered the small bulbs so that they are now used in items such as common household light fixtures and flashlights, as well. LEDs are poised to dominant the commercial and residential lighting markets in the near future.
“It’s amazing how many lighting problems you have solved,” said Rep. Chou, who was impressed with the many projects and applications around the world that LEDtronics has been involved in.
The company pledges to continue to solve even more lighting issues, and to aid the representative in the national campaign for energy efficiency. “Considering the number of major energy-saving LED bulbs we supply to the US industry, we are helping save 2-3 megawatts of energy each year, over and above the continued energy savings of the past 26 years,” said Lodhie. “And we will continue to be in the forefront of those efforts.”
Daktronics Creates a Dynamic Experience at Block 37
Daktronics, Inc. (www.daktronics.com) recently installed four LED video displays at Chicago’s new shopping, dining, and entertainment destination, Block 37. The displays were installed in the five-story atrium inside Center Court of Block 37, with one display hanging above each of the floor levels in a stacked arrangement.
The 4-foot high, 25-foot wide displays are used to play video and advertisements promoting Block 37 retailers. “The displays highlight our merchants who are currently open, announce retail concepts that are coming soon, and position Block 37 as a new, vibrant, social and energetic gathering place, which is consistent with our branding efforts,” said Jeanne Jordan DeFrank, marketing manager for Block 37. “They allow our retailers an effective means of capturing shoppers’ and commuters’ attention while in the center, thus raising the potential for incremental sales.”
In addition to retailer advertisements, the displays also play footage promoting area attractions, such as Broadway in Chicago. Calming footage of Lincoln Park Zoo animals and sea creatures from the Shedd Aquarium also intertwine among advertising.
Block 37 is not ruling out content from outside advertisers in the future. “The LED boards, like the shopping center itself, are evolving,” said DeFrank. ”In the future, we may look to outside advertisers, featuring brands that our retailers sell, as a potential source of revenue for the center.”
With the large amount of people who are exposed to the screens daily, this outside advertiser revenue may be just around the corner. According to Block 37’s traffic counters, about 20,000 people enter the shopping center daily, and that’s a lot of eyes for any potential advertiser.
Succeeding in the Sign Industry
This month there were a number of awards given out for exceptional sign companies, designs, and materials:
1. EFI’s Wide Format Printing, Industrial Inkjet, and RIP Solutions Win Big
EFI recently won three European Digital Press Association Awards for 2010. The awards come as a result of an intensive evaluation performed by a committee of independent consultants, editors, engineers and other related professionals.
The three awards won by EFI are:
1. “Best Wide Format Printer up to 3.5 Meters of the Year 2010”—VUTEk GS3200
This 3.2m UV-curable flatbed and roll-fed printer won for its maximum output resolutions of 1000 dpi, its ability to produce 12 picoliter droplets in all colors including white, and its continuous board printing capabilities. Combined with photo quality and high production speeds, this printer helps businesses increase their revenue through expansion.
2. “Best Industrial (Specialty) Printing Solution of the Year 2010”—Jetrion 4830
Ideal for labels, this printer’s UV-curable inks, re-registration facility for four-color double-sided jobs, and its ability to pre-print and pre-die cut rolls made it a winner. Printing 8.3-inches wide, with a high-speed print mode of more than 120-feet per minute, the Jetrion 4830 allow for double the throughput.
3. “Best RIP Solution for Wide Format of the Year 2010”—Fiery XF 4.1
The Fiery XF RIP won for supporting contour cutting machines with drivers for 1200 cutting and routing tables from 70 different manufacturers, as well as for its identical interface on Windows and Macs. Its automated workflow allows users to maximize their investment by reducing lengthy production times and producing accurate, vibrant colors.
2. The 2010 Monument Sign Contest Winners!
Peachtree City Foamcraft (www.foamcraft.info) announces the winners of its 2010 Monument Sign Contest! Sign shops were invited to submit their best photo of monument signs designed with municipalities in mind for a chance to win up to $500, and Peachtree received over 50 submissions.
Peachtree’s fabrication team judged each of the submissions based on overall appearance and effectiveness as a communication medium for municipalities. “The guys had a tough time choosing the winners; there were so many beautiful signs that were entered into the competition,” said Katie Schwartz, marketing coordinator. “It was all worth it in the end when we were able to call the winner.”
Jerry Oxley, President of Signs by Jerry in Jonesville, Louisiana, took home the top prize with his entry Welcome to Ball (pictured). “You’ve made my day!” said Oxley. “Peachtree’s product has made it possible for us to complete large jobs like this. I am going to take the cash and do something for myself.”
Second place went to Kingsland Welcome Cetner by Kara Lindsey, lead designer for Dalton Signs. Third place was a tie between Clear Brook City by Mark Roberts and Village of Hampshire by Michael Armato of Sign-A-Rama in Carpentersville, Illinois.
3. SGIA Names the Winners of the Sustainability Recognition Award
The winners of the SGIA Sustainability Recognition Award have been announced! The SGIA 4-Step Sustainability Action Plan established the award to allow specialty-imaging companies to take steps toward developing a sustainable business ethic. To qualify, companies had to submit a copy of their sustainability policy, as well as goals for the coming year.
SGIA member companies BIG INK Display Graphics (www.inkbig) in St. Paul, Minnesota; Modernistic Inc. (www.modernisticinc.com) in Stillwater, Minnesota; and Stella Color (www.stellacolor.com) in Seattle, Washington, have all been honored.
BIG INK has a sustainability policy that is committed to creating and encouraging sustainable practices in all areas of business by reducing, reusing, and recycling all materials used in its processes. In the coming year, the company plans to reduce roof temperatures by 30 degrees with the purchase of a new building that included a roof deck, skylights, and a white roof.
Modernistic’s sustainability policy highlights its commitment to integrating environmental safety and health elements in their operations facility-wide, while making employee health and safety a top priority. The company plans to reduce its energy consumption by 60 percent by switching to compact modular high-intensity fluorescent fixtures. Modernistic has received certification from the Sustainable Green Printing (SGP) Partnership.
As a part of its sustainability policy, Stella Color stresses its strong commitment to providing a safe and innovative workplace, as well as a commitment to reduce, reuse, and recycle. The company expects to reduce its disposal tonnage by five percent and offer employees alternate commute options in the next year. Stella Color is currently an SGP applicant. “Stella Color takes its commitment to sustainability very seriously,” said Stella Color President Lynn Krinsky. “Recognition by SGIA for our efforts helps validate our activities to both our employees and our customer base.”
For more information on SGIA’s 4-Step Sustainability Action Plan, visit www.sgia.org/govt/sustainability.
Congratulations to all of the winners!
A Job Opportunity with ClearPath Signage Systems
Looking for a new opportunity in sales? ClearPath Signage Systems, a division of Rowmark LLC, is a fast growing company that is currently seeking a National Accounts Manager. The ideal candidate has experience in the sign market, comprehensive knowledge of the business-to-business sales process, and strong networking abilities.
NATIONAL ACCOUNTS MANAGER
Essential skills and requirements:
• Energetic, team-based, positive and goal-oriented attitude
• Understanding of specification and bid process sales
• Strong sales/marketing leadership abilities, key customer-focused, and relationship skills with a proven track record
• Knowledge and experience in the sign industry is essential, especially in the interior and architectural signage markets
• Bachelor’s degree preferred, with a minimum of 5-8 years of relevant sales experience
• Ability to travel as required (domestic/international)
This ClearPath opportunity offers a positive culture and excellent compensation and benefits package. Salary and bonus programs are negotiable based on candidate’s experience level. For complete information on ClearPath products, please visit www.clear-path.com.
Please submit your resume, references, and salary requirements to work@rowmark.com.
New Appointments
The Digital Signage Federation (DSF) has elected officers to lead the Board of Directors. Rich Cooley, CEO & Founder of Visser Digital Media has been elected chairman; Bob Stowe, Director of Marketing Services for Wendy’s International has been elected vice chairman; and Alan Brawn of Brawn Consulting, LLC, is the secretary/treasurer. The newly elected officers, along with the current Board, will establish protocol for an open election for the DSF’s members to elect a permanent Board of Directors from that membership.
FANIMATION has appointed Jay Boughner to the newly created position of controller. Boughner will oversee the financial departments and will work closely with the customer service and order entry departments. Prior to FANIMATION, Boughner served as vice president of Finance and Corporate Controller for Long Electric Company and supervisor of Finance for Education Financial Services, Inv.
General Glass International (GGI) has established a new A&D department. Four new members have joined the department: Stephen Balik and Spencer Raymond provide project management and estimating support, Marty Biskup provides A&D sales management support, and Zoe Schweitzer is marketing manager. The new team will focus on strengthening ties with the architectural and design community while providing design-focused support.
Halco Lighting Technologies¨ has hired Del Moses as product analyst. He will aid in Halco’s product development through researching industry trends and new technologies, as well as testing and analyzing Halco products. Moses graduated from Robinson College of Business at Georgia State University with a Global Partners MBA.
Mutoh America Inc. has promoted Brian Phipps to general manager. Phipps will oversee the day-to-day operations and is responsible for directing and managing administrative and operational functions to ensure that corporate goals and objectives are met. He previously served as director of sales for the company. Mutoh has also hired Ryota (Johnny) Kuwahara as the new Mid-West sales engineer. Kuwahara will work in Phoenix, AZ and then relocate to the Mid-West branch in Shamburg, IL, where he will serve as a bilingual sales engineer between the Japanese and American markets.
WAC Lighting has appointed James McMahan to general manager and vice president. He will oversee the company’s marketing department and is scheduled to manage business operations company-wide by the end of the year. McMahan previously worked for Schonbek Lighting Worldwide, as well as Procter & Gamble and Mead Corporation, among other companies.
Meetings and Events
APRIL
April 23-24: The ShopBot Jamboree returns to Durham, North Carolina. For further details, log on to www.shopbottools.com/jamboree.htm.
MAY
May 11-13: Jumpstart your journey into the field of vehicle wrapping with graphics installation professional Rob Ivers. His vehicle wrapping classes feature valuable layout, design, and production tips and are recommended for intermediate-level installers with several years of vinyl experience.To register, visit www.robivers.com.
May 12-14: LIGHTFAIR International 2010 Tradeshow and Conference is scheduled for the Las Vegas Convention Center in Las Vegas, Nevada. For further details, visit www.lightfair.com.
May 18-20: The 2010 SGIA Printed Electronics and Membrane Switch Symposium takes place at the Sheraton Phoenix Downtown Hotel. More information can be found at SGIA.org.
Sponsored Links
Radocy Inc --
For over 50 years, Radocy Inc has been a sign industry source for telescopic cranes that are user friendly, cost effective and dependable. www.radocy.com
This Month's Trivia Answer:
LFI 2010 is expecting more than 19,000 attendees and over 475 manufacturers exhibiting their products in more than 1600 booths! To register for this show, visit www.lightfair.com.
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For in-depth coverage of these topics and other
sign industry topics, check out
www.signshop.com
ATTENTION SUBSCRIBERS:
Coming up in the May LIGHTFAIR 2010 issue of
Sign Builder Illustrated,
feature articles on:
Acrylics/Plastics Fabrication
Channel Letters Fabrication
Digital Printing Inks
LED Architectural Lighting
Cedar/Wood Sign Blanks
Sign Design Software
Outdoor Vinyl
ATTENTION ADVERTISERS and SUBSCRIBERS:
Coming up in the June SEGD 2010 issue of
Sign Builder Illustrated,
feature articles on:
Awards Fabrication
Architectural Identity
ADA Design
Digital Printing- Backlit Displays
EMC Marketing
Engravers-ROI
Vinyl Lamination
Contact your ad sales representative to reserve your space today.
As the premier e-newsletter for the sign industry, SBI Update encourages readers to send feedback on what you like, what you'd like to see, and any other comments you might have. To do so, send an e-mail to Associate Editor Ashley Bray at abray@sbpub.com.
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© 2010 Simmons-Boardman Publishing
345 Hudson St., 12th Floor • New York, NY 10014
212-620-7200
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GE Tetra¨ MAX LED Lighting System New and improved white Tetra¨ MAX LED Lighting System from GE is 43% brighter and provides more lumens per foot than previous versions. Perfect for medium sized channel letters, new Tetra MAX has a wide 150ˇ viewing angle that delivers brighter, more uniform light with less product. To learn more, call 1-888-MY-GE-LED or visit: GE Lumination
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Gerber OMEGA Launches High Resolution Software Upgrade Gerber Scientific Products announces the release of its new Gerber OMEGA 4.0 software upgrade. Gerber OMEGA 4.0 includes all the capabilities of the OMEGA 3.0 suite of layout, design, and conversion tools, while offering a wide array of enhancements focused on improving output and production. New output features include a Gerber Edge FX HiRez printing mode and faster rendering of autotext. Production-oriented improvements include improved barcode layout and Chinese text entry. For more details call 860-222-7446 or visit:
Gerber OMEGA
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Simply Secure. Panelclip¨, Kingclip¨, and VClipz¨ are extruded aluminum mounting hardware products that have a 100% positively stopped interlock, providing the strongest, simplest solutions for your installation needs. One piece simply attaches to your paneling, artwork or sign and the other piece attaches to the wall. To order custom-cut sizes of Panelclip¨, Kingclip¨ or Vclipz¨ products, contact Brooklyn Hardware at 503-232-1151 or 1-888-232-1151 or fax 503-232-1141. We have no minimum order. Stock sizes are available through our distributors. A list of distributors is located on our Web site at:
Brooklyn Hardware
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LexJet SIMPLE Adhesive Vinyls It’s easy to save money on materials without sacrificing quality. For great-looking graphics you can post anywhere, trust LexJet to deliver just what you need. The 14 products for walls, windows, floors, carpets, vehicles, and signs are easy to print, install, and remove. At LexJet, it’s easy to get advice, place an order, and receive on-time deliveries. To learn more: LexJet
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A Bold New “Interior Sign System” from the experts in exterior signage Howard Industries is pleased to introduce a new Interior Sign System: the HID Series of Interior Identification/ Wayfinding signs. This durable, lightweight system features extruded aluminum frames, clear protective non-glare lenses, and end caps of aluminum or a variety of optional woods and marbled acrylics. The modular design offers a large variety of standard sizes and configurations, flat and radius profiles, user- serviceable message inserts, and easy-to-install mounting options. Learn more.
Contact Howard Industries at (800)458-0591,
sales@howardindustries.com, or: www.howardindustries.com
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Sign Builder Illustrated
Buyer's Guide 2009
Published twice per year in October and April, the Buyer's Guide lists manufacturers, distributors, and sign companies that comprise the industry in the U.S. and Canada. SBI Buyer's Guide
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Sign Builder Illustrated
Goes Digital With live hyperlinks to video clips, advertiser information, and other features, SBI Digital offers the newest online technology with the familiar layout of a hardcopy issue. To view an example, click on:
SBI Digital Magazine
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Sign Builder Illustrated:
The How-To Book Vol. 1 Learn secrets to fabricating neon, illuminating with LED, sandblasting signs, applying paints, cutting and printing vinyl, and more in this 288-page, full-color reprinting of Sign Builder Illustrated's trademark How-To articles. To visit the How-to Book Web site, click on: SBI How-To Book
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Sign Builder Illustrated presents:
It's a Wrap! Check out this special SBI supplement for all the information you need to get started, get good, and get profitable in the world of vehicle graphics. From wrap schools and required tools, to marketing your skills and paying the bills, this How-to supplement has it all. Check out the digital version here:
It's a Wrap!
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LEDtronics