TABLE OF CONTENTS
This Month’s SBI Trivia Question Stumper:
In the U.S., what percentage of working sign shops are currently UL-certified?
For the answer, scroll to the bottom of the newsletter.
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Industry News
[[HOT TOPIC]] LED Lawsuits
Seoul Semiconductor Confident Lawsuit Lacks Merit
Seoul Semiconductor Co. Ltd., a leading Korean LED manufacturer, announced that it plans to vigorously defend a lawsuit filed by Nichia Corporation in the Eastern District of Michigan claiming infringement of US patent 6,870,191. After review of Nichia's '191 patent, Seoul believes that Nichia's lawsuit lacks merit and that the patent's LED substrate is patterned with a protruded and recessed trapezoid, which is different from Seoul's products.
A federal judge in a California lawsuit who denied Nichia's motions for an injunction and attorney's fees against Seoul, noted that Nichia seemed to be using lawsuits "attempting to obtain some unstated ancillary advantage over [Seoul] in Asia." Seoul believes that Nichia's latest lawsuit is a similar misuse of the legal process.
Currently, Seoul and Nichia are engaged in twelve lawsuits throughout the world. Recently, Seoul was successful in invalidating in Korea one of Nichia's core LED patents for lack of novelty. In this latest Michigan lawsuit, Seoul will also seek to invalidate Nichia's '191 patent based on prior art.
Due to Seoul's continued innovation, the company has rights to more than 2,000 patents, including the Acriche technology, which is the only semiconductor lighting source powered by AC current, and deep ultraviolet LEDs. Seoul's technology has attracted cross licenses with other leading global LED manufacturers.
Seoul Semiconductor, a leading LED manufacturer, has been named to Forbes and Business Weeks lists as one of the most promising Asian companies. Its product, Acriche, was recently named as "Product of the Year 2006" by Elektronik, one of the most prestigious electronics magazines in Europe. Seoul Semiconductor's primary business areas are LED packaging and custom module manufacturing. It provides a full range of LED products including AC-driven semiconductor light source, Acriche, High-brightness Power, Side View, Top, Chip, Lamp and High Flux LEDs, and custom type modules
Alternative Ads: Thinking Outside the Billboard
Today's consumers are so bombarded with advertisements that they've become jaded, and companies are forced to go above and beyond typical advertising means if they wish to stand out in the crowd and capture consumers' attention. Many businesses are rising to the challenge with innovative marketing techniques that potential customers can't help but notice. Check out these recent advertising efforts to see how companies are making sure their products are seen.
Chevrolet Aveo Billboard
Chevrolet recently put a new spin on an old advertising medium with a London billboard that featured the new Aveo made entirely out of 20,000 British one-pence pieces. The 20-foot billboard was meant to communicate the car's reasonable price in today's tough economy. It was picked clean in a matter of 30 minutes, but the ad still left a lasting impression.
"There have been some great car adverts before, but none that has stopped traffic and actually put money back into the motorist's pocket," said Chevrolet's Les Turton, "We're glad we've topped up lots of people's wallets, purses and, in some cases, rucksacks, but it would have been nice for the billboard to last a little longer than 30 minutes. At least it showcases the fact that the new Chevrolet Aveo is quite literally great value-for-money."
Krispy Kreme's Grass Sandals
Krispy Kreme has launched an inventive advertising campaign with the first-ever living pair of grass flip flops, which allow wearers to get back to nature by walking on their own personal patch of grass. Each flip flop has over 5,000 blades of grass, which sprout from the sole. If regularly watered and tended, the sandals can last for up to four months. The Krispy Kreme logo featured on the strap of the sandal, which is visible when a person is walking around, serves to advertise the donut and coffee shop. The flip flops are being given away for free by the UK public relations agency, Mischief (www.mischiefpr.com), and give a whole new meaning to "going green."
Papa John's Field of . . . Pizza?
The 2008 presidential campaign is in full-swing, and many advertisers are taking advantage of the buzz by associating their ads with highly attended political events in the hopes of reaching more people. Papa John's has jumped on the political bandwagon in a unique way by carving a pizza into the wheat fields near Denver International Airport in order to advertise its whole-wheat crust pizza. It is hoping to appeal to the large amount of people who will be coming into the airport for August's Democratic National Convention.
Stan Herd, who has used "crop art" for advertising before, is in charge of constructing this massive pizza out of the natural surroundings. He used red mulch to depict pepperoni, limestone for onions, cornstalks for green peppers, and black mulch for olives. The project took six people and 600 hours to complete, but it looks like the perfect recipe for an eye-catching ad.
"It's the best field location I've ever had," Herd told the New York Times. "All of the passengers at that point are all anxious to get out, and all looking out the window, and we're perfectly poised to have them see something."
Advertisers are finding new and creative ways to market their products, and their efforts are paying off as consumers can't help but look and wonder what to expect next.
-- Ashley Bray
KFC Tests Wireless Ronin's Digital Signage
Wireless Ronin Technologies, Inc. (www.wirelessronin.com), a digital signage provider, was recently chosen for testing of its dynamic digital signage menu board program in three KFCs in Toronto, Canada. The company was chosen by Priszm Income Fund (www.priszm.com), an owner and operator of 465 fast food restaurants in seven provinces across Canada.
Dynamic digital signage allows for instantaneous updates on menu boards and nearly eliminates deployment costs. It also offers the option of advertising so that customers have something to look at while in line, which ultimately reduces their perceived wait times.
"We are very excited to be working with Wireless Ronin," said Steve Langford, president of KFC/Taco Bell Canada. "Wireless Ronin's state-of-the-art digital menu board allows us to easily and quickly highlight featured products, specials and other promotions, as well as schedule different menu options specific to certain times of day�all at the touch of a button. Effectively targeting customers at the point where purchase decisions are being made is critical and Wireless Ronin's in-store digital signage is making this easier and affordable."
Wireless Ronin will be working with KFC throughout the testing process. "As part of the test, Wireless Ronin will provide a variety of services, including consulting, content development, hardware procurement, installation, and ongoing support through its Network Operations Center," said Jeffrey Mack, chairman, president and CEO of Wireless Ronin. "This represents an important international opportunity for Wireless Ronin."
Testing of the system has already begun at two KFC locations, and the third will begin testing in October. Evaluation of the digital signage program is scheduled for 2009, and pending approval, there is a potential rollout of the program to over 300 locations.
-- Ashley Bray
Hot Deal from Mutoh
Mutoh America (www.mutoh.com), the world's leading manufacturer of piezoelectric, large format printers, announces that it is now offering a Special 2nd Year Warranty for the ValueJet 1304 and 1614 for only $995, which equals a savings of up to $1,655.
The offer requires printer registration within 30 days of the sale, and extended warranties purchased at any other time will be sold at standard MSRP. The offer also requires the use of Mutoh's Eco Ultra inks for the entire warranty period. For more information about this deal, contact Mutoh's customer service department at 800/99-MUTOH.
-- Ashley Bray
New Appointments
Lightfair International
announced the retirement of vice president Libby Morley. Morley worked with LFI for over 20 years, first joining its managing company, AMC, Inc., in the gift trade shows department. After her successful expansion of the decorative soft goods category at AMC, she shifted her focus to the growth of LFI. Morley helped spearhead the idea that led to the tradeshow and conference LIGHTFAIR International, and for many years she was pivotal to its management and success. Although Morley will no longer be handling day-to-day operations, she will continue on as an advisor and partner to LFI, and will be at the conference's 20th Anniversary celebration next May.
Oracal USA
announced that Craig Campbell has been promoted to the newly created position of Business Manager, responsible for management of the company's team of Customer Sales & Support Representatives while remaining actively involved in the development of new products, markets and partnership opportunities.
OSRAM Opto Semiconductors GmbH
in Regensburg, Germany, named Elke Eckstein to the post of Chief Operating Officer (COO).
Schreder Lighting USA
has announced the appointment of Eric Hardesty to Sales Engineer.
Meetings and Events
OCTOBER
Oct 2 - 3: ISA's "On the Road Series: Hands-on Electrical Troubleshooting and Preventative Maintenance" will be conducted at the Four Points by Sheraton Portland East in Portland, Oregon. To register, call 703/836-6088 or browse www.signs.org.
Oct 15 - 18: SGIA '08, the Specialty Printing and Imaging Expo, will be held at the Georgia World Congress in Atlanta, Georgia. This year, SGIA is also teaming up with the PDAA to present the hands-on WrapQuest '08 at this Expo. For additional information about attending this event, visit www.sgia.org or www.pdaa.com.
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
DPSBanners.com --
DPSBanners.com offers large format digital printing on vinyl banners, mesh banners, magnetic car sign and flatbed printing on foam board, Gator Board, Coroplast and more! Wholesale to the trade, best prices! Order Online! 1-888-790-2665. www.dpsbanners.com
This Month's Trivia Answer:
Only 10 percent of U.S. sign shops are currently UL-certified.
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For in-depth coverage of these topics and other
sign industry topics, check out
www.signshop.com
ATTENTION ADVERTISERS and SUBSCRIBERS:
Coming up in the September 2008 issue of
Sign Builder Illustrated,
feature articles on:
Awning Installation
Dimensional Sandblasting
Extrusion Fabrication
LED Power Supplies
Vehicle Graphic Paints and Pinstriping
Vinyl Tools
ATTENTION ADVERTISERS and SUBSCRIBERS:
Coming up in the October SGIA 2008 issue of
Sign Builder Illustrated,
feature articles on:
Vinyl Adhesives
Architectural Wayfinding
Digital Printing Growth Management
Dimensional ADA
LED Channel Letters
P-O-P Installation
Design Software
Vehicle Graphic Vinyl
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 Managing Editor Chris Ytuarte at cytuarte@sbpub.com.
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© 2008 Simmons-Boardman Publishing
345 Hudson St., 12th Floor • New York, NY 10014
212-620-7200
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Tetra Power White
LED Lighting System GE Lumination introduces the new Tetra Power White LED System for channel letters that is now 89% brighter at less than half the cost per lumen. Tetra Power White delivers an impressive 66 lumens of brilliant white light. Perfect for large backlit and reverse-halo applications. To learn more, call 1-888-MY-GE-LED or visit: www.lumination.com
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The ValueJet 1608-64" is MUTOH'S new and exciting ENVIRONMENTALLY FRIENDLY Hybrid Printer solution using Mutoh's Patented Intelligent Interweaving Print Technique. The ValueJet 1608 uses Mutoh's NEW MUBIO INK! The MUBIO INK is the only ink-jet ink recognized by the EPA Design for the Environment program! www.mutoh.com
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BIRD-PROOF YOUR SIGN
with Bird Barrier's Flex-Track This low-profile, electrified bird deterrent protects signs and sign letters from all bird species. Bird-Shock Flex-Track is only 1/4-inch high and is available in five colors, including Sign Red. Made of UV-stabilized, flexible materials that will protect for years. Phone # 800-NO-BIRDS. www.birdbarrier.com
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ViewStation Array:
Your Digital Signage
Hardware Solution ViewStation Array features a full protection enclosure, thermal management, and post-mounted billboard-sized display. Each ViewStation Array comes complete with six LCD displays, providing options for message diversity in high-traffic applications. With ViewStation Array all you have to do is add your content and go! www.ITSenclosures.com
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Mimaki's next generation CJV30 Series is an integrated print/cut system that automatically contour cuts without any in-between steps. The CJV30 is fully loaded with features and bundled software that deliver unmatched productivity and flawless print quality. Available in four sizes for a wide variety of applications. For information, click here: Mimaki USA
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Dedicated to Providing You with the Top Performing, Best Value in EPS Monument Signs, Howard Industries proudly announces the creation of its new DeSign Stone Signs division! This division will focus entirely on DeSign Stone EPS Foam-core Monument signs, helping retail sign shops provide these unique signs to customers. (877) 463-7000. For more information, click: www.designstonesigns.com
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The new KomAlu aluminum clad sheet from Kommerling is ideal for outdoor applications and will effectively display your message for at least 5 years. KomAlu is available in several sheet sizes and has film masking on both sides for added protection. To learn more, click on: Kommerling
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EconoChannel's Rapid Service offers Next Day turnaround on cabinets and formed faces, 2-Day turnaround on painted cabinets, 3 & 5-Day turnaround on channel letters, and 10-Day turnaround on decorated pan & embossed faces. Save yourself the headaches and give EconoChannel a call at 800-991-2669.Restrictions apply, please call for details. www.EconoChannel.com
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Sign Builder Illustrated presents:
Vehicle Graphics 101 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:
Vehicle Graphics 101
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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
Buyer's Guide 2007
Published twice per year in March and September, 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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Alternative Ads
