TABLE OF CONTENTS
This Month’s SBI Trivia Question Stumper:
How many US residents, 18 or older, have seen a digital out-of-home (OOH) video display in the past month?
For the answer, scroll to the bottom of the newsletter.
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Industry News
[[HOT TOPIC]] Sales and Marketing
Your marketing creativity determines your and your client’s success.
Honestly, do you actually believe the economic climate determines your sign business success? Oh, it will—only if you allow it to do so; however, you can create all the business you can handle if you set your sights on innovative marketing success.
We may have experienced the loss of a major client, or two, perhaps more, during our careers. In my twenty nine years, I have enjoyed very nice projects and tremendous sales from companies that are no longer in business. Still, other companies have downsized and are now buying merely fractional amounts of signs compared to what they once purchased. While none of us want to experience a loss of business, most of the time these losses are not related to the signs we provided.
As sign company owners, we must exercise marketing excellence. We have to do the research and our homework to fully understand how each industry markets their own business. For every business that is “downsizing,” there is a similar business that is enjoying prosperity. How does this happen? Easy—the difference is marketing and promotion.
Some older and well established businesses are slow to embrace new marketing technologies. For example, there is a well known furniture retailer in Houston that has been in business over eighty years. Their fleet of trucks is painted a solid color with another solid color of vinyl graphics applied to each side, the back, and the upper nose of the box. Several competing furniture companies also have delivery trucks, with full color digitally printed wraps, showing beautiful furniture inside nicely decorated rooms. Which trucks will elicit more business for their respective stores? Of course, we all know the answer to that question— the trucks with the full color wraps. The “sizzle” of full color photos of the beautiful furniture attracts new buyers to the store, while the old and tired markings on the trucks of the eighty-year-old store only brings yawns from the viewers.
Fair or not, that’s how it is in the real world. To make a sale, we all must project the image that we want to make a sale. Talking about making a big sale is not the same as creating a new marketing program that shows the creativity and the abilities of a progressive graphics company. Change happens all the time, and our clients are looking for the best marketing advantage we can offer them.
Truck wraps and graphics are a great idea for any business with a delivery service, but those are only the tip of the iceberg. Every retail business has regular promotions, mostly on a monthly or bi-weekly schedule. What a great opportunity to offer your digitally printed banners, suspended banner hangers, end cap signs and headers, floor graphics, and window graphics. Of course you can show your prospects the beautiful images of these products on your website, but let’s take it to a new level. Create some actual samples that you can carry into their store to show them exactly what you can do. Real time marketing with real-life size products will dramatically increase your orders for these products. I sell a lot of suspended banners utilizing the Rose display system, and I have a nice “real size” banner rolled up on a Rose hanger system, ready to “show and close” on a moment’s notice. Retailers like these products, and it is not hard to close the sale once they see your quality and your innovative ideas for marketing their products.
Window graphics are a huge and profitable market. Stop and take a look at the windows graphics in your market. How many really “knock your sock’s off”? Can you do better? Absolutely! Search the web and see how other hardware stores, dry cleaners, auto repair shops, pet stores, and just about any other retailer with glass windows promotes their business. Of course, you will have to show images of your completed projects, and in addition to your website photos, have some 8”x10” photos of your best windows projects in a nice photo album ready to show to a prospect on a moment’s notice.
Next, you must expand your product line to include products that you purchase on a wholesale level. Items such as large quantity screen printed coroplast signs, full color postcards and business cards, engraved signs, dimensional plastic and metal letters, electric sign cabinets— the list is up to you. I purchase all of the above from local and national companies, and I either deliver or install the products for my clients. The profits are excellent and the work is minimal. There is no reason to produce each and every sign or marketing product within the walls of our sign companies. In fact, you may be producing some items that would be better for you to purchase wholesale and resell to your happy clients. Search the advertisements in this magazine and see what these fine companies can do for you as you expand your product lines.
Finally, invest the time to see how your clients’ competitors promote their businesses. If you are serving automobile dealerships, dry cleaners, trucking companies, service fleets, or any other industry, go to the Internet and key in those particular industries. Search the websites of similar businesses in different parts of the country. Do you see new ideas for signs, graphics and promotional products? If so, why not share these ideas with your clients and offer to provide similar marketing products for them? This is a “one-two” punch for your own marketing promotion. First, your clients are impressed that you used your spare time to research marketing strategies and products used by similar companies across the nation. Second, they are impressed that you are eager to implement these new marketing tools and products into their current marketing program. I have done this on several occasions and the response has been excellent. My clients have noticed that I care about their marketing success, and I have been rewarded with new and exciting projects due to my worthy investment in research on the Internet.
Now more than ever, it pays to go the extra mile or two with all your customers and clients. You worked hard to acquire them, so keep working harder to serve them even better in the future. Trust me, they’ll appreciate it—with their loyalty and their business.
--Mark Roberts
Fair-Play Scoreboards Celebrates Seventy-fifth Anniversary
A fixture in central Iowa for seventy-five years, Fair-Play Scoreboards, a Trans-Lux Midwest company that designs and manufactures quality scoreboards and accessories for high schools, colleges and municipalities, is celebrating its milestone anniversary by doing exactly what made it an industry leader in the first place: introducing the latest and greatest products to the scoreboard industry.
Over the past year, Fair-Play has released a comprehensive series of new products and innovations, including the revolutionary new MiScore and MiTime handheld wireless controls. These portable devices come equipped with more control options in a smaller package and feature Fair-Play’s revolutionary frequency-hopping technology that enhances immunity to radio interference. It’s this type of cutting edge approach that put Fair-Play on the map back in 1934.
Fair-Play’s founder, Elmer Foster, established the company on a simple premise: bring scoring accuracy and innovation to those who support sports for the love of the game. After the fate of his team’s district championship was decided on a final basket in the game’s closing seconds, Foster developed the concept for a time clock for high school sports in January of 1934. He installed the first Fair-Play clock the following month and soon the company was filling orders.
Foster created the means for “fair play” using technology to level the playing field and bring up-to-the-second information to amateur sports enthusiasts. The company maintained this focus to develop time clocks and scoreboards illuminated by incandescent lamps. Fair-Play made this affordable technology accessible to sports programs from local YMCAs, parks and recreation, schools, colleges and on up through professional-level franchises.
Seventy-five years later, more than 100,000 gyms, playing fields and stadiums have chosen Fair-Play as their single source for sports scoring equipment.
“I’m very proud that Fair-Play, after seventy-five years of innovation, continues to set the standard in scoring and display technology,” said National Sales Manager Jeff Reeser. “Instead of resting on our laurels, we have been responsive to the ever-changing needs of our loyal customer base.”
Scoreboard technology has come a long way through the years. LED (light emitting diode) technology replaced incandescent lamps as the scoreboard industry standard due to its low maintenance requirement and energy saving characteristics. Fair-Play’s full matrix, full-color LED electronic message centers deliver video highlights, player statistics, team logos and entertaining animations, adding a higher level of information and excitement to the game. These LED screens are perfect for advertising content, as well, and nowadays it is not uncommon for scoreboards to generate revenue through advertising sponsorships.
In addition, full-matrix scoreboards are quickly becoming an ideal choice for facilities that entertain multiple sports. Unlike traditional fixed scoreboards, full-matrix offers the ability to display different types of information specific to all sports housed in the complex. Reliable wireless controls score games from virtually any location.
Recent high-profile sports installations of Fair-Play scoring equipment include: Whitmer High School football (Toledo, Ohio); Bishop Gorman High School football (Las Vegas, Nevada); Clarkson University hockey (Pottsdam, New York); and Mario Quijote Morales Coliseum basketball (Guaynabo, Puerto Rico), among others.
After an exciting 75 years as an industry leader in the manufacturing of scoreboards and accessories, Fair-Play looks forward to providing the same great performance and innovation in the years to come.
Can’t Wait for SGIA? Get a Sneak Peek Online!
With the 2009 SGIA Expo rapidly approaching in October, you may want to take some time now to learn about the newest technologies and applications that will be showcased in New Orleans this year. SGIA is making it easy to do so with its “New Products” section on the SGIA Web site (www.sgia.org). The New Products section gives you a look at what you can expect to see on the Expo floor so you can start deciding which manufacturers and suppliers to visit. Be sure to take a tour through SGIA’s Virtual Trade Show, as well.
“The Expo is the most dynamic industry event showcasing all of the diverse sectors of specialty imaging,” said Michael Robertson, SGIA’s President and CEO. “This online resource gives attendees exclusive access to the innovative devices and consumables making their debut at the Expo. The Virtual Trade Show is a great planning tool as they prepare for the exciting event.”
In addition, SGIA is also hosting a complimentary 2009 SGIA Expo Preview Webinar on September 30 at 2 pm. The session will be hosted by Dan Marx, SGIA Vice President of Markets and Technologies, and will cover emerging industry trends, new product releases, and opportunities to network and learn at the Expo.
Glen Raven Achieves Certification from the ISO
Glen Raven Anderson, S.C., manufacturing center has earned an internationally recognized certification for environmental excellence from the International Organization for Standardization (ISO)— the world’s largest developer and publisher or international standards. The company achieved ISO 14001:2004 environmental management system standards after undergoing inspections in all areas of operation that involved all associates trained in environmental standards and procedures.
The ISO certification covers Glen Raven’s environmental procedures, processes and planning activities, as well as its improvement programs in environmental management.
“ISO 14001 certification demonstrates our long-term commitment to providing exceptional products and services while recognizing the environmental responsibilities of our operation,” said Anderson Facility Manager Jack Woodson. “Glen Raven-Anderson is committed to continual improvement of our environmental performance for the benefit of the local community.”
Glen Raven is not new to sustainable practices, as the company had previously earned the ISO-9001 standard for quality processes. The company has always incorporated the latest systems and equipment to ensure environmental sustainability, and just last year its 20-year recycling program culminated in the elimination of all wastes destined for the landfill. The company looks forward to continuing its tradition of being an environmental leader.
UL Proposes Certification Changes and Asks Manufacturers for Feedback
Underwriters Laboratories (UL) is proposing revisions to its UL Listing and Follow Up Service for Electric Signs. UL has assessed the effectiveness of its current certification requirements, and found that several factors point to a need for change. Changes in industry technology affecting sign construction, Follow Up Services audit results, and suggestions from product manufacturers and installers are some of the things that prompted UL to propose updates to its General Coverage Program. The intended changes are meant to assist manufacturers and UL in ensuring compliance of UL-Listed signs with the applicable requirements.
The proposed revisions include three options with separate changes, enhancements, and updates. These include the designation of at least one representative by a manufacturer who will be required to complete the newly created UL on-line training curriculum covering the requirements for UL 48 (Option 1). In Option 2, the sign manufacturer will be required to conduct a compliance assessment for each sign construction intended to bear the UL Listing Mark, and to document the results in an established format that will be retained for UL audit. In Option 3, UL requires that a manufacturer have a Quality Management System verified and audited by UL.
If these changes are approved, the suggested implementation date would be 18 months from the date of approval. This way, sign manufacturers will have time to accomplish the updates.
UL is asking that all sign manufacturers who participate in the sign certification program comment on the proposed changes and implementation date. Sign manufacturers have until August 30 to send their comments and suggestions to UL.
Mutoh Holds Customer Appreciation Drawing
Mutoh announces its Customer Appreciation Drawing, which is presented to show gratitude to all of its customers. The first place prize includes a one-year manufacturer warranty (requires use of Mutoh’s Eco Ultra Inks throughout the entire warranty period). The second place prize is a round-trip flight from anywhere in the US to the 2010 ISA Tradeshow held April 8-10 in Orlando, FL.
To enter, register your new or old Mutoh printer. Printers must be in good operating condition.
“This is a small token of appreciation for Mutoh’s customers,” says Randy Rickert, Vice President/GM of Mutoh America. “Good luck to all who enter!”
Names will be drawn on December 31, 2009.
New Appointments
GE appointed Clara Gaymard to vice president, government strategy and sales for GE International and National Executive for GE in France. Clara has three years of experience with GE. Prior to joining the company, she was Ambassador, president of Invest in France Agency, in charge of promoting foreign investments in France. Before that, she was a Deputy Director in the French Ministry of Finance. GE also appointed Raghu Krishnamoorthy to vice president, human resources at GE Aviation, a division within GE Technology Infrastructure. Raghu has more than 15 years of human resources experience at GE, including several global and operational leadership roles. He was also responsible for starting up GECIS (now GENPACT) in India.
Meetings and Events
AUGUST
Aug 24 - 25: United Application Standards Group testing will be held at 3M in St. Paul, Minnesota. For further details, call 612/209-9703 or browse www.uasg.org.
Aug 24 - 27:The Hayward School of Dimensional Sign Making will be hosted by Mike Bloomquist at his resort property on Callahan Lake in Hayward, Wisconsin. Students will learn everything they need to know about the design, fabrication, and installation of sandblasted, hand-carved, and routed dimensional signs. Pricing and marketing will also be discussed. Other dates include: September 14-17, October 5-8, and October 19-22. To reserve a spot, call 800/689-0363 or visit www.haywardsignschool.com.
SEPTEMBER
Sept 16-17: Illinois Sign Association Fall Conference & Tabletop Exhibit will be held at the Timber Creek Inn in Sandwich Illinois. For more information, call 414/529-4235 or e-mail kfoster@toriiphillips.com.
Sept 30-Oct 2:Delcam will conduct its 2009 ArtCAM User Group Meeting at the Crowne Plaza Hotel in Kansas City, Missouri. To learn more, dial 877/335-2261 or e-mail jackie@delcam.com.
Sponsored Links
Earl Mich Company --
Specializing in a wide variety of quality sign supplies & lightning fast wholesale graphics. Bringing you the products you need to succeed for over 76 years! Most items ship SAME DAY! www.earlmich.com
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:
According to a study by Arbitron Inc., 155 million (67 percent) US residents have seen an OOH digital video display.
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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 2009 issue of
Sign Builder Illustrated,
feature articles on:
Dimensional Sandblasting
Extrusions Fabrication
LED Video Displays
Pinstriping Paints
Cedar/Wood Sign Blanks
Large Format Vinyl
ATTENTION ADVERTISERS and SUBSCRIBERS:
Coming up in the October SGIA Show 2009 issue of
Sign Builder Illustrated,
feature articles on:
Architectural Letters
Awnings Fabrication
Wide Format Digital Printing
LED Channel Letters/Sign Cabinets
Neon Lighting
Estimating/Business Management Software
Vehicle Graphics 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 Associate Editor Ashley Bray at abray@sbpub.com.
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© 2009 Simmons-Boardman Publishing
345 Hudson St., 12th Floor • New York, NY 10014
212-620-7200
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Tetra¨ PowerStrip
LED Lighting System New Tetra¨ PowerStrip LED Lighting System from GE Lumination replaces fluorescent tubes in single and double-sided box signs. This innovative design helps sign owners slash energy costs by up to 83% over T12HO fluorescent. Tetra PowerStrip also lasts up to 4 times longer than fluorescent, drastically reducing maintenance costs over the life of the product.
GE Lumination
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Make More Money!
Do More!
Raise Efficiency!
Improve Proficiency!
To learn more about
Wilkie Mfg. L.L.C., call Bryan Wilkerson, at 405-235-0920, or visit: www.wilkiemfg.com
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The CaptiVue product line continues to advance as Trans-Lux develops more ways for sign companies and their customers to be successful. Yet as new features and benefits are introduced, the legendary quality of CaptiVue remains the same. Trans-Lux has made the CaptiVue line even stronger with a number of product enhancements. Find out more by clicking here: CaptiVue
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Excellart is a leading provider of aluminum extrusion knockdown kits for changeable copy systems (i.e. Church & School signs). Kits are now available with built-in, locking, mechanical support arms for the vandal cover. These arms are non-visible when the vandal cover is closed; and they come partially installed for easy and quick assembly. For more information click here:
www.excellart.com
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Electric Signs: Compliance to UL 48 Are you looking to get your signs through the safety certification process? Join UL experts in our comprehensive workshop on UL 48 where you will learn about marking requirements and documents used to evaluate signs. Register through August with discount code SBI0809 and receive 15% off. Visit us for more information at: UL University
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Jazz up your business and your bottom line - join the specialty imaging community for the 2009 SGIA Expo (New Orleans; October 7-9) and see firsthand the broadest range of imaging advancements and technologies available for sign builders. Register for a free Expo pass today at: SGIA Expo
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Sign Builder Illustrated
Buyer's Guide 2008
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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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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Fairplay's 75th Anniversary