Vol. 4, No. 5 | December 16, 2009 ®
TABLE OF CONTENTS
Industry News [[HOT TOPIC]] How-To: Selling Digital Signage to Your Clients In part one of a two-part series, Brian J. Warrener, an Associate Professor at the Hospitality College of Johnson & Wales, in Providence, Rhode Island, takes a look at the ways in which sign shops can market digital signage to potential clients— especially those in the bar and restaurant industry. I was recently watching the very underrated and entertaining sci-fi movie Minority Report. I'm not really a huge science fiction fan, but I do like the ones that have some really cool technology that is at least remotely plausible as future reality. In this one, advertisers use retinal scans to identify individuals and then animated advertisements greet them by name and prattle on about their past and potential future purchases. It's a little creepy and definitely annoying but—talk about direct marketing! The next morning I was at McDonald's. Before I ordered, the girl behind the counter asked if I wanted a latte at the very moment that a steaming hot latte popped up on the digital menu directly behind her. I broke out in a cold sweat, paused a moment to make sure that my name didn't pop up on the menu, covered my eyes, and slowly, slowly backed out of the restaurant. Everything above is true—except for my reaction. What really happened is I ordered a latte and got to thinking about direct and targeted advertising and marketing and how best the developing technology of digital signage could be applied in bar or beverage operations, and how sign shops can capitalize on this trend. The Signs Signs and bars have been a natural match for a long time. Operators and their suppliers have attempted to influence the drinking and eating habits of their customers for generations through the use of signs made of neon, paper, and other materials. These are all categorized as “Out-of-Home” advertising by the marketing industry in that they are media distributed across place-based networks in venues. They may have represented the best available alternative for reaching patrons in the past, but they are now all severely limited because they do not offer the flexibility that today's client requires. Digital signage overcomes this shortfall while providing the operator with a world of additional opportunities. The Benefits So how do you get your customers interested in purchasing this signage? By being a good salesperson and telling them about all the benefits: 1. Research indicates that digital signs promote ten times more eye contact than static signs. Patrons won't see their client's message as readily if it's delivered in any of the traditional ways. It will stick if delivered digitally. 2. Their customers have a short attention span—and it's getting shorter. The content on digital signs can be exciting and can change often. This is an especially effective method of holding the attention of Generation X and Generation Y. As an added benefit, research also indicates that as the result of almost constant sensory input, all generations have short and shortening spans of attention and demand the same instant gratification normally associated with younger generations only. 3. Consumers take between one and seven seconds to decide whether they will engage a message. They are more likely to engage the client's message in that short period if it's exciting and interesting. 4. Their customers won't see advertisements from their direct competitor. When playing broadcast channels on televisions, it's possible, and in some segments of the industry highly likely, that the customer will view a competitor's ad. This doesn't happen with digital signage, as all ads are carefully selected by the client or provider and certainly won't come from competitors. The only ads and promos any of your customers will see for businesses in thes egment are yours. 5. Their advertising and promotion will be sure to hit a market that's interested in their product. Advertising over broadcast media and in print provides a good chance to communicate with consumers interested in the client's product. Alternatively, and for a lot less money, clients can promote an event or product within their establishment on digital signage and be sure that virtually everyone hearing the message is someone interested in the product or future event. Digital signage allows clients to narrow their scope and focus on a target group. Be sure to check back next month for Part Two of Brian Warrener's special feature! The Coca-Cola Company Will Replaces Its Downtown San Francisco Sign The Coca-Cola Company's historic neon sign in San Francisco's South of Market district, which it has maintained for over seventy-five years, is getting a facelift. The company announced plans to replace the neon sign with an LED display. The new display will feature the Spenserian script of the Coca-Cola logo on both the north and south sides of the display. Its size and brightness will remain the same, but it will be 80 percent more energy efficient and powered by 100 percent sustainable and certified “green” energy. “The Coca-Cola Company has a companywide commitment to engage in environmentally responsible and sustainable energy practices for all aspects of our business,” said Laura Younkin, message integration manager of Coca-Cola North America, in a press release. “We took a multifaceted approach to lighting, construction materials and mounting, to create the most energy-efficient display as possible. We also kept in mind the aesthetics and history of our sign in the area. I am very pleased that we have been able to secure 100 percent green energy for the reduced power requirements of the sign.” Work has already begun on replacing the sign, and the old neon display has been completely dismantled. Metal materials and wiring from the existing faces will be recycled as much as possible and items such as the old neon will be disposed of in accordance with environmental guidelines— making even the dismantling a green process. Young Electric Sign Company (YESCO) (www.yesco.com) is in charge of engineering and assembling the new LED display, which was manufactured in Reno, Nevada and then shipped to San Francisco for assembly. Installation of these replacement faces has already begun, and they should all be in place and relit during a special ceremony by the end of December. “For decades the historic Coca-Cola sign has greeted those crossing the Bay Bridge and those who live and work nearby with a warm welcome to San Francisco,” said Bea Perez, senior vice president of Integrated Marketing for Coca-Cola North America, in a press release. “It is our desire for the new energy-efficient and technologically advanced sign to offer the same hospitable message.” Gemini Receives Its Second SHARP Award Gemini Incorporated was awarded the Safety and Health Recognition Program (SHARP) Award on October 6 by the Minnesota Occupational Safety and Health Administration (OSHA) Consultation. The ceremony was held at the company's Cannon Falls, Minnesota manufacturing facilities. Gemini's Minnesota facilities are not the first to receive SHARP status— its Iowa facilities achieved the designation in September 2008. The recognition commends employers who operate an exemplary safety and health management system, and recognizes a company as a model for worksite safety and health. “We believe safety is our responsibility both in and out of the plants, and we're continually looking for ways to improve,” said Jet Tran, Gemini's safety and environmental officer, in a press release. “We are very appreciative of the support and assistance by the people at Minnesota OSHA. The input and resources they have provided us with have helped Gemini develop an effective and comprehensive safety program.” Gemini is also active in environmental responsibility, and it uses a variety of earth-friendly materials and manufacturing processes to make its products. To learn more about this company, visit www.signletters.com. SEGD Design Awards Offers A New Online Registration Process Want to enter the SEGD Design Awards, but dread the submission process? You're in luck! It's now easier than ever to submit an entry using the new online registration system that allows entrants to upload images, text, and other entry information. Hard copies of text, entry forms, and even images are no longer required. The new system allows entries to be submitted in a flash with a quick one-time account set-up— even for multiple entries. For added convenience, entries can be submitted over multiple sessions because they remain open and accessible until an entrant is ready to submit them. Plus, with the elimination of delivery charges, entry costs are significantly lowered. “Our new online registration system makes the SEGD Design Awards more accessible than ever to entrants around the world,” said Leslie Gallery Dilworth, SEGD's chief executive officer, in a press release. SEGD's annual design competition honors the best in environmental graphic design, and projects include identity programs, architectural graphics, wayfinding, and much more. The contest even includes student work and un-built projects. Time is ticking to get your entry in— all submissions must be made no later than January 29, 2010, and late entries will be accepted through February 12, 2010. Entries will be judged by the 2010 SEGD Design Awards jury, which will be chaired by Henry Beer, co-founder of CommArts. Winners will be announced at a presentation during SEGD's Annual Conference + Expo in Washington, DC, June 2-5, 2010. To submit an entry and view images of last year's winning entries, log on to www.segd.org. Good luck! UL Publishes LED Safety Standard Underwriters Laboratories (UL) (www.ul.com) announces the publication of ANSI/UL 8750, Safety Standard for LED Equipment for Use in Lighting Products. The first edition standard creates a global platform of safety requirements for LED lighting equipment as well as the entire supply chain of components used in lighting products employing LED technology. “UL 8750 provides manufacturers a single, much-needed safety standard for testing their LED products and related components sold in the United States,” said Alberto Uggetti, general manager, UL Lighting Business, in a press release. “The new standard also gives consumers confidence that LED products bearing the UL Mark have been tested for safety.” LEDs are being used in an increasing number of lighting products, and the risk of overheating, electric shock, and fire needed to be addressed in these applications. No prior standard existed, and so UL hosted a lighting stakeholder summit. More than 100 representatives of industry, government and research, and testing organizations discussed the proliferation of LED technology and its future use in lighting design and manufacturing. With insight gained from the summit, and its years of lighting safety experience, UL published the first of three Outlines of Investigations (safety requirements), which eventually resulted in the UL 8750. UL is the only Nationally Recognized Testing Laboratory (NRTL) to conduct energy efficiency testing of LED products.
New Appointments
Allegra Network LLC promoted Phil LeBlanc to Vice President of Development for Allegra Network, LLC. LeBlanc will oversee both the Allegra franchise and Signs Now divisions. LeBlanc joined the Signs Now team in 2005, and previously served as Signs Now Director of Franchise Development. Neschen Americas has promoted Ernest Brodbeck, Jr. to Chief Executive Officer. Brodbeck has a background in operations and finance along with experience in distribution. He has been with Neschen since 2006, and formerly served as President and Chief Operating Officer. Trans-Lux Corporation announces the retirement of Michael Mulcahy, President & CEO, on December 31. The Board of Directors is currently conducting a search for a suitable successor.
Meetings and Events
FEBRUARY Feb 3-5 The Nineteenth Annual Ink Jet Conference, sponsored by Information Management Institute, Inc., will occur at the Crowne Plaza San Marcos Resort in Chandler (Phoenix), Arizona. To learn more, browse imi.maine.com/Inkjet10.html. Feb 9-11 Jumpstart your journey into the field of vehicle wrapping with graphics installation professional Rob Ivers. His 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. Feb 10-13 The Western States Sign Show & Conference is scheduled to be held at the Catamaran Resort Hotel & Spa in San Diego, California. For additional details, check out www.wssc.us.com. Feb 23-25 The Digital Signage Expo will be held at the Las Vegas Convention Center. To learn more, call 770/649-0300 or log on to www.digitalsignageexpo.net.
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Coca-Cola Updates Sign
