Vol. 5, No. 1 | January 20, 2010 ®
TABLE OF CONTENTS
Industry News [[HOT TOPIC]] How-To: Selling Digital Signage to Your Clients In Part Two of this special feature, Brian J. Warrener, Associate Professor at the Hospitality College of Johnson & Wales, in Providence, Rhode Island, looks at how sign shops can be savvy marketers of digital signage. Last month, he covered the benefits of digital signage; now he takes a look at the opportunities for it, the technology behind it, and its future in the industry. The Opportunities Is the client still skeptical about digital signage? Does he want to stick with the traditional signage he's familiar with? Well, switch gears and spell out the advantages that digital signage holds over traditional signage and media, and the ways to leverage those advantages: 1. Selling advertising. Some digital signage providers offer their service at no fee. These providers are able to do so because they include third-party advertisements with their content. There are other providers, however, who charge a fee for support and content and allow the bar owner to sell advertisements, often at a substantial profit. If a client wants to bring in extra revenue, they can choose to sell ads to run on their digital signage alongside their own content—something traditional, static signage isn't capable of. In addition, aggregators are starting to pop up and can sell ads for the client. These “middle men” can match advertisers with operators looking to sell some of their digital signage time to third parties. 2. Driving new business. The people who visit your client's business are the ones who are most likely to be interested in what the client has to offer. The client can keep them abreast of the latest products and events with digital signage, which allows the client to update the system quickly to include the newest announcements without having to waste time producing new signage. Promoting and advertising to a target audience is the best way for your client to grab a chance at continuing success. 3. Customizing your advertising and promotion. Clients who attract a wide range of customers can especially benefit from the dynamic platform digital signage provides. As long as operations are consistent and supportive of a given night's customer preferences, then the operation can be successful. With digital signage, a client is able to change all of the content depending on the day of the week and the customer base. Video content, advertising, and promotions for signature cocktails, drink specials, nightly activities, contests, and future events can be programmed differently for each day, which makes it possible to effectively market to highly diverse groups. 4. Influencing point-of-purchase decisions. Digital signage can help clients looking to push one item or another. The ability to update signage based on context is impossible with static signage, and for that reason, clients can lose out on potential business without a more dynamic system. For example, the client may have a signature cocktail with a high profit margin, have gotten a good deal on a particular brand of beer from a supplier, or have lagging food sales. Any of these items could quickly be featured on digital signage in an effort to influence patrons and sell high-profit items or improve sluggish sales. 5. Enhancing your brand. Clients interested in maintaining a particular image and reinforcing it with patrons can use the video content and association with other advertisers included on the digital signage to do so. Content can be tailored to a specific demographic the client wants associated with their business. The Technology Once you've shared all of this information with your client, they may have one concern left— how difficult is the signage to operate? The software needed to run and produce content on a digital signage system can seem daunting to those unfamiliar with the programs. However with some education, these systems can be deciphered. Sign shops can offer to help the client program the display, or they can point them in the direction of a company that can help them. There are operators out there who are willing to provide a Web-based solution that covers both the technical challenges as well as serving as a source of content. Simage (www.simagenetwork.com) is one such company. They offer video content that compliments the client's concept, as well as templates and support for creating on-screen promotions. Their content includes advertisements, so there is no cost to the operator. Frankly, a no-cost or low-cost solution that requires little or no technical expertise while providing appropriate content is a good way to put the client at ease. The Future Sign shops should be aware of the trends in the industry, and digital signage technology offers some incredibly useful applications in the bar and beverage industry right now. Sign shops should take advantage of this trend by marketing these profitable platforms to bars, which will also result in a lucrative project for their shop. SPD Scores With Game-Day Signage  Selbert Perkins Design (SPD) (www.selbertperkins.com) recently designed a large collection of signage and game media for the 2010 Citi BCS National Championship Game. SPD has held this partnership with the Tournament of Roses for eleven years. SPD was in charge of designing graphics for all of the interior and exterior signage, as well as all of the game day materials. These materials included program covers, game and suite tickets, custom hotel keycards, and much more. In total, SPD created designs for eleven print elements (including various versions of program covers and tickets), and fourteen different banner elements (including field-level banners). SPD started the design process in the summer of 2009 with the goal of creating a very powerful feeling amongst the crowd at the game. The graphics for the BCS National Championship Game had to differ from the Rose Bowl Game graphics, while still maintaining a sophisticated and timeless appearance. SPD decided to work with the messages of passion, strength, tradition, and honor, and used larger-than-life imagery of players in motion to demonstrate strength and heroism. These images featured players in black and white against a full-color background of an American flag to represent the American tradition of football. SPD chose to use a cursive typeface with the images to add a level of sophistication. SPD wrapped up the design process in December. ESPN and sponsor Citibank reviewed and approved the designs, which were then prepared for fabrication. SPD worked with AAA Flag and Banner (www.aaaflag.com) to produce the elements. The company also has previous history with the Rose Bowl, and has fabricated and installed signage for the games before. All of the elements were fabricated in about a week and installed over three days. The signage scored with spectators, and SPD can add another successful project to its portfolio. Visit www.signshop.com for photos of the signage SPD created. For more on SPD's work, be sure to check out, “A Newsworthy Rebranding Effort” in the February issue. Company Weathers Controversy Over Obama Ad There's been “Obamanomics,” “Obamacare,” and now we can add “Obamatising” to the list thanks to the latest advertisement from The Weatherproof Garment Company. The outerwear manufacturer recently discovered that President Obama was wearing one of its coats in a series of photos from his latest trip to China. President Freddie Stollmack jumped at the opportunity to use the photo as part of a billboard advertisement. The billboard was erected at Seventh Avenue and 41st Street in Manhattan at the beginning of this month, and it featured the President in a Weatherproof® Ultra-Tech jacket with the phrase “A Leader in Style.” Before erecting the ad in Times Square, Weatherproof issued a press release in which Eliot Peyser, CEO of Weatherproof, praised the President. “Not only did this President break through the fashion barrier, he raised it to an entirely new level of comfort and style,” he said. The billboard did not go over well with the White House, however, which claimed that Weatherproof did not receive permission to use the President's image. According to White House Deputy Press Secretary Bill Burton, “The White House has a longstanding policy disapproving of the use of the president's name and likeness for commercial purposes.” Weatherproof didn't see anything wrong with the billboard ad, as it did not directly state that the President endorsed the coat. Weatherproof claimed it was only trying to enhance the President's image. “It's just a great looking jacket on a great looking President,” Stollmack told the AP. The White House still believed the billboard was misleading, however, because it implied that the President approved of the apparel, and Weatherproof never secured this supposed approval. After talks with the White House, Weatherproof agreed to remove the billboard after a new advertisement was created to replace the one featuring Obama. Epilog Laser Completes Record Order for Tagworks Epilog Laser can now claim the title of producing the largest order in industry history. The company recently completed production on a record-breaking 563 laser units for pet accessory supplier Tagworks, LLC. The 563 units are just part of the total order of 818 lasers that were ordered by Tagworks and which will be completed in early 2010. The lasers will be used in the world's first consumer-operated laser kiosks, which will engrave designer pet ID tags in PetSmart stores across the country. To create user-friendly laser kiosks, Epilog teamed up with Tagworks. Coupling Tagworks' patent-pending mechanical features and Epilog's systems, the companies succeeded in producing a customized derivative of the Zing 16 Laser platform. With the kiosks, PetSmart customers can choose a pet ID tag made from anodized aluminum, enter identification information that is then sent directly to the laser, and watch as it's engraved right in front of them. In addition to bringing laser engraving technology closer to consumers, Epilog was also named the Tagworks 2009 Supplier of the Year award. “We're thrilled Tagworks selected Epilog as the laser system provider for these inventive kiosks that provide such a practical service for pet owners everywhere,” said Mike Dean, director of sales and marketing for Epilog Laser in a press release. “We're honored to receive the Supplier of the Year Award, and we're proud to be working with Tagworks on such an exciting project.” Arlon and Mutoh Sponsor Vehicle Wrap Center at GOA If you're attending the Graphics of the Americas 2010 tradeshow on February 25-27 (see Meetings and Events for more information), be sure to visit the Vehicle Wrap Center sponsored by Arlon and Mutoh America. Arlon's DPF 6000XRP, a 2-mil cast film with X-scape technology, will be used to wrap vehicles throughout the show, and all the graphics will be printed on Mutoh's ValueJet 1614-64 inch printer. Mutoh's Valuejet 1304-54 inch printer will also be on display in the wrap center. The free wrap demonstrations will be ongoing throughout the show, and are aimed at educating end-users about the proper techniques and tools needed to complete a profitable and successful vehicle wrap. “Arlon is very excited to be able to take part in the Graphics of the Americas Vehicle Wrap Center and to be able to demonstrate and present DPF 6000XRP to end-users that visit the show and the wrap center,” says Kevin McKinley, VP of Sales at Arlon. The wrap demonstrations will be held each day of the show at 11 AM, 1 PM, and 4 PM. On the last day of the show, the demonstrations will be held at 11 AM and 1 PM. To learn more about Arlon or Mutoh, please visit www.arlon.com or www.mutoh.com. Peachtree City Foamcraft Announces Contest Looking to win some cash? Then enter Peachtree City Foamcraft's Municipal Monument Sign Design Contest! Submit photos of completed monument signs for municipalities, state or federal agencies, schools, universities, city entrance signs, public libraries, park & recreation facilities, or local government entities. Entries, along with a completed entry form, should be submitted to Katief@ptd.net, or mailed to: Peachtree City Foamcraft Attn: Monument Sign Design Contest 4215 Independence Drive Schnecksville, PA 18078 Visit www.signshop.com or www.foamcraft.info for a copy of the entry form. All entries must be actual photos or digital photos of a Peachtree City Foamcraft monument sign manufactured between January 1, 1991 and March 1, 2010. All entries must be saved in .jpeg format at 300 dpi or greater, and must be received by March 1, 2010. There is no entry fee for this contest, and you may submit as many entries as you like. Entries will be judged based on photo quality, overall design, and creativity. Winners will be announced on March 8, 2010, and the prizes are as follows: 1st Place: $500 2nd Place: $250 3rd Place: $100 Good luck!
New Appointments
CET Color has appointed Jack Skidmore to Eastern Regional Sales Manager. He will work to develop marketing and sales efforts for CET Color's new line of UV flatbeds, hybrids, and roll-to-roll printers and routers. Skidmore previously worked as sales manager for Charrette Corporation and as regional sales manager for Encad/Kodak, as well as Seiko-I Infotech. Elite Sign & Design is one of the newest businesses to join Sign Biz, Inc., the world's largest network of royalty-free digital sign and graphics businesses. Sign Biz has 180 members across the US and six foreign markets, and it provides start-up assistance, one-on-one training, and support for their members. Toby and Karen Stephens launched Elite Sign & Design in December in Lubbock, Texas. GE has combined its LED systems operation, GE Lumination, and its commercial and industrial fixture group, GE Lighting Systems, to form GE Lighting Solutions. David Elien, previous president and CEO of Lumination, now serves as president and CEO of GE Lighting Solutions. Paul Morse, former president of GE Lighting Systems, now serves as vice president of sales and Hendersonville, North Carolina site leader. Ken Koldan, the New Business Development Manager for FLEXcon, was recently nominated and elected as the Chairperson of the UID (unique identification) Supplier Alliance (USA) Committee. The committee is a part of AIM North America, which is an organization representing providers of automatic identification and mobility hardware, software, and solutions. It is dedicated to raising the awareness and adoption of the UID Policy within the federal Department of Defense and among the agency's contractors. Mutoh America Inc. has appointed Pat Shipley to Inside Sales, where she will serve as a liaison between Sales Managers and customers. She will also be the point of contact for all sales transactions and inquiries for the Western Region. Prior to joining Mutoh, Shipley held accounting positions in the construction and retail industries.
Meetings and Events
JANUARY Jan 27-30 The FASTSIGNS Show will be held in Austin, Texas, and Gerber Scientific Products will exhibit a variety of their machines and products at the show. Attendees will be able to see the Gerber Solara ionx, the versatile EDGE FX thermal printing system, as well as GerberCAT cationic UV inks.
FEBRUARY
345 Hudson St., 12th Floor • New York, NY 10014 212-620-7200
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SPD's Game-Day Signage
