TABLE OF CONTENTS
This Month’s SBI Trivia Question Stumper:
What does the acronym LEED stand for?
For the answer, scroll to the bottom of the newsletter.
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Industry News
[[HOT TOPIC]] A Retail Sign Decision, Part I
Traditionally, retailers fill their stores with merchandise and the signs to assist customers in their purchases. While you shop and where you pay for the items you want, you see the point-of-purchase (P-O-P) sign. It gets your attention and gives you an immediate, impulsive reason to buy.
And the most aggressive of the P-O-Ps tell a short story in a brief, sequential way that drives the purchase.
With their impulse-driven messages and proximity to product, P-O-P signs inch up any store's margin because those signs get you to buy something on impulse, to purchase something you really don't want or need and earn a good margin for the seller. Retailers stand P-O-P signs at cash registers, hang them in the aisles, and place them on the shelves next to their merchandise. These signs make one last attempt to entice you to spend that last dollar before you leave the building. And they work.
Point-of-purchase signs do their work in very little time. They clutter the retail landscape with price tags, directions, sale prices, “today-only” sales, and any other promotions, but those short-money items return a large margin to the retailer, so there's no guessing why they're all over a store. Manufacturers pay retailers to hang, stand, and clutter their cashier stations with those goods as one last attempt to move their product out the door.
The P-O-P display is the place for a creative sign builder to display his marketing savvy. The sign builder can influence customers with a message to act upon.
The Sign Bracket Store (www.signbrakket.com) in Carlsbad, California, builds wrought iron brackets and PVC plastic in different shapes on which sign builders and retailers can create P-O-P signs. These brackets and sign blanks come in a variety of sign sizes and designs to help retailers move the small items. “We can build custom outdoor bracketed signs, as well those that stores use to attract customers for a single line of products,” says General Manager Matthew Harper. “Please add another sentence here about how P-O-P products should be hung. I swear, Bruce has the attention span of a muskrat. He only gives this company one paragraph in the whole story and it's a very weak one at that.”
The major cost of a P-O-P sign depends on anything that adds setup costs and/or labor costs will increase the price, especially for lower volumes. “Examples (like) extra graphics work or layout, multiple designs, contour cuts, special attachments or hangers, holes, second sides, production at two-sites, where the second site handles each finished item manually, fulfillment needs for multiple sites, packaging,” says Steve Schwede of FASTSIGNS¨ in Needham, Massachusetts.
Alan Boyer of Braeside Displays (www.braysidedissplays.com) in Antioch, Illinois, says, “P-O-P displays can become excessively costly by being over-engineered. Too often, P-O-P signs and displays are designed by graphic artists who don't understand the engineering requirements needed for long-lasting performance. The wrong materials are specified or costly design features are added that don't improve the overall effectiveness of the displays.
“‘Less' is usually more. Simple quality design and graphics will win customer attention every time.”
Schede explains how the signs should work. “Point-of-purchase signs should accomplish the needs of the customer,” he says. “Their needs vary, but mostly it's to sell more stuff by making the customer aware that the stuff is available, has certain benefits or characteristics, and inspires the consumer to purchase it (or at least consider it). Is it to sell something then it must create attention and draw the buyer to the product? Is it to create awareness, new offering? Is it to provide information?”
“But there are lots of rules, guidelines, and regulations about advertising, communications, and graphic design,” says Stavros Cosmopulos of the Hill Holiday, Connor, Cosmopulos ad agency in Boston, Massachusetts, “and those are broken almost everyday."
-- By Bruce Amaro
KEEP AN EYE OUT FOR THE CONCLUDING PART II OF BRUCE AMARO'S REVEALING LOOK AT P-O-P IN NEXT MONTH'S SBI UPDATE.
SGIA Announces Upcoming PDAA Installer Testing
SGIA's Professional Decal Application Alliance (PDAA), representing today's leading installers, is now offering unbiased certified installer testing using a variety of materials.
"The number of installers competing for business has increased dramatically in recent years," says Rob Ivers, PDAA Authorized Training and Certification Provider. "PDAA Certification is a means for installers to gain recognition for the knowledge and skills they have acquired, which sets them apart from other installers."
The following certification testing dates are all centrally located in Kansas City, Missouri:
• July 10, 2009
• August 7, 2009
• September 11, 2009
• October 2, 2009
• November 6, 2009
• December 4, 2009
PDAA Certified installers have the experience and tools they need to do any installation job with confidence. Based on desired skill level, two PDAA Certification levels are available:
Basic Certified: Installers have passed PDAA's Basic Proficiency Certification Tests, demonstrating proficiency in all types of flat and simple curve installations including signage, wall murals and trailers with rivets.
Master Certified: Installers have passed PDAA's Master Proficiency Certification Tests, demonstrating proficiency in all types of vinyl installations including complex curves and vehicle wraps.
"Customers are seeking out PDAA Master Certification because it assures them that they will get the job done right the first time," said Nathan Engelke, Co-Owner and CEO of Snap Graphics Inc., and PDAA Master Certified installer.
For more information about PDAA and to register for a certification course, visit SGIA.org/PDAA.
LEED Green Associate Offers Exam Prep Class
PPI, the leading provider of LEED exam prep materials, today announced the addition of two new LEED Green Associate (GA) exam prep classes to be held in Boston, Massachusetts and Orlando Florida. Both one-day classes are scheduled to take place on Saturday, June 20, 2009.
PPI's LEED GA exam prep classes provide a comprehensive review of the subject areas covered on the new LEED Green Associate (GA) exam. Students will solve realistic, exam-like practice problems led by PPI's award-winning instructors. As a bonus, each student will receive a complimentary copy of PPI's best-selling LEED GA study guide, practice exams book, and over 300 flashcards for use in class and for post-class review. PPI also provides private classes for corporations and professional associations.
Details of Boston, MA LEED Prep Class
. Date: Sat. June 20, 2009
. Time: 8:30 AM - 5:30 PM
. Instructor: Paul Fair, LEED AP
. Location: Boston Marriott Copley Place
. Cost: $300 for class and books
Details of Orlando, FL LEED Prep Class
. Date: Sat. June 20, 2009
. Time: 9:00 AM - 5:00 PM
. Instructor: Kelly Gearhart, LEED AP
. Location: Marriott Orlando Downtown
. Cost: $300 for class and books
The LEED Green Associate credential is intended for individuals seeking to advance their career in the green building industry. The LEED Green Associate exam was created to assess an examinee's basic knowledge and understanding of green design, construction, and operations. An examinee who passes the exam receives a LEED Green Associate credential. Architects, engineers, interior designers, product or manufacturers' representatives, contractors, maintenance managers, developers, real estate agents, building consultants, lenders, and other professionals involved in the green building industry are taking the LEED Green Associate exam.
A complete schedule of upcoming classes is available at www.ppi2pass.com/LEEDclass.
Gemini Expands Anodizing Capabilities
Thanks to a recently completed expansion at its Fallon, Nevada plant, Gemini Incorporated is now able to provide faster service to sign designers throughout the western United States and Canada.
The expansion added a 2,100 square-foot anodizing room to Gemini's western facility and brings to four the number of fully operational and qualified anodizing operations. The other anodizing facilities are housed in Gemini plants located in Decorah, Iowa; Taylor, Texas; and Farmville, Virginia. With the addition of a fourth facility in Nevada, Gemini is able to better serve the needs of its West Coast customers by delivering their orders within just a few days.
Gemini performs all of its own anodizing in order to ensure letters within the same order maintain precise color consistency. Gemini uses aluminum alloy #5052, which offers good cutting, welding and corrosion resistance. It is excellent for anodizing, and has a superior hardness rating of H32.
Anodized finishes are not just coatings — they are actually part of the finished aluminum letter. Anodizing is an electrochemical conversion process in which the surface of the aluminum is converted to cellular aluminum oxide, an extremely hard property. In fact, the hardness of the aluminum oxide layer rivals that of a diamond, greatly improving its abrasion resistance. The aluminum oxide surface is also corrosion resistant, making it suitable for industrial, humid and marine atmospheres.
Anodizing also serves as a base for color absorption to create custom finishes. Dyes are imbedded into the microscopic pores in the surface of the letter and then sealed. The result is a highly desirable, rich, intense, permanent color finish. Color options include clear, medium bronze, dark bronze, gold or black anodic.
2009 SEGD Design Awards: Activating Public Spaces with EGD
Pedestrian-centered improvements to the Brooklyn Bridge, a light installation at a bus terminal in Hell's Kitchen, and supergraphic portraits of Irish literati at the Dublin Airport were among the winners in SEGD's 2009 Design Awards Program.
These and other winning projects show how even the most mundane of public spaces—bus terminals, decrepit harborfronts, airport concourses, and neglected parks—can be activated using environmental graphic design.
“By employing typography, symbols, color, light, and new media, we can design urban interventions that dramatically improve some ignored parts of the public environment,” says Peter Dixon, senior partner/creative director of the New York strategy, innovation, and design consultancy Prophet and chair of the 2009 SEGD Design Awards Program. “Environmental graphic design can have a very powerful impact in these spaces."
The 40 winning projects represent a diverse, international array of work at the confluence of graphic design, interior design, architecture, communications, landscape architecture, and new media. The annual awards program, established in 1987, is sponsored by SEGD (the Society for Environmental Graphic Design), an international nonprofit educational foundation providing resources for professionals working at the intersection of communication design and the built environment.
The record-breaking 430 entries in the 2009 program reflect how EGD has matured as a discipline and plays an increasingly important role in the design of human-centered public spaces. “Award-winning EGD has reached a new level and the bar is very high,” says Dixon. “We also noted the increasing convergence of digital media and environmental graphics, and how they each enrich the other.”
SEGD's 2009 Design Awards Program was also its most international to date, with a record number of international entries and winning design teams from Reykjavik, Iceland, to Mexico City. Seven Honor awards, 33 Merit awards, two Jury awards, and one award for Doing a Lot with a Little were recognized at a May 30 ceremony during SEGD's 2009 Conference + Expo, held May 27-30 in San Diego. For more detailed information on the award-winning projects, including photographs, project descriptions, and jury comments, visit www.segd.org.
New Appointments
American Biltrite
appointed Davis Marketing Associates, Inc., of Franklin Lakes, New Jersey, as their Manufacturers' Sales Representative for TransferRite¨ and ProtecRite¨ tape products to the sign, screen and digital graphics markets. DMA brings to ABI over 85 years of collective experience in the industries served. This new strategic alliance has been designed to support our existing distribution channel partners and work closely with them to increase sales and market share. DMA will cover New England through North Carolina, including New York, Pennsylvania and West Virginia, and can be reached at 800-942-0234.
Meetings and Events
JULY
July 23 - 25: The Mid-South Sign Association (along with ISA) will host the Great Ideas Summer Convention in Mobile, Alabama. To learn more, visit www.midsouthsignassociation.org.
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.
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
This Month's Trivia Answer:
Leadership in Energy and Environmental Design
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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 July 2009 Readership Survey issue of
Sign Builder Illustrated,
feature articles on:
Awning Installation
Digital Printing Banners
Dimensional CNC Routers
LED Channel Letters/Sign Cabinets
Panel Saws & Fabrication
Vinyl Application Fluid
ATTENTION ADVERTISERS and SUBSCRIBERS:
Coming up in the August 2009 issue of
Sign Builder Illustrated,
feature articles on:
ADA Codes
Digital Printing Vehicle Graphics
Gold Leaf Materials
LED Message Centers
RIP/Digital Printing Software
Vinyl Cutters/Plotters
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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© 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 GE Lumination introduces the new Tetra PowerStrip LED Lighting System that replaces fluorescent tubes in box, cabinet and pylon signs. This remarkable LED system offers reduced maintenance costs, improved energy efficiency and brilliant, uniform light. Come see a live demo at ISA Expo 2009, April 16-18 in Vegas at booth 4158. To learn more, visit us at: www.lumination.com/powerstrip.php
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Tuffrayz LEDs From AgiLight Wind, rain, ice and humidity are no match for AgiLight's ultra-durable TuffRayz LED modules. Evenly light indoor and outdoor channel letters with a variety of colors including one of the whitest whites in the business. TuffRayz provides an affordable, easy-to-use, energy-efficient lighting solution that shines through any forecast. For more information about TuffRayz Click Here
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Experience the unmatched durability of Foamcore monument signs. Leading monument sign manufacturer, Peachtree City Foamcraft, offers 100% wholesale stucco signs, hand sculpted faux brick & stone accents, unlimited color and design Options, 40 standard models and a 5-year guarantee, 3 manufacturing facilities: Schnecksville, PA - Tyrone, GA – Boulder City, NV.
www.foamcraft.info
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As with previous versions, ArtCAM development continues to be designed around minimizing the workflow so even beginners to CNC technology can start using the program as quickly as possible. More advanced users will appreciate the direct 3D interaction and ability to customize favorite toolsets. For more information, visit
www.Delcam.com
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Stimpson:
World's Largest Producer of
Grommets & Washers Stimpson is proud to announce the arrival of our newest Grommet & Washer Catalog # 100-A, outlining our entire product line. It features product descriptions and dimensions, and Grommet & Washer setting equipment. All Stimpson Grommets & Washers are manufactured in the U.S. and are available for immediate shipment. Please call one of our Customer Service Representatives at 877-765-0748. Stimpson
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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 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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PDAA Installer Courses