Vol. 5, No. 10 | October 6, 2010
TABLE OF CONTENTS
Industry News [[HOT TOPIC]] Get Lucky at SGIA 2010! The 2010 Specialty Graphic Imaging Association Expo returns to Las Vegas this year. The show will be held from October 13-15, with a Pre-Expo Business Development Conference on October 12, at the Las Vegas Convention Center. While we can’t guarantee your odds at the blackjack table, we can tell you that the Expo this year is a sure bet. Want to know more? Sign Builder Illustrated talked with Sondra Fry Benoudiz, vice president of Membership & Business Development for SGIA, and she gave us her top “lucky seven” reasons why you can’t miss the 2010 SGIA Expo. 1. First-Ever Pre-Expo Business Development Conference Get down to Vegas early and take advantage of the Pre-Expo Conference. SGIA is expecting about 200 people for an intimate gathering of garment decorators, industrial printers, installers, and other industry professionals. “One of the things we’ve found that’s pretty consistent in the community is the need for, from a management purview, sales and marketing,” says Sondra. To meet that need, SGIA has brought in Orvel Ray Wilson, CSP (also the Keynote Speaker), bestselling author of Guerilla Selling: Seven Strategies to Double Your Business to present on sales strategies, and Heather Lutze of The Findability Group and author of The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing to discuss social media. “If there’s things that we can do to help make [sales and marketing] a little bit easier, then that’s the goal of this Pre-Conference,” says Sondra. 2. Get Educated Learn about all aspects and corners of the industry with over 20 educational sessions. “We chose our topics based on the popularity of journal article content and the popularity of the Webinars to figure out what our folks are most interested in,” says Sondra. Topics include G7, pricing accuracy, sign law, and environmentally friendly practices. For a complete list of educational sessions, visit www.sgia.org. 3. Reprographer Co-Locators Expand SGIA’s Reach This year, SGIA is co-locating with two reprographer groups: PEiR Group and ReproMAX. About 75 attendees from each group will be at the show attending their own meetings and walking the show floor. “We just want as many groups as possible to use the show as an opportunity to have their own groups get together,” says Sondra. 4. Explore the Expo Floor With nearly 500 exhibitors from all areas of the industry, attendees will have the chance to learn about the newest products and equipment, to see them in action, and to even make a purchase right on the show floor. 5. Golden Image and Product of the Year Awards Entries will be on display in a gallery throughout the show. Winners will have ribbons on them for easy identification. What’s one benefit of winning the awards aside from boasting rights? Print buyers from big-name companies visit the show and often contact winners about print contracts. Jackpot! 6. Education-Only Expert Advice Zones SGIA has added three new zones in addition to its Digital Apparel Production and PDAA Graphics Application Zones. At the DSA Digital Signage Zone, attendees can learn how to sell and implement digital signs in their projects. The Screen Printed Apparel Training Zone offers information about graphic and garment screen printing. Learn about the state-of-the-art processes, ultra-precise measuring equipment, and expensive and difficult-to-process materials used to print for high-tech equipment like medical sensors, electronics, and automotive parts in the Industrial Application Zone. 7. All Work and No Play— —you know the rest. Get out and enjoy the city after the show! SGIA is hosting its Thursday Night Dinner Party as a way to start off your night. “It’s really hard to find an inexpensive meal on the strip—you have to go off the strip. So the good thing about the Thursday night dinner party is for $35 you can come in, you can have a meal, you can have two drinks, and you can have wine with dinner,” says Sondra. “Then you can have all the Las Vegas entertainment you want.” SGIA is making it easier—and cheaper—to get around Vegas, as well. Take advantage of shuttle buses to and from SGIA hotels (Shuttle), and be sure to get the deep-discounted monorail passes from SGIA (Monorail). To register for the expo, visit www.sgia.org. And while you’re on the show floor, be sure to stop by and grab the latest copy of Sign Builder Illustrated at Booth #436! Thoughts on Social Media A special report on social media from Katie Schwartz, marketing coordinator for Peachtree City Foamcraft. According to the most recent United States Census Bureau Report (2006), the signage industry employees 262,700 people in the United States. Serving as the marketing coordinator for the nation’s largest manufacturer of wholesale monument signs, my job is to ensure that our company is recognized by as much of the market as possible, and even better – liked by the majority of the market. As a retail sign shop, I am sure your goal is very similar – to reach the status of being easily recognized and highly regarded by your target market; ultimately increasing your client base and your year-end profits. Social Media is defined as a group of primarily Internet based tools, used for sharing and discussing information with other human beings. If you are looking for new prospects and long-term clients, than you know that creating a mutually satisfying relationship is the key. How are you finding your clients, and how are they able to connect with you? In this article, we are going to break down the basics of Social Media: Listen The first step to developing a successful Social Media campaign is finding the avenues in which you will be able to connect with your target market and obtain useful data to help you gain greater market share. Before you join any social media sites, monitor a variety of sites. This will allow you to make a more informed decision of which media you would like to invest your time in and promote to ensure the highest return on your investment. Speak This step allows you to make the initial connection with clients and prospects and provide them with exactly what they are looking for. Spend 10 to 30 minutes a day conveying your message through social media. Socialize Take time to learn about your target market and define the demographics more clearly. Are you utilizing your marketing effectively within that demographic? By using social media to socialize, you can gain valuable information on upcoming events, fundraisers, and other items that may allow you to connect physically with your new “friends” online. The key to building your business is taking a genuine interest in developing relationships with customers. Measure While measuring social media can be complex, it is highly beneficial in allowing you to maximize your time and re-define your content to meet your clients’ needs. It will also assist you in creating a Social Media plan, which will define future content creations, keywords optimization, and preferred promotion methods. If you don’t have to time to create a complex social media plan, you can simply measure your success by the number of friends, followers, and Web site analytics. For more, visit Peachtree’s blog (www.monumentsigns.blogspot.com), Twitter (@PCFoamcraft), or Web site (www.foamcraft.info). Updates on the NCCCO The National Commission for the Certification of Crane Operators (NCCCO) has been busy over the past few months. Read on to learn about the most recent developments. Definitive Guide Published The NCCCO has published what it calls “the definitive guide to the personnel qualification requirements” of a new OSHA standard governing the use of cranes and derricks in construction. The new rule states that crane operators must be either certified by an accredited crane operator testing organization, such as NCCCO, or qualified by an audited employer program. Signalpersons and riggers must be qualified. The document is posted as a series of questions and answers based on the NCCCO’s reading of the rule and preamble. The FAQs will be continually updated as questions arise. Rigger Level II Program The Rigger Level II certification program has just been launched by the NCCCO. As with other CCO certification programs, candidates seeking Rigger Level II certification are required to pass both a written and a practical exam. The written exam consists of 40 questions that must be completed within 60 minutes. The practical exam tests a candidate’s competency in rigging a load for a level lift and for rotating a load. Rigger Level II candidates must already hold Rigger Level I certification to be eligible to apply for the new exams. ANSI Accreditation The NCCCO’s CCO Rigger Level I and Signalperson certifications are now accredited by ANSI to the ISO/IEC 17024 International Standard for organizations that certify personnel. The decision of ANSI’s Professional Certification Accreditation Committee to expand NCCCO’s accreditation came after rigorous audits of its management systems and psychometric procedures, and detailed scrutiny of its test development and administrative processes. Riggers and signalpersons holding either of these CCO certifications can be assured that they are qualified under OSHA’s new rules for Cranes and Derricks in Construction. Recent Recognitions 2010 Label Industry Global Award Roland DGA Corp. has won the 2010 Label Industry Global Award for New Innovation. Presented at Label Expo Americas in Chicago, the award reflects the innovative technology behind Roland’s VersaUV wide-format UV-LED inkjet printer/cutter line. “We are honored by this recognition and proud to provide label and packaging professionals with the most innovative inkjet printer in the industry,” said Rick Scrimger, vice president/general manager for Roland DGA Corp. “VersaUV’s ability to print on virtually any substrate, including clear media using White ink, simulate spot varnish, embossing and other textured effects, as well as cut complex shapes without setting up a die, makes it the ideal printer for short-run labels and packaging prototypes.” Top 50 Fastest Growing Companies Tex Visions announces it has ranked “30” on the 14th annual list of the top 50 businesses making significant contributions to the growth, strength, and success of the Central Pennsylvania economy. Top 50 Fastest Growing Companies is a program of the Central Penn Business Journal and is presented by SF & Company. “I am very proud of the Tex Visions’ team,” said Marcel Ruhland, president of Tex Visions. “Our work has kept us growing during difficult times and that is quite an accomplishment!”
New Appointments
Agfa Graphics promoted Ruben Silva to vice president of Sales & Services at Agfa Graphics North America. Silva previously served as managing director for Agfa Graphics, Canada. Before joining Agfa, he held technical and sales management positions at Presstek Canda, AB Dick, Itek Graphics, and Gestetner. Schrider Lighting has appointed Stan Deutsch Associates as its New York-based specification and architectural lighting sales agency. Stan Deutsch is a top commercial lighting sales agency that is dedicated to offering specification grade lighting products to the design community. Multicam, Inc. promoted Scott Mullis to North American sales manager. Mullis will manage the sales of all MultiCam product lines through twenty Technology Centers throughout the US and Canada. He previously managed MultiCam’s Florida Technology Center for nine years. Before joining Multicam, Mullis worked as a CNC router applications engineer with CMS and Stiles.
Meetings and Events
OCTOBER October 7-9: Digital Signage Expo (DSE) will hold its first Industry Forum at Rancho Bernardo Resort & Spa in San Diego, California. In addition to educational workshops and motivational industry keynotes, the two-day program will provide networking opportunities. To learn more, visit www.digitalsignageexpo.net/digitalsignageexpo/industryforum.aspx. October 13-14: The Signage Foundation, Inc., in collaboration with the University of Cincinnati College of Business, Architecture, Art, and Planning will be conducting the 2010 National Signage Research & Education Conference (NSREC) at the Kingsgate Marriott in Cincinnati, Ohio. For details, visit www.thesignagefoundation.org. October 13-15: Go all in at the 2010 SGIA Expo in Las Vegas, Nevada and see the broadest range of innovative technologies and applications driving the specialty imaging industry. Register now at www.sgia.org/events/current_expo/sgia10. October 18-20: Mutoh’s “Hands On” School of Wrap classes will be held at Avery Dennison at 250 Chester St, Building 8, in Painesville, OH. The Basic/Intermediate Class runs from October 18-19 and focuses on the essentials of vehicle wrap installation with an emphasis on fundamentals. The advanced workshop on October 20 is for those looking to work on problem areas, challenging sections, speed, and efficiency. To sign up, visit www.mutohcarwraps.com. October 22 SEGD will present its first international symposium at the Victoria & Albert Museum in London. “Minding the Gap: Views on EGD from Both Sides of the Pond” will focus on the broad contemporary practice of environmental design, the range of disciplines represented in the SEGD community, and the role of EGD in the build environment. For tickets, visit www.segd.org/#/news/index.html. October 28: OSRAM Opto Semiconductors presents a free, all-day LED Light for you System Design Workshop following the IntertechPira LEDs Conference. Attendees will gain insight into the latest LED system design solution, while networking with top industry professionals and lighting experts in varied technical fields such as electrical, thermal, optical, and integrated solutions. To learn more, visit http://ledlight.osram-os.com/events/led-light-for-you-workshop-north-america.
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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.
345 Hudson St., 12th Floor • New York, NY 10014 212-620-7200
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