The Online Magazine For The Sign Trade
e-NewsLetter Volume 10 Issue 9
Friday May 1, 2009

In this issue:


Great Marketing Tool!

    "Get someone else to blow your horn and the sound will carry twice as far."
      --- Will Rogers

Advertising and marketing budgets for many businesses have been sliced and diced so thinly that there is hardly anything left. Getting the word out on a shoestring budget has taken on new meaning and many businesses are coming up with creative ways to market.

You may have noticed in your community people holding signs advertising local businesses and waving frantically at the cars that pass by. Some of these people are wearing various costumes from gorilla suits to oversized chickens to dressing up like clowns.

The concept is not new and it does draw attention from passing motorists. The motive is simple: get people in the door to buy our pizzas, cell phones, houses, etc. But, the real motivator is money. People holding a large sign standing on the sidewalk costs just a fraction of a permanent billboard or other sign and doesn't have to meet hardly any of the sign ordinances.

    "Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business."
      --- Zig Ziglar

Another idea that is becoming more important now that advertising money is not so abundant is the concept of using existing customer base as a voice for new business. It may have crossed your mind before and the simplicity of it also makes it easy to forget. Our customers talk. They talk to their friends, peers in the industry, your competition, your other customers, and your future customers. Their chatter is your advertisement. What is it that you would like them to say?

    "The interesting thing is when we design and architect a server, we don't design it for Windows or Linux, we design it for both. We don't really care, as long as we're selling the one the customer wants."
      --- Michael Dell

Do you remember the Seinfeld episode with the soup Nazi? The owner of the deli would only serve his soup the way he wanted it served and only to who he wanted to serve to. That worked great for him because he had a line of customers out the door waiting for his popular soups. However, if your customers are not lining up for what you are producing or for the service that you are providing, perhaps you should find out what it is that they want.

Not always the easiest thing to do, but there are tools such as surveys and questionnaires that can give you an idea. Another good way to find out what your customers want is to build relationships with them and get them to open up. Do what it takes to put your finger on the pulse of your target market.

    "Customers today want the very most and the very best for the very least amount of money, and on the best terms. Only the individuals and companies that provide absolutely excellent products and services at absolutely excellent prices will survive."
      --- Brain Tracy

After discovering what it is that customers want, build for them, service for them, and/or provide for them the best that you can. Refuse to cut corners. Make it a priority to be the best (fill in the blank) in your area. Your customers will talk you up. They will be the walking billboard waving and shouting at traffic. They will be the energized neon or LED flashing your name to future customers.

    "Our mission statement about treating people with respect and dignity is not just words but a creed we live by every day. You can't expect your employees to exceed the expectations of your customers if you don't exceed the employees' expectations of management."
      --- Howard Schultz

Finally, be sure to communicate to your team the importance of customer satisfaction. Team members need to be you when you're not around. They can only convey your passion for excellence if you communicate it to them.

Then, with the money you are saving in advertising and marketing because of great customer service, be sure to reward your people well. They deserve it.

Advertiser - 4th Annual Digital Signage Content Strategies Summit
4th Annual Digital Signage Content Strategies Summit
       May 12-13, 2009 - Caesars Palace in Las Vegas

Creative and content leaders will share their experience on how digital signage networks can engage customers and generate ad sales.

The world's only content-dedicated conference for the digital signage industry. The two-day Summit will showcase tips on leveraging digital assets across platforms, and provide information on content strategy and sourcing.

SAVE $300: SignIndustry subscribers receive a special discount,
register by May 8th and mention code SI9011-300 to receive this discount.

Visit for more information.

Delegates also receive a free copy of Digital Signage Association's report - Best Practices: Digital Signage Content, priced at $750.00. The report will be distributed electronically post event.

Feature Articles

In Review: The ISA International Sign Expo 2009 Las Vegas, Nevada
By Sean Scott

What was the best booth location at the ISA Sign Expo 2009? What was worth talking about at this show? was there and has the scoop!
Read the article...

Corporate Lobbies: The New Landscape of Digital Signage
By Louis M. Brill

In recent times through digital signage, culture and corporate branding have gained equal value as a premium opportunity to connect anchor tenants with their building visitors.
Read the article...

Seaming and Edge Welding, Finishing Opportunities Abound
By Jeff Sponseller

Printing your signs is more than half of the final product presented to your customers. However, it is not the entire result. How your finished product looks when it is hanging is critical to the final product's success.
Read the article...

Looking for an article or trying to find an old one? Check out the article archive:
     View the archive now

Funny Signs

Billboard for Daisy Outdoor Products:

    "Daisy Air Rifles: Keeping Kids Off Your Lawn Since 1886!"

A billboard for Exxon:

    "Where are all the news crews when we're NOT spilling anything?"

At a country diner in Georgia:

    "If we weren't meant to eat animals then why are they made of meat?"

We know those funny signs are out there. Take a moment and send them in to us and we'll share them with the world. Send all hysterical observations to:

Product Showcases

Printable Diamond Plate Perforated Graphic PSA Film from Creative Film Corp
Printable perforated diamond plating films to use on your graphic creations. This Diamond Plate can be cut to any shape and easily applied to a variety of surfaces. Also choose from our all seamless selection of Classic, Mini, or Iridescent films. All films are printable in your solvent or eco-solvent printer.
Read on...

Say Goodbye to Bent Sign Posts - FLEXPOST ­ Flexible Steel Sign Posts
A flexible steel sign post for high-traffic parking lots that installs in minutes with standard hand tools. Business owners can cut costs while you can earn additional revenue. FLEXPOST ­ ‘A Sign of The Times’
Read on...

Watchfire Signs - Offering color and monochrome LED signs in a wide range of sizes.
Engineers and manufacturers of LED signs to help businesses and organizations increase visibility and drive growth. The company has created more than 15,000 LED signs for banks, retail, schools, places of worship and other locations throughout North America. Founded in 1932 as Time-O-Matic, Inc. and headquartered in Danville, Ill., Watchfire Signs is unique in its loyalty to its sign company customers and is committed to the highest level of education, training and support to make sign companies and their customers successful. For more information, go to
Read on...

Guardian Knife Guide from Saw Trax
Score cut, plunge cut, angle cut and make repetitive cuts. Safer, more accurate and more cost effective than other knife guides! The customized extrusion allows the user to easily line up the blade for trimming prints, by simply aligning the edge of the extrusion with the print edge. The extrusion has a lip to protect the user from contact with the knife bracket while in use. The knife bracket flairs on one side for quick and easy mounting of the knife on the extrusion. Cuts anything that you can cut with the knife! Sizes available - 36'' - $79.95, 54'' - $99.95 and also available 66'' and 102'' models.
Read on...

Vinyl-Off: a BREAK THROUGH Product in the Removal of Vinyl and Adhesives
Designed to remove vinyl graphics from fleet trucks, glass, signage, etc. Just wipe it on, wait a few minutes, and peel off the vinyl and the adhesive in one step! It takes up to 90% less time. You'll save HOURS of labor! And it's environmentally safe and biodegradable.
Read on...

Advertise a product showcase monthly for $100 or an entire year for just $1000. Get with the program and see what you've been missing!
Call or email for more details: 888-350-3357 ext. 201 or

Sign Industry News

Sign Marketplace Press Releases
See what's new and what's happening in our industry all in one place.
Go Now --->

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The Advertisers That Make Possible

Visit our friends and advertisiers that support this publication:

  Advance Corp, Braille-Tac™ Div.:
  CADlink Technology:
  Clarke Systems:
  Cyrious Software:
  International Sign Association (ISA):
  Laminators Inc.:
  Saw Trax Mfg, Inc.:
  SignPro Systems:
  TLC Sign and Banner:
  United States Sign Council (USSC):
  Watchfire Signs- LED:
  Woodland-Sign Letters/Metal Letters:

We want your feedback! Let us know what we can do to serve you better. Send us your comments to us at: or give us a call at 407-656-5892

- Wishing you much success,

  Sean Scott
  Managing Editor

If your company wishes to sponsor this newsletter, please contact Sean Scott at:
or call 888-350-3357 xt 201 to learn more about this and other great advertising opportunities within

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