The Online Magazine For The Sign Trade
e-NewsLetter Volume 11 Issue 17
Wednesday September 1, 2010

In this issue:


A Really Big Show

    "Many a small thing has been made large by the right kind of advertising."
      --- Mark Twain

Gorilla suits, big graphic displays and girls in bikinis are all staples of nearly every sign show, attempting to bring an audience to an otherwise lackluster booth. But, does any of the showiness of the showroom floor actually work to draw in attendees that become reliable leads?

With the SGIA Expo fast approaching (October 12th - 15th), having the right tools in place can make your exhibit worth the travel and setup headaches. In fact, your goal should be to profit from the show and not just have another business expense that didn't pay off. Save your losses for the casinos!

    "If you're attacking your market from multiple positions and your competition isn't, you have all the advantage and it will show up in your increased success and income."
      --- Jay Abraham

According to Inc. Magazine, whether your desired outcome is to fill a spreadsheet with sales leads, generate buzz for a new product, or just increase brand awareness, relying on random booth traffic isn't usually the wisest strategy. Plan early for not just creating an inventive and effective booth, but also for getting the right people to seek you out.

Trade show consultants and experts cite a statistic illustrative of the risk of leaving convention or show traffic to chance: Roughly 70 percent of show attendees plan a list of whom they're going to visit before ever entering the convention center doors. They say that number makes plain the power - and necessity - of pre-show outreach.

    "Our success is a direct result of knowing how to market a brand and having the right people representing the brand."
      --- Greg Norman

A few things you can do before the show. First, contact your regular customers, local contacts, and solid prospects and let them know where you will be and what you will be offering. Next, obtain the list of attendees. Usually the show organizer will have that list available for you. Conduct some outreach to them, or at least a segment of attendees that might be interested in you either through direct mail, e-mail, or by phone.

    "The point to remember about selling things is that, as well as creating atmosphere and excitement around your products, you've got to know what you're selling."
      --- Stuart Wilde

Give attendees a reason to visit your booth. Free gifts work, but not that well. They will come, but usually for the free gift only. The gifts work only if you can convert that captive audience to participants of your demonstration or selling strategy.

Offering a class or demonstration at a specific time that benefits the visitor is the next step up from the gift giving. If you can reserve a break-out room for a class, you now have an audience that isn't distracted by other show exhibits. Speaking on a panel or providing your own seminar is a great way to gather new prospects.

    "A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets."
      --- Steve Jobs

Finally, make sure that your booth is visible and legible from down an aisle on the showroom floor. Have words ready that give a potential client a good reason to stop without using a lot of jargon. Don't just shove a brochure in their hand as they walk by. And most importantly, provide a solution to a business problem. Explain your products and services and take time to get the contact information from the visitor for a follow-up call or visit.

Advertiser - 2010 SGIA Expo- The Specialty Printing & Imaging Technology Expo

2010 SGIA Expo- The Specialty Printing & Imaging Technology Expo
October 12-15, 2010
Las Vegas, Nevada

Get ready to hit the jackpot this year during the 2010 SGIA Expo (Las Vegas, October 12-15)! Check out the newest equipment, compare machines, ask questions, get information and make purchases only at the Expo. Graphic or garment, digital or screen, finishing and installation solutions - the Expo is the only place to see it all!

You'll see and experience:

Visit for more information.

Feature Articles

A Signmaker's Guide to Choosing the Right Media for Backlit Displays
By Jennifer Chagnon

Retailers, trade show exhibitors and sign shops alike are constantly searching for the newest, most exciting ways to attract potential buyers and customers. But they often find themselves overlooking the potential of the equipment, supplies and media that are right in front of them. Why not digitally printed backlit graphics?
Read the article...

Sign Software in Action
By Jennifer LeClaire

Discover how signmakers are using industry specific sign software to raise revenues, increase production - and get creative.
Read the article...

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

Advertiser - Laminators Inc.

Make a lasting decision with Laminators’ sign panels.

Strong, durable, and ready-to-use, Laminators Incorporated’s sign panels are the industry standard for professional sign makers. Manufactured in a variety of colors, our finished surfaces are smooth and will not crack, chip, flake, or peel even under harsh weather conditions. To speak with us, call 877.OMEGA.77 or visit

For more info call 877.OMEGA.77 or click here.

Funny Signs

As seen in Maine at Hussey's General Store:

    "Guns, Wedding Gowns, and Cold Beer"

In an ad for a swimwear store:

    "Our bikinis are exciting. They are simply the tops!"

As seen in a safari park:

    "Elephants please stay in your car"

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

Take-up Reel for your Roland Printer $695.00
Check out these great deals and other additional specials from JSI Sign Systems by clicking above.
Read on...

Weathertyte® Beats Traditional Woven Fabrics for Awnings
Weathertyte® is a revolutionary 16 oz. awning fabric with the look and feel of architectural woven fabric. Offering waterproof and abrasion resistance properties not found in traditionals woven fabrics. Also check out 11 oz. Weathertyte Lite, with two-sided color.
Read on...

Economical Omega-Bond™
With a 3mm solid-core aluminum composite panel, Omega-Bond is an economical choice for a range of applications, including digital printing. Use it for interior and exterior signage, POP displays, exhibits, billboards, fascias, canopies, and scoreboards. Offered by Laminators Inc. For details, call 877.OMEGA.77 or click here.
Read on...

Flexi 10 is on its way and you can get it for FREE from CiberSupply!
Upgrade your Flexi or buy new and get Flexi 10 for Free when it releases! Contact CiberSupply NOW! 877-602-4237
Read on...

Vinyl Application Tools
Apply pressure sensitive vinyl up to 62" wide without bubbles or wrinkles. Apply transfer tape, laminate and mount with the same tool. Saves space and time and is easy to use.
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 Industry Press Releases
What the heck is happening in our industry? Find out here...
Go Now --->

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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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