The Online Magazine For The Sign Trade
e-NewsLetter Volume 11 Issue 24
Wednesday December 15, 2010

In this issue:


Getting Products to Market

    "No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives."
     --- Robert G. Allen

Depending on what segment of the sign industry you are in, customers can be extremely fickle and even fragile, as you've probably experienced. If you start your business philosophy that the customer is always right (and this helps sometimes), then it requires a tremendous amount of patience to educate and even re-educate them about the benefits of your products and services. You have to take time to show them how your products last longer, work better, shine brighter, etc, than the competition.

    "In the end, the customer doesn't know, or care, if you are small or large as an organization...she or he only focuses on the garment hanging on the rail in the store." --- Giorgio Armani

Touting the awards won for most meetings attended at the local Chamber or Rotary club does not impress most customers. Showing them the latest warehouse size printer you just purchased doesn't work either. All they care about is how you can solve their problems and that is where our focus should be. We should see ourselves as solution-finders, or problem-solvers, or fix-it-people in order to woo and impress.

    "People are definitely a company's greatest asset. It doesn't make any difference whether the product is cars or cosmetics. A company is only as good as the people it keeps."
      --- Mary Kay Ash

If our business were to burn down tomorrow and we lost computers, equipment, inventory, etc, but saved our people, we could go across the street that same day, rent a place, and be open for business. It is our people that hold the cards and it is helpful for us all to remember that. The intellectual capabilities, the various personalities with various talents all make our business, and make your business what it is today. If you feel that you don't have that kind of confidence in your team members, then you are not hiring the right people. There is a flaw in your recruiting and interviewing that needs to be fixed.

    "Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands."
      --- Peter Drucker

Once a good reputation is established, your customer base develops an expectancy based on history. You no longer have to do any hard selling or explaining of the qualities of a product or service. It is taken for granted that it exists based solely on your good name and your company's reputation.

Establishing trust, solving problems, educating customers, and building a good name all help in getting our services sold and creating a long-term profitable business.

Advertiser - ISA International Sign Expo 2011

Don’t Miss Your Opportunity to Make a Lasting Impression.
Attend the ISA International Sign Expo.

Looking to impress your customers with high-quality, cost-effective commercial signage capabilities? Whether you're expanding your product lines, buying a new piece of equipment, or investigating a new revenue opportunity to grow your sign or printing business, you'll find the experts, solutions, and trends relevant to every type of sign production and installation at ISA's International Sign Expo - the largest sign show in the world.

ISA International Sign Expo 2011
Education & Networking Events: April 27-30, 2011
Trade Show: April 28-30, 2011
Las Vegas, Nevada
Mandalay Bay Convention Center

Feature Articles

One Times Square: A Global Icon Marks Time - 2003-2010, Part I
By Louis M Brill

Slowly, but surely between 2003 to 2010, one spectacular display after another on One Times Square has been upgraded with a more modern version of itself or outright replaced with a new client and a new spectacular. See how the poster child of signage has evolved in place.
Read the article...

MGM MIRAGE elevates the Las Vegas visitor experience with digital signage

Presenting the right information to guests at the right time in a format that catches their attention helps them find just the right activities and hidden gems during their stays.
Read the article...

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



The Epson Stylus® Pro GS6000 produces the industry's widest color gamut - with eight individual colors - for unparalleled output quality at the fastest print speeds in its class. Its profit-focused design sets new standards in overall reliability, maintenance and a reduced total cost of ownership. And, while its all-new ink technology is compatible with virtually any solvent-based media, it has less impact on the environment and worker health. Produce prints with amazing color fidelity and accuracy for the most demanding vehicle wrap or fine art project. Or create stunning outdoor banners, posters, and tradeshow graphics faster than you thought possible. Whether you're trying to supplement your existing production process or require a single printer to produce virtually any print job that comes your way, the Epson Stylus Pro GS6000 is the ultimate investment for any size printing company. To learn more about the way solvent printing should be, visit

Funny Signs

Found in a bar in Sanford, Florida:

    "Don't throw your cigarettes on the floor. The cockroaches are getting cancer!"

On a church sign in Houston:

    "Staying in bed and shouting 'Oh God!' does not constitute going to church!"

In a bar in Chicago (sent to us by Al Cerkan, of Digital Imaging Resources, Inc., Chicago):

    "Warning: Consumption of Alcohol by Pregnant Women May Lead to Birth Defects" handwritten beneath that: "Just Look Around You"

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

Meet the Newest Member of the ion Family, The Gerber CAT UV
Gerber CAT UV, the only economically-priced 'true flat bed' printer in the market today, featuring higher resolution printing for sharper and more vibrant output; patent-pending Cold Fire Cure ™ technology that supports printing on the widest array of substrates, uses heat sensitive and recycled materials, supporting its environmentally friendly platform; uses less energy and produces no ozone or VOCs; uses Gerber CAT™ inks that provide superior adhesion and scratch resistance with a vibrant color gamut; offers unparalleled print accuracy and registration = double strike and two-sided printing.
Read on...

The CoroClaw X™ from Sawtrax, Cut or Score 8 or 10mil Corrugated Plastic Along the Flutes
Now that everyone knows about the Coro-Claw™, the handy flute cutter from Saw Trax, now comes the CoroClaw X™ . You absolutely need this, if you work with any kind of 8 or 10mil corrugated plastic, such as Coroplast®. Now, a handheld tool you can use to cut or score 8 or 10mil corrugated plastic along the flutes. The cutting heads are replaceable and when you buy your CoroClaw X™ , it comes with an extra cutting head. Introductory price is $49.95.
Read on...

Wide Format Laminators and Specialty Films from
Laminator.Com features a large selection of Wide Format Laminators, Cold and Liquid Laminators plus Specialty Laminating Films. users receive additional discounts up to 10% off of our already low prices. Order your Laminator and/or Specialty Laminating Films from today!
Read on...

Roland Ink for $85 per 440ml cartridge! 60,000 2D templates for vehicle wraps for $149, while supplies last.
Check out these great deals and many other year-end specials available in December at JSI Sign Systems!
Read on...

A Cool New Green Product—Omega TerraMax™
Made from 100% recyclable materials, Omega TerraMax is officially recognized as one of the coolest green products by 2010 ISA. Ideal for interior digital print applications including signage, point of purchase, displays, and kiosks. Offered by Laminators Inc. For free samples, call 877.OMEGA.77 or click here.
Read on...

Wholesale ADA Signage for the trade only.
Whether you require Magnesium, Zinc, Photopolymer, or Raster Braille you can count on Advance Corporation for superior quality at an effective cost. Contact us for a free sample and feel the quality. Backed by more than 65 years of experience, the Braille-Tac™ Division of Advance Corporation is the acknowledged leader in the specialized field of ADA products on a wholesale basis. We offer competitive prices, quality, and a quick production time.
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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The Advertisers That Make Possible

Visit our friends and advertisiers that support this publication:

  3M Commercial Graphics:
  Advance Corp, Braille-Tac™ Div.:
  CADlink Technology:
  Clarke Systems:
  Cyrious Software:
  Estimate Software:
  International Sign Association (ISA):
  Laminators Inc.:
  Saw Trax Mfg, Inc.:
  SignPro Systems:
  United States Sign Council (USSC):
  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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