The Online Magazine For The Sign Trade
e-NewsLetter Volume 15 Issue 14
Tuesday July 15, 2014

In this issue:

Product Showcases

50 year old American Classic goes modern $99.99 – Click here
With our gooseneck RLM, all you will need is one fixture that can aim at the wall / signage or you may aim it straight down as a down light. This is possible because we added a cast brass swivel to our gooseneck light fixture.
Read on...

See the Best of the Industry’s Best at the 2014 SGIA Expo
You heard right. The 2014 SGIA Expo (October 22–24) is heading back to Las Vegas, where everything goes and anything is possible. The industry's most diverse group of educated attendees comes together each year for the annual Expo, and industry leading exhibitors pack the trade show floor with equipment, innovation and solutions. It's the only place to see the latest imaging techniques, newest garment decoration technologies and cutting-edge applications.
Read on...

3M introduces matte metallic films in rich fall colors
3M added five colors to its line of popular dual cast films—3M™ Wrap Film Series 1080. The new matte metallic colors comprise copper, pine green, red, charcoal and brown. Use right out of the box—no printing, no overlaminate. Create head-turning looks by mixing and matching the 50 finish, texture and color variations.
Read on...

Learn From the Best- Join the ISA
Want to build a better business? Train your employees. An educated workforce is the backbone of any successful company. And the best part is you don't have to spend a lot in order to reap the benefits. Become a member and gain access to a variety of ISA education and learning opportunities available exclusively to members.
Read on...

Sign Estimating & Business Management Made Easy
EstiMate sign estimating software gives you tools to determine what you need to make in order to cover your costs and achieve your profit goals, then making sure every single job is priced to meet your target – all the while giving you professional printed, faxed or emailed estimates that you can have in your customer's hand literally minutes after getting the job specs. Click for more info.
Read on...

Advertise a product showcase, like above, 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 more here...
Go Now --->

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Please forward this e-Newsletter along to them, or point them to subscribe at: This link. :)

The Art of Pricing

    "The salesman knows nothing of what he is selling save that he is charging a great deal too much for it."
      --- Oscar Wilde

Pricing has always been one of those elusive, slippery tasks that tends to frustrate business leaders. Obviously, knowing your costs of materials and labor involved is a critical factor, but how much of a margin do we add for profit? How can we justify pricing in our business while still being competitive in our market?

These are questions that have plagued businesses since the first wheel was sold. Finding a true balance is really more of an art than strictly a numbers game. We of course need to know all costs involved in the project and we need to make a profit. If not, we should close the doors and have a fire sale. But the finesse or intuitive art form comes in to play when we study our market and determine what it takes to compete.

    "If you're not worried that you're pricing it too cheap, you're not pricing it cheap enough."
      --- Roy H. Williams

Studies have shown that new customers will buy based on price if the product or service is generic in nature. For example, a need for banners for a school function may drive the customer to the lowest price in town. A specialized vehicle wrap may warrant the customer entertaining prices from two of the shops with the best reputation. The customer in this scenario may not necessarily seek the lowest price, but opt for the greatest standard.

    "Pricing is actually a pretty simple and straight forward thing. Customers will not pay literally a penny more than the true value of the product."
      --- Ron Johnson

A common factor used in trying to price a product or service is usually based on what the market will pay. That has always been a good rule of thumb, but another factor should be considered. Consider a cup of coffee. It used to be that you could go to the local diner and grab a cup of Joe for under $.50. Then Starbucks came to town and people began paying about $3.00 a cup. Coffee lovers gladly forked over their money for a jolt of pleasure.

Your community may be willing to do the same. They might pay top dollar for the extra great customer service you provide along with fulfilling their signage needs on-time.

    "Cutting prices or putting things on sale is not sustainable business strategy."
      --- Howard Schultz

Dropping prices to attract more customers may work to bring in more people who then see what your shop can do and decide to stay with you long term. Or, they may just take advantage of the cheaper rates and then move on. Perhaps a better idea is to price your products and services at the level of quality you provide and let the word spread that although your shop is more expensive, it is worth every penny.

Either way, pricing is a delicate art form. The use of estimating tools and MIS systems can be very helpful in deciding costs per part, calculating hours and labor rates, determining local and federal taxes, and inputting your specific margins. Even after all the calculations, in today's market it is tempting to reduce the final price in order to compete, and sometimes you may have to. But try not to make it a habit. Price according to the value you bring to your customers and community.

    "Anyone can sell product by dropping their prices, but it does not breed loyalty."
      --- Simon Sinek

Advertiser - ISA Membership
ISA Membership: Grow your business, connect with other members and discover business opportunities!

Join ISA or your Affiliated Association and gain access to key insights and information:

  • Stay on top of current trends and find innovative solutions to keep your customers coming back.
  • Build a strong professional network to learn best practices from your peers.
  • Protect your livelihood by utilizing ISA’s rapid-response government relations team to fight oppressive local, state and federal sign codes.
  • Learn from others in the industry to grow your business.
To learn more about how the ISA and their Affiliated Associations can help you grow your business visit:

Feature Articles

Seaming: Not As Hard As It Seems
By Jennifer LeClaire

Tired of sending your banners out so some one else can profit from the seaming? Now you don’t have to. Learn the how now.
Read the article...

MIS: Is Your System Working For You or Against You?
By Carol Andersen

Implementing print management systems is not a democratic activity. What you need to become is a dictator to ensure proper implementation.
Read the article...

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

Advertiser - 2014 SGIA Expo
2014 SGIA Expo

October will be here before we know it! Don’t miss a single detail as we plan for the industry’s hottest event, where everything goes and anything is possible.

What: The 2014 SGIA Expo

When: October 22–24, 2014

Where: The Las Vegas Convention Center, Las Vegas, Nevada

Who: Experts and your peers from every sector of the imaging industry. The Expo has literally every part of the industry represented and ready to talk to you in our Expo-exclusive Zones, on the show floor, in educational sessions and beyond!

Sign up to be notified as more exciting Expo information is made available, and in the meantime, visit our new and improved Buyer’s Guide to browse the imaging industry’s most complete list of equipment manufacturers and suppliers.

Funny Signs

On a store door in Oregon:

    "Push to Open. If That Doesn't Work, Pull. If Both Do Not Work, Try The Actual Entrance Around the Corner."

On wall in an industrial warehouse in Plano TX:

    "There is a good chance an accident brought you into this world. Don't let one take you out!"

Student Union Lounge:

    "No Internet Connection? Report it: Email"

We need those funny signs you've seen in your travels, come on, we know they're out there.
Send them to us at:

Advertisers That Make Possible
The rest...not so much.

Manufacturers & Vendors that support us:

  3M Commercial Graphics:
  Advance Corp, Braille-Tac™ Div.:
  CADlink Technology:
  Clarke Systems:
  Cyrious Software:
  Estimate Software:
  Sign Lighting Fixtures:
  International Sign Association (ISA):
  American RENOLIT Corp:
  Supply 55:
  United States Sign Council (USSC):

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

- Always trying to lend a hand,

  Sean Scott

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 advertising opportunities on

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