The Online Magazine For The Sign Trade
e-NewsLetter Volume 15 Issue 16
Friday August 15, 2014

In this issue:

Product Showcases

NEW Value-priced 60/40 Window Film for short-term use
Create attention-grabbing graphics with 3M™ Scotchcal™ Perforated Window Film IJ67. The polycoated paper release liner that's backed with a continuous paper layer enables easy registration for cross-platform printing. Its pressure-sensitive, removable adhesive offers easy installation both indoor and outdoor.
Read on...

CADlink Releases Online Stock Image/Artwork Subscription Service That Includes Over 2.5 Million Files
In response to ongoing requests from signmakers, engravers, wide format digital print producers and garment decorators, CADlink Technology Corporation has launched an online image subscription service, CADlink Design Elements.
Read on...

NEW Straight-fiber Films from 3M
3M introduces two additions to the Series 1080 head-turning wrap films; straight fiber black and straight fiber anthracite. With no need for printing or an overlaminate, the film can be applied as soon as the package is opened. View all 57 finishes, textures and colors of this popular line online.
Read on...

ArtCAM is so easy to learn that even middle school children can produce real life parts
Colina Middle School in California offers a CNC CADCAM class using Delcam’s ArtCAM CNC software. In less than half a day students have created signs that were manufactured for the café and little league snack shack. If they can do it so can you! Find out how, click above.
Read on...

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...

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 --->

Your co-workers or friends may find this newsletter useful too...
Please forward this e-Newsletter along to them, or point them to subscribe at: This link. :)

Marketing and Dating

    "Marketing is a contest for people's attention."
      --- Seth Godin

Getting people to know that your company exists and that it makes great products and provides a wonderful service is one of those issues that has troubled the business person since the startup of the world's oldest profession (no, not that one!), the making of signs. Some people call it marketing and others group it together with advertising, but it all boils down to getting the message to the masses.

There are various forms of marketing and many of these avenues will work. Some will work only temporary, while others leave a lasting impression on your bottom line. The key is to find one that brings in the customers while at the same time justifying the cost for doing so.

    "Marketing is too important to be left to the marketing department."
      --- David Packard

No one knows your customers better than you, or at least that is the way it is supposed to be. If you feel you don't know your customer and couldn't describe your typical customer in less than 15 seconds, then you probably have some homework to do. Understanding your typical customer is important for developing an effective, and efficient, marketing plan. You must have an understanding of your customer base in order to know what type of person you need to market to.

    "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."
      --- Peter Drucker

Once you have the ideal candidate in mind, find out where they reside, where they hang out, and what they like to do. This sounds like a lot of work, but actually it is relatively simple. For example, Joe provides boat wraps for his customers. That is a pretty thin niche. Who are Joe's customers? Well, it could be boat owners, boat sellers, waterfront businesses, insurance companies, boat engine manufacturers, etc. Joe probably wouldn't feel the need to market to hospitals or schools, (unless it was a boat driving school).

The point is to send messages to only those select demographics that want and/or need your products and services.

    "In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last."
      --- John Romero

You may have heard it before, it is easier to keep your best customers than it is to get new ones. Aim your marketing campaign in their direction. Tap this resource for new prospects and leads that you can market to as well. Holding on to the existing while you take their input for where to find new customers.

    "Run away from laziness; work hard. Touch intuition and listen to the heart, not marketing directors. Dream."
      --- Alber Elbaz

To really spread the word about your business requires creativity as well as a sensitivity to the pulse of your market. You want to know who is going to love you. Determine who loves you now and why, and then uncover ways to get others to know that you even exist. It is basically like going back to the high school dating scene...without the cheap cologne and Barry Manilow records.

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!

Register by September 30 for your free SGIA Expo pass.

Feature Articles

Old-School Screen Printing in the Digital Age
By Eileen Fritsch

Whether you want high-tech, higher volume methods or a more tactile, hands-on approach, screen printing supports an incredibly wide range of business models.
Read the article...

Seaming Vinyl Banners: Going Beyond The Tape For Long-term Solutions
By Jennifer LeClaire

Chemical welding is an inexpensive way to seam banners ­ and it’s longer lasting than banner tape. But there’s also something to be said for RF and heat welding processes that last much longer than brush-on solutions.
Read the article...

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

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:

Funny Signs

As seen on a new town hall in Wales:

    "The town hall is closed until opening. It will remain closed after being opened. Open tomorrow."

On a door to a warehouse in Macon, GA:

    "This door is not to be used for entering or exiting the building."

Father's Day advertisement at photography studio in New Hampshire:

    "Have the kids shot for Dad from $24.95"

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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