The Online Magazine For The Sign Trade
e-NewsLetter Volume 16 Issue 19
Thursday October 1, 2015

In this issue:

Product Showcases

The Simple Way to Create a Digital Message - modular e Digital Signage Software from Clarke Systems
Meet the web-administered digital sign application that is easy to implement and use. No servers, no IT support, and no graphic designers are needed to deliver professional results. Choose from industry specific templates and customize your signs with modular e ACTIVE MODULES. modular e is cost effective for one display or thousands.
Read on...

The 2015 SGIA Expo in Atlanta, Georgia November 4–6
Offering qualified and educated attendees (like you!) the unparalleled chance to experience the hottest technology, the markets and opportunities. This dynamic show, in one of the East Coast’s most dynamic cities, is where leading imaging professionals will showcase their best products, methodologies and innovative applications.
Read on...

Pro Vehicle Outlines 2015 from CADlink
Over 860 new and updated templates included! More than 9860 templates in all make it the largest vehicle template library of its kind. FREE 12 month online subscription included with all Pro packages. Same great after sales support. Special upgrade pricing. Click for more.
Read on...

Smoldering New Colors from 3M™ Wrap Film Series 1080
Stop car enthusiast in their tracks. Eight new colors, including Satin Smoldering Red and Matte Riviera Blue, bring the 3M collection to 83 colors and finishes. This high-performance film needs no printing or overlaminate, so it’s ready to use right out of the box. See colors and get samples online.
Read on...

EstiMate Sign Pricing Software: Sign Estimating & Business Management Made Easy
Get the tools you need 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...

NEW Suite of 3M Envision Wrap Films -- High performance plus sustainability
The world’s first non-PVC, high-performing wrap film just got better. The new suite of 3M™ Envision™ Wrap Films offers 100% printer compatibility and includes the only non-PVC luster wrap overlaminate on the market. Welcome to the Revolution. Click above for details & samples.
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: 407-656-5892 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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Everyday Marketing

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

When I first started in business, I assumed that I would do some form of marketing. After learning all I could about marketing, I would set aside time for marketing activity. I compartmentalized marketing and opened the marketing box when I thought I needed it.

A major point I was missing was that marketing isn't a one-time activity. You can't say you'll focus on marketing activities on Tuesdays only or once every two weeks. Marketing needs to be seen as an every day, every minute, vital function of business. We are marketing even before we get to the office or shop.

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

Marketing your business is such an important piece of the puzzle that Googling "how to" will bring up endless resources from blogs, message boards, book reviews, seminars, and marketing companies. As convoluted as the science of marketing is made out to be, it really boils down to creating a WOW factor for enticing prospects to buy from you.

    "I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination."
      --- David Ogilvy

Creating a good WOW factor begins with giving your prospects and customers something that is surprising, helpful, and trustful. It is surprising when what your offer is different and refreshing compared to the competition. Something as simple as an inviting waiting room with a helpful receptionist addressing the customers by name, offering beverages, providing up-to-date literature about your company. Or, it could be the visit to a prospect's office with a catered lunch, or birthday balloons. The key is the WOW found in the surprise.

The next WOW ingredient is providing something helpful. Offering a product or service that provides a solution is the foundation. But finding out what else is troubling the customer and providing a solution really WOWs. For example, if you discover that a customer is having difficulty in an area outside of your expertise, but you know someone who can help and not only provide that contact, but facilitate the process to the end, (flipping the bill, organizing the project, etc.), that is being helpful to the WOW degree.

    "Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising."
      --- Howard Schultz

Finally, creating an atmosphere of trust generates a marketing WOW. When you show up when you say you will, do what you say you will do, and show respect and work with integrity, you are creating trust. These are things that are expected, but a lot of businesses don't do them. Rising above the average every day is Marketing 101. You are in control of marketing every time you take a call from a customer, submit a proposal, close a sale, buy materials, stop for coffee, greet a prospect, and send an invoice. Use every minute to create a WOW moment.

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

Advertiser - 2015 SGIA Expo
2015 SGIA Expo

The 2015 SGIA Expo (Atlanta; November 4–6) will offer qualified and educated attendees (like you!) the unparalleled chance to experience the hottest technology, the hottest markets and the hottest opportunities. (And we’re not talking about the weather.) This dynamic show, in one of the East Coast’s most dynamic cities, is where leading imaging professionals will showcase their best products, methodologies and innovative applications.

For more info, visit:

Feature Articles

Americans with Disabilities Act: A Quick Review

The Americans with Disabilities Act (ADA) prohibits any employer with 15 or more employees from discriminating against a qualified individual with a disability. Let's learn the basics together.
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

Near Tampa Florida:

    "CAUTION! Ship's Whistle May Sound at Any Time. This Will Cause a Loud Noise"

On monkey bars in a park in Steamboat Springs:

    "No Adults Allowed Drinking On The Swing Set"

Seen on a storefront in Perth, Australia:

    "Women's Shoes! Buy One, Get One Free!"

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:
  CADlink Technology:
  Clarke Systems:
  Estimate Software:
  International Sign Association (ISA):
  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

- Have an awesome August,

  Sean Scott

If your company wishes to sponsor this newsletter, please contact Sean Scott at:
or call 407-656-5892 xt 201 to learn more about this and other advertising opportunities on

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