The Online Magazine For The Sign Trade
e-NewsLetter Volume 9 Issue 21
Monday November 3, 2008

In this issue:


Now Is The Time to Market

    "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

In his book, Guerilla Marketing During Tough Times, Jay Conrad Levinson gives advice on what you can do to market effectively during this down-turn in our economy. "Whatever you do, don't make the mistake of thinking that the right price for tough times is the lowest price," says Levinson. "Price becomes secondary during hard times; people are searching for value."

The temptation is to cut pricing in hopes of attracting business and being able to take business away from the competition. The reality is that customers want quality now more than ever. Their wallets are echoing too so they want the best that they can get at a reasonable, but not necessarily, cheapest price.

    "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

Regardless of the sign industry segment that you serve, customer service wins over pricing. Part of good customer service is educating the client on what products and services will best serve them and meet their needs. By spending time with each and every customer, you are insuring that they pay the prices you have set while establishing a foundation for a loyal relationship. These customers will still be devoted to you when the economy improves.

    "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

This slump that we are experiencing now does not provide an excuse for taking shortcuts in the quality of your products and service. Letting your reputation for quality continually speak for your business is a sure-fire way to market your business (mainly through word-of-mouth) without spending a dime out of your marketing budget.

    "Customers don't always know what they want. The decline in coffee-drinking was due to the fact that most of the coffee people bought was stale and they weren't enjoying it. Once they tasted ours and experienced what we call "the third place".. a gathering place between home and work where they were treated with respect.. they found we were filling a need they didn't know they had."
      --- Howard Schultz

You may have to give away some of your services as a piggy-back offer with the purchase of a product. Restaurants have used this strategy with success for years when they offer free desert with dinner or free drinks or refills. You can do the same. Offer something additional so they can taste a sample of the quality of your offerings.

    "Next to doing the right thing, the most important thing is to let people know you are doing the right thing."
      --- John D. Rockefeller

Take time this month to re-evaluate your marketing plan. Find great deals for advertising your products and services to your market. Some are very inexpensive ( offers a Product Showcase listing for only $100 per month!), and can provide just as much exposure as some of the more expensive ads.

Whatever you do, do it now. This is not the time to be cutting back on your advertising and marketing. Look at it this way: A lot of other businesses are cutting back in those areas. This is prime time for you to be in the eyes of your potential buyers. There are still buyers out there now and when the economy does get better, you will be in a position of brand and name recognition, and that is a great place to be.

Advertiser - ISA International Sign Expo 2009
ISA International Sign Expo 2009
April 15-18, 2009 - Las Vegas, NV

Register now for ISA International Sign Expo 2009, the largest sign show in the world. April 15-18, 2009 - Las Vegas, Nevada. The industry's signature event is where you'll learn about important industry issues and trends, find the latest sign products, services and technologies. It's that simple.

Not convinced yet? We can point out a few more reasons to attend. There are great educational sessions designed to grow your business and boost your bottom line. Chances to network abound. More than 500 exhibiting companies will be on-site ready to meet you and make deals.

Contact ISA at (703) 836-4012 or

Visit for more information.

Feature Articles

Variable-Dot Printing: Why Dots-Per-Inch is No Longer the Only Measure of Inkjet Print Quality
By Jeff Edwards

The correlation of higher quality to higher dpi is certainly defensible, assuming one thing: The dots are all the same size. Recent developments in inkjet technology have turned this standard on its side.
Read the article...

Hands-On Banners
By Jennifer LeClaire

Discover how and when applying vinyl graphics to banners makes good business sense.
Read the article...

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

Advertiser - Epson Stylus® Pro GS6000
The way solvent printing should be.
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Funny Signs

On a portable stroller:

    "Caution: Remove infant before folding for storage"

In the manual for a microwave oven:

    "Do not use for drying pets"

In a Czechoslovakian tourist agency:

    "Take one of our horse-driven city tours -- we guarantee no miscarriages"

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

Vinyl-Off: a BREAK THROUGH Product in the Removal of Vinyl and Adhesives
Designed to remove vinyl graphics from fleet trucks, glass, signage, etc. Just wipe it on, wait a few minutes, and peel off the vinyl and the adhesive in one step! It takes up to 90% less time. You'll save HOURS of labor! And it's environmentally safe and biodegradable.
Read on...

Customers want the superior strength of MAKROLON® SL Polycarbonate Sheet, from Sheffield Plastics Inc.
Wind, hail, storms, blowing debris and vandals are just a few of the reasons why your customers demand nothing less than the superior strength of MAKROLON® SL Polycarbonate Sheet in their signage. Achieve brighter whites, less yellowing and superior light transmission. Your signs will last longer and look better. Backed by a 10-year limited warranty. Nothing is tougher than MAK™. Sheffield Plastics Inc. is a Bayer MaterialScience Company. Clearly the Right Choice.
Read on...

Weathertyte® Lite from Cooley
An 11-ounce, technically advanced waterproof material, which offers the look and feel of a woven fabric but has all the benefits of a high performance composite vinyl. Weathertyte Lite can be decorated with conventional techniques and all colors can also be easily digitally printed.
Read on...

Sign Job Networking Site Launches
National Sign Bid, invites you to check out the way we network national and local sign companies together to bid on actual job postings.
Read on...

ATG Electronics launched new connectors for iLinear™ R60 LED Ribbon Strip, easing your installation without soldering
ATG Electronics iLinear™ R60 LED Ribbon Strip features ultra flexibility, long life span and high brightness, making it an ideal candidate for your signage project. New connectors for iLinear R60 provide for easy installation, with no soldering, just connect strips together for adjustable length, it's that easy.
Read on...

Expand and Improve your Product Line with Channel Letters from AI Innovations
Count on AI Innovations for Wholesale Only Channel Letters. At AI you can choose from, front lit, back lit, flat cut out aluminum, and stud mount acrylic letters. All letters are available in a variety of colors and styles. Whether you need something custom or standard, AI is the only source you need for wholesale only channel letters.
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 Marketplace Press Releases
See what's new and what's happening in our industry all in one place.
Go Now --->

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The Advertisers That Make Possible

Visit our friends and advertisiers that support this publication:

  Advance Corp, Braille-Tac™ Div.:
  Alcan Composites:
  CADlink Technology:
  DMS- LED Displays:
  International Sign Association (ISA):
  Saw Trax Mfg, Inc.:
  Sheffield Plastics Inc:
  SignPro Systems:
  TLC Sign and Banner:
  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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