The How-To Magazine
FE B R UA RY 2020 | s i g n s h o p.co m
YO U R D I G ITA L E D ITI O N S P O N S O R
SIGN BUILDER
i l l u s trate d
MAKE YOUR
WALLS
POP POP! CUSTOM SIGNAGE: GETTING PERSONAL
“Visit us at ISA Expo 2020 booth 702”
FOAM SCULPTING: BUILDING BRIDGES
Restart Your Business! 2020 is THE year to convert your business with an industry leader!
"Prior to converting to FASTSIGNS,we were never able to achieve the sales goals we wanted. The processes and procedures allow us to obtain larger goals." - Jeff & Kim Chudoff FASTSIGNS of Maple Shade, NJ (Formerly Arizona Designs)
The FASTSIGNS Conversion Program allows you to convert your existing business, and gain ongoing training and support from our franchise system for only $15,000 down.
FOR MORE INFORMATION ON CONVERTING FASTSIGNS: Visit us at www.fastsigns.com or contact Mark Jameson - mark.jameson@fastsigns.com Text “Restart 2020” to 214-273-1715 to learn more!
Contents
February 2020
How-To Columns
14 17
SELLING TO YOUR AUDIENCE
By Jim Hingst Tips for addressing the right decision-making process.
Vol. 34
No. 296
32
BYTE-SIZED VALUE
By John Oechsle Integrating marketing automation with your e-mail marketing.
departments
4 6
Cover Photo: SpeedPro Chicago Loop.
10 38 40
EDITOR’S COLUMN
Get in touch with personalization, as Jeff Wooten previews how this month’s topic spotlight can be an ideal special to offer at your shop.
IN THE INDUSTRY
Topgolf enhances the fan experience using digital signage and software solutions at fifty of its venues across the country.
SIGN SHOW
The newest products and services from sign manufacturers.
SBI MARKETPLACE
Advertisements and announcements from the sign trade.
SHOP TALK
Angie Schmidt discusses the Women Leading the Industry (WLI) initiative, her career, and how women can progress in the industry.
Features
20 26
20 signshop.com
32 36
BUILDING BRIDGES
By Jeff Wooten A new LED display and it’s foam-core decorations capture the spirit of the University of Pittsburgh Panthers.
SPOTLIGHT: CUSTOM SIGNAGE 2020
The art of customization and personalization.
GOING THE EXTRA (DIGITAL) MILE By Lori Shridhare Tips for large format entrepreneurial success.
OVER THE LINES
By Jeff Wooten Don’t get up in the air without a plan. February 2020
Sign Builder Illustrated
1
February 2020, Vol. 34, No. 296 Sign Builder Illustrated (ISSN 0895-0555) print, (ISSN 2161-0709) digital is published by Simmons-Boardman Publishing Corporation
Subscriptions: 800-895-4389
executive offices
President and Chairman Arthur J. McGinnis, Jr. Publisher Arthur J. Sutley 88 Pine Street, 23rd Floor, New York, NY 10005 212-620-7247 ; Fax: 212-633-1863
editorial
Editor Jeff Wooten 323 Clifton Street, Suite #7, Greenville, NC 27858 212-620-7244 jwooten@sbpub.com Managing Editor Ashley Bray 212-620-7220 abray@sbpub.com Contributing Writers Jim Hingst, John Oechsle, Saleem Sheikh, Lori Shridhare
art
Art Director Nicole D’Antona Graphic Designer Hillary Coleman
production
Corporate Production Director Mary Conyers
circulation
Circulation Director Maureen Cooney mcooney@sbpub.com
advertising sales
Publisher/West Coast Sales Arthur J. Sutley 212-620-7247 asutley@sbpub.com Associate Publisher/Mid-West Sales Jeff Sutley 212-620-7233 jsutley@sbpub.com Integrated Account Manager/East Coast & Canada David Harkey 212-620-7223​ dharkey@sbpub.com Sign Builder Illustrated is published monthly. All rights reserved. Nothing herein may be reproduced in whole or in part without written permission of the publisher. To purchase PDF files of cover and layouts or hard copy reprints, please call Art Sutley at 212-620-7247 or e-mail asutley@sbpub.com.
2
Sign Builder Illustrated
February 2020
signshop.com
Fabricator Spotlight CAB Signs, known as “The Signmaker’s Signmaker,” is one of the leading sign fabrication trade shops in the New York metropolitan area. CAB’s 14,000 square foot shop in Brooklyn is the workplace for 25+ employees who orchestrate the art of sign production on a full range of surfaces and materials and are compliant with a host of local, state and federal requirements.
Read More at novapolymers.com/cab-signs
AGENDA
Editor’s Column By Jeff Wooten
February 2020 FEBRUARY 20-22:
The Mid South Sign Association presents “Idea Exchange 2020” at the Hilton Garden Inn in Meridian, Missouri. (midsouthsign.org)
FEBRUARY 26-28:
The Midwest Sign Association Winter Meeting takes place at the downtown Renaissance Hotel in Toledo, Ohio. (msassn.org)
FEBRUARY 27-29:
Graphics of the Americas 2020 returns to the Miami Beach Convention Center in Miami Beach, Florida. (goaexpo.com)
Custom Signage 2020
Introducing our special look at personalization.
4
Sign Builder Illustrated
MARCH 30-APRIL 2:
tomer’s hands, particularly when it comes to adoption within the retail community. And you might also be aware of the number of Web sites out there now letting one upload personal artwork/photos for the creation of custom pieces. However sign and graphics shops should still play roles in this area, as you’ll see. Now you can focus on the needs of the few as well as those of the many, Star Trek III-style. While I sit here trying to figure out if there’s yet another 1980s-era movie I can reference before reaching the end of this month’s column, I will mention that the goal of this month’s special is to give you ideas of how you can address this market. One thing is to not limit your mindset to “one-offs” only. Add-ons to bigger projects you’re already working on for your accounts are a possibility, especially when it comes to promotions and branding. Why limit yourself to just a vehicle wrap or an identity sign for a client? Why not also upsell items like specially imprinted pens, magnets, or cups to these orders as well? As individual interests and self-promotion continue to be popular in our society, customization and personalization should continue to be options of interest at your shop. Think about it: If you make it, they will come.
Jeff Wooten Editor, jwooten@sbpub.com
February 2020
Digital Signage Expo 2020 will be on full display at the Las Vegas Convention Center in Las Vegas, Nevada. (digitalsignageexpo.net)
April 2020 APRIL 1-4:
ISA International Sign Expo is headed to the Orange County Convention Center in Orlando, Florida. (signexpo.org)
May 2020 MAY 3-7:
LightFair International, the world’s largest annual architectural and commercial lighting tradeshow and conference, casts its shine at the Las Vegas Convention Center in Las Vegas, Nevada. (lightfair.com)
June 2020 JUNE 11-13:
Photo: Inkcups.
T
his month, you’ll find our spotlight focusing on “Custom Signage 2020” (page 26). This piece takes a look at the burgeoning “personalization” market and how “oneoff” should no longer be treated as a four-letter word at some shops (although semantically speaking, it really isn’t—but you catch my drift). In this special article, we’ll be looking at how inkjets, flatbeds, pad printing, and laser engravers are opening up profitable new opportunities for you to take on that you might not have thought about. It’s been interesting from my personal viewpoint to watch the current boom in personalization over the past few years. I can still remember some twenty-odd years ago, shortly after taking over the reins of this publication, inquiring at a sign shop about creating a custom front license plate for a birthday gift. There was a lot of hemming and hawing, yet before I could pass off “editorial immunity” Lethal Weapon 2-style, they relented. But I could tell they weren’t as excited—and well understandably so. At the time, expensive larger volume jobs were the goal for many; however technological advances and desktop-size equipment has opened up new ventures. Now you can create custom luggage tags, brand ink pens, and even mark and/or decorate nontraditional items like mouse pads, coolers, or even oyster baskets for your clients. Then again, this might’ve also inadvertently opened up Pandora’s box, putting the power of print into your potential cus-
March 2020
It’s time for SEGD 2020 Conference Experience Portland to take place at the Hyatt Regency in Portland, Oregon. (segd.org)
signshop.com
Actual output depends on mode, environment, media and proper printer maintenance.
WHAT 24 HOURS OF UPTIME LOOKS LIKE.
The Epson SureColor® S60600
OUR MOST PRODUCTIVE SIGN PRINTER • Commercial-grade 64-Inch Roll-to-Roll Printer • Production-quality printing up to 550 square feet per hour* • Dual CMYK Epson UltraChrome® GS3 Solvent Ink • Print, laminate, and deliver the same day
Learn more at epson.com/sseries Exceed Your Vision is a registered logomark of Seiko Epson Corporation. All other product and brand names are trademarks and/or registered trademarks of their respective companies. Epson disclaims any and all rights in these marks. Copyright 2019 Epson America, Inc. *Print times are based upon print engine speeds only. Total throughput depends upon front-end driver/RIP, fi le size, printing resolution, ink coverage, network speed, etc.
In The Industry
T
opgolf Entertainment Group’s venues connect fans in meaningful ways through technology, entertainment, food and beverage, and the belief that Topgolf is an entertainment destination where one can discover common ground no matter the occasion. These venues feature hightech gaming; climate-controlled hitting bays; a chef-driven menu; hand-crafted cocktails; music, corporate and social event spaces; and more. Topgolf venues entertain more than 6
Sign Builder Illustrated
20 million guests annually at nearly 60 locations across the U.S. and internationally. In order to offer these guests the ultimate sports and entertainment experience across all venues, the company searched for an advanced video and content distribution system by transitioning from consumer televisions to immersive and durable commercial displays. The goal here was to create a customizable display solution with a longer shelf life and an exceptional warranty. Additionally expenditure on replacement
February 2020
units would decrease and reliability increase, while guests enjoy a real-time, dynamic visual solution. With a growing number of venues, Topgolf wanted to identify digital signage and software solutions that would be durable, reliable, and allow simultaneous control of content delivery and display management in an innovative fashion. The displays would need to accurately and clearly present the rich colors and vivid details, while splitting the screen into three sections to accomsignshop.com
All Photos: Topgolf.
Topgolf enhances the fan experience
Through Digital Signage
modate varying content needs. More importantly, the displays would need to seamlessly connect to one another for quick, easy use from a central location. Topgolf enlisted a number of partners, including LG Business Solutions, to create a solution called SAVI Canvas. This software was developed by the SAVI Controls team to run exclusively on LG’s award-winning webOS Signage platform, an operating system that is embedded across its smart commercial displays. More than 10,000 LG webOS signshop.com
displays have now been installed in more than 50 Topgolf venues. SAVI Canvas combined the power of SAVI Controls with LG’s webOS technology to enable Topgolf to control, manage, and deliver content to displays at each venue—all over a single network cable. This provided the required nucleus to build a one-of-a-kind solution with a significant amount of flexibility for Topgolf. This solution also met Topgolf’s need for a tri-pane display feature that can simultaneously show DIRECTV program-
ming, digital signage content, and the Topgolf game on a single portrait display. “On the front end, the user interface provides great options,” said Byron Baird, vice president of Sales at SAVI Controls. “For instance, a manager can use ‘facility view’ to quickly and easily control all the different displays throughout the venue.” LG’s hybrid outdoor displays were specifically selected for their reliability, picture quality, and customizability. SAVI developed new custom mounts and en-
February 2020
Sign Builder Illustrated
7
In The Industry
Topgolf now has the flexibility to display multiple programs and messages.
closures, which LG certified for warranty purposes, providing Topgolf improved ongoing service and support for the display hardware. Topgolf now has the flexibility to display broadcast programs, Topgolf TV, marketing messaging, and custom content from its gaming systems, including Toptracer, within the tri-pane solution—all of which further elevates the guest experience. Since deploying the solution at more than fifty locations, Topgolf has seen significant benefits, heard positive feedback, and achieved unprecedented innovation. “When you get to know the Topgolf and LG business models, you understand that it is all about the customer experience,” said Craig Rathbun, Senior Enterprise Account Manager, LG Business Solutions USA. “It’s thinking through how to bring better functionality, better user experience, more graphics, enhanced colors, and all of that energy and excitement to the table.” The implementation of the LG displays and SAVI Canvas solution not only enabled Topgolf to manage displays remotely but also significantly reduced the failure rate and replacement labor overhead of previous consumer displays. One specific benefit of this groundbreaking collaboration is that Topgolf is now able to introduce new virtual games (Ball Flight Track and Jewel Jam) with 8
Sign Builder Illustrated
its Toptracer ball flight tracing technology that appears in one of the three panes within the LG display. Enhancements like this support Topgolf’s overall goal of enhancing the customer experience with the best entertainment options. Topgolf continues to add new games that are currently in beta testing and development, thanks to the innovation developed by LG and SAVI Controls. “The SAVI Canvas and LG webOS system is now synonymous with the Topgolf brand identity, which is most notably defined by the ‘look of the Topgolf teeline,’” said Scott Shultz, director of Infrastructure and Venue Technology at Topgolf. “LG and SAVI Controls are
February 2020
key elements of this cool factor which guests have come to know and love. “It’s really been a very collaborative process; there’s never been a dull day; it’s constantly evolving and constantly looking for ways to innovate and tie all of our technology and experiences together.” All partners agree the collaboration is a game-changing, win-win scenario for the Topgolf organization. Customers continue to enjoy the ability to keep up with sports and other TV programs while, at the same time, having a unique entertainment experience. Topgolf enjoys a platform that helps the company to achieve its business goals and high standards of performance and aesthetics.
signshop.com
Wholesale Trade Printer
Make your clients feel special with specialty business cards. Fast Turnarounds
Exclusive Trade-Only Prices
Instant Quotes 24/7
Sign up at www.sinalite.com to get your FREE Sample Kits.
Use Signup Code: FEBSB
Sign Show CUTTERS/PLOTTERS
FRANCHISE OPPORTUNITIES
Keencut’s Evolution3 Makes Accurate Cutting Easier Than Ever Before
FASTSIGNS Celebrates 35th Anniversary
Keencut ’s new Evolution3™ design provides guaranteed 0.2 mm precision cutting accuracy. Patent-pending Lift-and-Hover technology enables singlehanded, fast, and accurate alignment of all media. A clutch device within the Lift-and-Hover system enables the clamping bar to be easily raised and then lowered. The cutter bar suspends exactly parallel to the media surface over the whole length of the cut with zero sag (even on the longest size of cutter). The sightline strip shows precisely where the cut will be made, and the clamp can then be fully engaged. The new QuikSwap tool heads are designed for a specific purpose (such as general cutting, creasing, or fabric cutting). These tool heads can be attached and removed from the cutter in seconds. There are three Evolution3 models: the SmartFold (which can be stowed underneath the bench), the BenchTop (which affixes to a work surface), and a portable FreeHand version. Available in cut sizes from 44 to 144 inches, the Evolution3 is offered with a five-year guarantee. (267) 413-6220; Go-Foster.com
FASTSIGNS International, Inc., franchisor of FASTSIGNS®, is currently celebrating its thirty-fifth year anniversary, marking the opportunity by noting that is has been ranked in Entrepreneur magazine’s Franchise 500® list for the fourth consecutive year (ranking #55 this year—the only sign, graphics, and visual communications franchise to be recognized in the top 100—for its outstanding performance in areas including unit growth, financial strength and stability, and brand power). “The FASTSIGNS brand has never been stronger, which is a testament to our outstanding franchisees, excellent franchise support team, strong unit-level economics, as well as the strength of our franchise opportunity,” said Catherine Monson, CEO of FASTSIGNS International, Inc. FASTSIGNS reported exceptional results in 2019, including the signing of thirty-five-plus franchise agreements in the U.S and Canada to develop new, cobranded, and conversion centers. This year, FASTSIGNS is aiming to sign forty-five franchise agreements as well as enter several new countries. fastsigns.com
APPAREL/PRINTWEAR Fisher Textiles Expands Digital Apparel Fabric Line with Five New Styles Fisher Textiles has added five new apparel fabrics to its Digital Apparel lineup for dye-sublimation printing. All styles are made in the USA and include a printable T-shirt, golf polo, light hoodie, fleece, and a black poly/spandex blend for yoga pants and swimwear. 1500 T-shirt, as its name suggests, is a lightweight, breathable jersey knit for T-shirts and tank tops. It is made with 10 percent Spun Polyester, weighs 7.25 oz/lin yd, and is stocked at 61 inches wide. ET1950 Pique Polo for golf polos and athletic shirts is made with 100 percent REPREVE Recycled Polyester and is inherently treated with Sorbtek, Unifi’s moisture management chemical to keep clothes cool, dry, and comfortable. It weighs 9.5 oz/lin yd and is stocked 60 inches wide. ET2700 Brushed Jersey for lightweight hoodies and gaiters is made with 92 percent REPREVE Recycled Polyester and 8 percent Spandex; it is inherently treated with Sorbtek. This material weighs 11.5 oz/lin yd and is stocked 60 inches wide. 3250 Fleece for hoodies and sweatshirts is a three-end French terry that is 100 percent Polyester. It weighs 15.5 oz/lin yard and is stocked 60 inches wide. ET3000 Yoga Black is the black version of Fisher’s very popular printable ET3000 Yoga. It is a circular knit made with 84 percent REPREVE Recycled Polyester, and 16 percent Spandex. This fabric is inherently treated with Sorbtek, is colorfast, and meets the high demand for black yoga pant fabric. It is 15 oz/lin yd and stocked 60 inches wide. Applications include activewear/athleisurewear yoga pants, leggings, shorts, and casual swimwear. Improvements have been made to Fisher’s white printable ET3000 Yoga, including better opacity and recovery. fishertextiles.com
10
Sign Builder Illustrated
February 2020
signshop.com
Sign Show LAMINATES
LED LIGHTING
Marabu Releases a New Line of Water-based Liquid Laminates
Keystone Technologies Launches Its Essential Series Screw-in LED Bulb Line
Marabu North America introduces ClearShield Select, a new line of waterbased liquid laminates for wide format print protection. These new products represent the latest advancements in water-based coating technology with UV inhibitors that extend the life of prints and provide easy application and cleanup. The new ClearShield Select, ClearShield Select for Starlam, and ClearShield Professional Transit offer superior protection for digital prints while enhancing image quality. They provide improved outdoor protection and stronger chemical and mar resistance; they also work with a wider range of digital substrates. ClearShield Select is available in gloss, semigloss, and matte finishes for manual and automated applications on a wide range of printed products including vinyl, banners, and rigid substrates. ClearShield Select for StarLam is specifically formulated to be used with roll-to-roll liquid laminators on digitally printed vinyl, banners, and fleet graphics. Meanwhile ClearShield Professional Transit is designed for the most demanding applications. This two-part system provides scratch and abrasion resistance and is ideal for truck tarpaulins and inflatables. marabucoatings.com
Keystone Technologies announces the availability of its Essential Series LED Bulb line. These general-purpose screw-in LED bulbs are ideal for retrofit and new construction applications, replacing incandescent and halogen bulbs across many common building types. “After years of hard work and development, we’re beyond excited to finally show the depth of our product offering to the market,” said Josh Brown, VP of Distributor Sales. “This new product category allows us to truly be a one-stop shop of LED lamps for our customers.” Designed to cover a variety of illumination needs, the Essential Series line includes A-Shape, PAR, Reflector, Spotlight, and Decorative Filament LED bulb options. To meet CEC Title 20 and JA8 Title 24 requirements, Keystone offers a wide selection of 90 CRI bulbs. Essential Series LED Bulbs provide 80 percent energy savings and substantially lower heat generation compared to legacy equivalents. A long life minimizes replacement and maintenance costs. These LED bulbs feature smooth, uniform dimming capabilities. keystonetech.com
POINT-OF-PURCHASE The Next Generation of Backlit Displays is Here The New Infinity DNA Pro Lightbox Collection from Production Prints, Inc., provides the ultimate in high-definition illuminated display graphics. The patented eSEG Frame and Fabric technology combined with the high-powered OSRAM LED lighting components provide a superb color consistency that extends beyond the frame from edge-to-edge for an immersive viewing experience. Meanwhile the problem of portability is solved for exhibitors as each display is shipped in custom-formed foam inserts in either a hard travel case or carry bag. End-users can combine different sizes together to create their own display environment and using the aforementioned eSEG technology allows them to combine multiple panels together into one virtually seamless display. Add additional light (and “pop”) to a booth by combining the Infinity DNA Pro Lightbox with a WaveLight Air Counter or Casonara Counter or go even a step farther by adding a digital blade kiosk and turning the area into an interactive display. Everyone loves backlit these days, so you can even use Infinity DNA Pro Lightbox at your office or retail location to maximize these ever-vibrant displays and promote your brand. productionprints.com
signshop.com
February 2020
Sign Builder Illustrated
11
Sign Show SAFETY TOOLS Image One Impact: The Ultimate Safety Ruler for Your Sign and Graphics Projects Have you checked out the Sooper Edge from Image One Impact, a manufacturer and supplier of high-quality products for the sign, graphics, and vehicle wraps industries? Image One Impact prides itself in specializing in safety tools, and their Sooper Edge product includes more features and benefits than any other safety ruler on the market; in fact, the Sooper Edge tool has been deemed the premier safety ruler in the sign and graphics industry! Image One Impact's Sooper Edge is made out of heavy-duty aluminum construction and is polished and anodized. It features a non-slip grip on its bottom, as well as an excellent curved finger guard. The safety ruler includes an inserted stainless steel edge so as to eliminate one accidentally cutting into the ruler. The channel on its back side holds the cutting head so that all sizes make perfect cuts the entire length of the material. image1impact.com/product/sooper-edge
THE SIGN INDUSTRY’S CHOICE FOR
INNOVATIVE FASTENING SOLUTIONS
1
YOUR # SOURCE FOR VELCROÂŽ BRAND FASTENERS fastenation.com | 800.876.9922
12
Sign Builder Illustrated
February 2020
signshop.com
Sign Show POINT-OF-PURCHASE Orbus Releases Over One Hundred Exciting New Displays Wholesale supplier and manufacturer Orbus Exhibit & Display Group® is thrilled to announce the introduction of over one hundred exciting, new display products including dynamic light boxes, a digital banner, Vector Frame™ hanging light boxes & towers, Embrace™, and Modulate™ accessories, outdoor signs, and more. Orbus has added over fifteen dynamic and illuminated displays to its Vector Frame™ and Formulate® product lines including Formulate Dynamic Backwalls, Vector Frame Essential Light Boxes, Vector Frame Dynamic Light Boxes, and the Formulate Essential Backlit Banner that create captivating visual storytelling. Meanwhile the Vector Frame line of Modular displays now includes twenty Hanging Light Boxes and twenty-four Towers offering standard, illuminated, and monitor mount display options. Vector Frame displays feature seamless, push-fit graphics and easy-to-assemble aluminum frames. Orbus’ popular Embrace collapsible and Modulate fabric display lines (pictured) now include a number of accessories to add even more functionality and features to the displays. These accessories include Embrace Bridge, table, shelves, and monitor mounts, as well as Modulate ladder accents. orbus.com
signshop.com
February 2020
Sign Builder Illustrated
13
How To Sales
By Jim hingst
Selling to Your Audience
I
n developing a sales strategy, one size does not fit all. You must customize your strategy to the specific requirements of the account because each business opportunity is different. The personalities from one account to another will be different. The needs and problems facing each business will be different. And the buying process at each company may be different. You need to identify the role that the person that you are meeting with plays in the buying process. Who has the authority to spend the money on the sale? In a fleet graphics sale, many different people could get involved in the decisionmaking process: the fleet manager, the marketing director, an advertising manager, or the president or general manager. How you structure your questions may differ, depending on the type of person that you are meeting with. For a fleet manager, your questions may revolve around
14
Sign Builder Illustrated
the implementation of the program. You may be asking about past problems that occurred with their graphics or when the vehicles will be available. For a marketing manager, your questions might be built around new product introduction, new advertising themes, and any changes in the company logo or corporate identity. For a general manager, ask about the challenges that the company is currently facing (such as changes in the industry or competitive threats). Understand the dynamics within the account and discover the process that the company goes through in making a buying decision. Many different people can influence a sale, and you need to know who these players are and, if possible, engage with these people. A good way to gain an insight here is to use a top-down selling approach: make your first contact at the target account as high up as you can possibly go.
February 2020
In many medium-size companies, the president is often accessible. No one is better qualified to understand who gets involved in a graphics program than the top guy. He can direct you to the right people to see. Now you have a key to unlock any door. In setting an appointment, all you need to say is, “I was talking to Mr. Jones about your company’s fleet graphics program, and he told me you were one of the people that I needed to talk to. I am going to be in town on Wednesday and Thursday next week. Which day would be better for you to meet?” After you settle on a day, ask if the morning or afternoon is better and then suggest a time. You should construct your presentation around challenges that their organization faces. Your proposal should first summarize the prospect’s marketing objectives and unmet needs and business signshop.com
Photo: Shutterstock/fizkes.
Tips for addressing the right decision-making process.
CELEBRATE WITH US IN ORLANDO! BOOTH 2926
800.323.6593 • www.matthewspaint.com • mpc MATTHEWS PAINT and Droplet and Rounded Rectangle is a registered trademark of PPG Industries Ohio, Inc.
How To Sales
By Jim hingst
problems and then explain how your graphics program provides a solution. In presenting a vehicle graphics or environmental graphics program, keep the program simple for the customer. Executives do not need any additional responsibilities added to their plates. The
16
Sign Builder Illustrated
program that you develop should be as turnkey as possible, covering all aspects in its implementation. In selling a major corporate graphics program, one of the key objectives is to help the prospect realize how the success of the project will promote his stature
February 2020
within his organization. Your proposal should be comprehensive enough to anticipate the prospect’s questions and concerns regarding the design, manufacturing, and implementation of the program. In addition to your proposed solutions, demonstrate how your program will deliver a return on the prospect’s investment. You should explain those financial rewards in terms of how you can save the prospect money or increase sales and profits. Be prepared for customer objections. In addendum to your proposal, you may want to include support for your claims by providing evidence for your case. Documentation is powerful in persuasion because people believe the written word. Photographs are also highly effective. If there is a problem with the prospect’s current graphics program, such as edge peeling, fading, or inconsistent application of the corporate imagery, document your claims with pictures. Demonstrations are also effective. In selling truck graphics with conspicuity markings, I often conducted demonstrations using mockups of the proposed design using retro-reflective films. For those of you who are apprehensive about directly asking for the order, asking these questions is the easiest way to seal a deal: How do you feel about the designs that I have shown you? What are the next steps that we need to take? When would you need to have the graphics delivered? What haven’t I explained in my proposal that is important to you? All these questions are open-ended and cannot be answered with a simple “yes” or “no.” These questions encourage the prospect to open up and talk. Once you get an answer, ask for a commitment in the following way. “We can get the program started contingent on your approval of full-size production art and color match.” Write that condition of approval on the order. “All I need is your OK.” Then hand the prospect a pen. Explain to the customer that he or she has no obligation until the artwork and colors are approved. This makes the closing process easy for the both of you. signshop.com
How To Marketing
By JOHN OECHSLE
Byte-sized Value Integrating marketing automation with your e-mail marketing.
Photo: Shutterstock/Rawpixel.com.
I
ntegrating marketing automation with your email marketing campaigns is absolutely essential to give your small or mid-sized business (SMB) the competitive edge it needs, especially with the amount of email sent out these days. The information in your customer relationship management (CRM) system is incredibly valuable, and it’s time to tap that value via complementary marketing automation technology to enhance your email marketing. Email marketing can be as powerful a tool today as it’s ever been—it just can’t exist on an island anymore. Instead consider the following tips for maximizing the value of your business’ email marketing campaigns with integrated marketing automation technology. The standard email campaigns of yore. Back in the day, it was enough to simply have an email campaign. There wasn’t much expectation from customers other signshop.com
than letting them know about updates or special offers. SMBs could reach out to their customers with a generic subject line and greeting such as “Dear Friend,” and the message would get across. Now that email capabilities and our target audiences have matured, so too must our email marketing tactics. Targeted email marketing with personalization that leverages marketing automation and the data from your CRM will put your SMB in the best place to secure click-throughs and even grow revenue. Actionable customer data and measurement. Your CRM is full of fantastic, juicy data just waiting to be analyzed and used to help you grow your business. Here are a few types of information gathered through marketing automation and likely found in your CRM that could help you build stronger email campaigns: open rates (the percentage of people who are actually opening the email you sent); click-
through rate (CTR) (how many people not just opened your email but clicked on the link inside to navigate to your Web site or landing page); and navigation (follow the customer’s journey and track where they visited on your Web site and how they got to each page, length of visit, and whether the customer dropped out and left your Web site or completed a purchase). By pairing this captured and stored information with marketing automation, SMBs will be able to take additional steps to catch their customers’ attention and build upon the relationship. Personalization. One of the most impactful ways in which marketing automation allows us to improve the email marketing experience is through personalization. Customers today expect a lot from the companies they purchase from, and an effective lead nurturing program can provide a completely tailored marketing experience to meet each customer’s needs.
Februay 2020
Sign Builder Illustrated
17
How To Marketing
By JOHN OECHSLE
Statista notes that emails without personalization showed an open rate of 13.1 percent, while those that included personalization boasted an 18.8 percent open rate. Personalization can include anything from using the customers’ name, inquiring about performance of a recent purchase, or individualized product suggestions based on their search history and interest. Segmentation and testing. With the information collected from their CRM, SMBs will also be able to digest and spot similarities between their customers. This will allow for segmentation (or grouping) of customers with similar traits including demographics, purchase history, and even open or CTRs. Separate campaigns can then be developed for each segmented group, targeting specific actions or interests for each email.
Blending segmentation with marketing automation allows you to adapt to customer needs and test different approaches. Creative or alternate subject lines for a specific group of customers can be released as an A/B test. Customer retention can be addressed by attempting to engage customers who have stopped opening emails by testing a new and refreshed email template. This will allow SMBs to potentially cultivate a relationship, retain customers, and secure purchase where previous marketing efforts may have been falling flat. Identifying trends. All of this data and automation can help SMBs identify trends in their customers and business cycle. Perhaps emails that announce a special offer or sale have the largest open rate and lead to the biggest boost in revenue. Or maybe it will be discovered that the CTR is the highest when an email
links to a blog post with interesting and useful information. Through use of marketing automation and your CRM, these trends can first be identified and then used to predict future performance of email marketing campaigns and can even help set ROI goals and expectations. Open for business. Email marketing campaigns will continue to grow and thrive over the next several years—as long as they are accompanied by the right complementary marketing automation technology to help gather, analyze, and utilize information and create robust and effective campaigns that target the customer and stimulate business growth.
H. John Oechsle is president of CEO of Swiftpage (www.act.com).
GEMINI ILLUMINATED SOLUTIONS
Brighter by Design.
Fabricated Raise your visibility with a smart portfolio of illuminated letters and logo solutions. From brilliant stopping power, to precise sophistication, to endless creative possibilities, we have a product to fit any type of project. For the highest quality in lighted dimensional signage, turn to Gemini. Learn more at GeminiSignProducts.com/Illuminated
18
Sign Builder Illustrated
February 2020
signshop.com
STRAIGHT
TO YOUR
INBOX SBI Update, Sign Builder Illustrated’s e-newsletter, delivers the latest hot topics and news from around the sign industry right to your email.
What’s the hot topic this month? Sign up at www.signshop.com to receive the newsletter and find out! fb.com/SBIMag
@SBIMag
Sign Builder Illustrated
SCULPTURES By JEFF WOOTEN
Building Bridges
T
he University of Pittsburgh recently upgraded to new LED display technology and identity-type signage at multiple athletic facilities on its campus—Fitzgerald Field House (volleyball), Ambrose Urbanic Field (soccer), and Petersen Events Center (basketball). The latter venue actually hosts the first collegiate center-hung Daktronics LED video display in the country that features less 20
Sign Builder Illustrated
than 4-millimeter LED line spacing. It also sports a host of creative dimensional components complementing (and adorning) it. The Petersen Events Center centerhung features four outward-curved LED video displays that are attached to a behind-the-scenes rectangular framework. Each display boasts 3.9-millimeter line spacing, as all four screens combined total eight million LEDs. The
February 2020
sideline-facing displays each measure approximately 15 feet high-by-28 feet wide, while the end-line-facing displays each measure 15 feet high-by-16.5 feet wide. In addition, two end-wall displays inside the facility feature 10-millimeter line spacing and measure 16.5 feet high-by-31 feet wide. According to Daktronics Sales Representative Scott Willson, this is actually the fourth center-hung that his comsignshop.com
Photos (this spread): Masstar Signs.
A new LED display and its foam-core decorations capture the spirit of the University of Pittsburgh Panthers.
The Pitt Panther head logo created a lot of attention and feedback.
pany has manufactured and installed at the Petersen Events Center. “Much of the design [for this new project] was selected by the university to fit their specific needs,” he says. The display made its in-action debut this past fall (just in time for the tip-off of the Pitt Panthers basketball season). Content enjoyed by those in attendance included live video, data and statistics, graphics and animations, and sponsorship messages—all managed as either one large image, multiple zoned images, or data frames through the Daktronics Show Control system. The less-than-4mm line spacing on the center-hung provides significant advantages for how the pictures and images appear on the display. “The tighter pixel spacing brings higher resolution and better image quality to all the content shown on it,” says Willson. “This makes for a better experience for their fans and also a better overall presentation for sponsors. [And] the displays’ dimensions and design provide a unique aspect for the university to connect with their brand and style.” The company in charge of managing the production of the LED display was Masstar Signs, a full-service company out of Greenville, South Carolina. Masstar Signs also ended up doing sigsignshop.com
The LED-accented Pitt Panther head logo was made from polycarbonate material and an aluminum framework and was hung above the player entrance tunnel.
nage for all three facilities, including vinyl wall and sideline graphics, sevenfoot-tall “Pitt” channel letters (located on the bottom of the scoreboard, and an LED internally illuminated panther head logo made from polycarbonate and an aluminum framework. “The Pitt Panther head was our ‘signature mark’ for the entire project. It created a lot of
this arena project features elements that are significant to the city and the university. attention and feedback about being a focal point of the project,” says Masstar Signs General Manager Lee Stegall, noting that each of these projects required extensive fabrication and multiple Matthews Paint colors. Over the past twelve years, Masstar Signs has completed multiple signage and iconic branding projects for uni-
versities throughout the country. “We excel in custom projects that require significant design and fabrication components, and this [one] included multiple elements,” says Stegall. “So we were confident that our teams would be able to successfully complete this project.” The sign company worked closely with Sheldon Malcom of Daktronics in managing this project throughout its course. Masstar Signs was in charge of evaluating the conceptual drawings of the overall project that were supplied by A/V consultants Anthony James Partners of Richmond, Virginia. “Our goal is to take the consultant’s conceptual ideas and ‘fabricate them into life’ for a successful installation,” says Stegall. “The conceptual drawings provided to us were impressive and well thought out.” As mentioned earlier, the new LED video display was but one item of these athletic facility upgrades. Each of the accompanying projects’ elements at the three venues features something either significant to the city of Pittsburgh landscape or unique to the University of Pittsburgh. For Petersen Events Center, the conceptual drawings for the LED display included one of the nearby Three Rivers bridges atop it. Measuring roughly seven feet tall and
February 2020
Sign Builder Illustrated
21
thirty-eight feet in length, the cabled bridge rests in between all four Daktronics screens above the main structure. It was important that this bridge element was lightweight so as to not weigh down the massive new display,
Gold-painted steel cables were attached to the two main gateway sections. 22
Sign Builder Illustrated
which meant foam-core material would prove the opportune choice here. With this in mind, Masstar Signs sought out foam-core monument provider Signs By Benchmark of Watertown, South Dakota to complete this decorative sculpture atop the centerhung scoreboard. Stegall had first met the company years ago at ISA International Sign Expo and followed up with various Web-based conversations. Masstar Signs supplied Signs By Benchmark with the provided conceptual drawings. “From there, we used photos of the actual bridges to create our drawings and be as true to the original concept as possible,” says Signs By Benchmark Senior Designer Jamie Kakacek, noting that they shared all the drawings they created with the involved groups prior to starting any actual fabrication. Kakacek reports that the Daktronics screens didn’t really affect the pieces they were responsible for producing. “We did, however, have to be cognizant of the structure underneath so we could anchor the foam-core bridge to the central frame,” he says. The bridge was made from a combination of foam and steel. “The versatility of our foam-core products lends
February 2020
itself well for the major gateway pieces, but certain elements, such as the cabling system, were not suitable for creating out of foam,” says Kakacek. “We used lighter weight materials in the foam and metal, including aluminum, so we wouldn’t be adding too much strain to the display.” The two main five-foot-wide gateways were cut to shape using a combination of CNC hot wire cutting equipment and a CNC router. The steel cable system connecting the gateways was made with a combination of a CNC router and a laser, as well as a break for the metal brackets. Mounting hardware was concealed below the bridge deck or inside end pylons and was not visible on the face end of the pieces. As mentioned earlier, weight was a big concern for the bridge structure; because of this, Signs By Benchmark fabricated the core of the bridge out of onepound-density expanded polystyrene (EPS) foam. “Had this been in an area that was more susceptible to damage, we may have chosen a higher density material to give it a bit more strength,” says Kakacek. “But aside from the occasional cleaning, there really shouldn’t be much reason for these to be touched for the signshop.com
Photos (this page): Signs by Benchmark.
The bridge was constructed entirely on the Signs By Benchmark shop floor.
The 3.9mm Daktronics screens and framework were lowered to the ground so install crews could use their lifts to attach the bridge and venue ID letters to the top of it.
foreseeable future.” After assembly, Signs By Benchmark encapsulated all the foam parts in their polyurea hard coat system to give eve-
rything the necessary strength. The bridge was constructed entirely on the floor of Signs By Benchmark’s shop. “We then broke everything down
for painting,” says Kakacek. “The bridge shipped out as ten separate pieces on a dedicated truck where they could be picked up on site and installed onto the framework.” Two other companies worked on the actual installation. While Masstar Signs did not handle the actual installation, they did go to the site for part of the installation and worked closely with the install crews. “We built cradles for the cables to ride in, which would also serve as pick points for installing the bridge,” says Kakacek. “The joints where the cables bolt to the gateway pieces also doubled as pick points for lifting each section onto the frame.” The massive screen structure was lowered down to the ground level for the component attachments. After getting each bridge section lifted into place and maneuvered around the framework, the foam-core structure simply bolted to the frame provided by Dak-
VISIT
Photo: Masstar Signs.
www.signshop.com
24
Sign Builder Illustrated
February 2020
signshop.com SBI_VisitSignShopAd_Options.indd 1
12/13/16 3:20 PM
tronics. “No other specialty equipment was necessary,” says Kakacek. Everything on top of the LED display is tied to eight main steel support posts that support the entire load. “Each gateway section houses two support poles with match plates that marry up with the Daktronics-provided framework,” says Kakacek. Also attached to the framework supporting the Daktronics LED display screens were venue ID channel letters at the top and “Pitt” channel letters on the underbelly. Masstar Signs used different shades of Matthews Paints to bring these components to life. (Note: The bridge body was painted using PMS Gold 1235C gloss enamel and the end pylons PMS GG10 satin.) The University requested a very tight timeline to complete this project, yet all parties rose to the challenge in meeting this ticking clock. “We always try to meet the needs of our customers and worked around their existing prac-
tice and game schedules to deliver their product,” says Willson. Kakacek reflects that this project took his company a bit out of their comfort zone in terms of the materials used and how to properly tie each piece together. “However, through close collaboration with Masstar Signs, I think we managed to work through any topic of discussion pretty easily and quickly,” says Kakacek. “Thanks to a great partnership with Pitt Sports Marketing and our JMI Sports team, we have installed video boards that should help us create one of the best in-venue viewing experiences in all of college basketball,” said Pitt Director of Athletics Heather Lyke in a prior released press announcement. “Our commitment to enhancing the game-day experience for our fans is absolutely being realized.” Stegall credits his in-shop team and how their approach works well on complex projects. “This project
included three venues, each with elements all being built at the same time, in addition to other projects that were being manufactured at our facility during this timeframe,” he says. “Multiple meetings with our design, project management, and fabrication teams were required so that the project could maintain its timeline.” In the end, Stegall says that the consultants, engineers, project managers, and installers made this project a success from the initial vision through design, build, and installation. “The [Pitt Panthers] project is a great example of how communication, teamwork, and execution with a tremendous amount of planning equals a successful project that provides the endcustomer a showcase environment for years to come,” he says. One can easily say that this fast-break project ended up being a slam dunk for all parties involved. Their end-creation is an experience that Petersen Events Center guest can soak in and enjoy.
www.SignsByBenchmark.com 800-658-3444
Wholesale Foam-Core Sign Manufacturer
Monuments Bases Pole Covers Integrated EMC Projecting Pylons and much more •
•
•
•
•
•
Watch how it’s made at www.SignsByBenchmark.com/signs/media/video signshop.com
February 2020
Sign Builder Illustrated
25
CUSTOM SIGNS SPOTLIGHT: By Author
cUSTOM sIGNS
2020 CUSTOM
GETTING PERSONAL WITH PRINT
A
ccording to a recent Canon Print for Action survey, almost 1/3 (30 percent) of all its survey respondents highly value personalization in print materials, claiming it helps the material stand out. Today’s customer demands personalization, especially with emerging technologies making it possible across industries—and the print industry is no exception. Personalized print touches are commonly seen in canvas artwork, which run the gamut from standard canvases to enhanced capabilities such as printing pictures on glass.
26
Sign Builder Illustrated
There are a couple of factors that help contribute to the success of personalization in the industry. The first is the accessibility print providers offer through their Web sites, which allows consumers to easily upload personal photos or other images. Print providers can use online technology to offer customers an array of items across a wide range of applications. With more options, customers have the creative room to brainstorm ideas for future print projects that print professionals can provide, which in turn helps companies retain customers for future business opportunities. Another key factor regarding the increasing popularity of personalization is the availability of digital printers that
February 2020
produce high-quality finishes on personalized print projects. When it comes to the different types of equipment print providers need to have on their production floor to handle personalization orders that come into their shop, it really depends on what applications said print provider is offering. This can range from entry-level aqueous inkjet printers that are used for printing posters or larger format pictures to flatbed printers outputting onto rigid material, such as glass or wood. Wide format printers can be employed to produce personalized large format canvas prints or customized wallpaper orders. Add Ons Natural and synthetic textiles are ideal signshop.com
Photo: Shutterstock/ Rawpixel.com
SIGNAGE
family image on it and further embellish it by adding a high-quality finish, gloss coatings, digital foil, embossing, etc. Die-cutting on a dedicated flatbed cutting and routing system to create one-of-a-kind designs is used more for productivity purposes as well as creating a cost-effective workflow, which in turn makes pricing more affordable for the end customer. This type of design is hugely popular with today’s customers because it embodies that one-of-akind, personal element that consumers want. Since the whole process is digital, many images can be printed on large sheets of wood and then cut up into the individually personalized print orders through an automated process. Producing these personalized finishes would be cost prohibitive if they were to be created individually instead of through this digital, automated process.
The art of customization and personalization.
for personalization. A great example is the home décor market where customprinted bed linens, curtains, and general soft furnishings continue to be in high demand. Meanwhile print-related value-adds like die-cutting and embellishments can stand out to customers who come in with personalization requests, as they help to create a one-of-a-kind feel: Embellishments, or decorative details, can take personalization to the next level, making a print even more special. Both personalization and embellishments are upgraded features and complement each other well. For example, you can take a standard item like a Christmas tree ornament and personalize it by printing a signshop.com
As personalization is a key trend favored by consumers, shops should consider utilizing equipment and software built with the ability to print and create personal sentiments and images. One way in particular shops can complete this personalization is through a dye sublimation inkjet printer, which brings together the fabrics and inks after a sublimation process to create a memorable and unique custom piece. Marketing Your Personalization Services Web infrastructure is critical when it comes to personalization. Having a simple Web site and interface that links the customer’s image uploading and order placements to a digital print will be beneficial here in 2020. Enhancing overall workflow will also be key so that it can enable fast turnaround time, something sign shops should keep in mind considering customers seem to want everything in under forty-eight hours. As always, it will be especially critical to keep costs in check as the industry continues to integrate the automation processes that are helpful for producing personalized items. You may be asking yourself, “How do I, as a print-providing shop, whether
brick-and-mortar or on the Web, compete against bigger Web sites and presences that allow end-users to upload really any image to make personalized prints or wares?” A combined strategy of quick turnaround times and consistent high quality can help give print providers a competitive advantage over popular online personalized printing sites. Consumers want everything as quickly as possible, and while many online personalized printing sites can deliver on this front, print providers can offer their customers outstanding quality, which can result in customer loyalty. Ultimately, the convenience and speed is what stands out to customers, allowing them to often favor popular online personalized printing Web sites. However, by combining low costs and high quality, print providers can compete in the personalization space. SALEEM M. SHEIKH Saleem M. Sheikh is senior director, BICG Océ Products LFS Marketing & Support, Canon U.S.A., Inc.
I
PROMOTING PAD PRINTING
f your sign shop is looking to produce promotional products with limited colors, pad printing may be the right fit for you. It’s a market that’s continuing to grow. According to a recent report on the “Pad Printing Supplies Market” by Market Study Report, LLC, the global pad printing supplies market was valued at $140 million in 2018 and is projected to reach $200 million by the end of 2025—growing at a compound annual growth rate of 5.1 percent between 2019-2025. Pad printing is an analog process that uses a silicone pad to pick up a 2D image and apply it onto a 3D item. “The artwork or graphic is etched onto a pad printing plate (cliché) using a laser platemaker or exposure unit. Once the art-
February 2020
Sign Builder Illustrated
27
The global pad printing market is projected to reach $200 million by 2025.
work is complete, a silicone printing pad is chosen and affixed to the pad printing machine,” explains Jessica Makrinos, marketing manager for Inkcups, a provider of pad printing and industrial inkjet printing equipment, supplies, and inks. “The specific solvent-based pad printing ink is mixed and poured into the ink cup. Once this process is complete, the cup is placed onto the pad printing plate and is ready for printing. “The cup slides forward and backwards across the plate, slightly filling the etched artwork and then sliding back, doctoring the artwork so there is just enough ink in the etch. The printing pad will also slide back, press down, pickup the artwork, slide forward, and then transfer it onto the part.” Inkcups offers fully equipped pad printing solutions. They have a line of pad printing machines consisting of oneto six-color sealed cup models as well as laser plate-makers, pads, and inks. Makrinos says it’s important for sign shops to purchase a pad printer from a reputable and experienced company that will be able to provide the proper 28
Sign Builder Illustrated
training and supplies. Before purchasing a machine, she says it’s necessary to identify the shop’s current and future printing needs. “If you envision printing two-color images in the near future but want to start off printing one-color images, purchase a two-color machine and only use one color,” says Makrinos. “This will give you the flexibility of switching between the two.” Choosing the correct ink is also important. “You can do this by sending in samples to the company you are purchasing your inks from,” says Makrinos. “The company you choose should do adhesion testing for you to determine which ink is best for your substrate and your adhesion requirements.” A pad printing setup allows sign shops to enter many vertical markets, the most popular ones being promotional and personalized products. “Some applications we have seen include apparel, coffee mugs, pens, industrial coverings, and electronics,” says Makrinos. “This method is flexible and great for oddly shaped items.” — Ashley Bray
February 2020
t might seem like trying to solve a puzzle in order for your shop to get more involved with customization and personalization projects. For Brand Ink, a graphics specialist based in St. Paul, Minnesota, this was quite literally the case—as they once wrapped a jigsaw puzzle for one of their clients. This particular project was for use as a movie prop. “Part of the whole joke in this movie was that the puzzle was impossible to put together,” explains Brand Ink Owner Nick Lowry. So why did the puzzle need wrapping? It turned out that the production company had ordered a 5,000-piece “impossible puzzle” online, however it turned out literally impossible for them to put together. Brand Ink ended up buying a really easy puzzle with a lot of pieces and then printing out the desired image onto vinyl and wrapping it after it was put together. “We hand-cut a lot of the pieces and then just strategically took out the parts,” says Lowry, “so that, depending on what part of the movie the puzzle was featured, you could remove the pieces to get the right effect.” Most of the jobs Brand Ink does are unique, one-of-a-kind type of jobs, so they were well suited for this project.
The vinyl may not last, but wrapping a bowling bowl at least has a striking look. signshop.com
Photos (top to bottom): Inkcups; Shutterstock/ Konstantin Faraktinov
I
SOLVING THE CUSTOMIZATION PUZZLE
EMp ower If your vision for 2020 is to expand profit margins, or simply better understand the technology and
PRE-CON
WED.
April 1 THUR. – SAT.
EVENT
Orlando, FL
increase your efficiency, secure new business,
April 2-4
innovation your customers are requesting—then ISA International Sign Expo® is where you need to be to
empower your company, your employees, and your future.
It’s a power-packed experience that will pay you back all year long.
Claim your free tradeshow pass today register using promo code POWER at SignExpo.org/SBI
Advertisement
Whether it’s branded graphics or small ornate letter forms, utilizing precision cut letters and logos is a great option when special patterns for casting are cost prohibitive. The machining process involved allows for complete cut through of letter forms and allows us to do recessed areas in logos and letter forms which can be color filled and are especially useful in multicolor pieces. Thicknesses in precision cut letters range from 1/8” tick to ½” thick in most materials and projects can be finished with satin polish, anodized or color duranodic, painted or mirror polished. If you’re looking for a durable product that still makes a classic and elegant impression, Precision Cut Letters offer all of this with the A.R.K. Ramos craftsmanship that you’ve come to know and love.
https://arkramos.com/
30
Sign Builder Illustrated
it’s more about quality than quantity. Lowry gives extra-credit to his Zünd cutter. “This is the best machine we have to precision-cut a lot of different materials,” he says. Lowry says that a lot of what makes his company successful in this field is their attention to detail. “We’re not a huge company, so it’s more the story of having a small group of highly technical people in their respective fields to do what they do,” he says. “It’s less about quantity and more about quality, which is why we play so well with one-off and specialty items.” The showroom at Brand Ink featuring prototypes and samples of their clever custom projects not only tells a story but also starts conversations with customers unaware of the possibilities that can be created for them. One example is the basketball flooring they created for the NCAA Final Four® that took place in Minneapolis a few years ago. “We got real flooring that was used for this event from Sports Corp., which installed all the floors on the court, and we ran it through our printing process to create custom art pieces that were hung up at different hotels for corporate events. We printed one panel to hang on
February 2020
our walls to show as an example as customers walk through.” — Jeff Wooten
LASER ENGRAVING: SAFETY FIRST!
A
lthough laser engravers and cutters can process a broad range of applications ideal for personalization (business cards, phone cases, acrylic or leather luggage tags, key chains, smaller signs, etc.), certain types of materials should not be laser-processed because of their chemical make-up, which can endanger the machine and the user. According to David Stevens, applications engineer at Trotec Laser, the following materials are not laser-friendly: Beryllium Oxide, Leather and artificial leather that contains chromium (VI), Carbon fibers (Carbon), Polyvinyl chloride (PVC), Polyvinyl butyrale (PVB), PTFE/Teflon), and any materials containing Halogens (Fluorine, Chlorine, Bromine, Iodine and Astatine), Epoxy, or Phenolic Resins. Materials that should be approached with caution include: Manganese, Chromium, Nickel, Cobalt, Copper, and Lead. “Be aware of fabrics and other materials that are labeled as ‘flame retardant’ since these substances often include bromine,” advises Stevens.
Laser engraving technology is ideal for custom-type jobs and one-offs. signshop.com
Photo: Trotec Laser.
Precision Cut Letters
Examples of work they’ve done include wrapping aircraft, milk cartons, popcorn containers, guitars, low-surface energy coolers, acrylic, and glass, to name just a few examples. Brand Ink even wrapped a bowling ball for a television commercial last year. “It looked cool and was great for photos, maybe even for a few rolls down the alley for video, but it’s not really going to hold up over time,” laughs Lowry. The sign company is well equipped to handle one-off projects. On their production floor, they’re well stocked with 3M vinyls and have an HP R2000 hybrid flatbed, a few smaller HP latex roll-torolls, and an Epson solvent-based printer.
RISE ABOVE YOUR COMPETITION
SIGN BUILDER
ILLUSTRATED
Sign Builder Illustrated is the “how-to magazine” of the sign industry. Each issue includes SBI’s signature “how-to” columns and features with detailed, step-by-step instructions covering a wide range of signage. SBI’s website (signshop. com), newsletters, Buyer’s Guide, and digital edition keep you updated with timely news, recent projects, and upcoming industry events. fb.com/SBIMag
@SBIMag
Sign Builder Illustrated
DIGITAL PRINTING By LORI SHRIDHARE
Dynamic graphics are a combination of color, font, graphics, depth, and texture. 32
Sign Builder Illustrated
Lazar and Considine diverged from the wholesale opportunities model, instead opting to work directly with clients to bring a more creative lens to the marketplace. “That’s not to say we don’t have a solid wholesale clientele of other printers who don’t have our capabilities or capacity, but it’s a well balanced portfolio,” says Lazar. Everything they do is custom—there are no pre-made graphics to choose from. Generally clients come with their artwork, and SpeedPro Chicago Loop will assist in the design process based off their developed concept. Their large format offerings range from (but not limited to) decals, banners, wall murals, and floor and window graphics to exhibits, event and tradeshow signage, point-of-purchase, prototype and smallrun boxes, router cutting, and vehicle wraps. The shop also prints directly to canvas, wood, metal, and acrylic. As a small studio with two partners, one of them will run point—coordinating logistics and production schedule, preparing a site survey (if appropriate), and assigning a graphic designer and a production manager to oversee all the associated printing and quality assurance. Depending on the scope and complexity of the installation, they also task an installer(s) with the requisite skills, credentials, and certifications to complete the project. Where the shop offers the greatest value, however, is helping customers select the correct material for the specific application or introducing them to unique and innovative options that add a special “pop” to the project—a concept they’ve coined as Surface Impact®. “We trademarked this idea, which conveys the concept of maximizing the visual influence of every surface to achieve the greatest branding and monetary potential,” he says. SpeedPro Chicago Loop seeks to take a deeper dive into the vision of their client. “Through this exploration process, we work to understand their goals and offer options to exceed initial expectations, as well as uncover any aspects that might delay or prevent achieving the
February 2020
Tips for large format entrepreneurial success.
desired results—for example, weather, local ordinances, timing, access, etc.,” says Lazar. “From there, we discuss design and art, ideal materials, roles and responsibilities, approval process, and installation schedule.” Designs on the Environment As print has expanded into retail, interior design, airports, and government centers, Lazar has noticed that the industry has pivoted away from the limited terminology “wall murals” and towards all-encompassing “environmental graphics.” “Part of this portfolio of solutions signshop.com
All Photos: SpeedPro Chicago Loop.
I
n interviewing Eric Lazar, partner and lead evangelist for SpeedPro Chicago Loop, it’s clear that his enthusiasm, boundless creativity, and five years of experience drive his current work in translating client requests for digital advertising and large format graphics into solutions that can compete with top agencies in the United States. As a United States Marine Corps veteran, Lazar’s training has prepared him for the roller coaster experience of being an entrepreneur. “I credit my time as a U.S. Marine with giving me the structure, discipline, and fortitude to launch a business,” he says. “Without that experience, I’m not sure I’d be prepared for the trials and tribulations that comes with entrepreneurship.” SpeedPro Chicago Loop is a franchise, one in which Lazar bought the rights to launch a new studio back in 2015. (Note: The “Loop” refers to their location on famed drive Michigan Avenue in the center of Chicago.) “Our vision was to leverage the benefit of being part of a franchise organization while lending a unique ‘agency-esque’ experience,” says Lazar. “My business partner and long-time friend Rebecca Considine and I come from a traditional media and agency background; thus we sought to infuse a thought leadership and service excellence approach into what has become an increasingly commoditybased industry.”
Going the Extra
(Digital) Mile would include wall murals, however, it would also comprise fabric, dimensional lettering, frosted vinyl, magnetic, and other elements that play into our ‘Surface Impact’ mantra,” he says. “As today’s world becomes increasingly complex, brands are aggressively competing to break through the clutter and communicate their value proposition to employees and customers alike.” Lazar has found reverting back to static installations that reinforce concepts of stability in this ever-changing ecosystem has gained increasing appeal. “This allows people to absorb and enjoy without signshop.com
the imperative need to quickly read or click-through in order to get the content. Furthermore compelling graphics will drive consumers, clients, and patrons to seek additional information on their timeline via the channels they most prefer,” he says, noting this results in better engagement and brand loyalty. When it comes to creating and displaying dynamic wall graphics and tradeshow graphics, Lazar stresses that dynamic visual communications are a combination of color, font, graphics, depth, and texture that should evoke a familiar and relatable emotion. “These
visual cues provide instant communication, unlike reading a Web site or listening to an ad, both of which take time,” he says. “Often customers don’t even realize this emotional reaction is happening. In fact, according to Harvard professor Gerald Zaltman, 95 percent of all purchases are made subconsciously, meaning they are driven by emotional processes, not intellectual ones.” Because visual cues are processed so quickly, any marketing campaign that involves visual elements needs to be carefully considered. “All your design elements should tell the best possible
February 2020
Sign Builder Illustrated
33
The industry has pivoted to the all-encompassing term “environmental graphics,” particularly as the field has expanded into markets like retail, interior design, airports, and more.
story about your brand, its values, and the benefit it can provide to customers,” says Lazar. “Most importantly, it needs to connect at an emotional level.” For companies that don’t have the capacity to conduct in-depth user insights, an informal survey to understand the appeal of one’s brand, services, and products to customers can provide great benefit to identifying purchasing motivations. “In short, we emphasize that there are three basic tenets of good visual branding: correctness, consistency, and creativity,” says Lazar. “When brands stray from these core pillars, expect less-thanstellar results.” Lazar states that creativity is the emotional component. “Breaking through the clutter and connecting in high-traffic areas such as transit facilities and tradeshows where there are infinite visual and audible stimuli becomes exponentially more challenging,” he says. “Cracking the code between being exciting and approachable versus non-descript or overwhelming lies in understanding who your core consumer is and who you’re seeking to attract.” From Printer to Partner SpeedPro Chicago Loop has built the majority of its business through personal marketplace visibility and networking; their clients like them, know who they are, and trust them. “Many are quick to 34
Sign Builder Illustrated
say they are impressed with our responsiveness, not merely in speed but in concise and thoughtful replies,” says Lazar. “A good print partner should not only evaluate what the client is requesting but delve deeper for more information to make certain what the client is asking for is truly what they need.” Finding a graphics and sign company that has transitioned from ‘printer’ to ‘partner’ will be the most valuable asset in the development of a mutually beneficial relationship. Service and integrity are integral here. “Service levels can often be quickly assessed by noting how long it takes to provide an estimate or conduct a site survey,” says Lazar. “If there are long delays or no response, they should be immediately dismissed, as it’s a bad omen of what to expect down the line.” Integrity is little more difficult to evaluate, but SpeedPro Chicago Loop finds that, when meeting clients, looking someone in the eyes, shaking their hand, and seeing how they respond to tough questions are great indicators. “In fact, we commonly tell new clients that at some point in the journey, there is a great chance that either you or us will screw something up (it’s a business where human error can occur),” says Lazar. “But it’s how we react to those mistakes that distinguishes us from the competi-
February 2020
“Surface Impact” selects innovative options that add “pop” to a project.
tion. Will we, as a print partner, hold the client’s feet to the fire and crush them with full re-print fees and rush charges for their mistakes, or will they endlessly torment us for our errors? Neither is good. “This is where the ‘partner’ ideology is essential, and that really can only be discovered and developed by establishing a personal relationship.” Technical capabilities are a major consideration too. “A small print shop with a single roll-to-roll will often be dependent upon other companies to do the actual production, adding another layer of costs and possible errors into the equation,” says Lazar. “By no means will every printing company have all the various technologies in-house, but knowing that they have a solid suite of equipment to produce a majority of your work will mitigate against quality assurance issues and increase speed of delivery.” Because of its unique business philosophy, Lazar remarks that his studio is over 90 percent referral with the balance coming from online leads. “Rebecca and I don’t make cold calls or drop by unannounced, nor do we schlep a book of samples, walk around with our logo on golf-shirts, or take the service elevator,” he says. “As a client once said to me early on, ‘You’re doing a blue-collar business in a white-collar way.’ We’ve embraced that sentiment.” signshop.com
HELPING YOUR SHOP
GROW PROFITS!
Sign Builder Illustrated is the “how-to magazine” of the sign industry. Each issue includes SBI’s signature “how-to” columns and features with detailed, step-by-step instructions covering a wide range of signage. SBI’s website (signshop. com), newsletters, Buyer’s Guide, and digital edition keep you updated with timely news, recent projects, and upcoming industry events.
SIGN BUILDER
ILLUSTRATED
fb.com/SBIMag
@SBIMag
Sign Builder Illustrated
Feature Name INSTALLATION By JEFF Author wOOTEN
Over the
LINES
Don’t go up in the air without a plan.
T
elescoping equipment such as bucket trucks and aerial work platforms are essential tools for sign makers needing to get up to a roofline or atop a structure to either set up a brand-new sign or service an existing one. However there are several steps workers can perform when using these vehicles to help set them up to return to the ground safe and sound and be able to venture out to the next aerial job. If using a bucket or aerial work platform (AWP) to transport signage up in 36
Sign Builder Illustrated
the air, Jim Troe, general manager of Van Ladder, advocates securing said signage to specialized forks and platforms on the outside of the bucket so that the sign is in the proper install orientation before the bucket ever leaves the ground. “Why lift the sign twice?” he says. “For this reason, we’ve designed both upper and lower rotating forks (along with securement braces), giving the operator the ability to place the sign on a wall and maintain hands-free access to their work.” Meanwhile Troe says that his company builds a one-person lift and utilizes accessories to give the operator a second set of hands in the bucket. “This frequently eliminates the need to have
February 2020
two people in the air (at least for installations of 200 pounds or less),” he says. “The second person can work on the ground—unpacking crates, preparing the wiring, assembling the signage, and loading the forks.” Troe adds that wearing a fall arrest harness is a necessity when working on an AWP or inside a bucket. Securing the load while handling materials is also critical. “Since many signs are located right above the front door of a business, dropping things isn’t an option,” he says. “An installer trying to hold the weight of the sign with one hand while using a power tool with the other isn’t in a very good position to react to shifting loads, wind signshop.com
All Photos: Wilkie Mfg.
gusts, or a variety of other variables. “It’s always best to have one hand free and both feet securely planted on the floor of the bucket.” Not only should your employee be safe but so too should any pedestrians or vehicles on the ground below. “Highly visible cones should be set up to direct them around your aerial work,” says Troe. “Even something as small as a tape measure could injure a person walking beneath an elevated bucket or platform.” When it comes to ladder trucks, Bryan Wilkerson, vice president of Wilkie Mfg., states that, while they were designed around the servicing of signage and thus revolutionized this side of the industry, these configurations also work well for installation. “Ladder trucks act as support vehicles to help personnel get safely elevated to set a sign in place and do the final bolt-in or weldin, along with all of the accompanying hook up,” he says, noting these vehicles are also commonly used in sight surveys because of their easy maneuverability and quick set up. While using a telescoping ladder truck to transport signage up to a rooftop or pylon safely might seem vertically challenging to some, these actions can still be done—with important things to keep in mind. “Ladders have a limited weight capacity of 325 pounds (including the operator),” says Wilkerson. “They also don’t have a load line or lift attachment points, so if the weight allows, signage could be placed in the ladder behind the operator, which would allow an unobstructed view of the work area.” Wilkerson comments that one advantage a telescoping ladder has in relation to servicing needs over a traditional elbow bucket is its ability to scope directly out to the work area without having to concentrate on where the secondary arm is located. “If working off to the side in a bucket truck, you should be aware that the secondary arm can protrude into traffic,” he says. As for stability advice, Wilkerson suggests, “If the ladder is going to be out of the cradle, the outriggers need to be set, if so equipped. Some small ladder units rely on a ballast weight or torsion signshop.com
When working in a bucket or an AWP, be mindful of load capacity and parking slope.
bar system.” Wilkerson states that outriggers should be placed per the manufacturer’s recommendations, noting that (on Wilkie units, at least) this would be on firm ground with outriggers slightly raising the bed until it is level with the tires on ground. “Additional leveling may be needed for trucks using a ballast or torsion bar system when used on a grade, as tilting the truck may change its center of gravity,” he adds. When working in a bucket or an AWP, Troe says to be mindful of load capacity and parking slope. “When maximizing side reach, set rotation on low speed,” he says. “This takes the jerkiness out of bucket travel when feathering into position.” Wilkerson says that safety factors for ladder trucks run the same as with any other aerial-related service equipment. It’s most important to remain aware of your work area and hazards that you may—or might—encounter. “The main ones for the sign industry are overhead powerlines, fall protection, vehicles intruding into the work area, improper lock out tag out,” he says.
Efficiency has proven a keyword in AWP and ladder truck designs. “Signs have also gotten a lot lighter as most all signs are made from aluminum and plastic or flex faces with LEDs and low-watt transformers,” says Wilkerson, adding that his company anticipated this change several years ago and it’s one of the reasons why they started the XRB family. “We also have changed the way the beds and bodies are laid out to be more efficient for the people in the sign industry.” A yearly inspection is required by OSHA under 1926.453, however there isn’t really any suggested maintenancetips-after-every-job that’s recommended. Wilkerson counters that it’s actually more important to address certain things before going out to the job site. “Every day should start off with a full visual inspection of the equipment before it ever leaves the yard,” he says. “Any problems should be notated in writing and the problem addressed before the equipment is used. “You should also have a weekly and monthly inspection.”
February 2020
Sign Builder Illustrated
37
Marketplace For Advertising Options contact: JEFF SUTLEY (212) 620-7233 ART SUTLEY (212) 620-7247 David Harkey (212) 620-7223
Sign Substrate FSARMEPLEES Custom Sheet Cutting • Custom Bonding • Fast Turnaround
Precision Board HDU
www.PrecisionBoard.com • (800) 845-0745
38
Sign Builder Illustrated February 2020
signshop.com
Product
Portal InfoDirect #
Your Direct Source for Sign Information Receive vital product and service information from manufacturers and distributors by visiting www.signshop.com/product-portal
COMPANY
URL
PAGE
1
ARK Ramos
www.arkramos.com
2
Biesse
www.biesse.com
16
3
Brooklyn Hardware
www.panelclips.com
38
4
Coastal Enterprises/Precision Board
www.PrecisionBoard.com
38
5
Duxbury Systems Inc.
www.duxburysystems.com
38
6
Echod Graphics
www.EchodGraphics.com
38
7
Elliott Equipment
www.elliottequip.com
23
8
Epson America Inc.
www.epson.com
9
Fastenation Inc.
www.fastenation.com
10
FASTSIGNS International
www.fastsigns.com
30
5 12 C2
11
Gemini
www.GeminiSignProducts.com/Illuminated
13
12
International Sign Association
www.signexpo.org/SBI
29
13
J. Freeman Inc.
www.jfreeman.com
30
14
Matthews Paint
www.matthewspaint.com
15
15
Nova Polymers
www.novapolymers.com
3
16
Sign America Inc.
www.signamericainc.com
38
17
Signs By Benchmark
www.SignsByBenchmark.com
25
18
Signs365.com
www.signs365.com
C4
19
SinaLite
www.sinalite.com
20
Southern Stud Weld
www.studweld.com
38
21
Wilkie Mfg.
www.wilkiemfg.com
C3
9
COMPANIES IN SIGN SHOW 22
FASTSIGNS International
www.fastsigns.com
10
23
Fisher Textiles
www.fishertextiles.com
10
24
Foster
www.go-foster.com
10
25
Image One Impact
www.image1impact.com
12
26
Keystone Technologies
www.keystonetech.com
11
27
Marabu
www.marabucoatings.com
11
28
Orbus
www.orbus.com
13
29
Production Prints, Inc.
www.productionprints.com
11
3 EASY
STEPS
signshop.com
1. Go to our website at, signshop.com
2. Click on our Product Portal box on the website
February 2020
3. Request info about advertisers & products
Sign Builder Illustrated
39
Shop Talk women leading the industry about her career and the benefits of her involvement in WLI. SBI: Tell us about a standout achievement in your career and why it was so important. Schmidt: Relationships and accountability have been key for me and have had a major impact on most all my achievements. I wanted to create a brand, and this is my brand. It takes a lot of time and effort to establish relationships and accountability. This brand makes all the difference in the world when you are asking someone to entrust their business with you.
Q&A with Angie Schmidt Schmidt discusses WLI, her career, and how women can progress in the industry.
A
ng ie Schmidt is the Sign Territory Sales Manager at GSG, a full-service wholesale distributor to the apparel decorating, digital print, electrical sign, and commercial markets. Schmidt started in the sign industry in 1998 and has over two decades of experience. Last April, she participated in the kickoff session at the ISA Sign Expo for Women Leading the Industry (WLI), an initiative launched by the International Sign Association together with Sign Builder Illustrated. We spoke with Angie
SBI: You served as a table lead at our first WLI event this past April. What led you to get involved with the program? Schmidt: The sign industry is all I know from a career perspective, and it has treated me very well for twenty-twoplus years. It can be intimidating to get involved in a male-dominant industry, yet women are welcomed and embraced in this space. I also believe in giving back and building into new things, and WLI is already making an impact. SBI: What are some of the benefits of WLI? Schmidt: WLI creates comfort and understanding first and foremost. Having a transparent forum to help you understand what the industry is about can eliminate concern and create excitement! SBI: What benefits have you specifically received from WLI?
Prices are subject to change.
Pricing, Qualified individual working in the sign industry may request a free subscription. Non-qualified subscriptions Print version, Digital version, Both Print & Digital versions: 1 year US/Canada/Mexico $50.00; foreign $99.00. Single Copies are $15.00 ea. Subscriptions must be paid for in U.S. funds only.
For Subscriptions, & address changes, Please call (US Only) 1-800-553-8878 (CANADA/INTL) 1-319-364-6167, Fax 1-319-364-4278, e-mail signbuilder@ stamats.com, or write to: Sign Builder Illustrated, Simmons-Boardman Publ. Corp, PO Box 1407, Cedar Rapids, IA. 52406-1407.
Sign Builder Illustrated
SBI: Would you recommend WLI to other women in the industry? Schmidt: Yes, I would recommend other women in the industry to join WLI. It is a space where your questions and feedback are wanted and desired. The sign industry is always growing and changing. If you are looking for a career and a place to advance along the way, this is a great place to land. SBI: Any advice for how women can progress in their sign industry careers? Schmidt: Get involved! Build relationships and continue educating yourself on what is evolving in our industry.
“I believe in giving back and building into new things, and WLI is already making an impact.”
Schmidt: (Editor’s Note: Schmidt shared her personal notes from the inaugural WLI meeting on takeaways and
Sign Builder Illustrated (Print ISSN 895-0555, Digital ISSN 2161-4709) (USPS#0015805) (Canada Post Cust. #7204564; Agreement #40612608; IMEX Po Box 25542, London, ON N6C 6B2, Canada) is published monthly by Simmons-Boardman Publ. Corp, 55 Broad St. 26th Floor, New York, NY 10004. Printed in the U.S.A. Periodicals postage paid at New York, NY and Additional mailing offices.
40
topics she wanted to build on.) Being vulnerable is a strong characteristic of being a leader. Authenticity and being yourself creates connection. Be yourself and not someone you are not. We know what we do and how we do it but why do we do it? The why will help create passion and vision. Confidence Builders: Public speaking and facilitating. Believe in yourself and your abilities. Take care of yourself and put yourself out there. Learn and get involved to grow. Be intentional and make time. Create a network (tribe). Surround yourself with people who inspire you and motivate you.
COPYRIGHT © Simmons-Boardman Publishing Corporation 2020. All rights reserved. Contents may not be reproduced without permission. For reprint information, contact: Arthur Sutley, Publisher (212) 620-7247 or asutley@sbpub.com
February 2020
POSTMASTER: Send address changes to Sign Builder Illustrated, PO Box 1407, Cedar Rapids, IA. 52406-1407. Instructional information provided in this magazine should only be performed by skilled crafts people with the proper equipment. The publisher and authors of information provided herein advise all readers to exercise care when engaging in any of the how-to-activities published in the magazine. Further, the publisher and authors assume no liability for damages or injuries resulting from projects contained herein.
signshop.com
WE GET YOU FROM HERE TO THERE AND BACK AGAIN. WILKIE 52XLR
52 feet two man basket, jib winch and main winch standard non CDL set up for the sign industry
Wilkie mfg., L.L.C. began building Wilkie aerial ladders and Wilkie remote service cranes in 1972, almost 50 years ago. Service Ladders Remote Control Cranes Cranes Aerial Platforms
WILKIE
WILKIE MFG. L.L.C 2640 NW 2nd Street Oklahoma City, OK 73107
www.wilkiemfg.com 405-235-0920