How does one calculate the value of the SignForce GUARANTEE?

Illuminated signs

Candice Berman shop front sign

In the modern world of skeptics, especially in the city of Johannesburg, South Africa (where SignForce South Africa is headquartered) and where it currently seems that nothing is as it seems, buyers must be forgiven for believing that EVERYONE offers some guarantee.

Guarantees help sell because they give the buyer comfort and peace of mind, and, unfortunately, sometimes a false sense of security. This is because it feels fantastic knowing that one is “covered”, until, that is,  one reads the fine print, when, too often, it seems that unless one does a head stand under water for no less than 50 seconds on an even numbered day Tuesday in the second week of a month starting with F while a pink elephant ties one’s hand to a good mate’s foot …. you get the idea!

At SignForce we are proud to have been in the signage business for more than 20 years under the current management. We are also proud to have honored the SignForce guarantee 100% of the time there has been a LEGITIMATE claim. (Yes, we have also had claims that were not legitimate, such as the time a sign was damaged by thieves (as was evident by the photo’s the client provided) and the client demanded SignForce replace the sign. But sorry, I digress).

The reason SignForce are in any position to honor the SignForce guarantee is that (a) SignForce work with the best available material, which generally carry their own guarantees, (b) SignForce make a point of working with reputable suppliers, (c) SignForce have skilled staff and (d) SignForce use an automated quote system that has a built in factor for each sign in order to ensure there is sufficient margin on a job so that, in the event of their being an issue with the sign, SignForce can afford to go back and make good.

Unfortunately this ‘factor’ does increase the cost of the sign, and this may seem unnecessary to the potential buyer, especially if they are highly price sensitive. That is, price sensitive until there is an issue with the sign…

The photo on this blog happens to be one of the 4% of signs that SignForce produce that WENT WRONG. Yes, the odds are in the client’s favor that NOTHING will go wrong, but when it does, as with all insurance, is the cost of the risk not worth being covered.

In the case of this Candice Berman signage, what we do know is that something (we don’t know what) made contact with the sign resulting in the sign tearing and falling off the wall. Obviously this is not something any sign company likes to admit to or takes lightly. (In SignForce’s case we have fortunately only had 3 signs fall off walls in over 20 years, two of which were while installing and were the result of faulty fixings).

In this case the signage was replaced at no cost to the client, which, had the client not been with SignForce, could have cost the client the same as the original sign. Now if one thinks about the cost of the guarantee versus true peace of mind, how does a buyer calculate the value of the SignForce guarantee?

As a rule of thumb, when a price is ‘too’ low, it is often because short cuts are being taken or simple numbers such as guarantees are not factored into the cost. This may make the up-front cost more competitive, however, when something goes wrong, (and it will, even, as in SignForce’s case when it is under 4% of jobs) if the cost of errors has not been factored into the price of the sign, there is a better than average chance that the supplier simply cannot afford to go back to make good.

Working with SignForce provides peace of mind!

Contact SignForce on info@signforce.co.za or call us now on +27 (0)11 440 7524 / 5 to see how much we care for you and our clients.

 

How do you Maximize & Measure the benefit of your signage?

Living in the world of the 21st century, it seems EVERYTHING is expected to be measurable.

While this is not always true and definitely not always simple – for example, even in 2019, how does one measure the level of LOVE – there are many ways to evaluate and measure the ‘SUCCESS’ of your purchases and investments.

At SignForce we see signage as an investment, and in order to measure the return on investment, we believe that four fundamental questions need to be answered, preferably BEFORE the sign is purchased.

  1. What do you want the sign to achieve?
  2. What is the correct sign for the objective to be achieved?
  3. What is most important to you in measuring the success of your investment :

    (a) the cost of the sign and / or

    (b) the quality of the sign and / or

    (c) the importance of your deadline being met.

  4. How do you intend measuring the success of your signage?

If your sign is located in the middle of an open field, with the only thing competing for the potential reader’s attention is the vehicle instruments, the possible people in the vehicle, the road and nature, and all you want the sign to do is capture attention, measured by the number of vehicles you can get to respond to your signage’s message, then the main focus should be the SIZE and ATTRACTIVENESS of the message.

If on the other hand your sign is located in a shopping mall where, aside from the landlord’s approval, you are competing with a number of LARGE, FLASHY, 3D signs, best you either make something even LARGER, FLASHIER, 3D or alternatively, something TOTALLY DIFFERENT in order to STAND OUT. If your measurement of success of the signage is to get a specific response from the viewer of the sign, then before purchasing the sign, one should look at what about the sign will lead the viewer to respond.

While the above two scenario’s are greatly over simplified, it should already be clear that not all signage is appropriate or necessarily the best signage to achieve a desired objective. This leads to the next set of questions, as to the order of which is most important: (a) the cost of the sign or (b) the quality of the sign or (c) the importance of your deadline being met.

As custom signage is generally made or assembled by hand and thus labor intensive, the three questions above tend to be at odds with one another. If it is a ‘cheap’ sign one is looking for, that will generally mean a compromise on the quality of the sign, so the sign may be able to be produced pretty quickly. Being produced pretty quickly should not be confused with the sign being an ‘off the shelf’ item, and it should generally be understood that the speed of the signs manufacture will generally (but not necessarily always) have an influence on the quality of the sign.

If the deadline is the most important factor, followed by superior quality, then it should be fairly obvious (although it never is) that the cost of the sign is going to be higher, ESPECIALLY when the sign is ordered (in South Africa this includes the order being received, the artwork being approved and the required deposit being paid) at the last minute.

It seems that very few people who do not work with signage on a regular basis tend to understand the manufacturing process(es) that are required to get signs manufactured, decorated and installed, and thus often tend to have the erroneous belief that the wave of a magic wand will get the picture that they have in their mind, and possibly even the picture they have approved on paper, to suddenly appear in full life size. The best advise we at SignForce can give is if you have a specific deadline, and a budget, then make sure you get information on the time required to manufacture your signage, and give the supplier more time than they required, as this way there is less room for error – or surprises.

Measuring the ‘success’ of you signage could be by measuring how many viewers respond to the sign and / or it’s message. It could also be measured by an increase in sales or turnover, or the number of (additional) feet that come into your premises, or how much you paid for a sign that matched or exceeded your expectations.

Conversely the success of your signage could be measured by looking at what the sign cost and whether the sign is the correct sign for the task, whether it is what you expected it to be and whether what you got is what you were sold and how long the sign lasts and the total cost over the life of the signs. This is because in an industry where purchase decisions are generally made on a picture on a piece of paper, where the buyer seldom knows or understands the materials and processes that are used or whether the materials that were used match the materials that were sold.

As a buyer of signage, a purchase where price is ALWAYS a factor, often because the signage is the last item on the agenda which means the budget has long been blown, it is often understandable that what looks like the best sign at the best price is what gets purchased, especially when the buyer believes that all the signs that are being quoted are generic and identical, simply because the paper that holds the ‘picture’ displays the same picture.

It is more often than not important for the buyer to understand that unlike a purchase of a can of beans of a single brand which are all assumed to be almost the same, custom signs differ from manufacturer to manufacturer, with a lot depending on the integrity, design capability and professionalism of the sign maker.

It is for this reason that when a buyer of signage gets multiple quotes, and they are all ‘saying’ the same thing, but the prices have a great variance (in my personal opinion more than 30%), the buyer should be asking for samples of materials and probably asking for references. It is quite possible that the buyer is about to get a bargain of note, because there are many sign businesses who unfortunately, for their own good and long term success, do not quite understand pricing and margins, so the buyer could well get a bargain. On the other hand the buyer may believe that they are getting something they are not.

If you are intending to buy signs, and are interested in having consultants on what signs may best suite your needs, we at SignForce are available – simply call +27 (0) 11 440 7524 / 5 and ask to talk to Arnold or email arnold@signforce.co.za with the subject PLEASE CONSULT.

Can SignForce illuminated signs aid area security?

SignForce illuminated signs and possible area security

Having just watched an episode of #ReturningTheFavor on FaceBook I was reminded of how crime often feels like a universal issue. In the town of Engelwood in the USA more than 2,000 shootings were reported in 2018.

Now SignForce South Africa is far from Engelwood, (in fact our main office is in Johannesburg, South Africa), many of thousands of kilometers away. That said, there are similar issues occurring in pockets around South Africa, some being so bad, especially around Cape Town, that the army has been called in to maintain some semblance of security.

The issue of crime and some of it’s causes (amongst them being political nonsense, lack of jobs and the lack of well illuminated area’s) got me thinking about how #signs, and specifically signs manufactured by SignForce, assist more than the business that has paid for the sign, but also the surrounding community by illuminating often very dark area’s.

At SignForce we generally follow the rule that MORE IS BETTER, so more light is better!, as it lights up the sign, making the message BRIGHT, LOUD and CLEAR, while at the same time providing ambient light (and it’s accompanying security) to the immediate area.

If you are interested in attracting more attention to your business, and at the same time helping you community by bringing some light to any dark area’s, we at SignForce are here to assist, so feel free to contact us on +27 (0)11 440 7525 or email us at info@signforce.co.za

Secret #Signage

This post was sent as a newsletter on 27 May 2019. While it is already outdated – especially in light of South Africa’s poor performance on the international stage, the concept can still provide food for thought.

Sponsors are now, even at this late hour, threatening to pull out unless independent sign professionals act as sign umpires and declare the CWC signage free of ‘secret signage‘ or visual interference.

Whilst ‘secret signs‘ seems an oxymoron, ambush marketing is taking totally new direction with this new technique. Signage at events like the CWC form a large and important part of a sponsors investment in visual communications. So the possibility of having this offset by an ambush marketer is creating havoc behind the scenes..

The real nub of the problem is that the ambush signage can be done by a small ninja group who can do this in a very short space of time – even inside the sign company’s, or sponsor company’s, premises.

This ambush message will show up on fixed signage – particularly those large billboards that form an integral part of the stadium landscape. The technique has been to overprint the sign with a fluorescent ink that only shows up on the TV camera’s – in exactly the same way as the white cricket ball is treated to give it more visibility. The technology that was painstakingly developed for the white ball to solve the on screen visibility problems has now been hijacked. We are not yet sure what the revealed message will be – or was supposed to be – but you be assured that some sponsors are now very anxious. Stand by for some exciting viewing!

Calls have been made for all involved signage companies to stand by a new code of conduct that will ensure that they secure the signs from manufacturing floor through to installation.

You will be pleased to know that SignForce is a founder signatory to this new protocol. This was an easy decision for us, as we have always taken the greatest care of our work – from conception to installation.

Of course the above is just a spoof, but you never know . . .

Standing by to do some ‘innovative’ signage for you soon.

Regards

Thanks for reading, hope to see you soon.
The SignForce Team

http://www.signforce.co.za

contact us on info@signforce.co.za

Tel: + 27 (0) 11 440 7524 / 5

Let me tell you a “not so secret”, secret about #signs

Rushing a sign – a good way to make a mess of everything!

Experience is a marvelous teacher, and in #SignForrce’s business of CUSTOM #SIGNS, the one groundhog lesson that keeps repeating itself seems to be that if – or should I say, WHEN – a #sign job is rushed, regardless of how simple the job may be – or seem – or how fast people believe it can be done, the likelihood of errors occurring on the job seem to climb exponentially.

This tends to happen for a combination of reasons, or more accurately an accumulation of a combination of missed steps or rushed procedures that, when followed, assure the work is top quality, correct and on time, but when ignored or missed, almost guarantee some level of error.

In order to make sure that even the simplest #sign job is (1) correct, (2) accurate and (3) delivered on time, processes need to be followed.

The processes include getting the artwork for the job signed off, getting the various processes completed and ensuring that the team have access to the premises when it is time to deliver or install the sign.

As an example I am going to use a Chromadek #sign. In signage terms Chromadek is one of the cheapest, simplest metal signs, which, in simple terms, means it should be the fastest and easiest to produce.

So what has to happen to manufacture a small Chromadek sign?

For starters, if the #Chromadek #sign is smaller than a standard sheet, then the Chromadek needs to be trimmed. That could be the second process. The first being deciding if Chromadek is the CORRECT – read that as BEST – material to achieve the desired outcome of the #sign. (In the fast changing world we live in, this question is becoming more and more important).

Most #signs require some or other decoration, making it important to DO and get artwork APPROVED. It can turn out that getting artwork approved can be one of the most important steps, especially when the client provides the artwork, as it may be of poor quality, but also, if the artwork is ‘layered’, it is possible that the artwork may come out differently on SignForces’s computer and printer than what the designer – and client – intended. More than once we have been asked WHY the person PRINTING or APPLYING or INSTALLING the #sign never “picked up” on an error on a #sign. The ‘simple’ reason is that the person working on the sign has trusted that the client has APPROVED the artwork, and as importantly, they are focusing on their task at hand, not on someone else’s job or task.

Once the Chromadek has been cut and the vinyl has been printed and or cut, the vinyl needs to be applied (attached) to the Chromadek so the sign can be inspected and delivered (or collected).

Depending on the size of the sign and the availability of staff and equipment, with enough hands and EVERYTHING being perfect, that entire process can take between one and two hours. However, the real world is not perfect, and no business exists when staff are simply WAITING for work to do. This is ONE of the reasons #SignForce generally request between 7 and 10 WORKING DAYS to complete a sign.

SignForce has built our over 20 year reputation on MEETING DEADLINES, even if the #signs come at a small premium, because rush jobs are prone to errors and redo’s and mistakes and unintended labour costs.

If you are looking for a quality sign, especially with a TIGHT DEADLINE, SignForce should be your first call on 011 440 7524 or info@signforce.co.za, and if you are in a rush, please tell us so we can quote accordingly and fast.

5 points that make a #sign successful. Part 1

The success of a sign is generally a VERY SUBJECTIVE measurement, and will have a lot to do with exactly WHY the sign was originally commissioned, and WHAT the intent of the commissioner was at the time the sign was commissioned.

If the #sign was commissioned to let passers by know that YOU are located in a particular location, and the sign generates sufficient interest or attention to get [sufficient] people to walk in, the sign could be considered a success.

If on the other hand the #sign was intended to make a specific statement, one that was intended to say ask for a ladies hand in marriage, could one say the sign was UNSUCCESSFUL if the lady turns down the proposal?

From a #signage perspective, generally, for a sign to be successful it should:

  1. Stand out from it’s environment
  2. Be easy to read
  3. Be easy to understand
  4. Be clear, and
  5. Be BOLD

If your sign has all five points, it is bound to succeed in it’s objective.

For SUCCESSFUL signs visit http://www.signforce.co.za or contact #SignForce at +27 (0)11 440 7524 / 5 or email to info@signforce.co.za

SignForce is based in Johannesburg, South Africa, and ork throughout Southern Africa.

Are all Sign Manufacturers the same?

Are all #sign #manufacturers the same or is there a difference between one sign manufacturer and another?

As with all businesses, every sign business needs to maximize profits in order to survive.

Unlike many businesses, and because signs are custom made, and because materials differ, it sometimes happens that ‘cheaper’ short cuts are available. Short cuts can include using different – read as cheaper – (materials which generally have a shorter life span), or manufacturing techniques that are time saving, (but often at the trade off of longevity of the sign).

An example is a sign we recently inspected where the returns (the sides or part of the sign or letter that creates depth) of the letters had ‘popped’ so that the curves (around the O and a) had returned to their natural state and became straight. This means that over time the face of the 3D letter will fall off, which is what is happening with this sign.

Generally the returns of fabricated, #3D letters are heated and bent. They are then ‘chemically welded’ so that they retain the new shape. Saving time by not heating the returns can save money and get the job done faster. Using less chemicals may also result in some, almost insignificant, cost savings. Both will almost certainly also substantially reduce the life expectancy of the #3D sign.

While making the cheap initial purchase could possibly still be a worthwhile purchase, the adage ‘let the buyer beware’ is certainly worth remembering as in the long run (over five to ten years) the cost to replace broken or lost letters tends to be significantly higher than the cost to have it done properly up front. And that cost excludes the potential for negative press if, for example, an element of a sign breaks and hits someone or something.

For a quote on quality #3D signs by an experienced sign company that guarantee our work, contact SignForce at info@signforce.co.za or +(27) (0)11 440-7524 or  +(27) (0)11 440-7525

What makes a #sign expensive? Signs as an investment.

What makes a sign ‘expensive’?

Expensive is a VERY subjective word, so lets look at the input costs and how that could, would or should influence one’s purchasing decision.

#SignForce, as all sign suppliers, work in a very competitive market. There are generally many sign businesses in a relatively small area, especially as #signage is a low entry cost business. Because of the high level of competition, each sign business needs to have ‘something’ that makes our business ‘stand out’. For the person making the purchase, the high level of competition means one SHOULD be able to compare various options and get the best solution to fit your requirements, although COST, OUTLAY or INITIAL INVESTMENT is often the deciding factor, very often at the sacrifice of long term investment or long term LIFE of the sign.

Because COST or INITIAL OUTLAY is such a HUGE determining factor for many buyers, one of the easiest ways to stand out  is on ‘price’. It is easy for clients to choose the lowest cost supplier, as, generally, all suppliers will quote to supply the same LOOKING sign.

Often how this works is the potential client (or buyer) will send out a ‘tender’, which consists of a picture of how the sign should look. Sophisticated buyers will also supply detailed specifications – which they understand and can check – but this is less common than only supplying a picture and sizes. Also too often the person supplying the specifications does not gave a great understanding of what they are specifying so their ability to ensure that they receive what was quoted could be limited.

Because EVERYONE is quoting on the same OUTCOME (read that as picture), when the buyer gets their three or more competing quotes, they naturally assume they are comparing ‘APPLES’ with ‘APPLES’, but because #signs are not standard, off the shelf items, the design, makeup and materials can (and generally will) differ from manufacturer to manufacturer. As such, although all the signs may (initially) LOOK the same when installed, they could, in reality, be EXTREMELY different.

In order to explain I am going to use the example of a modular, internally illuminated light box sign with an acrylic face that is illuminated using energy efficient LED lights. I am using a modular frame as we can then assume that everyone that is quoting is using the same external frame, so all the quotes would have the same (or similar) input costs for the frame.

Now lets look at the make up of the sign, starting with ILLUMINATION. There are a number of LED’s that can be used on a light box sign. The difference can be anything from in how much light the LED emits (lumens) to the size of the individual LED units (or modules) to the angle of the light emitted from the LED module (especially if the module has a LENS), the expected life of the units and the COST. Because there are so many variables, for the purpose of this article I will compare cost that can vary from about R35 (US$ 13) per meter to about R500 (US$ 186) per meter. It would seem obvious there are a number of variables that affect the cost, but for #SignForce the important differences are (a) the LED’s are the correct LED’s for the job (meaning they will give equal and sufficient light), (b) the expected life of the LED and (c) the LED’s are sure to do the job (preferably guaranteed) so that the business will not have any unnecessary call backs which can be substantially more costly than the cost of the LED’s.

Other factors that can have a GREAT  impact on the cost include, but are not limited to, (a) the size of the sign (this has way too many variables to reference in this article), (b) the cost of the decoration (print versus cut vinyl versus ink versus paint) (we will only refer to PRINT where costs have a range difference that can easily exceed 500%, with the quality and life span of the print varying greatly), (c) the thickness of the acrylic face (this is influenced by the size of the sign and possibly the location of the sign, and will in turn influence the cost of both the acrylic (the thicker the higher the cost) and the beading that holds (supports) the acrylic face). (d) If the frame is to be painted the make up and application method of the paint can also have a great impact on costs, both due to the large difference in cost of the base paint as well the time and process differences between the various application methods which range from ‘dipping’ to using a paint brush to spray painting and powder coating.

At #SignForce we take our guarantee VERY SERIOUSLY, and as such we use materials which, while generally more costly, will have a higher likelihood of lasting and not creating negative comebacks from clients. This does tend to make the initial outlay slightly higher, (historically this is generally no more than 20%), but #SignForce’s logic is that having to redo a sign after three to five years could be substantially more costly than having a sign that does it’s job well for it’s intended life, which is generally seven years, even if the decoration needs to be replaced more regurarly.

For more information on why SignForce views #signs as an investment or on purchasing  quality signs that will consistently keep you in your prospective clients eyes for many years to come, please contact #SignForce at info@signforce.co.za

Is my low tech #Sign job in jeopardy?

Is my low tech #sign JOB in jeopardy?

With all the advances made in technology, especially with relation to the #sign industry, there are times that I wonder if I am in danger of losing my job to a computer. This may happen as artificial intelligence (commonly known as AI) improves, but I am not sure how creative AI thinking is. While there are times I get concerned about the value I add to my client’s and thus about my job security, there are also times when I think – or realize – that as much as technology improves, there are certain skills that simply require ‘out of the box’ thinking.

For me this was highlighted when two incidents happened within fairly close proximity to each other.

The first was a YouTube video I saw and the other was a job I was asked to print. The video is by a somewhat radical news reader, @Liz_Wheeler from TIPPING POINT on OAN who is not scared to ask very hard questions – she doesn’t always answer them – but the fact she stirs the pot should create enough fodder for some interesting dialog. The particular idea I am referring to can be found at https://www.youtube.com/watch?v=mLAS_p-6Rnc where Liz takes an extreme view on how far the ‘trans’ movement can or should be pushed. In particular she makes the comment “can a teenager buy alcohol because he identifies as over 21 years of age”. This got me thinking about how young adults are viewed and treated in society at large, in MY society in particular and how, being so much more tech savvy, they could replace this old goat.

The second was when my son asked me to print a graphic for a school project. The graphic is a beautiful design that was done by a 14 year old class mate. The design is beautiful and one can easily see the thought and effort that has gone into the design, and I am sure that once printed, the design will achieve the desired objective and help sell products at the school’s market day.

What got my brain linking the two was the lack of ability of the tech savvy 14 year old to complete the task  – something which I have seen numerous times with well respected designers who, while they can make the design come to life on paper or a screen, are unsure how to get the design to come TO LIFE if a 3D model of the design needs to be produced.

The ability of a designer to get their brilliant design off a piece of paper and onto a 3D model is, sadly, much rarer than one would imagine, and as such, the FEAR that MY #sign job is in jeopardy of being lost to a less expensive, much more sophisticated software package is certainly reduced.

If you have a brilliant design that you want made into a 3D model, contact us st #SignForce where we have almost two decades of experience making 3D masterpieces from beautiful paper designs.

Contact us now on + 27 (0)11 440 7525 / 4 or arnold@signforce.co.za

How BIG must my sign be?

How LARGE MUST my sign be? What size sign will best convey my message? From how far will people be able to read my sign?

These are questions we often get asked. As a joke, we tend to advise clients that, as a rule of thumb, (a) the bigger the better and (b) the sign should be as large as your budget allows. (Please note this IS a joke and while it is valid for outdoor signs, is not always best for intimate signs, where too big becomes gaudy.)

In truth, if a sign NEEDS to be visible from a specific distance – because it is located on the side of the road or it will only be viewed from moving vehicles or the sign is some distance from the point where it will be read (to name three of many scenario’s), then there are some rough scientific calculations that can be used to calculate the height the text needs to be in order for the text to be visible from a specific distance, as well as from a distance at speed. Please remember, at best, these calculations are rough guide, as they do not take into account ALL factors that affect visibility, especially height above the viewer.

The table below has been adapted from information taken from signsnow.com. For more in depth calculations, especially for measuring legible distance while driving, please visit https://www.usscfoundation.org/USSCSignLegiRulesThumb.pdf

It is important to remember that the table below refers to LETTER height ONLY. This means that if you have multiple lines of text or multiple words or either of these combined with a logo, the SIZE of THE SIGN will change, with the dependent factor being the DISTANCE at which the TEXT must be legible.

legible sign distance

For assistance for any signs, especially when you need to calculate sign size in order to make the sign legible, please call #SignForce on + 27 (0) 11 440 7524 / 5 or email arnold@signforce.co.za