Category Archives: Online Marketing

How can one measure the SUCCESS of your sign or signs?

Posted on by

How can one measure the SUCCESS of your sign or signs?

One of the greatest challenges of any marketing is to ensure that your COST is lower than your RETURN.

In the late 1985 Roger Sinclair published the book titled MAKE THE OTHER HALF WORK TOO. The main point he made was that about 50% of all ad spend (at that time) was wasted. He emphasized that it was exceptionally difficult to measure the return on a business’s advertising spend, mostly because of the marketing equivalent of trawl fishing with long nets. While the net MAY get you a decent haul of the fish you are looking for, the nets are notorious (and should be banned) because of the number of other species they unintentionally catch and kill.

In the modern world marketing (here we are referring to online marketing) is far easier to measure. This is partly because the business can track their spend on clicks or calls, but even more so because the largest player, #Google, has extremely powerful and in depth tracking tools that can almost pinpoint your return if used correctly.

Online is somewhat different to signage, in large part because signage is very much ‘old school’ and requires substantial investment that is not always clear or easy to measure.

In order to measure the ‘success’ of one’s sign or signs one needs to first have a clear ideas of what their sign or signs NEED to ACHIEVE in order to be successful. This can range from ‘feet through the door’ to ‘improved turnover’ or ‘better brand recognition’ – with the latter once again being extremely difficult to measure.

There was a case where SignForce and our client – STAX stores – could measure the success of one specific sign.

STAX were relocating one store. The thing is the new store was still being built and the existing store was no longer profitable, so the decision was made to close the loss making store and re-open when the new store was built in approximately 18 months.

In order to implement this strategy STAX ran a special store clearance sale. Part of the advertising spend was to do a low cost refurbishing of the existing external sore signage as it was very tired. In fact one sign was so tired that one letter was broken and birds had made a nest in the letter.

The sign was restored and reinstalled and the special ran. And ran, and ran. It ran for so long that the new store was ready to open before the old store closed.

One of the largest contributing factors was that the refurbished signage looked new and fresh. When one analyzed the difference it was evident that the old sign gave the impression that the store has closed and or moved as the signs were broken and in disrepair. The fresh refurbished sign let possible patrons know the store was open for business, and they came and kept coming into the store.

Not all signage will necessarily achieve one’s intended objective, especially when the desired outcome is either unknown or if know is not shared at the design stage.

When you are looking for signs that will help you achieve your desired outcome contact SignForce. Our years of experience in marketing and signage help make your signs stand out and work as intended.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

The value of Experience

Posted on by
Site Plan for Signage

Site plans – for signage projects

At roughly 13H00 on the 4th of September 2015 after cycling down a rutted sand ‘road’ (think wide track) at 70km per hour and passing a cow so close I could have patted her without either of us (me or the cow) having to move more than a few centimeters (read that as inches if you are not on the Metric system) I told my I told my cycling partner that doing what we do either makes us ballsy or stupid or both – what we do being unaccompanied long distance cycling – as things that should logically ‘scare’ us, no longer do.

It is possible the same could be said about work.

When you have been doing a specific type of work for long enough – this writer has been in the signage industry for more than a quarter of a century – there are very few NEW challenges that have not yet been seen. More common are variances of challenges, some of which provide very interesting challenges.

An example of such a challenge was when SignForce manufactured a sample sign for Adago restaurants. The sample was 600 mm in diameter and was SPECTACULAR. So much so that the company decided that wanted the same type of sign as the main sign for that flagship store. It was quite simple. Double the diameter and off you go. Well that is the theory anyway!

In reality the 1,200 mm diameter sign is FOUR TIMES larger than a 600 mm diameter sign – who saw that coming? – and the simple elements that worked extremely well on the 600 mm sign were not as happy or attractive on the sign that was four times larger – the larger sign did not allow for simple expansion because among the issues the open spaces became too large to allow for the same wiring (did I mention this sign was internally illuminated) as the smaller sample as the wiring and lights became visible. This was a wonderful challenge to overcome.

The point of my writing is that experience counts. Especially when the experience has RELEVANCE TO WHAT ONE IS WORKING ON.

If for some reason you follow the SignForce blog you may have noticed that more than once I have referred to SIGNAGE being a SIMPLE INDUSTRY – that is until it IS NOT.

Most folk see signage as shop signs (simple) or billboards (large and not necessarily simple but only engineers and government workers give the structure or location any thought) or street signs (simple and the same as billboards, but signage often includes things we see that assist us to get where we want to be but we really do not pay attention to – such as door numbers, toilet signs, fire signs and other similar statutory or directional signs.

The plan shown with this blog is a sample of simple signage being less than simple, not because of the signs themselves, but more because of the allocated time and the necessary planning to get the approximately 2,000 meters of vinyl cut and applied correctly ON TIME. The modern name for this is PROJECT MANAGEMENT. Welcome to SignForce where we do this all with pleasure.

If you have a signage project that needs to be managed, SignForce is available to assist.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

Is the current trend towards DIGITAL signage a passing FAD?

Posted on by

 

Digital Sign

Could the current trend towards DIGITAL signage be a passing FAD?

People who have achieved far more than me have considered new, ground breaking and challenging technology and most have lived to be mocked. Companies in point are IBM regarding the personal computer, Kodak regarding digital camera’s and the old style Blacksmiths regarding the American Railroad.

When I first saw STORES (in Maputo, Mozambique) using digital signage for their shop front signs I saw it as novel, expensive yet a brilliant marketing tool. Today, in South Africa the trend has not properly caught on, but many landlord’s have already implemented policies regarding digital store front signage, essentially allowing them to advertise THE STORE but very little else, unless they are showing lifestyle reels.

The latest research published by https://www.it-online.co.za shows that the market for digital signage is expected to exceed US$78 BILLION within the next six years.

If this is the case it says that digital marketing is here to STAY AND more than stay, the market for digital signage looks to be the next upward trend in signage and billboard advertising.

The question businesses may want to ask is how will a move to digital signage benefit them, if at all, and are the costs worth the investment.

The reality is that like solar panels, the cost of digital signage has fallen drastically over the last few years, and there is also a very robust second hand market trading digital boards.

If you are in the market to make your brand stand out, SignForce can assist whether it is with a digital board or with standard, traditional signage.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce by visiting http://www.signforce.co.za

Keeping up with the times – FREE MARKETING

Posted on by

Keeping up with the times – FREE MARKETING

When I was your age [you can fill in WHATEVER you want] was most likely a phrase you grew up – regardless of your age, location or social standing.

It is common for the older (aging?) generation to recount stories of (often) hardship that the younger generations will have no way of relating to. For example, the horror of having to stand up and walk to a television set to change channels (assuming you had access to more than one channel) or having to remember and dial (on a rotary dialer) someone’s telephone number – forget using a ringer for those who are old enough to relate.

The funny or sad reality is that while many of the developments have deprived today’s youth of opportunities to experience change and development – think about the above examples and how simple these tasks are today, even if we have lost our ability to exercise our brains and remember a large number of large numbers – it is because the youth have not experienced that change that they are moving forward (to where?) at a rate that we cannot comprehend.

It is also this rapid forward movement that makes it exceptionally challenging for us older folk to keep up with the times.

One of these forward moving challenges is marketing and the concept of US being the product – well OUR information. In the new world it can be challenging to accept that marketing can be automated (consider AI), and FREE.

This FREEDOM is one of the wonderful advances that, when embraced, can make life, especially the life of a smaller business, much simpler and more profitable.

In my bid to keep up with the times I have been introduced to the world’s best, free, marketing system, and you can have access as well, for FRE3E by clicking here https://systeme.io/home?sa=sa00521935160cf23c5003884724761dae6f6b6286

It is FREE, try it and let me know what you think

If you are more of a traditionalist and are in the market for a traditional sign, contact SignForce now on +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413 or email info@signforce.co.za

Is there any value to Experience

Posted on by

Is there any value to Experience (and if there is, how can one bill for your experience)?

Illuminated Signs

Custom, old fashioned, illuminated signs

 

Becoming a more seasoned member of the signage industry – one with slightly over 25 years personal experience – I have begun to notice that there are certain things I SEE that are not always visible to others.

This is not clairvoyance but I do believe it comes from experience.

A simple example that showed this point happened recently. SignForce were asked to assist with the installation of a later large (6 x 3 meter) sign. When we went to the site inspection we noticed that the plan that the contractor was looking at was great, but flawed. The sign needed to be carried through three doors, however the third door had restricted access, so only half the sign could go through the door, and then – nothing.

I am pleased our client was not a blind believer, so he tried his method and then called me to tell me he had tried and it had failed.

Experience – defined by Google as “1. the fact or state of having been affected by or gained knowledge through direct observation or participation. 2. a. : practical knowledge, skill, or practice derived from direct observation of or participation in events or in a particular activity. ‘ is generally gained from the university of hard knocks. The hard lessons that come with doing something more than once, and failing often.

Experience is earned and while it can be passed on – which can be called advice, and, as a friend’s father kept saying. Advice comes from experience. When you receive the advice you have two choices, take heed or roll it up and shove it wherever it fits.

The value of experience tends to come from the little things. For example. When making a sign, how does one calculate the weight of the sign and the size of the fixings – bolts, nail in anchors, whatever – that will be necessary to make the sign stay in place once it is fixed to the wall?

This writer has inspected a sign which looks phenomenal. It creates a great impression and I am sure the client will be super impressed. As long as the sign works as intended, everyone will be happy And that will be perfect in maybe 95% of cases. In the remaining 5% when something goes wrong – say in the case of a light box when all or some of the lights stop working (which will happen, but it may, and hopefully will, take some time), or if a weld breaks (which is possible but low probability if they are done properly). When the 5% happens someone is going to have to spend time or money or both to make the sign good. This is where it can get complicated.

In the case of the sign mentioned above, the face of the sign has been fixed directly t the frame of the sign. This is a great way to keep costs down, however, if the lights inside stop working, or anything else inside goes wrong, there is an extremely high probability that the face of the sign will need to be removed, which means replacing the sign face. This can be a very costly exercise. The industry standard is normally to have an internal frame to hold the face. This allows for ease of maintenance without any additional costly spend, because the [maintenance] cost has been absorbed into the initial capital expense of the sign.

The difficulty with making the sign resilient, is it adds costs to the up front build which many businesses in South Africa are reluctant to do. They would rather take their chances on spending less upfront and then pray that their spend lasts as long as the higher investment (on invisible safety and possibly redundant features) that may save them money in the future.

At SignForce we call this the cost of peace of mind – like having an insurance policy you hope to never have to use.

When you are looking for signs that work, contact SignForce. We are happy to share what we do and why we do it as we believe in creating signs that work, signs that last and lasting relationships.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce by visiting http://www.signforce.co.za

The Value of Input from Sign Specialists when Designing Signs: SignForce’s Insight

Posted on by

The Value of Input from Sign Specialists when Designing Signs: SignForce’s Insight

In the intricate process of sign creation, the expertise of a sign specialists stands as a crucial element that significantly impacts the outcome of the entire signage process. At SignForce, we recognize the indispensable value of sign specialists’ input at every stage of the sign making process, starting with the designing of a sign. The insights of the signage specialist ensure not only the aesthetic appeal and technical accuracy of signage but also its effectiveness in conveying the intended message to the target audience.

Bridging Design and Functionality

Sign specialists should possess a deep understanding of how design and material elements including colour, shape, and size influence the visibility, readability, impact and effectiveness of your signage. SignForce’s expertise – including an understanding of marketing, engineering and materials – ensures that your signs are both visually captivating and functionally effective. By harmonizing creative design with practical considerations, sign specialists guarantee that signage serves its primary purpose—communicating with the audience effectively. This differs from signs designed by designers who may focus purely on the aesthetic value of the sign but may not have any clue on the practical implementation that is required to make their beautiful, but not necessarily practical, sign come to life.

Ensuring Compliance and Quality

Navigating the complexities of regulatory compliance is another area where the input of sign specialists is invaluable. While SignForce does not get involved in regulatory compliance, we are fairly well-versed in local bylaws and other regulatory requirements that may impact your signage decision. SignForce’s knowledge helps to safeguard your businesses against potential legal issues and fines.

Customized Solutions for Enhanced Impact

Every business has unique needs and goals for its signage. Sign specialists at SignForce excel in tailoring designs to meet your specific requirements, ensuring that each sign is a perfect fit for your business’s brand identity and marketing objectives. SignForce’s ability to customize solutions enhances the impact of signage, making it a powerful tool for brand visibility and customer engagement.

Innovative Techniques for Lasting Impressions

The signage industry is continually evolving, with new materials, technologies, and techniques constantly emerging. SignForce is at the forefront of this innovation, bringing the latest trends and advancements to the design process. SignForce’s input allows businesses to benefit from signs that are not only modern and appealing but also durable and cost-effective.

The SignForce Advantage

At SignForce, our team of sign specialists is dedicated to providing comprehensive consultancy and design services that bring your vision to life. We understand that a sign is more than just a piece of advertising; it’s a critical component of your brand’s identity and public perception. That’s why SignForce emphasize the importance of professional input in every project we undertake, ensuring that every sign we design, manufacture, and install is a testament to our commitment to excellence, innovation, and customer satisfaction.

The value of input from sign specialists when designing signs cannot be overstated. It is the cornerstone of creating effective, compliant, and impactful signage that truly represents a business’s brand and communicates its message clearly. At SignForce, we pride ourselves on our team’s expertise and dedication to excellence, which ensures that our clients receive more than just signs, rather they receive strategic business assets. In an industry where the difference between ordinary and extraordinary lies in the details, the specialized knowledge and insight of sign specialists make all the difference.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce by visiting http://www.signforce.co.za

 

Custom 3D letters for ANY event

Posted on by

Sometimes in life you want to stand out from the crowd. Whether it be for a special personal or function.

Seeing one’s name in lights can have a massive impact on your audience.

These 1,200 mm high letters form an excellent, sturdy table that can be remembered – and catches the viewers eye.

Get your own custom table stand – illuminated or not – from SignForce by contacting info@signforce.co.za or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

How simple is Signage and the Sign Industry?

Posted on by
Halo illuminated 3D wall sign

halo illuminated 3D sign

It’s been said before in this SignForce space that signage is a REALLY simple industry, well until it IS NOT!!

This writer was reminded of this point this week when a client sent through a request for an urgent sign.

The brief was in fact more detailed than many as it included required materials, sizes and a sample picture showing the desired effect.

Where the challenge came is that the sample is all based in clear acrylic and is NOT illustrated. Our client wanted their sign to be halo illuminated.

What this means is that there will be a halo of light reflecting off the wall behind the sign.

For anyone reading this that is interested in the technical details, with halo effect lighting the face of the sign will often appear as black or dark as the lighting creates a shadow of the face.

This client wanted the face of the sign to appear in their corporate blue. On top of this challenge, in this writers opinion, when it comes to illuminated signs there is very little that is more off putting than being able to clearly see the strip of light or the LED modules themselves, especially if through the face of the sign. It is (once again in this writers opinion) extremely distracting and certainly detracts from the intended message of the sign.

This sign thus required a number of processes, with a fair amount of trial and test to ensure the client will be happy with a sign that reflects their professionalism and image, in their corporate colour while being halo illuminated.

When you are in the market for a STAND OUT sign that accurately reflects your brand and corporate image, SignForce are the sign business to call.

Contact SignForce now on info@signforce.co.za or WhatsApp +27 (0)82 558 6413 or call 0)11 440 7525

Find out more about SignForce at http://www.signforce.co.za

Choosing a signage supplier

Posted on by

Free Standing Signs that work

Choosing a signage supplier

How Can SignForce Help You With Signage?

Navigating the world of signage can be challenging, but at SignForce, we’re here to guide you through every step. Whether you’re a new business looking to make a bold first impression or an established brand aiming to refresh your image, understanding how signage can help is crucial. In this blog post, we’ll explore how SignForce assists you in creating impactful signage that aligns with your business goals and needs.

Understanding Your Vision

The first step in any signage journey is understanding your vision.

What message do you want to convey?

Who is your target audience?

How do you want your brand to be perceived?

What do you want YOUR sign to achieve?

At SignForce, we begin by listening.

Our team of experts will discuss your objectives, brand identity, and design preferences to ensure your signage aligns perfectly with your business ethos and your desired outcomes.

Design and Customization

At SignForce, we believe that every sign sign investment mus be a piece of art that reflects your brand’s unique identity. Our design process is collaborative and iterative. With state-of-the-art design tools and a keen eye for aesthetics, we create custom signage that makes your brand stand out. Whether it’s a vibrant storefront sign, an electronic billboard, an elegant office plaque, or dynamic vehicle branding, we tailor every aspect of your visual communication to your specific requirements.

Quality Materials and Craftsmanship

The longevity and impact of your sign heavily depend on craftsmanship and the materials used. At SignForce, we use only high-quality materials that ensure durability so your sign will have a long life together with visual appeal. Our skilled craftsmen combine traditional techniques with modern technology to produce signs that are not stunning and also withstand the test of time.

Compliance and Installation

Navigating the regulations around signage can be complex. SignForce takes the hassle out of this process. We ensure that all our signs comply with local zoning laws and regulations. Our installation team is highly experienced, ensuring that your sign is safely and strategically placed for maximum visibility and impact.

Ongoing Support and Maintenance

Our relationship with you doesn’t end once your sign is installed. SignForce offers ongoing support and maintenance to ensure your signage continues to shine brightly. Whether it’s a simple clean-up or more complex repairs, we are just a call away.

Why Choose SignForce?

Expertise and Experience: With over two decades in the business linked with a deep understanding of marketing, we understand the nuances of effective signage.

Custom Solutions: SignForce provide advice and tailored solutions that reflect your brand’s unique story.

Quality Assurance: High-quality materials and craftsmanship guarantee a lasting impression.

End-to-End Service: From conception to installation and maintenance, we handle it all making your experience hassle free.

Your sign is often the first point of contact with your physical audience, making your signage a crucial element of your marketing strategy. At SignForce, we do more than just create signs; we craft powerful communication tools that elevate your brand. Let SignForce help you make a statement that resonates with your audience and stands the test of time. Reach out to us today, and let’s bring your vision to life!


If you or your business are in the market for signage – regardless of the size of the sign and the size of the job – SignForce is available to assist.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsaApp +27 (0)82 558 6413

Find out more about SignForce by visiting http://www.signforce.co.za

Caveat Emptor – Let the Buyer Beware

Posted on by

 

Caveat Emptor – Let the Buyer BEWARE

A simple Google search of the term caveat emptor returns the following result: the principle that the buyer alone is responsible for checking the quality and suitability of goods before a purchase is made.

Caveat Emptor is a fairly simple concept where the BUYER is ultimately held responsible for any purchase.

Many years ago I heard this concept stated slightly differently in “He who pays, says”

Regardless of how it is stated, the concept places ALL RESPONSIBILITY on the purchaser to make an informed and ‘decent’ decision when making a purchase.

Now while I 100% agree with the concept of Caveat Emptor (AKA Let the Buyer BEWARE), I also empathize with buyers who DO do [extensive?] research and still end up being fleeced, or feeling they are being ‘ripped off’, or are simply unsatisfied with their purchase – possibly because they did not know the correct questions to ask and or were not well informed when they did ask the correct questions.

It seems that the concept of Caveat Emptor applies equally well across ALL suppliers, trades and products. It applies to the doctor or therapist one CHOOSES to see – because not all doctors or therapists are a great fit for every individual – as well as to car manufacturers (not everyone will want to or can afford to buy a Lamborghini or Rolls Royce or Ferrari) with different buyers having different needs, but equally not all car buyers would want a VW or a Fiat or a Dodge either. I have personal experience as my wife’s practice http://www.inneressence.co.za also experiences the same concept. Caveat Emptor even applies to signage.

One of the challenges SignForce have as a supplier of signage is that we (I am referring to the South African market as this is where SignForce is based) tend to want to always get a bargain – even for those that can afford to and are prepared to pay FAIR price. Because we tend to be bargain chasers the normal process when purchasing a high ticket item (such as a sign) is to do a Google search, request three competative (and hopefully comparable*) quotes and chosing either the lowest or middle price and placing the order.

In our experience it is not common for new sign buyers to ask about SignForce’s facilities, capabilities or for proof of completed work or samples**. I am not sure if a lack of thorough vetting is a direct result of lack of time, lack of desire, being overly trusting or some other reasons, or even a combination of all listed (and I am sure many unlisted) reasons. The outcome of the lack of research can be a double edged sword as while some great but not necessarily well experienced or established suppliers may be overlooked, there is also the possibility that the client may find out too late that the signage they purchase does not meet their expectations or requirements.

I am talking about Caveat Emptor again – I am sure for the umpteenth time – because of a site SignForce recently visited where a client who has had a less than desirable experience and are looking to replace their sign after it has only been up for one week.

The client returned the sign and the sign company remade it, but the second (acrylic faced) sign has already cracked after one week, and is not portraying the client’s business in the professional manner they are striving to achieve.

SignForce did not ask so we are not sure how many quotes they client received, nor what the criteria they used to make their final decision to purchase, but being a financial business who are in the business of researching finance and carrying out due diligence’s, I have the feeling (yes, dangerous to proceed on feelings alone) that the company DID the correct research, however, for whatever reason the chosen supplier cannot produce or deliver.

The ringer SignForce is being put through to show samples, give references and prove we can deliver is also an indication that the client has been burned BUT learned from the experience.

Please people, do your research and USE companies like SignForce where we have years of experience and even if you are not going to ask us to quote or to do your signage, consider paying a consulting fee which will be a far less than any cost of redo’s and will allow you to tap into years of signage experience.

At SignForce we strive to give the best possible advise from a signage and marketing perspective with the objective of ensuring our clients signage is an INVESTMENT.

If you are looking for advice on signage or signage that works, SignForce is the signage business to work with.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce by visiting http://www.signforce.co.za

* In many ways signage has and will always be a creative purchase. From the origins of signage where artists would use their creative talents to assist their clients in order to create attractive signs, to today where those same concepts are still being practiced. In the modern world of signage the ranges and depth of materials, processes and finishes has amplified. Practically this AMPLIFICATION allows for greater choices, however with depth of choice comes a greater need to be acutely aware of one’s requirements, how one wants their sign to look, what one wants the sign to achieve, the potential costs involved and the buyer’s associated budget. Because of the depth of possibilities unless EXPLICITELY stated in a quote it is extremely possible that while the buyer thinks they are comparing apples to apples that they are not in fact doing so, and are rather unknowingly comparing apples to banana’s.

** Samples are a great way of assessing what a company is capable of producing. That said in South Africa more often than not the client EXPECTS samples to be custom made to scale and are not prepared to contribute towards said sample. While it is understandable that a client would not want to pay for a poor quality sample, there are costs involved, and it is not always practical or equitable, to expect the sign supplier to carry the cost of said samples.