Monthly Archives: July 2024

Semiotics – How do they affect your business?

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Semiotics

Oxford dictionary defines semiotics as “The the study of signs and symbols and their use or interpretation”

Semiotics can also be seen as the study of signs and symbols, in particular as they communicate things spoken and unspoken. Common signs that are understood globally include traffic signs, emojis, and corporate logos.

So how does semiotics impact YOUR business?

If signs – not only business signs, but SIGNS that we humans use to communicate – think facial expressions, physical showing of excitement, achievement, defeat and sorrow – can communicate simply because it is recognized, what does YOUR BUSINESS sign communicate about YOUR business?

At SignForce we believe your business gets judged long before a prospective client comes through your door. Your business is judged when a prospective client SEES your first sign. An old example we at SignForce use is a prospective client who decided to go with a competitor for his signs. When we asked why we were advised that the competitor had a ‘nicer’ sign outside his business premises. When asked how he found SignForce he was honest and told us he was at the competitor and followed our directional signs. But our directional signs and the (shared) sign in front of our premises were not as nice. We had to agree, as while our signs were appropriate for the location SignForce were in, the competitor’s sign was way more impressive. Our signs were practical and designed to do a job. The competitors sign was simply to make a statement. Sadly that competitor is no longer in the game.

If you are looking to get feet through your door, regardless of if you want practical, functional signs or signs that are WOW, SignForce are in the market 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?

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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

How does one bill for your experience

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How does one bill for your experience

1 Classie Africa

3D fabricated sign by SignForce

Selling ‘products’ is a relatively simple business model. One simply has to purchase your ‘product’ at the best price possible, calculate the cost of your fixed and variable costs to ensure you sell a sufficient quantity of your product and add on a markup – traditionally 100% – so yo can make a PROFIT on your sale.

The same basic process is required when selling a ‘SERVICE’, except that when selling a service the COST of the service can be a lot more complicated to value.

Lets look at two simple examples.

Example 1 – selling a product.

Cost to buy product – 100 (this value is obtained from supplier’s invoice)

Markup (100%) – 100

Selling price – 200

Example 2 – selling a service.

Input cost of service – 100 (**)

Markup (100%) – 100 (except more often than not prospects and clients will go mad when they believe the supplier is intending to make a profit)

Selling price – 200

(**) The input cost (equivalent to cost to buy product when selling products) is more difficult to calculate as it must cover all expenses including the time, cost and effort from attending the University of Live, as well as all other input costs – include the cost of training, experience, cost of any equipment used to provide service and insurance to name but a few of the input costs.

As the person responsible for keeping our small business alive and afloat, the task of costing can often be daunting and overwhelming, because among the many balls being juggled are (a) ensuring the continuity and sustainability of the business so the team keep their respective roofs over their families heads and food on the family tables, (b) keeping the cost low enough for the prospective client to find it attractive – especially in a difficult economic climate where it almost always seems prospects are more interested in cost than quality – and (c) making sure ALL input costs (including but not limited to those listed above) are accounted for – and with some prospects also ensuring there is sufficient wiggle room to give a discount they are compelled to negotiate.

With all these factors to take into consideration, how does one explain to the price over sensitive prospect that your offer, while possibly requiring a higher up front investment – would be in their best interests in the long term. And always keeping in mind that we don’t know what we don’t know – and this includes who we are competing against, which can influence no less than product, price and relationship.

At SignForce we tend to give the advise for free. It may be built into our costing but if so this is not intentional, because we are all about educating our clients and prospects so that they get the best signage to suite their stated objectives.

If you are in the market for signage, calling SignForce may be your best move yet.

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