Category Archives: Online Marketing

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.

Seven Important Benefits of Non-uniform Signage

Posted on by
non-uniform signs that work

Non uniform sign that catches attention and promotes your business

 

Seven Important Benefits of Non-Uniform Signage

Many – if not most – of us human animals tend to appreciate and enjoy visual stimulus being “uniform”.

I am not referring to people who are OCD and everything HAS to be PERFECT, but even for those of us that are quite chilled and un-phased, seeing a painting hanging skew, or a sign that just doesn’t ‘look’ and ‘feel’ right can be anything from a slight irritant to extremely off-putting and upsetting.

The thing is sometimes we as marketers can and SHOULD take full advantage of these predicatable and almost universal traits, as often, that feeling of discomfort helps a viewer look again and again and again – either in an attempt to see what is WRONG, or to find closure and not have to look again or to wonder what other ‘ERRORS’ can be found or to try and figure what FOOL could get the signage SO WRONG!

The reality is that there are a number of benefits to non-uniform signage. In fact any marketing material that can get the viewer to look again and again, especially when the medium is static, has definitely helped improve the client’s investment when measured by engagement for consistent views or time per view.

Seven of the most important, seldom considered benefits of non-uniform signage are:

  1. Increased visibility – Non-uniform signage can be more visible than uniform signage, especially in highly areas highly populated with signage. Non-uniform signage can thus help attract more customers to your business

  1. Cost-effective – Non-uniform signage can be a cost-effective form of marketing for businesses that have limited marketing funds because they can make their professional sign get more views simply because of it’s placement.

  2. Increased reach – Non-uniform signage can increase the reach of marketing campaigns due to increased visibility. Think of a television or social media advert. Chances are the one’s you remember the most either made you laugh or irritated you.

  3. Easily catches attention – A non-uniform sign can easily catch the attention of target customers and passerby. There is a saying that there is no such thing as negative publicity. While this si debatable – think of politicians worldwide – from a business perspective the higher one’s visibility, the greater the chance of being front of mind and hence the greater the chance the customer will remember, relate to and feel comfortable with your brand.

  4. Differentiates from competitors – Non-uniform signage can promote brand identity by using unique designs and colors that are not commonly found on other signs. This helps make your brand stand out from the competition AND is also a great step in brand identification and creating greater awareness of your brand.

  5. Customizable and Increases customer engagement – Non-uniform signs can be customized to your specific businesses brand or unique campaign which can and does increase customer engagement by providing a unique experience that is not found elsewhere.

  6. Promotes creativity – Non-uniform signage promotes creativity by allowing businesses to use unique designs and colors that are not found on other signs, and subconsciously lets your prospects and customers know you are available and open to different ideas.

SignForce is in the business of making custom signs. We design signs that WORK! Work can depend a lot on your specific requirements, which is why not all signs are the same and our customized sign designs do not have a one size fits all approach.

SignForce has been in the signage market for over three decades, and have built our reputation on giving the best possible signage advice and producing quality signs.

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

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

Where is the VALUE in your SIGNAGE?

Posted on by
Illuminated Signs

Custom, old fashioned, illuminated signs

Where is the VALUE in your SIGNAGE?

Ever stopped to contemplate where the VALUE in your SIGN is?

What about your sign makes it an INVESTMENT versus an EXPERNSE?

I was recently reminded that as people we tend to focus on (1) NOW, and (2) diminish ourselves. Stated differently, when we focus on NOW we tend to focus on where we are CURRENLY in a specific place, we project that we will ALWAYS be in the same place – literally – even if we know we will physically be in a different place tomorrow. A different way of stating we DIMINISH OURSELVES is that we tend to elevate others and put ourselves down. A simple example of this is forgetting the skills we have – to change a light bulb, fix a car, post on the internet – whatever – because we believe that if I CAN DO IT, ANYONE CAN DON IT. This is not true. Every one of us has at least ONE specific skill that very few other people will have. Also, too often we BELIEVE the AMRKETING that is presented to us – so we BELIEVE that everyone else has a better life, something we don’t – so we don’t see how we can add value to anyone else.

You may be wondering WHAT all this has to do with SIGNAGE – so let me explain.

When you purchase a sign, you may believe you are ONLY getting the physical sign that gets delivered and or installed, because that is what you SEE. However, in reality the delivered END PRODUCT is exactly that – the END PRODUCT. The END product is what comes after EVERYTHING before the end product – all the design, the planning, the manufacturing without which the end product would either not exist or not be as it is.

Why should this interest you, and more to the point, why should you be be concerned about the process as much as the end product?

Have you ever heard about a Friday Alpha Romeo, or a Monday Alpha, or a Mercedes, or a Rolls Royce? Why do all of these names ring a bell? They all ring a bell because people see them, because they have PERCEIVED value and because of the PERCEIVED STATUS attached to each of the named products.

What about DeLorean, Bahia, Badedas, South African Airways and South African Railways. If you have not heard of these businesses it may be that you are not in South Africa, or it could be because they are all BUST, BROKE and going out of business, many due to lack of qualified management, but some because the products they sold were not up to scratch or they were not competitive in a world where competition is everywhere.

The latter list tended to focus only on the END RESULT, but did not give sufficient attention to the PROCESS, the list of little steps that are needed for the end product to exist.

For signage one of the PROCESS elements is the sales person, the person who makes the suggestions as to what type of signage you require to MEET YOUR SPECIFIC REQUIREMENTS. If the business sign you order and receive is almost free but does NOT achieve your objective – whatever your objective is, it does not matter what the sign cost, it can be considered an EXPENSE as it cost you money but is not generating the money you hoped it would generate – in which case the sign or signs would qualify as an INVESTMENT.

At SignForce we have over two decades of experience in signage, keeping abreast of the local and international trends as well as what materials are available, not only in our primary market in South Africa, but also internationally.

Another benefit of working with SignForce is the years of MARKETING experience that we have acquired over the years in the signage business. But that is not all. The main sales people at SignForce also have years of marketing experience that comes from studying marketing and practical psychology, AND putting those studies into practice.

When you come to SignForce for SIGNAGE you are privy to our years of experience in making and psychology which is why we can design and produce signs that WORK and can thus be considered INVESTMENTS.

Now one concern we do have at SignForce is that we are often perceived as being expensive. This may be because a competitor may be able to produce a sign at a lower cost than we can. The issue is the INFORMATION CAPITAL that comes with the signs that SignForce design and manufacture, because, while signage is a simple industry, it is only simple for simple signs, and when it is not simple it is very quick to become overwhelmingly complicated.

At SignForce we strive to keep the system SIMPLE for YOU, our client.

If you are looking for 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

What are you ‘buying’ when you choose a sign company?

Posted on by

What are you ‘buying into’ when you choose a sign company?

SignForce 'invisible' sign

Partially Invisible Sign  – do you notice how the top left seems unattached?

It seems the standard method used to purchase a sign (and many other high ticket items) is to decide what you want, or at least have a rough idea of what you want or are looking for, or what you want to achieve. This applies to signs as much as it does to purchasing appliances, cars or televisions, all considered high ticket purchases.

Well that is only partly true. While cars and the other listed purchases (especially in South Africa) are definitely almost always seen as high ticket items – even for entry level models, signs and SIGNAGE are very often seen as a cheap after thought – that is, until quotes are received.

But I am digressing so back to the standard method of purchase.

  1. Have an idea of what you are looking for

  2. Hopefully have an idea of what you want your purchase to achieve (I know this sounds obvious, as you purchase a fridge to keep your food fresher for longer, DUH, but not everyone knows or understands WHY they purchase a sign.)

  3. Look on Google for a possible keyword – lets use signage or pylons or cut out letter signs.

  4. Wait – generally less than 1 second – for Google to give you a list of suppliers you can contact. ** This is where the fun begins and will require it’s own paragraph

  5. Call, WhatsApp or email the suppliers listed on Google to give them an idea of what you are looking for and ask for a price.

  6. Copy and paste the same message to all the possible suppliers listed on the first page *** of Google. Not sure where to mention this but are you aware that the top and bottom (of every page) few sites listed or ‘recommended’ by Google are paid sites – what Google refers to as sponsored – also known as paid adverts. This is only a FYI comment but is worth noting as there are possible additional benefits and costs linked to businesses that do and do not use sponsored adverts.

  7. Wait for feedback from the potential suppliers you emailed or called, or follow up the email with a call to make the potential sign supplier aware that there is an incoming email.

  8. Get quotes from the potential suppliers who respond to your request for a quote

  9. Assess the cost from each supplier making the assumption that ALL quotes are for the same ‘thing’ ****, especially as you sent the same request to all potential suppliers.

  10. Choose a supplier based on cost and possibly on a picture they have provided. *****

  11. Delete all correspondence from the alternative suppliers

** When you get the list of possible, potential suppliers, you are doing a wide range, generic search. Your search has no specifics and doesn’t necessarily tell you much about the businesses you are approaching. A cursory search of the proposed supplier’s website should give you a little more information, but please always remember that we live in a world of INFORMATION, and not all information is necessarily true, so a general rule is to do a little more digging (formally known as due diligence), make a call and see what response and ‘feel’ you get.

*** How often do you search beyond page 1 of any Google search? How often do you look at the number of responses Google provides – and the time it took to get the list. For example, a simple search of cut out letters took 0.6 seconds – well under 1 second – to provide a list of 2,120,000,000 web sites that MAY provide a good match for the simple search. This is an overwhelming number and is why almost every business strives and pushes to be on page 1 of the world’s largest business directory – Google!

The challenge comes in that for this specific search only 2 of the listings on the front page MAY fulfil my requirements. As such I tweek the search to CUT OUT LETTER SIGNS. This search took 0.4 seconds and provided a list of 925,000,000 possible sites. A great reduction of over 1 billion sites, The refined search has made it simpler to find what I am looking for and thus made it very simple to find at least one supplier on page 1 that should meet my requirements, so why go to page 2? The reason is due to the limited retail territoryavailable on page 1. Only a limited number of potential suppliers can be listed on page 1 (or every page) so there is a high likelihood that good suppliers may also be found on pages that are past page 1.

**** “making the assumption that ALL quotes are for the same ‘thing’”

When you contact multiple potential suppliers you will most likely assume that because they are listed on Google that they are capable of doing the job. What you have no idea of is if there is any additional service or benefit you can get from any of the suppliers. In order to find out if the suppliers can provide any additional ‘services’, a number of questions need to be asked. History shows asking these questions while TALKING to a person tends to give great benefit.

***** If you are making the decision of which supplier to use based purely on PRICE (and a possible picture) you may be doing yourself a great disservice, as you may be expecting to get the same quality and same sign from all the potential suppliers, but you would be shocked to learn how many different possible interpretations there can be for the same sign brief, and as such you may not be getting the full benefit of any or all the suppliers.

A case in point is a recent request by one of SignForce’s longest standing and largest clients. The request seemed a little strange at the outset, but made sense later on when all the elements fell together. The request was for photo’s of premises, information about staff, a list of machines on the premises and a few other VERY PERTINENT questions. It turns out our client’s client was requesting the information, possibly as a means of doing part of a due diligence. The other points that may be lost when only looking at cost is quality and cost of material to be used, expected lifespan of the signage, type and quality of paint and if the sign that you have requested is in fact the BEST sign to achieve your intended outcome. At SignForce we have the benefit of a number of years of experience (as well as the formal qualifications) to provide input regarding your marketing strategy and what signs would best suite your needs. This information is not charged for, although our signs may sometimes ‘cost’ more than a competitor, but the added value is definitely there to be taken advantage of.

Which brings us back to the question of what you are buying when you choose a sign company.

It goes without saying you expect the company to produce a sign. You may expect them to design and install the sign as well. It is possible that you know exactly what you need and how it should be made in order to get the most beneficial results from your signage, but it is highly unlikely that you would know as much about signs, their benefits and cots and the best placement to maximize your investment, as the sign producer, especially one who has years of experience, and possibly some formal qualifications in the field.

Trusting your signage manufacturer means you believe they have some knowledge you don’t have. In addition you are not only looking for a sign, but if the signage business is a decent one, they will make sure that your purchase is an investment so that your sign helps to generate more income than it costs. In order for this to happen it means that you also value the experience of your supplier, you value the expertise of your supplier and you are quite right to expect a level of after sales service. The question from the sign suppliers perspective is what is the commercial value of these additional – add on – benefits, and what, if anything, Is my client prepared to pay for these benefits.

At SignForce the senior management have a depth of knowledge and experience in signage – as can be expected after more than 20 years in signage – but also have a depth of knowledge in marketing, visibility, design and project management, which means that when you use SignForce you are investing in a team that will gladly take on and supervise your signage project with the intention of making you look good, ensuring you signs work and your deadlines are met.

Contact SignForce now on info@sgnforce.co.za or call 27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413 for all your signage requirements as well as for advice on signage and what signage will work best for your unique business.

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

Illuminated 3D signs

Posted on by
3D signage

3D sign, internally illuminated

 

Signage is a simple industry, that is until it IS NOT.

Signage is one of the few industries this writer is aware of that has almost ZERO barriers to entry, with the resulting HIGH level of competition that one would expect from an industry that is established, simple and requires very little specialized knowledge or specialized equipment.

Since signage has been sound for thousands of years – yes literally (but not quite the way it is today) signage seems to be a simple industry to get into. And in reality for the most part signage is a simple industry.

As with any industry – or sport – it is very simple to be a spectator and KNOW what the ‘experts’ or players should be doi9ng, but when one suddenly finds yourself say on center court at Flushing Meadows facing a serve from Ivan Lendl (https://en.wikipedia.org/wiki/Ivan_Lendl) what always seemed like a simple move is suddenly more than overwhelming. I can attest to this from personal experience, as for kicks I was asked to face a serve or two from Mr. Lendl. Needless to say, he had the first tennis ball back in his hand BEFORE my tennis racquet HAD MOVED!!!

As the saying goes, professional’s make complex tasks look simple, mostly because they PRACTICE over and over and over again, so when they get to face an unusual situation – or a sign that looks simple but is in fact highly complex to produce in 3D format – the time practicing allows one to come up with workable solutions.

The YINGLI SOLAR sign at the top of this post is one such sign. Looking at the sign one would never imagine the multitude of ways the sign can be produced to create the desired 3D look and feel the client desired.

SignForce managed to produce the internally illuminated 3D sign after some interesting fabrication were assessed, and got the sign out ON TIME! And ON BUDGET!

When you are in the market looking for signs that have a strict deadline and a set budget, SignForce is the supplier for you.

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

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

 

Is Branding, Signage and Brand Image Important – or are we all just Superficial?

Posted on by

Vehicle Branding creates brand awareness and familiarity

Is Branding and Brand Image Important or are we all just Superficial?

A short while ago I was at a supplier collecting some paint when I looked out at the SignForce vehicle in the parking lot, the same vehicle I see EVERY DAY, the same vehicle that I drive when necessary, the same vehicle ALL our customers and prospective customers and our suppliers see, a SignForce vehicle that is on the road almost seven days a week, but which I only SAW for the first time in a long time, and realized the vehicle was EXCEPTIONALLY TIRED.

The reality is that seeing the vehicle day in and day out makes one unaware of how the vehicle looks. The slight smudge mark, the additional small scratch, the discoloring paint all seem to be the same as they were the day, week, month and year before because one gets used to seeing the same thing over and over again.

The problem comes in that we assume that everyone else sees the same thing we see, except the NEW EYES do NOT see what we see. Then new eyes seeing the vehicle for the first time do not know the company, do not know the product, do not know the quality and do not know the service. All the new eyes see is a vehicle that represents the business, in whatever manner the vehicle presents itself.

They say you only get ONE CHANCE to create a FIRST IMPRESSION, and your vehicle or brand or product or yourself will be judged on that first appearance and how the new eyes perceive it or you.

Does this FIRST IMPRESSION ‘rule’ make us viewers superficial?

According to ChatGPT, the latest Guru which knows it all, “people are not necessarily superficial because they make up their minds on first impressions. In some cases, people may form an opinion quickly based on a first impression, but there are many other factors to consider before making a judgment.” The writer tends to disagree as in many cases the judgement is made on the first impression because there is never any further engagement.

This brings to mind a story of the old STAX sore in the West Rand. Many years ago STAX was about to close one store while another was being built. The store had not been very profitable and management decided it would be better for the business to close the store and start from scratch in about 18 months when the new store opened. SignForce was asked to remove the current signage and make it more presentable (the 3D letters were not illuminating, were broken and had actually become the home for some birds with their nest being built in the broken letter. The signs were given a low cost refurbishment so the store could have a closing down sale and then the signs would be taken down and repurposed.

The signs were refurbished and before the closing down sale was announced the store sales started picking up. On investigation it was found that because the location was pretty much a white elephant with very few trading tenants, and because the STAX signs were in such a state of disrepair, patrons – existing and prospective – assumed the store had closed down and moved, so they were shopping elsewhere. The store did eventually close but only when the new store was ready some 18 months later.

To me this demonstrates the importance people, prospects and patrons place on knowing that the projected impression is a positive one, that the business image is what is expected and that the image is what the business WANTS to project.

In SignForce’s case the vehicle in question was certainly NOT projecting the professional image that one would expect from a professional imaging business, so the vehicle was given a non surgical face lift – inside and out – bringing the vehicle’s branding and image in line with the professional business the vehicle represents.

In reality the refurbished vehicle does more than create a better image for new viewers, it also makes the staff more proud and more aware of the vehicle – like getting a new vehicle does – so that everyone is more aware that the vehicle needs to be treated well – definitely better than the ‘old’ vehicle was treated.

The upgrade has also been noticed by existing clients who have expressed how they feel more comfortable with the NEW vehicle being on their premises. One seldom thinks about an old vehicle possibly dripping oil on someone’s paving, but new vehicles make one more comfortable that the vehicle will be running better.

As SignForce have seen with the perception created by the ‘new’ vehicle, our branding and business image are help create the important identity for SignForce. The same applies to ANY company or organization. If your branding and identity are not reflecting the image your business WANTS to project, it could be a simple thing such as the signage – read that as branding – is tired or dirty. (On the note of dirty signs how often do businesses clean or dust their signs, even though the TOP of the sign may not regularly be viewed? It is something we at SignForce are aware of and offer a s a service if your cleaners are not happy to clean your signs. A dirty sign has a negative impact on people who see the dirt before they come into the store and leaves them subconsciously wondering what else is not being cleaned.

Business image and branding in order to create a strong brand and business image can be essential to help differentiate your company from your competitors. In fact people are known to create EMOTIONAL connections with brands – look at Apple and it’s RAVING FANS – who swear by their emotional connection with the company, partly because of it’s branding and consistent image.

Branding can help build trust and loyalty with customers, which in tern can lead to increased customer retention, higher customer satisfaction and ultimately a significantly better bottom line for the branded business.

Branding creates FRAMILIRIATY which makes people feel more comfortable and more likely to keep your business, your brands and your product front of mind.

In summary a strong brand helps create a strong business image which together with a positive experience when using your business, can also help to create a positive reputation,

If you are looking for a full service signage company to assist with you projecting the business image you desire through excellent branding contact SignForce now on info@signforce.co.za or WhatsApp +27 (0)82 558 6413 or call +27 (0)11 440 7525

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

#Branding, #VehicleBranding, #Businessimage, #Signage

#

Why would any entrepreneur want to get into the signage industry

Posted on by

Why would any entrepreneur want to get into the signage industry

There are a number of positive reasons to get into the signage business.

In the modern world where AI is starting to impact a large number of opportunities, signage included, the manufacture and installation of signage is still very labour intensive. Design of signage is definitely being threatened by AI, and this could well have an impact on sign businesses, but from the writers experience AI generated signs are not yet very practical to manufactured, so for the foreseeable future humans will still be required to manufacture signage.

Another advantage of the signage industry is there are advances being made which include digital boards that are becoming more and more popular.

Some factors potential entrepreneurs should be aware of when planning on opening a sign business include location, equipment and machinery, licensing, regulations and compliance administration, advertising, networking, staffing and administration.:

Location: While location is currently less concerning than it has been in the past, with the move to buying local there is a good chance that in the future location will once again become a large factor in costing and people’s requirements for signage. When considering location a potential signage entrepreneur should consider the location of their sign business and the proximity to their target customers as it may become increasingly important to find a location that is convenient to customers who will likely use their services, especially if they are relying on customers to come in off the street.

Equipment: Having the right equipment, machines and sign making tools is essential for a sign business. Potential entrepreneurs should decide what type of signage they will offer and then research the cost and availability of the necessary tools and machines. Depending on the business model and type of signage the sign business intends to market and manufacture, the sign making tools required may vary.

Licensing, Regulation and Administration: Depending on the location of the sign shop, there may be specific licensing and regulation requirements for sign businesses. Potential entrepreneurs should research the specific requirements for their area – be it country or state – and prepare to meet any applicable regulations. This is increasingly important when one wants top be compliant in a country such as South Africa where, unless the correct hands are greased, government and large business contracts will only be issued to businesses that are compliant with a huge number of laws and regulations. In current day South Africa an entrepreneur who intends to remain compliant needs to plan and budget for sufficient compliance staff to remain compliant.

Advertising: Advertising is an important part of running any business, with a sign business being no exception. Potential signage entrepreneurs should consider how they will advertise their services and reach potential customers – see also your intended market. Advertising may vary from networking to online PPC to printed or digital media to name a small number of options.

Networking: Networking with other sign businesses, suppliers, and potential customers can help a sign business grow. Potential signage entrepreneurs should research local networking opportunities and take advantage of them. Sign entrepreneurs should also look at networking with other signage businesses, especially if located in countries like south Africa with shrinking economies or if located in outlying area’s where networking can help the sign business with materials, techniques and other sign industry related updates that may not get to outlying sign businesses.

People. It is believed that every business, sign businesses included, require three main components – like legs of a tripod. Marketing, Finance and People. Marketing covers all types of selling, finance includes ensuring you have sufficient capital to carry the business through the first months of operation – including understanding that not all clients will be paying on time – and employing the correct staff or contractors. If the right people are employed the business can thrive. Likewise, poor recruiting decisions can be extremely costly to the point of closing down a sign business.

Administration – also called accounting or finance – is ensuring that there is a constant flow of cash. Most businesses that die die as a result of poor cash flow. It is as important for the sign business to sell at a profit – important part of administration and sales – as it is to collect the money, as in the modern world it is increasingly common for payments to be delayed, and delayed payments can cost the sign business both in terms of relationships and lack of cash flow.

If you are looking to enter the signage industry SignForce, with almost 40 years experience, are willing to talk.

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

the SignForce website at http://www.signforce.co.za

WHO designs your business signage?

Posted on by

Who DESIGNS your businesses Signage

I know this question sounds rhetorical, but it is actually a serious question.

In our experience, depending on the size of your business and your budget, the DESIGNER will range from the business owner to an upmarket outsourced design team. This may involve a LOT of different people, but how many of these people are actually SIGNAGE specialists?

The reason I am asking is that in our experience, especially for businesses with a smaller budget, the sign is designed on PAPER.

This may seem obvious, but what does it actually mean. Let me take you through a process to explain.

You, the needer of the sign, either have a great idea yourself or get an DESIGNER to come up with your CI – Corporate Identity – such as your logo, your business cards, your letter heads and the like. Your SIGNAGE is generally an AFTER THOUGHT and as such will simply be a physical representation of said CI.

Most times this is not only acceptable, it is also practical and sensible. The issue may come when you, the purchaser of the sign, now approach THREE (we will use best practice) sign businesses to make the sign or signs for you.

Standard process is to get three quotes and possibly ask each sign manufacturer for a visual representation of what they are selling you.

This is where the aforementioned PAPER design comes in.

What is most likely to happen is that each of the three sign businesses with trace your logo – unless you supply them all with vector format artwork – and superimpose said copied drawing onto a picture showing an artist impression of what the finished product will look like.

As a buyer you will assess the pictures to make sure that YOU are happy they look like what you are looking for, and then assess the quotes on PRICE. This is pretty much standard practice.

The difference in PRICE will most likely be attributed to the three competitors making different profits, as our standard assumption is that ALL sign businesses will use the SAME material and they will ALL make the sign the same way.

This is where things tend to get VERY MURKY.

You see, a sign is not a sign is not a sign. What do I mean. Well on paper the signs ALL look the same or extremely similar. This is paper design. HOWEVER, a sign can be MADE from many different materials, some of which even some sign manufacturers are not aware of. (This may be a topic for another, separate, article.)

So while you the buyer THINK (or ASSUME) that all the signs are made from the same material and will be made the same way, this is not necessarily true.

So what would we as a sign manufacturer recommend?

  1. Make sure you get a breakdown of MATERIALS that will be used when you get the quote. If the quote is too vague, ASK for detailed descriptions. This may seem obvious but is not. Also this is because even some of the same generically named materials – think of KLEENEX when referring to a facial tissue – can have HUGE variances in pricing, because some are meant for internal use only and others are made for long term outdoor use and carry appropriate guarantees, BUT ALSO COME AT substantially HIGHER PRICES.

  2. Try partner with a signage company that can design – preferably one that has experience – to create a CI together with manufacturing specifications. This is what most large businesses do. This has the benefit that when asking for a quote they rightfully EXPECT that they are comparing apples with apples, by not leaving the design to the manufacturer who may operate in a different market and may be so focused on value for money – as in being cheap – that they do not see the LONG TERM cost of the materials they use.

    A simple story best illustrates this. The writer had some plumbing done at his home. When the plumber took the writer to purchase the material the plumber advised what to buy, which is what happened. A few years later there was a problem with the water pressure. A different plumber was called in and the writer was advised that the pipes that were used were to thin and should have been the next size up. The saving at the time was in the region of USD1. The repair cost thousands.

  3. Educate yourself enough to know what different materials do, their expected life and the different costs involved. This can take a long time, but it does not need to. When getting the three quotes, ASK questions. This will generally make the sales people more honest, especially if they know you will be asking their competitors the SAME questions. It will also make the sales people aware that they may need to advise on different materials as this will display THEIR knowledge, making you, the buyer more comfortable and building trust.

If you are in the market for business signs, SignForce is available to assist. We have an experienced design team that are capable of designing made for purpose and made to fit signs.

Contact SignForce now on http://www.signforce.co.za or email info@signforce.co.za or WhatsApp +27 (0)28 558 6413 or call +27 (0)11 440 7525

What Should One Know BEFORE Entering the Signage Industry?

Posted on by

What Should I know BEFORE I go in to the sign business?

While this SignForce blog space is generally focused on the benefits of signs, the pitfalls of signs and general selling of signs, this post will be different as the writer was recently approached by a family looking to get into the signage industry, and asked about it.

After my initial shock – wondering why would any ‘sane‘ individual – the mom who spoke to me looked and sounded VERY sane – WANT to get into the signage industry.

It is quite possible that I was stressed at the time and thus I was too quick to forget that this was me about 22 years ago. Someone looking to get out of the financial / consulting industry I was in and looking for a new challenge – they do say be careful what you ask for!

I guess that at a time when business is tough I had forgotten all the positive aspects of the signage industry that have served me well for the past two decades, and was more focused on the day to day challenges I was facing.

As a colleague recently mentioned, the signage industry is not for feint of heart, sane people ho want a boring, predictable, regular job where you have structure and know days in advance what your schedule – and life – will look like.

Signage is an extremely dynamic business where, if one is not disciplined, your daily schedule can change every other minute.

On the positive side the signage industry requires one to be a jack of many trades, possibly a master of one or two, with the ability to design, work with multiple materials and SEE (visualize) some things that don’t exist – in the sense that one has to be able to imagine what the end product (that does not exist) will look like AND be able to work backwards from what the end product looks like through the step by step manufacturing process – which may change when actual production begins, so lets add in that being in the signage industry one needs to be extremely FLEXIBLE – to the start which includes determining what materials will WORK to achieve the desired outcome. All this in the most cost effective manner.

While traditional sign writers in the 21st century tended to be artisans that came through the ranks of artists who did some apprenticeship and could go into a one man business, modern signage is more computer generated, and more business like than ever before.

For a modern sign business to be successful the head of the business tends to need to be a marketer and sales person with a BIG PICTURE mentality where one is able to talk to, motivate, lead, inspire and deal with the widest possible range of people – from the MD of a large publicly listed business to an ego driven politician who will never have done a days work in your industry but will always know how to do it better, to the slowest, lowest paid employee in a business who may be required to do the simplest and most important of tasks, without which the work comes to a sudden – not even grinding – HALT.

The need to be able to get all individuals to work together is possibly the second largest challenge, second only to the need to be able to turn off and take time away from work in the modern world where one tends to be expected to be online, on call and available 25 / 8 / 366.

On the other hand, if one possesses the necessary mind set and skill set and is prepared to put in some HARD WORK, working what can be insane hours with little gratitude or reward, then signage can be the most amazing and rewarding industry.

Working in signage can be amazing because it opens doors for a person with a flair for design to put their skills into practical operation. There are seldom two days in a row where signage wok is the same. Signage requires one to think out of the box a LOT more than one would expect, possibly because the industry is dynamic, and client’s can have some EXTREME expectations, from how long a sign will take to produce to what the sign will cost to how long the sign will last to what the sign may look like. 

The signage industry has almost ZERO limitations in design. This means that ten sign businesses – or ten estimators within one sign business – can quote the same sign and come up with 10 different designs, 10 different costs and 10 different structures. It cannot be stressed enough that all 10 designs will ALL look the same on paper, and they will surely ALL work – at least in the short term – but they can (and most likely WILL) be VASTLY different in design, (finished) look, appeal and cost. This is one of the reasons it is so difficult for buyers of signs to compare the offerings of one sign business with another if they do not have detailed specifications on EXACTLY what materials will be used in the manufacturing of the sign, as well as how they will be assembled.

Signage is also an ancient and static yet changing and dynamic industry. Signage is possibly the third oldest profession – ok, that is an exaggeration, especially as physical businesses needed to come first – because it has been around a LONG time. Some ancient techniques are still used to manufacture certain signs, yet there are also new and exciting developments, new materials and a lot more digital processes used in modern day signage.

BUT, even with the new materials and the -progress of digital signs, for the large part signage is still an EXTREMELY LABOUR – read that as PEOPLE – intensive and oriented business. Yes, machines can make a number of modern signs, BUT machines (and AI) have limitations that may mean the client’s reject the signage or the machines cannot make signs with certain materials or they cannot be used to DESIGN certain signs or processes.

This means that until AI can (a) design and think out of the box, (b) get on it’s – their? -hands and knees and climb ladders and drill holes that are nor necessarily ‘straight’ – people employed in the signage industry are sort of secure in the knowledge that like many artisans – plumbers, electricians and the like, the physical elements of the work will not be done away with in the foreseeable future.

SignForce believes that the market is large enough for all competitors, and collaborators, so we at SignForce work closely with a number of our competitors. Because this is our philosophy, we are glad to assist any folks that are as insane as we are and looking to enter the signage with information on the good, the bad and the ugly aspects of the signage industry as we see it.

For more information – or for signs – 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 our website at http://www.signforce.co.za

The 4.5 Secrets of a Successful sign

Posted on by

The 4.5 Secrets of a Successful sign

“Almost any sign is better than no sign – but not always.”

A successful sign needs to follow some basic rules, the most important being:

Legibility, Contrast, Size, Color and Competition.

1. Legibility:

Regardless of the color used, the size and the beauty of your sign, if your sign is not legible, it is not likely to achieve it’s objective of attracting viewers and potential customers. Legibility is determined by a combination of factors including the TEXT SIZE, FONT, TEXT COLOR and CONTRAST.

If the text is too small or too large, it can make the sign difficult or impossible to read. Either way people will most likely not take the time to read or try understand the message, and the sign will not attract the necessary attention, and will fail in it’s objective of attracting prospective customers.

The font you use can have a massive impact the legibility and understanding of your sign and it’s message. The writer remembers a sign that he always believed was for a beer company as the legible part of the sign read BREW. Turns out when the signage was replaced it was a design company. Their sign was almost totally illegible, had too much ‘noise‘ and the font was exceptionally difficult to read, especially in the short time one had to read the sign while driving.

The color of the text relates to both the text itself and the contrast between the text and it’s surrounds.

2. Contrast:

If your sign has little contrast it may look fantastic ion paper and also be classy on small items – badges, folders and the like. The lack of contrast tends to become more of an issue when the sign is large, the time to read is limited and the contrast is so limited that it is not easy to IMMEDIATELY differentiate between the text and the background.

Successful signs need CONTRAST. The greatest contrast is between BLACK and YELLOW. It may not always be practical or possible to use black and yellow – for example if your logo is green or blue or red or a combination – but if your logo is red and you use the same or a slightly different shade of red for the backing, the chances are that if you placed that sign on a billboard, your message would be lost.

3. Size:

In signage, the general rule is BIGGER IS BETTER! While BIGGER IS BETTER is true in the vast majority of cases, it is not always so. The larger the sign the further away the reader can be. That is simple. The larger the sign the larger the text, hence it is more legible from a larger distance. However, if the text is TOO LARGE for signs that need to be read from close up, then size of the sign can distract from the intended message, and at worst end up with the sign looking gaudy and unprofessional – something which could negatively reflect on your brand.

The question of SIZE also impacts the distance the sign may be spaced off a wall or backing board.

Free Floating signage is great in that it enhances a 3D look, makes the sign look modern and professional and helps attract attention while making the business look GOOD. This positive effect can be reversed when a sign is spaced too far off a backing board. If for example, your text is 100 mm high, and you have it spaced 100 mm off the backing board, not only are all the fixings visible – which can look very untidy and unprofessional – the fixings being the same size as the sign (in this example) often makes it look like the owner skimped on the signage, which could have a negative impact on the brand.

4. Color

As already stated color (colour) and contrast are essential for successful signs and signage. It is the writers view that the color you use in your signage should be as close as possible to the colour you use in your other promotional material. A little secret – most people will never see your letterhead close enough to your sign to do an accurate comparison. That said, our subconscious mind is an extremely powerful tool, and will pick up even slight variations that may look incorrect. If your subconscious sees or believes that a sign is incorrect, it is not uncommon for people to rather walk away and try an unknown brand than to use a brand that they know, they recognize and they trust, BUT not the fong kong LOOKING replica. This phenomena has been demonstrated to this writer on a number of occasions. (For more information on this phenomena you are welcome to contact the writer).

siBold colors work well in signs, especially when they contrast with the back ground. Because bold color works well with signage it is always recommended to remember that signs, like music, are not only about what one sees and hears, but about the SPACE around what one sees and the space between the musical notes.

4.5. Competition

Competition is not it’s own number as it may seem a little strange to think about when designing one’s signage, however, like most things in life, signage is SLEDOM seen in isolation.

If you are the only sign on a long road, with nothing else around for miles (kilometres for those on the metric measuring system), you can most likely get sway with almost ANY sign. A hand written board that is too small to generally get noticed could attract attention on a long open road as it is simply not the same as it’s surroundings, and could thus stand out enough to be seen. [Please remember that being seen does not necessarily equal being read or legible].

On the other hand, if you are looking to install a sign in an area that is almost overpopulated with a variety of signs that create sufficient visual pollution to give prospective viewers a head ache, if the sign does not have any ‘special features’ that make the sign stand out from the competition, the sign may not get seen at all.

Competition is a seldom considered factor in signage that has the potential to make a HUGE impact on the success of your sign.

For advise on signs that work contact SignForce now on info@signforce.co.za or call and ask for Arnold on +27 (0)11 440 7525 or WhatsApp Arnold on +27 (0)82 558 6413.

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