Signs Make Your Businees Successful

Signs Make Your Business Successful

OK, apologies up front for the click baiting, as we all know (WE referring to intelligent business folk) this statement is not entirely true, as there are MANY factors that make a business successful.

In general, from what this writer has observed, success in business is more often than not a result of doing the slog work, doing the same correct (that is imperative) behavior over and over and over and over and over – you get the point – beyond the point of boredom, beyond the point of repetition, to the point where one can literally do the task in one’s sleep. This is sometimes referred to as achieving efficiency at the task, and it is said this takes 10,000 HOURS of the same task.

Another part of the success of a business is MARKETING and SELLING. Without sales there is no money for product development, no money to train and pay staff (someone may want to point this out to the current anc leaders who have reportedly managed to bankrupt their 109 year old organization) and no money to grow your business.

Now marketing and sales a re multi faceted and not entirely the focus of this blog, but I would like to focus on #SIGNAGE – the one part of that marketing puzzle that SignForce sells. We do advise on signage in order to ensure your spending on signage is an investment, but we tend to do this for free (not great for our business turnover in the short term, but we never claimed to be great sales people). If anyone wants to take me for a drink I can explain the difference between TECHNICAL SELLERS (SignForce’s sales staff) and GREAT SELLERS (who tend to sell on emotion).

Signs SELL! So does collaboration 🙂

I have known this for many years and have seen many examples from our own billboard on the M1 highway to what happened with STAX (many years ago) when they upgraded their signage at a loss making store that was being prepped for closure, but I was reminded of this a few weeks ago when one of our clients informed the writer that he spotted SignForce when he passed out pylon.

The point of this ramble is that if you want your business to succeed, especially if you are a business that has physical products or a physical premises, you should certainly consider SIGNAGE as an integral – and initial – step in promoting your business.

SignForce LOVES assisting new and small businesses. This does not mean we are going to give you your signs for free, but we will do what we can to make your business visible in a manner that can help your business grow – both to pay us AND to help you grow.

For more information on how SignForce can assist your business contact us now on info@signforce.co.za or call +27(0)11 440 7525

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

SignForce’s invisible sign – well almost

SignForce’s Magic, Invisible (almost) Promotional Sign

SignForce 'invisible' sign

Partially Invisible Sign

Partially Invisible Sign

The header may be a little misleading, as it isn’t the entire sign that is invisible, only the one section, the section that allows the comma to the top right to seem as though it is suspended in mid air.

X – the 24th letter in the English alphabet.

On it’s own an X says nothing, but it can also say much.

The symbol X (also known as a cross from your association with an X in school) has many connotations, from the X in the alphabet to the cross at school to the depicted X which is the associated marketing symbol for The Mix Waterfall (https://themixwaterfall.co.za)

For the SignForce team this X that is displayed facing north on the west of the roof of the Mall Of Africa shopping center in Midrand, Gauteng is a great showcase of our experience, talent, technical skill and ability to put into practice the ‘magic‘ we so often tell our clients and prospects we are capable of creating.

What is the first thing you see when you look at the X in the picture?

From what we are told the first thing most viewers see when they see the X in the photo is the visual illusion of the ‘suspended’ comma on the top right of the red X sign.

Visual open space or unattached elements on a logo or graphic is simple to create and reproduce when looking at a piece of paper. The ‘open space’ helps enhance the graphic and add impact to the visual.

For signage – something that is physical, something that can be touched, this is not always easy to create.

Have you ever heard of a SKY HOOK?, something that helps one suspended something, anything, from the sky?

This may be simple when one looks at a helium balloon or something similar, however the game seems to change when the ‘suspended’ element consists of painted steel which is over 1,000 millimeters wide. How does one ‘hang’ a piece of steel from the sky?

The photo above is testament to the illusion SignForce successfully created for our client, and we know SignForce can do the same for your business and your promotional campaigns.

If you or anyone you know are a looking for signs that may require special effects, SignForce is available to assist.

Contact SignForce on +27(0)11 440 7525 or info@signforce.co.za

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

Is there a limit on the sign job that SignForce will take on?

High Rise Large Format Banner Removal

High Rise Large Format Banner Removal by SignForce

The quick answer to the question “Is there a limit on the sign job that SignForce will take on?” is YES, and NO.

Being in the custom sign business, #SignForce is in the business of taking on some really small and drastically LARGE sign work. So in reality, YES, there are some limits to the work that SignForce will take on – you can read that ‘some’ as very few :-), and NO, we will not limit our creativity and will generally take on any PAYING job if the sign will achieve the client’s objectives and there is money to be made.

These photo’s are intended to show the size of sign as well as height work that SignForce will gladly take on.

One fascinating thing about signage is that the visual on a sign gets smaller and smaller (to the naked eye) the higher it is installed. Put simply, the higher the sign the larger it needs to be in order to be legible, and more so to be legible from a DISTANCE.  It is for this reason that even though a sign looks MASSIVE when one stands close, the same MASSIVE sign will almost look small when it is installed AT HEIGHT, and needs to be viewed from a distance.

With our years of experience SignForce is well placed to help you make sure your investment in your sign pays off, in that it can be VIEWED and READ from a distance.

Contact SignForce now to assist with your signage. We are available at +27 (0)11 440 7525 or you can email SignForce at info@signforce.co.za

You can find out more about SignForce at http://www.signforce.co.za

 

Signage – not a business of life and death – UNTIL IT IS!

Ripped Banner

Banner sign

Signage – not a business of life and death – UNTIL IT IS!

The image above is of a banner sign that has weathered to the point where it is disintegrating leaving the ‘bar’ exposed.

One advantage of being in the signage business is that unlike doctors, we don’t have to be on call 24 hours a day as we are NOT in the business of LIFE AND DEATH.

Generally, signs are not so important that a missed deadline will result in people dying or something similarly negative. Signs go up, they are part of a marketing campaign, they live, and people move on.

This is GENMERALLY the case, but not necessarily the case when one is building (or working with) PYLONS, BILLBOARDS or AT HEIGHT work.

Why can PYLONS, BILLBOARDS or AT HEIGHT work be life threatening.

Lets start with Pylons and Billboards. Both HIGH, HEAVY steel structures. Lets imagine a 14 meter tall pylon. 14 meters equates to just under five stories. Now imagine if that had to fall down. It would cause some SERIOUS damage, either to property or life. It is for this reason PYLONS and BILLBOARDS can be considered matters of life and death.

AT HEIGHT work refers to signs that are HIGH. Imagine a sign that is 10 stories up, or one that is 30 stories up, or even a sign that is 2 stories up. What COULD happen if a sign – or a piece of one – at that height falls.

Signs need to be insured and maintained, and certain signs need to be replaced at regular intervals. Some are six monthly, some five to seven yearly.

The one constant is that when a sign deteriorates, it will do so slowly and then like an avalanche, once it gains sufficient momentum, it will happen VERY FAST.

It is when signs deteriorate that suddenly, signage becomes a matter of life and death.

If you have signs that are aging and in need of removal, maintenance and / or repair, SignForce can assist.

Contact SignForce now on +27 (0)11 440 7525 or email info@signforce.co.za

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

 

Why SignForce!

SignForce Pylon

Any Size pylon or billboard to suite YOUR needs

Why SignForce!

This ambiguous phrase could be a question just as well as an answer – as such, we will both ask and answer the question.

What makes SignForce unique?’

Obviously the people. No two people are alike, so the people make SignForce unique. However, that same argument is applicable to EVERY business. Not only businesses that design, manufacture and install signs.

SignForce’s USP – Unique Selling Proposition – is the experience we at SignForce strive to (and mostly achieve) create for our clients, as well as the fact that SignForce is a SOLUTIONS based SIGANGE business, meaning we seek solutions – whatever they may be – to your visual communication concerns, issues and questions.

SignForce has a fairly unique skill set in that we CAN and DO offer MARKETING advice, and we are fortunate hat said advice, while being largely logical, is also based on and backed by formal qualifications in the marketing and financial fields. It is for this reason that we firmly believe that ANY money spent on signs should be an INVESTMENT. If your sign does not bring in feet or catch people’s attention or achieve whatever it’s desired purpose is, then in our opinion, the expenditure on your sign is a failure.

Yes, we may offer some top left field  idea’s – but these tend to work. Talking to people much more experienced in international marketing than ourselves, it seems the more uncomfortable you feel when you see the proposed idea, the higher the probability that the sign will be noticed – and achieve it’s objective.

Part of SignForce striving to create a positive EXPERIENCE when dealing with us is to provide FAIRLY priced, intelligently made, value for money signs.

Part of creating value for money means that we need to stay ahead of our competitors when it comes to being informed about new materials on the market, and figuring out if and how the new products – or sometimes old products – can be repurposed to give our clients the best possible value.

Call SignForce today to see how we can help you get your name and message out there – our all time favorite activity, as when our client’s expand, it helps SignForce expand. We are definitely long term thinkers, in it for the long game.

Call SignForce today on +27 (0)11 440 7525 or email us on info@signforce.co.za

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

I need a sign and I have a DRILL

Drills and Signs

Using a Drill for a Sign

I have a drill!

But that doesn’t mean I need to, or should, use it!

Life is short. Life can be serious! Business or work is ‘serious”.

But life doesn’t always have to be serious, or at least some things can be amusing.

Life can be made funny when we try to be everything to everyone, or when we try ude the drill – because we have one!

I am all for training, and learning through trial and error, so please, go ahead and play with your drill.

That said, there are times when it is beneficial to allow what we term ‘professionals’ to do the work. What makes one a ‘professional’? Generally hours and hours and days and days leading to years and years of practice. It has been said that in order for one to be truly proficient in your work you need to put in 10,000 hours.

10,000 hours equates to just under 417 days. Broken down into eight hour days that 10,000 hours is 1,250 ‘work’ days- that equates to 62.5 months, or just over FIVE years! Five years of doing the same thing, day in and day out. It is for this reason we can watch a ‘professional’ ‘play’ with a grinder – a tool that must always be respected – as if it is nothing. It is normal for him as he works with it DAILY. And after 20 plus tears, it is second nature.

While employing the professional to do certain work may cost a bit more than doing it oneself, it certainly can make life easier, even if it is less entertaining for the onlooker.

The advantage of allowing professionals – people who do the same tasks over and over and over on a daily basis – to do the work is that, because they do the same work repetitively, they learn what is generally referred to as the ‘tricks of the trade’.

Being a ‘do it yourselfer’ is admirable and great – and I believe is important, possibly because I am one myself – and it can even save one money when done correctly, but the university of life is not free, or even cheap, so expect to make some costly mistakes along the way. These ‘mistakes’ are the best way to learn, but they are often costly.

If you would like to manufacture a sign or install a sign save yourself time and possibly even money by calling #SignForce – the professionals.

For advice on signs or to order signs contact SignForce now on +27 (0)11 440 7525 or info@signforce.co.za

You can find out more about SignForce by visiting http://signforce.co.za

 

Anyone Can Make a Sign!

 

Illuminated Signs

Internally Illuminated Sign

Like us, I am sure many of our competitors have heard client’s make the comment that ANYONE CAN MAKE A SIGN. In fact SignForce have seen it more than once where what we would view as prospective clients call us in t get technical details so they can make their own signs.

While, at some level, it is true that almost anyone – literally anyone – can make a sign – yes, even the drawing your two year old draws using wax crayons can be considered a sign – in order to make a TECHNICAL signs that WORK – with work being defined as a sign that achieves it’s objective or objectives – may take a little more practice, experience and expertise.

As with all spectator sports, it always looks very easy to get it 100% right 100% of the time. That is the beauty of being a spectator. When, for example,  one faces the likes of Ivan Lendl on a tennis court – yes been there at Flushing Meadows – I can assure you the reality is WAY MORE SCARY!

Because things are not always as they seem in real life – and we certainly don’t know what we don’t know – if you are looking for a sign that makes your business STAND OUT, that will WORK and that is COMPETITIVELY PRICED, SignForce is the team to talk to.

With MANY years experience in SIGNAGE and general MARKETING, SignForce can offer you unique input on what sign should work best for your business and your environment, a skill and benefit to you that differentiates SignForce from many of our competitors.

Contact SignForce not on +27 (0)11 440 7525 or info@signforce.co.za.

You can also get more information on SignForce by visiting http://www.signforce.co.za

When marketing is a priority, SIGN!

#SIGN – refers to a NUMBER of marketing tools in a business (as well as a person’s signature – but for the purpose of this article we are not interested in that).

So when business is SLOW – SELL, SELL, SELL, or maybe put slightly differently, do your best to MARKET and SELL your product(s) and services. This is especially true in shrinking economies.

Marketing during difficult times is one of the most counter intuitive acts that can be instituted, but history has shown if a business can survive or even grow in shrinking environments, they are most likely to thrive if or when the market turns.

SIGNS assist with both marketing and sales. Signs do this by (1) acting as a silent sales person (2) the silent sales person comes as a once off expense (for a period of between 12 and 60 months) by (3) making your product or business visible (4) potentially 24 hours a day while (5) allowing clients and prospective clients to see where you are and that you exist.

The image above is for ROGER WOLFSON & ASSOCIATES, a Johannesburg based Prosthetist, who, since he decided to display his wares on LARGE signs in front of his business has been more visible and thus getting more inquiries for his products.

If the 5 reasons above – and the Roger Wolfson example –  are not enough to convince you that your business needs a SIGN, contact Arnold on +27 (0)82 558 6413 or arnold@signforce.co.za and ask for case studies that show where and how SIGNS are quite possibly one of the best investments your business can make, especially in troubled times.

Secret #Signage

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

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

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

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

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

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

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

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

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

Regards

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

http://www.signforce.co.za

contact us on info@signforce.co.za

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

How will the SUN affect the life of my sign?

Digital print; large signs, pylons, billboards

How drastic is the effect of the African sun on a digital print

20130507_090940

Does the SUN truly affect the life of a sign?

The short answer is YES.

The two attached photo’s are of a sign in Johannesburg. This is not one of SignForce’s customers, but it is a brilliant sign to demonstrate the drastic effect the sun can have on a sign.

Some background.  The sign was installed about two years ago, and is a full colour digital print. I do not know what printer was used, although for this article that is not relevant, as although different printers may have different life expectancy’s, it can be assumed that both prints were printed on the same machine, so they should have the same life expectancy.

The ‘white’ face is north facing, and the ‘yellow’ face is west facing. The big difference is that the north facing sign gets full sun the whole day and the west facing sign, while it gets the strong ‘western’ sun, only gets sun exposure for about four hours a day.

The results of colour fade are evident in the difference in colour of the two faces of the sign.

In Southern Africa a digital print is only expected to last a maximum of three years, with the life expectancy being dependent on:

  1. The colours that are used – reds and lighter colours will fade quicker,
  2. The printer being used – at SignForce we mostly use a Roland VP540 with original inks that are shown to last better than most in the harsh African sun, and
  3. The position of the sign, including daily length of time the sun will be exposed to the sun.

Although it may not always be a financially viable option, when a sign has no half-tones (that is no shadings) and if the design is uncomplicated, the life expectancy of the sign may sometimes be increased by using cut vinyl that has a life expectancy of between five and seven years. As mentioned, it may not always be financially viable as even with inflation linked increased printing costs, it may be more cost effective for the sign to be reprinted every 30 to 42 months, with a fresh face and possibly even a fresh design improving the signs return on investment.

For further information on the digital printing, or if you are in the market for professional looking signs at “FAIR VLAUE”, or if you would like advice on how best to project your business’s image while considering any funds you spend on marketing and signs as an investment, contact the writer now at arnold@signforce.co.za or david@signforce.co.za and use the subject line: ADVICE PLEASE.