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 πŸ™‚

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

What VLAUE does your SIGN and your Signage provider ADD to your BUSINESS?

 

Mambo's Chicken Individual Cut Out Sign

Internally Illuminated 3D cut out sign

What VALUE does your sign add to your business?

If your sign is a MAJOR tool in getting feet into your store (it is!) and thus placing you in the position to SELL to your prospects, what is your sign truly WORTH?

I ask this, not rhetorically, but because all too often we see businesses running on the lines of Best Value – choosing the cheapest supplier – which is great when comparing EXACTLY THE SAME PRODUCTS – but is extremely difficult and can be costly when one is comparing one SERVISE business (signage is a service business) to another.

Yes, when you, the sign buyer, are presented with an artist impression and a quote, you believe that what you are seeing from one service provider is the same as what you are seeing from the competitive service provider. Unfortunately this is SELDOM true. This is because of the nature of signage (meant in every positive way), the range of materials available, the nature (you can call it morals) of the signage company and the reality that even if all else was equal, because signage is as much – if not more – of an art than a science, and most signs are made by hand, every sign will most likely be made differently.

All this aside, even if all the sign company’s you assessed were using the same material, charging the same amount and doing the same job, what would or should YOUR chosen sign company be able to offer YOUR BUSINESS that goes beyond the sign you are looking for.

At SignForce (http://www.signforce.co.za) we have decades of experience in MARKETING and SIGNAGE.

At SignForce weΒ believe in supporting OUR CUSTOMERS, which is one of the reasons SignForce regularly posts pictures and comments of signs we have completed. This may not seem like anything special, we assume ALL sign businesses ‘self promote’ and the self promotion entails ‘SHOWCASING’ THEIR WORK. This is true, but how many sign businesses get more than 80,000 views of a single client’s sign.

If one considers that traditional media base their fees on the number of views one’s insert (advert, post) will receive, how does one measure the added value SignForce is offering our client’s?

If you are looking for signs that WORK, that get feet into your premises, that look good and are value for money, together with the added value of being promoted on the SignForce website, contact SignForce now on +27 (0)11 440 7525 or email info@signforce.co.za

You can find out more about SignForce by visiting 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 fieldΒ  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

Who Will See My Sign

Who will see your sign – and does it matter?

Every business needs a sign! Ask every business owner, or sign manufacturer, and they will ALL tell you that EVERY business needs a sign, because, as the old – make that ancient – maybe even biblical(?) saying goes – “A Business Without A Sign Is A Sign of No Business”.

But, is this saying still true today in the modern work online, work from home, during and post covid world?

Possibly, in this modern world, the question should not be Who will see my sign, but rather WHAT is the modern definition of a sign?

Traditionally ALL signs were physical visual communications that one could touch, put up and take down. Today, while this is still a LARGE part of signage, it is not necessarily ALL there is to signage, as, while we still believe that signs are essential for every business – of course we are biased, we survive off selling SIGNS – the reality is a ‘traditional’ sign may not be valid for a business which is wholly online. But because a traditional sign is not relevant, does not mean NO sign is relevant (We will get back to this later).

WHO see’s the sign will depend a lot on the placement of the sign, the location of the sign, the type of sign, what – if anything – makes the sign STAND OUT and the state of mind of the potential viewer. That is a LOT of factors, many of which the sign owner has ZERO control over.

It is for this reason that the owner of the sign, together with the sign manufacturer, should look at ALL the factors THEY CAN CONTROL.

Before we look at factors we can control, lets look at the one factor we can never have control over – the state of mind of the potential viewer!

Theory is a wonderful thing., It sometimes even accurately predicts some of the things – incidents, events – that happen IN REAL LIFE. I mention this because there is an interesting – I believe excellent – theory by one Jay Abraham – which states that the viewer will most likely NEVER see your sign, article or whatever UNTIL THEY NEED YOUR PRODUCT.

If Mr Abraham is correct, then it is definitely not worth worrying about those people you cannot attract, as they are simply not interested in what you have to offer. And, once again, if Mr Abraham is correct, then best you focus you attention and energy on the people who DO want what you have to offer.

So how do you catch the attention of those people that MAY want what you have to offer? How do you get potential prospects to SEE your sign?

The viewer will most likely only SEE your sign when it is in their line of sight. It should be obvious that if your sign is out of sight, chances are it will not get seen.

Sadly, because your sign IS in line of sight does not necessarily mean it will be SEEN. The chances are better that it will be seen, but there is no guarantee that it will be seen. Sadly, there is never a guarantee.

So if your sign is in line of sight, and the viewer has an interest in what you have to offer, what would make the viewer SEE your sign?

For starters, the greater the contrast ON the sign – for example Black text on a YELLOW backing is more likely to be seen than a BLACK background with DARK GRAY text. The same applies to the surrounding where the sign is located. If you are the only sign for miles, chances are very high your sign will be seen. On the other hand, if you are the only non-illuminated sign among the flashing neon signs on Fremont Street in Vegas, it is almost as if you should not waste your money and time to place a sign as the flashing neon will totally overshadow your non-illuminated sign. There are many additional factors that we will look at in another blog.

For the sign to be SEEN, it also needs to stand out in whatever way possible. The greater the STAND OUT factor of your sign, the more likely it is to be seen, and it’s message – and your brand – remembered. There is however a point where the message can get lost if the sign is too ‘outstanding’.

If you want signs that are an investment – in that they get SEEN, contact SignForce. Our years of experience in Marketing and Signage mean that we are qualified and will do our best to make sure your signs get SEEN.

Contact SignForce now on +27 (0)11 440 7525 or info@signforce.co.za or find out more about SignForce at 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,Β  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

HOW can #SignForce HELP YOU?

How can SignForce HELP YOU?

SignForce is a FULL service sign company – meaning we are either brave or insane enough to take on ALMOST any size job in order to make YOU, our client’s lives easier.

If it makes your BUSINESS VISIBLE, we are the people to assist.

You would be wise to ask WHY we dare make such a BOLD CLAIM

1. The management team at SignForce we have a few years experience, having been at this game – yes, we do have fun so we do see work as a game, played by our TEAM – since 1999.

2. At #SignForce we care about QUALITY and REPUTATION (ours and You, our client’s), which means we UNDERSTAND what a GREAT sign does to increaser and EXPAND your business as well what a POOR QUALITY, NEGATIVE IMAGE does to hinder your business.

3. We understand business – well at least we have the qualifications to say we do. This means that we are likely to have a little more knowledge on MARKETING than most of our competitors. (We don’t mean to brag but who will recognize the value we add if no one knows that our knowledge is thanks to a combination of marketing experience and formal qualifications)

4. We are community minded – ask our community, and

5. When you have SignForce doing the work you get the benefit of our years – actually DECADES – of experience in making MARKETING and making OUR CLIENT’S

Ferrari sign

Ferrari Johannesburg signs by SignForce

BUSINESSES VISIBLE.

To get the MOST out of your SIGNS contact #SignForce now on +27(0)11 440 7525 OR info@signforce.co.za OR http://www.signforce.co.za

What is the difference between 3D, Partial 3D and Flat signs

Image

Having recently being asked the difference between a 3D sign and a FLAT sign, I realized how seldom buyers actually expose their lack of knowledge, but assume that a sign is a sign is a sign, and the difference in cost is mostly related to higher profits.

This article will hopefully remove the uncertainty and assist buyers with their sign investments.

In general a FLAT sign is similar to a print on a piece of paper. It is exactly what the name says – FLAT. There is no depth to the sign, there is no body to the sign, and when one runs their hand along the sign it is FLAT.

A 2D sign – what the attached image states is FLAT is in fact slightly (up to 5 mm) THICKER than a FLAT sign, and when one runs your hand over the face of the sign there will be a definite depth to the sign. This depth is created by the material, and can range from microns to approximately 5 mm.

A partial 3D sign is the same as the 2D sign but has legs aka pins on the rear of the 2D portion making the sign STAND PROUD. The partial 3D has NO SOLID SIDES, so the pins are visible. Partial 3D signs are often used to create HALO ILLUMINATION and also to get the shadow that the sun leaves when it shines onto the sign. Partial 3D signs can vary from about 5 mm to about 125 mm in depth.

3D signs, like partial 3D signs have DFEPTH, but where partial 3D has open sides and the pins or legs are visible, with full 3D signs the sides (known as returns in sign language)close the distance from the front to the rear of the sign. 2D signs are the only way to get full illumination through the FACE of the sign. Also, full 3D signs require the most labor of any of the signs and as such tend to come at a higher cost.

So while the different sign types all require different amounts of labor, different material costs and can be used for different effects – for example halo illumination versus light through the face – they are ALL SIGNS, in that, similar to the difference between a ROLLS ROYCE, a LAMBOGINNI and a DONKEY CART, they are all vehicle that do not require the driver to do much work. They can all get the driver from point A to point B, but the difference is in the luxury of the ride, the PERCEPTION of a viewer of the driver and how long the ride will take – except in signage terms, it is not so much about the length of the drive, but much more about the life of the sign.

A digitally printed FLAT sign will last up to a maximum of three years in the African sun. A painted partial 3D sign should maintain it’s color for up to 7 years if a good automotive paint is used and the face receives more than one coat of paint. If a 3D sign is made with a good quality acrylic or acrylic and Aluminium, the sign could last up to ten years.

Thus, while a 3D sign may require a higher initial investment, if the client is looking to create a professional image that a ROLLS ROYCE or similar vehicle would create, the 3D sign is definitely the way to go. Similarly, if the initial investment of a 3D sign is less than double the initial investment of a flat sign, then one should factor in the life expectancy of the signs, and if the flat sign will require refacing in 3 years but the 3D sign will last an expected 10 years, then unless the 3D sign is more than 3 times the cost of the flat sign, the 3D sign may be a better investment.

Of course, budget is always important, and in reality the signs will ALL make one equally visible if they are all the same size, so in the end it boils down to (a) how much budget one has, (b) how long one wants the sign to last and (c) the kind of impression one wishes to create.

If you are in the market for signs and would like more information on what sign would best suite your business image contact Arnold of SignForce on +27 (0)11 440 7524 or arnold@signforce.co.za

You can visit SignForce’s website at http://www.signforce.co.za

1 Classie Africa – 3D fabricated sign on backing board

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1 Classie Africa

Like many businesses affected by Covid and the subsequent lock down in South Africa, 1 Classie Africa has to have been severely affected, especially their solon’s.

The name 1 Classie Africa is very appropriate. Not only because their locations are spectacular, homely and welcoming, but also because of how welcome the staff – many on training – make all who enter feel. This businesses is impressive!

1 Classie Africa impressed me both for the way they operate AND their business model. Paying them a visit will give you so much more information than any story I can will.

If you are in Braamfontien or Joburg city center and want to get a hair do, nails sorted or simply pop in to see what I am referring to, 1 Classie Africa (http://www.1ca.co.za) is worth the stop.

In case you are wondering, this promotion is unsolicited. The only potential benefit to #SignForce is if 1 Classie Africa decide to allow SignForce to manufacture and install more signs for them.

The sign in the accompanying photo was manufactured and installed by #SignForce.

For classy signs that help promote your business and get feet through your door, contact SignForce on info@signforce.co.za or +27 (0)11 440 7525