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

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 we 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

SignForce – supporting SMALL BUSINESS and COMMUNITY!

As SignForce is a small business, run along family nd community principles, while believing in community and in profits.

SignForce  need to make profits in order to support small businesses (we are fairly priced, but are not a charity), especially businesses in and around our community. The support SignForce can offer is especially relevant in theses tough, turbulent and uncertain times.

How we at SignForce support our community businesses is by offering small and start up (new)  businesses professional signs with exceptional advice and payment options that can assist them with their cashflow – generally by allowing the business to pay a deposit and then allowing the signs to be paid off, generally over a couple of months.

If you are a new or small or struggling business who believes that SIGNAGE will help improve your business, but you are concerned about the cost, you SHOULD be contacting SignForce NOW!!!

Contact SignForce now on +27(0)11 440 7525 or email arnold@signforce.co.za and mention SMALL BUSINESS SUPPORT in your subject line.

 

How do I know what sign would work best for my business?

How do I know what sign would work best for my business?

This is not a simple question to answer.

What will work best for one business may not work best for another business or even a similar business in a different location.

When deciding what sign or signs will work best for your business, it is worth getting input from a signage professional (we have a few at SignForce) who can advise on the different types of signs while taking heed of your budget and what you intend for your sign to achieve.

A general guideline is that your sign needs to STAND OUT, be VISIBLE and convey your intended MESSAGE in a manner that will make the sign achieve it’s intended objective.

If you are a retail outlet, your sign requirements are generally also be dictated by your landlord, especially in malls or shopping centers.

As a general rule illuminated signs work better when the light projects through the face of the sign, as opposed to the sign being HALO illuminated, where the light is reflected of the backing BEHIND the sign, especially if the sign is required to be read from a distance.

In addition to location and landlord requirements, what sign will work best for your business will depend on (1) your budget, (2) where the signs are to be located – for example not all retail outlets allow for the sign to project from the outlet, (3) what message you want the sign to deliver and (4) how far from the signs the reader needs to read the sign.

For a no obligation consultation to assist you to find what signs will best fit your budget and work best for your business contact SignForce now on 0861 744 636 or +27 (0)11 440 7525 or info@signforce.co.za

Who advises your business on signs?

Who advises you on the signs you need?

I was recently asked to meet a prospect at their business premises where the brief was so vague that it is almost impossible to quote.

While that is a common challenge – especially for internet inquiries – it is seldom the case when we meet face to face on site. However, that is not the issue. What is more important is that the client had recently renovated their premises, and because they were so intimately involved, they did not seem to notice that the doorway from their reception to the offices had a step which is not only almost invisible, it is also such a strange height that someone is bound to trip over the step.

While the client HAS requested a DISCLAIMER – something that EVERY BUSINESS should have, a disclaimer on it’s own may not cover the landlord when someone injures themselves because the landlord has been made aware of the danger of the step, and if they do not protect their staff and visitors, they could be liable in the event of an injury.

Having a professional sign consultant come in to advise may not mean that all the bases are covered, but at worst it is a fresh pair of eyes looking at your premises, and at best you may find that the advise you get saves you money, and even more importantly, if the signs do what we at SignForce believe they are supposed to do – be a great marketing tool meant to attract more prospects to your business so you can sell more products and services, you will have benefited greatly.

At SignForce we believe it is worth paying for the advise of a professional so that you don’t feel compelled to use the supplier to provide the signs, while still getting the maximum benefit.

At SignForce we believe in offering advise, it is how we have built our reputation over the past 15 years, so if the market for signs that are intended to help you improve your business, email arnold@signforce.co.za or david@signforce.co.za and let us help you grow your business.

http:www.signforce.co.za

Is SIGN QUALITY more, as or less important than PRICE

Is quality dead and should it be buried?

Riding the emotional roller coaster that is life, especially in the soft economy that we are currently experiencing in South Africa in 2014, I have been wondering more and more about whether people are becoming so desensitized and expecting of poor service and poor quality that they are simply no longer prepared to BUY QUALITY and would rather look at the short term cost.

At SignForce we focus on giving advice and delivering the best quality signs we can. When we offer advice it is because we believe the signs we recommend will IMPROVE OUR CLIENT’S BUSINESS – and we want our clients to GROW so we can grow with them.

There have been occasions when we have advised against our client’s buying certain signs because we look at our clients business as our own, and if we feel we would not spend OUR money on a specific sign, then we advise our clients AGAINST spending their money.

In general we have found this works for SignForce because it entrenches SignForce’s integrity and ensures that the advice we offer is in our client’s best interest. We are very aware that we are not always correct, but we do bring a number of years of marketing studies and practical experience to the table, so more often than not our advice WORKS.

Of course going to site to assess and offer the advice comes at a cost, and more and more of late we are finding that prospects are looking to us for the advice yet not going with SignForce for the final manufacture and installation of the signs because they can show our designs – designs which incorporate our advice, experience and expertise – to our competitors who may use different materials and then charge less for the final product.

Yes, it is true we do charge a small premium for our advice and expertise, but more importantly we charge because we only believe in using QUALITY products, and we believe our advise and products will earn the small premium we charge back to our clients over and over and over again. We also honor our guarantees, we carry insurance and we pay our staff a fair, living wage. We also build in a small fee because we are very aware that if we called ourselves a DESIGN or BRAND SPECIALIST company this would be the norm, but for some reason the sign industry’s design aspect – one of our highest costs – seems to be viewed and expected as a ‘free service’. Any idea’s on how we can change this perception will be greatly appreciated.

That we lose jobs and long standing clients to competitors who do not necessarily use the same structural designs or materials we do but DO come in at lower prices makes me wonder if we are not nurturing our relationships enough or if our prospects are simply becoming more and more price sensitive to the point where they are prepared to invest in the same sign more than once over the expected life of the sign simply to save a buck now. (SignForce have seen time and time again the HIGHER long term cost of using lower cost materials which is why we do not).  Are SignForce in fact farting against thunder by believing in quality and service? Does the market dictate that we join the masses and ignore quality?

If you are in the market for professional looking, quality signs, or simply require advice [you are prepared to pay for] on how best to get your business seen – email arnold@signforce.co.zaor david@signforce.co.zausing the subject line: ADVICE PLEASE and we will get back to you as soon as possible.

http:www.signforce.co.za

What type of sign does my business need?

What kind of sign does my business need?

One of the most important decisions that you can make about your business signs is ‘What  kind of sign’ is going to be best for your business taking into account:

(a) what the sign is intended to achieve,

(b) your businesses location and

(c) your budget.

While it may seem ‘obvious’ that as your sign supplier I want you to spend as much as possible on your sign, it is important for me to remember that it is not about me, but rather what is best for your business and from SignForce’s perspective, our future relationship as your business grows and prospers.

I find it is ALWAYS best to start with knowing and understanding what your sign needs to achieve.

If, for example, your sign is intended solely to make a statement that YOU as a business “HAVE ARRIVED”, then an excessively large sign may work and do well to get your desired message across. If, on the other hand you want people to see your sign as an invitation to visit and come into your premises, then the said large sign may result in you spending more than was necessary, and may be costing you business by dissuading potential customers from entering your premises because the sign is not the correct type of sign for your intended target market.

Generally signs will be used to invite, inform, direct and persuade potential readers.

An example of a sign that ‘invites‘ could be a store front sign that is intended to ‘invite’ the reader into your store. Because the sign is intended to invite the reader into your store, the sign needs to be able to stand out from the surrounding signs and environment. For example, if your store sells fast food in the fast food area of a shopping mall, and your competitors all have beautifully decorated illuminated signs, unless your sign is equally beautiful and illuminated, possibly with an additional dimension like flashing lights or a lifestyle picture showing someone enjoying one of your meals, the chances are that your potential clients will overlook your sign and your business, thus potentially costing you money. While ‘invitational’ signs can be decorated Chromadek (treated metal), this is often not allowed by shopping centers, and may not achieve your desired effect. Often fabricated,3D signs are used for invitational signs.

 An example of a sign intended to ‘inform‘ is a street sign or a warning sign. These signs are intended to ‘inform ‘ drivers of impending dangers or of changes in road conditions or of upcoming situations, such as a guarded intersection, an unguarded intersection, a traffic light or hidden access to the road. Information signs are usually large and generally made from the most cost effective material that will achieve the objective of getting the desired message across while at the same time having the desired life span, which depends a lot on the climatic conditions where the sign is to be installed.

 Signs that are intended to ‘direct‘ include motorway and highway signs – such as directing readers to keep in the right lane to go to Timbuktu and keep left to go to Cape Town. Directional signs, like directory signs, also assist readers to get to where they are looking to go. Like information signs, Directional signs are usually made from the most cost effective material that will achieve the objective of getting the desired message across while at the same time having the desired life span, which depends a lot on the climatic conditions where the sign is to be installed. Directional signs, especially those that are indoors, also offer the opportunity for designers to integrate the signs into the aesthetics of the building and office environment, so the range of possible materials is large and could include wood, plastics, metal or glass, or a combination of all of these.

Directional and directory signs can begin doing their intended work when entering a premises – with say a sign reading RECEPTION with an arrow directing people to the reception, followed by a directory board in the reception – with the directory board informing the reader which wing, floor and room the reader is intending to visit.

Lastly an example of a sign intended to ‘persuade‘ could be a in-store poster or a billboard sign showing a product, such as a sign showing how a specific brand of washing powder will wash whiter and brighter than a competing brand. The message is intended to persuade the reader to buy and try the advertised product.

All of the above must take into consideration your budget as well as what return is expected – measured in terms of any of the following: number of feet, increase sales, decreased complaints, decreased incidents and accidents, or a combination of all of these. The most common upmarket signs that are used to persuade tend to have a metal (aluminum) frame with the printed message printed onto a gloss paper or vinyl. The material used would depend on the look and feel of the store as well as the intended target market.

By now I am sure you understand that while there may be a standard, off the shelf solution to your question as to “what type of sign does my business need”, there are many variations, answers and opinions to the answer the question. For this reason, as well as all the reasons given above, or if you are unsure of what sign you are looking for, or which sign would best achieve your intended objective, calling a SignForce sign consultant to get an expert opinion can reduce your stress and help you make an informed decision.

If you are in the market for professional looking signs at “FAIR VALUE”, and 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, please contact the writer at arnold@signforce.co.za or david@signforce.co.za and use the subject line: ADVICE PLEASE and we will gladly assist and advise you.

Would you employ this person?

Who represents you and your business

Would you trust this sales person with your future?

Would you employ this person?

Some of you may know who the person is, but WHO he is is not actually relevant for my point. in fact, you could quite easily replace the picture with one of any similar uneducated person who is know for making comments that make them look stupid!

But wait! For me, that is where the problem lies.

If you were the employer of this person, that person has thus de facto become a representative of your business, and thus an extension of YOU!

Imagine the impression that makes on your hard won client, when the employed (or elected if you will) person starts interacting with or talking to your client.

That ‘first impression’ is created on first sight (or sound), and if that first impression is a poor one, it could take forever to change that perception.

At SignForce we are very aware of the impression we create, and while we unfortunately don’t always get it right, we do continually work on making sure that our work, our products and our staff represent SignForce in a manner that we are proud to own.

If you are in the market for professional looking signs at “FAIR VALUE, and would like advice on how best to project your business’s image while making any funds you spend on marketing and signs an investment, please contact the writer at arnold@signforce.co.za or david@signforce.co.za and use the subject line: ADVICE PLEASE and we will get back to you.

http://www.signforce.co.za     http://www.signforce.co.za/blog

Is this sign an effective sales device?

What’s wrong with this picture?

Is this sign an effective marketing and or sales device?

I was driving behind this truck and saw this fantastic signage. Since I was parked behind the truck at a red light, I had the time to read the sign. It was interesting, as we use a few of the advertised products. Then it dawned on me – there is a MAJOR MARKETING ERROR here.

Care to hazard a guess as to what the error is? (ok, it is an error in my opinion!)

To me the error is that while the pictures are great, high resolution pictures, and the text as well as the pictures are clearly legible from a fair distance, I have NO CLUE what the name of the business is, and worse, I have ABSOLUTELY NO MEANS of tracking or contacting the business.

Please, pleaseplease people. When signing, it is ‘nice’ to put your name on the sign, especially if your name does not reflect your business. If your name DOES reflect your business it is slightly more important to put it on the sign. This sign is fantastic in that it CLEARLY STATES what the business DOES, but what good is that when there are no contact details?

The rear of a vehicle is generally smaller than the sides, yet it is also the signage that is most likely to be read, because it is more likely that traffic will travel behind, and possibly stop behind the vehicle, allowing for some decent reading time, as opposed to the sign flashing past on the side of a vehicle.

For expert advice on signs, how they are a fantastic marketing tool and how they can be viewed as an investment, call us at SignForce. We have the qualifications and experience across multiple media to be called marketing professionals.

If you are in the market for professional looking signs at “FAIR VLAUE”, and would like advice on how best to project your business’s image while making any funds you spend on marketing and signs an investment, please contact the writer at arnold@signforce.co.zaor david@signforce.co.za and use the subject line: ADVICE PLEASE and we will get back to you.

http://www.signforce.co.za http://www.signforce.co.za/blog

What happens when signs lie?

 

When marketers get carried away with their enthusiasm

I find it fascinating when marketers get so carried away with their own enthusiasm that they clean forget to tell the truth.  Anyone want to hazard a guess as to how this one is possible?

As a general rule, even if you are trying to be funny, a sign – or any marketing claim – should be honest, or at least have a link to reality.  Although outlandish claims can be used, and viewed as humorous, the humor is seldom conveyed when used in a static media, such as this sign.   Unfortunately signs like these can have a negative effect that entirely eliminate any possible benefits that could be gained from erecting the sign in the first place.

For advice on signs that get your intended message across, contact arnold@signforce.co.za or david@signforce.co.za and use the subject line: ADVICE PLEASE and we will gladly get back to you

http://www.signforce.co.za http://www.signforce.co.za/blog