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Why Digital Displays are Advertising Powerhouses & How to Get One Working for You

Why Digital Displays are Advertising Powerhouses & How to Get One Working for You

You Can’t Argue with the Numbers It’s a proven fact that there is no more powerful way to advertise your business and services than with signage super-charged with a digital display. These signs go by many different names and acronyms:  Digital Display, Digital Signage, Electronic Message Center (EMC), Digital Message Center (DMC), and LED Display Signs, just to name a few, and they have various applications both indoors and outdoors, but one thing remains consistent. In a world of online advertising and information overload, these signs have risen to an exceptional challenge. They have become the most visually arresting, direct, targetable, flexible, and easily updatable method of communicating your message and disseminating your brand while effectively competing with all the visual noise created by the modern media assault. Digital signage is defined as any type of digital display – typically an LED, LCD, or plasma screen – connected to a computer or playback device. People report that advertising on digital signage catches their attention better than on any other media. These signs exist in the margin between conventional, highly effective forms of advertising like newspapers and billboards, and digital marketing like Google and Facebook ads. Because of their status between tried-and-true and next-big-thing, their incredible flexibility for application and targeting, and the positive social impression they create, they can earn their keep very quickly.     The Why and The How of Digital Displays Digital signs offer business owners the ability to intercept a target audience’s daily routine and then to weave a media strategy in to that commute. Rather than becoming a static part of the landscape, a...
How to Prep for the Re-branding of National Multi-location Signage

How to Prep for the Re-branding of National Multi-location Signage

The old logo is changing. Invoice headers, business cards, web pages and employee email signatures will all need to be updated. These days, those are largely digital changes, but swapping out the physical signage at your brick-and-mortar locations can prove to be the most cumbersome and costly aspect of this process. It’s daunting and you’ll need a comprehensive roll-out plan. Whether you’re set to pull the trigger on a national sign re-branding program, still in the research phase and reporting your findings, or just beginning to contemplate how you might refresh your regional business signs, the following considerations, addressed upfront, will help you organize and budget for the implementation process, and cut down on some costly surprises in the long run.   1)   Engage a reputable sign company.  Assign high importance to finding a strong national or regional player. You need a sign company who can handle your scope of work and dedicate a single point of contact to manage details and communicate progress for all the code research, permitting, manufacturing, shipping, and installations. Make sure they’ve got positive experience with multi-location brand roll outs, well-established relationships with a network of local installers, and the “bandwidth” to handle your needs. If your project is large enough, you may consider touring facilities to get a feel for the culture where your signage will be built, and to meet the account manager with whom you will work closely with for the next few years.   2)   Create a sign inventory.  It’s not uncommon for a company to have brand assets that number in the thousands. The key to budget...
Pecan Penny’s Bar>B>Q opens in Columbus with a Custom Menu & Custom Signs

Pecan Penny’s Bar>B>Q opens in Columbus with a Custom Menu & Custom Signs

No Pigs Allowed There’s a new Bar-B-Q in town, and Pecan Penny’s is really something. This project was obviously going to be different from the start when co-owner Brad Hobbs clarified upfront, “No Pigs.” He was referring to the sign design. Having worked with Brad and co-owner Kevin Burns on the neon projecting Walrus sign, just doors down on E Main Street from their new downtown venue, it was already obvious that they understood the power of great custom signs. The partners came prepared with a well-planned design and a vision of twinkling stars for the old Ray’s Fish Market pole sign. Normally twinkling would not be allowed by code in Columbus, but the Downtown Commission can override code if they deem it to be appropriate for the growth and culture of downtown Columbus. With the first hurdle crossed, a Certificate of Approval in hand, DāNite Sign Company focused on the mechanical task of twinkling. Twinkle Twinkle Little Star The first LED flash controller that was installed for the stars blinked far too fast, so one of the techs came up with a creative solution… turn signals. They hooked up the individual stars to the automobile controller for a left turn signal. While that worked great, it was still a tad too fast. The hunt was back on for a flash speed that Brad and Kevin felt would be safe for drivers, and further adjustable if necessary. Finally it was found in a 10-channel digital lighting system where the speed is controlled for each individual channel by the turn of a screwdriver. Problem solved! Below was the sign with...
Taking the Fear Factor Out of Sign Financing

Taking the Fear Factor Out of Sign Financing

Taking the Fear Factor out of Sign Financing Whether opening or re-branding an existing business, one of the most undeniable contributors to your public image and client draw is signage. Even though signage will likely be the most effective and least expensive form of advertising, the upfront cost can be daunting. This is especially true when an electronic message center, or unique, eye-catching materials are used to draw the customer in. Business owners have competing uses for their cash. We’d like to take the “Fear Factor” out of sign financing, because sacrificing a good sign design or dynamic display due to lack of funds can be disastrous in a competitive business environment. You don’t want lose sales to your competitor due to shabby looking or outdated signage, and you certainly shouldn’t skimp on new signage while you can benefit from being the “new kid on the block”!  Be smart and make an investment in great signage. It can be a crucial component to your long term business success and prosperity. Have a Plan Too often, signage is the last thing to be considered and does not get included in an original business plan. The International Sign Association (ISA) states:  “It’s vital that your signage needs be included in your business plan and be a part of your start-up budget. Actually, some loan companies require this and won’t issue a loan without it. Signs can usually be included in your small business asset loan; this includes SBA’s standard business loans. If your business is already in existence and you are re-branding, updating or just want a new sign, you can still...
K9 Memorial Contribution by DāNite Sign Co

K9 Memorial Contribution by DāNite Sign Co

It was a drizzling October afternoon and I had absolutely no idea what I was in for. DāNite Sign Co. had recently made a K9 Memorial contribution of stud-mounted dimensional letters reading “Courage, Loyalty, Service, and Honor” to the Pickaway County Sheriff’s Office. DāNite owner Tim McCord, a dog lover at heart, was approached for the donation by his friend Paul Johnson of Four J Properties. Paul designed and co-organized the K9 Memorial. As the Project Manager charged with managing DāNite’s contribution, I attended the dedication ceremony. During the half hour drive from Columbus to Circleville it never occurred to me that I might shed a few sympathetic tears that afternoon. But the event was also to be a special service for a young police dog and beloved family member named Aron who had unexpectedly passed away in June. Aron’s ashes would be the first to be interred at the new memorial. On-duty K9 officers in body armor, the AMVETS honor guard, a group wearing embroidered vests reading S.A.L.T. Seniors and Lawmen Together, civilian umbrella-toting friends and family of all ages, and donation representatives like myself sat in rows of wood folding chairs, or stood in a crowded semi-circle around a podium at the new K9 Memorial. Roughly 80 people in total would witness the touching service, fit for any departed police officer. Holding a decorative box of ashes, Aron’s handler, Deputy Steven Harger, remembered the 110 lb canine as a “Hercules of a dog”. He reminisced, “Aron was bullheaded, much like me as some of you would agree. Aron knew he was big and strong, and he challenged me...