Funny. Back in 1985, we were called “instant sign shops” and so I created ads for my “instant sign shop” explaining that, yes, these are fast-turnaround products, but no, you don’t just add water.
By 1992, we were “vinyl sign shops” and everyone distinguished between “traditional” sign businesses, and these “vinyl” shops, often inferring that these operations were synthetic versions of the real thing, like vinyl vs. leather, not quite worthy of inclusion in anyone’s club. 
Then in 1994, things started to change… I was delighted that I and my Sign Biz, Inc. associate, Paul Strauch, were invited to meet with the president of NESA – the National Electric Sign Association. We flew to Washington, DC, and sat down with Bill Deal, the president, and spoke of our little segment of the sign industry. On that day, I named our industry segment “computer aided sign” or “CAS” shop- -we were something more than “vinyl!” I was made co-chair of a brand new little division called the CAS division – but no representation on NESA’s Board. Anywho, I digress. We, digital sign shop entities, were now recognized as the largest driving force behind the industry’s largest sign trade show – ISA’s Sign Expo – one of the world’s top 200 trade shows!
Which leads me to today: We are no longer a homogenized group, blended and held together by common characteristics such as computers, plotters, and digital printers. Instead, it is the carving out of a niche from those uniform beginnings that earmarks the successful “digital sign shop” enterprise. Whether it is becoming a trade show signage consultant and expert manufacturer, or a vehicle wrap factory complete with certifications, our dimensions are unlimited. If you haven’t defined your unique place in the digital sign shop soup, the holidays are a good time to do that.
Rather than carving your niche around a difficult-to-build or supply sign product, here’s an easier game plan: You can more easily develop a niche exploiting one vertical market. For example, become an expert in restaurant signage needs—a great deal incorporate digital print aspects, and dynamic digital signage: Menu boards, specials, light boxes, etc. Break into local restaurant chains, then branch out and label yourself a National Restaurant chain signage specialist, and go after the large national chains. Pick any vertical market you have some expertise in! Hotels, sports clubs, you name it. GO TO THEIR INDUSTRY TRADE SHOW.
Get certifications as you find they are available. Include the credentials in all of your literature, slogan, and advertising. This IS your USP-- your Unique Selling Proposition. Suddenly you have differentiated yourself. You are now the “go to company” for every business in that industry! Why compete with 40 shops in your region, when you can leave the competition behind?
So here it is again: Digital sign companies grow from digital beginnings, and apply their business savvy, their computer-accurate signmaking operations, and their “reach” in the marketplace, to carve out their own unique place in the sun. Most of these business owners come from a corporate background. That background may contain the germ of a seed of an idea for the niche they can own. Do an analysis of your strengths, weaknesses, opportunities and threats. Do you have staff ready, and able, to take on the new technology? Are there OSHA or insurance issues that need to be considered? Look at your competition—how will you differentiate? These are real questions, and the answers are critically important. This may become the catalyst for your own business makeover.
GO. Find yourself. Be Bold.
" A whole stream of events issues from the decision, raising in one's favor all manner of unforeseen incidents and meetings and material assistance, which no man could have dreamed would have come his way. Whatever you can do, or dream you can do, begin it. Boldness has genius, power, and magic in it. Begin it now.-- Goethe"
Posts
1 comments:
This article is jam packed with very useful information. Thank you very much for sharing it.
Best regards,
Tom Bailey
Post a Comment