We are a pretty open organization. The Sign Biz Network is the most open and inclusive group I have ever had the pleasure to know.  And I'm not biased ;-)  The sharing of information on a daily basis within the email group is astonishing, and the social networking - both virtual and real world - is a gift. So it should come as no surprise that we share with other digital sign companies in the hopes that within the material is a gem or two that can help other sign industry entrepreneurs build a better business. We all benefit from high standards for professionalism, environmental sustainability, and collaboration.

We engage in surveys on a regular basis, and the latest is within the family of surveys called, Insights for All. And just as the name proclaims, we share the results, to provide insights that could prove useful for many.

Two parts will be shared here today. One, a quick look at how the use of Sales Consultants in the business has increased over the years. And Two, a look at brand names in media and their market penetration.

The Outside Sales Consultant  -Survey Part One
It used to be, a decade ago, that 25% of shops in this chain employed a sales person other than the owner. Today, here are the stats:

Now: 50% of the survey respondents said they employ one or more sales consultants. Of this group, 29% employ one sales consultant, and 21% employ two or more.  I believe we are seeing the results of training programs, workshops and manuals to facilitate the hiring and training of this critical team member. The business owners who have sales consultants are often contributing as panelists for workshops on the subject for other business owners in this organization.  They are apparently doing a phenomenal job!

Media Faves - Survey Part Two
While this may shake up a few manufacturers and even some distributors, a new survey from May reveals the favorite brands of media used in a worldwide network of sign shops made up of nearly 200 entrepreneurial ventures, founded on the Sign Biz model. I guess what you should infer here is that this is a good representative cross-section of smart and growing digital sign industry performers. They have professional locations, serving businesses with a wide array of digital print products, architectural sign products, video sign services, and much more. I would like to add that we, the partners at the home office, do not coerce or incentivize any particular brand of media.  While we have negotiated Group Buying Discounts (GBD) for nearly all media, through preferred supplier partners for this chain, the final selection of favored media for signmaking is going to be determined by the business owner's experience with the product, the delivery options, and the client's needs in their market.


This gives us two pictures of the Brand: One in terms of its Reach, and one in terms of its Market Share. If you are a sign hugger like me, this is interesting information. It is also valuable knowledge, as it can present media options in a new light, ie, brands that satisfy some users which others may not have considered before.

Here's Figure 1: Reach