The myth of the Instant Success

-Deacon Wardlow

I was recently having coffee with some entrepreneurs in Boulder, CO and the topic of "gazelle companies" came up. These are companies who increase their revenue by about 20% every year (doubling in sales/scope every 4-5 years).

There's a myth of "instant success" out there. People hear about an app company being bought for a billion dollars, companies which are competing in the same industry as you "magically" grow their sales to three or four times your level and yet they have the same (or smaller) sized business. What's the "secret sauce" or magic mix involved? The answer is simple: hard work, persistence, creativity, and determination.

The companies I work with who are the most successful are also the most active. They play the numbers game. These companies fill their sales funnel to overflowing acknowledging they may only close on 10 opportunities out of 100 - they opt to quote 1,000+ opportunities. When they can't quote as much, they look at what they're quoting and remove the obstacles for the client to buy their product or service - they take a hard look at why they lose opportunities and fill the holes so the next one wins.

The successful companies are out there, in front of customers as much as they can be. If they're local - they hit the local market so hard every client in a 50 mile radius knows their name, their product/service, and who to call. If they're national you'll note they're heavily marketing online, active in social media, and hitting every tradeshow and event they can to get in front of national clients.

An "overnight" success is rarely anything but. If you feel your business is in a slump and you're confident you could be better - push back to the companies you work with. Don't let vendors just provide product - they should be actively helping you with marketing, sales resources/tools, digital assets for your websites, and partner with you on tradeshows. If your vendor doesn't step up as a partner, take a look around and find someone who will help you grow. Their success is (ultimately) tied to yours. Don't settle for a vendor when you can have a partner.

In business - the market doesn't reward laziness nor will clients come beating down your doors if they don't know where you are. The harder you push and strive, the more you'll see those efforts rewarded. Perhaps you won't win every deal - but the more you're out there - the more deals will ultimately come your way and you to can be an "overnight success" that leaves the competition scratching their heads at how they can stay in business against you.

Note all posts - thoughts - writings- etc. are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted. Direct emails can be sent to deacon@spectacularmedia.com for queries and/or assistance.

Digital Signage, Need to Know: Brand Enhancement Using LED Displays

It does not matter if your company is a multinational operation or you work alone in the backroom of a small shop, you already have a "brand" whether you like it or not. A brand is nothing more than the world’s perception of you and your business.

Some say that “perception is reality” and it is derived by those who use your products or services, travel by your storefront, hear what’s being said about you on the community “Coconut Telegraph” and know how your business behaves when the chips are down. Somehow, either by your deliberate efforts, or by lack of attention to the matter, your “brand” has already been created!   

Yes, you can still influence the world's perception of your business, of course. And, you may as well start today, right now, after reading the rest of this article.

Branding has been called your “identity” and it’s the accumulation of all that you are.  It’s the way you are defined internally and externally. If you have not worked to create and improve your brand, then you should consider some strategies which can help:    .

        1)   Identity and Definition: Who are you? Where does your business fit into the marketplace? Think of your brand as a person, or even yourself,  and define your values, appearance, dialogue and goals.    

        2)  Customer Communication: How do you speak consistently to your customers and what do you say? What can you do to influence the customer perception and improve the relationship and lock them in for longer term? How do you respect their intelligence in your message and also create excitement?

        3)  Values and Originality: Don’t be afraid to be original, and stand up for what your company believes in.  Don’t copy other brands- who wants a copy? Always consider what the company is about and what are the values that drive decisions and actions and promote that. Just putting your logo onto everything does not create a brand.

These items point to one key word- Communication. If you are in the Sign Industry then you already realize that it’s a proven fact that on-premise digital LED signs are highly effective in communicating with passersby. Studies done have  proven that digital LED signs can generate enough new business to actually pay for themselves.

But are digital LED signs really the complete answer to branding? Of course not! Branding is the sum total of how your business is perceived but a digital LED sign is a great start to establishing a strong well-known brand, or repairing the brand image you currently have in your community.  Here are 5 suggestions, or rules, of digital LED signs that must be followed for the branding  “magic" to happen and to "Wow" those who pass by your location:

        1)     Quality Content   

        2)     Consistent Messaging

        3)     Hardware Reliability

        4)     Warranty

        5)     Network Control

Quality Content- The fact that quality content is vital cannot be overstated. Professionally created custom slides and videos are mandatory to establish a credible brand. Ten years ago, it was okay to have ANY message on an LED sign as they were “new and cool” and simply owning one re-enforced your brand. That is not true today.  Unless your entire audience is the 9^th grade class at your local JFK High School, do not use content created by a student from that school, no matter how talented. Using professionally created content can make a $10,000 sign as effective as a $30,000 sign, and vice-versa.

Consistent Messaging-  Remember that customers are smart. They may not wish to think about the message you had on the LED sign last week, but part of their brain forces them to recall it when the new message is displayed. Don’t repeat the same thing over and over, but a certain consistency is important. It’s easy to spot the source of new TV commercials before it’s revealed to be Coke or  Geico. The sound is similar, the colors may be similar, the way the ad “feels” is consistent. So, as your team formulates an integrated advertising campaign remember to be consistent and build the brand.

Hardware Reliability- Not all LED signs are alike. If your LED sign fails with regularity, you probably are trying to build a brand using bricks made of marsh mellow.  Do your research before purchasing an LED sign. Use the Internet but also use the telephone- call some LED manufacturers and see which ones will speak with you. If you are perceived as that Taco Stand with the LED sign that flickers constantly and is blinding bright at night, your brand is in trouble.

Warranty- With a solid, long-duration warranty, one that is insured by a 3^rd party and is guaranteed to exist, even if the manufacturer does not, you can keep the LED sign looking “perfect”. If you have an LED sign and you have a small problem  that may cost several hundred out-off-pocket dollars to repair, are you less likely to have it repaired? It’s only a couple LED modules that are out! Can’t  you wait awhile? Sure you can wait but can your brand wait? Several thousand cars travel by your business daily and they see what you stand for- procrastination, if you delay repair. But with a great warranty it’s fixed for no charge or a token charge. Having a sign that partially works is like having a sales rep that wears torn blue jeans to call on customers. The warranty protects your brand.

Network Control- An LED sign is a tool- not a lifestyle. It should work for you, not you for the LED sign. Flexibility in changing the message is important. Do you have to do it from a computer at the office? Really? What happens if you need to change the message on the weekend?  iPad platforms exist these days, and for the on-the-go businessman of 2014, being an “office lizard” is non-revenue generating annoyance. Do research on what is available- it’s far more than a gimmick, it is a mandatory access method.

Building a brand is a long-term effort that requires everyone understanding that everything they say and do impacts the brand. Good is quickly forgotten and bad is always remembered. Be careful, go slow, and use a quality, USA manufactured, LED sign to help jump start your brand name and image.

if you are a sign company, it's not good enough to just plant an LED sign into your customer's parking lot and leave it at that. You should champion these rules and educate the customer to help them create a strong brand. 

This blog post represents my personal perspective and does not reflect the opinion of Vantage LED, Inc. or SignVine, Inc. or any other person or organization. The images for this post are mine and I retain all copyrights. Thank you to Vantage LED for allowing me to pen a guest blog every 3 weeks. If you have constructive feedback please email me at michael@signvine.org.  - Mike Prongue 

Digital Signage, Need to Know: Solving Problems and Raising the Bar

- Scott Hofheins

One of my favorite things about the sign industry is the creative problem solving required across the board. Static signage, outdoor LED signage, indoor digital boards, manufacturing, fabrication, installation, design, artwork and many more all demand a certain level of creative problem solving. The way in which solutions are found and  implemented can make a big difference for the end user experience.

A Platform

Having a good platform to provide solutions is very important. Some platforms, software, hardware, or otherwise, can be more workable than others. For example, a printed encyclopedia is a great resource and can be very useful, but it’s limited to the ink on the page, it cannot change unless re-printed, or minor notations made in the margins. A smartphone or tablet on the other hand, is an open platform for terabytes of encyclopedic information via the internet, apps, and local programs. Users can use, hack, and manipulate these platforms to do what they need, providing fertile ground for innovation and creativity.

There are many types of platforms. How do you keep track of your leads, quotes, support tickets? How do you educate and provide resources to your staff so they can in turn help existing or potential customers? Manage logistics for your trucks and crews? When these platforms are open and efficient, they empower you to make faster decisions and execute solutions much more effectively.

Balanced Approach

Finding a solution that a customer needs and what they want is sometimes hard to do. A customer may want a sign installed on an existing structure that may not be large enough to support it, but matches their branding or style. The professional knows the limitations, and will be able to suggest an alternate solution that still fits their design wants, but doesn't sacrifice on what’s needed.

Another good example is pricing. There is a certain level of “Sticker Shock” in the sign business that may be a bit more common than other industries. This can make it even more tempting to lower the pricing and component quality to compete. While some amount of flexibility is needed, educating the customer about getting what they pay for tends to work out better for all parties in the long run with a quality product at a fair price.

Education

Providing education in tandem with an effective solution generates powerful results. What is the fundamental purpose of your signage solution? How do you integrate it with existing branding, physical location, target market and demographics. Experienced sign providers can help guide their potential customers through these important variables.

Even a simple static sign on a pole will have site and size restrictions, budget considerations, fabrication options, and artwork needs. Helping a customer not only understand what solutions they should consider,  but why they should consider it is key. This speaks to not only your perceived authority on the subject, but your actual expertise and professionalism.    

The Team

Many start alone, but few finish alone. Having a solid team that can rely on each other is a significant factor in the success of any venture; personal or business. Growth is dependent on it, and problem solving is almost certain to be expedited with the combined knowledge and perspective of others.

While any team is bound to get on each others nerves, it helps when they are all in it for long term success. It helps to see the goal, the light at the end of the tunnel that everyone is striving for. A solid sales team means more business. A solid design/artwork team means more efficient sales, and better manufacturing/fabrication. Good manufacturing means a better product and experience for the install crew, project management and support team. A streamlined support team working with a quality product and platform, mean happy customers, more referrals, and more sales.

New technology, better materials and better communication are all making it easier for people to solve problems, and provide solutions in our industry and countless others. This doesn't necessarily mean problems will go away, but it does mean a continual increase in our expectations as end users, solution providers, manufacturers and business leaders. I have no doubt, the industry and the people and individuals who comprise it, will rise to the challenge.

-TSH

I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Digital Signage Need to Know: Future-proofed DS, how future friendly is your Digital Signage?

-Deacon Wardlow

Future-proofing is a popular concept with construction and architecture. With the advancement of technologies and the ever-changing materials which go into making a building, companies are looking to the future and designing new construction to allow older technology to be readily and (easily) upgraded and leaving room for advancements buildings may need for future tech (i.e. empty conduits for cabling, space for controls, and other options). The future-proofing concept isn't only for architecture.

I don't believe most Digital Signage manufacturers design their systems around planned obsolescence, but it definitely feels that way to end-users after a few years. While lower-cost digital signage systems using an embedded controller are great, what happens when the client wants to integrate a third party application or product? Embedded controllers and proprietary equipment mean the end-user has to use whatever the original provider has available. If a new technology comes along, integration often means scrapping the control solution and/or a lot of additional work to integrate. Systems which are "future-proofed" are built using technology which can accomodate change down the road. Here are a few things to be wary of and some things to look for when evaluating how "future friendly" a Digital Signage system (LED Signs, LCD indoor, HD control systems, etc.) really is.

Control Solution:
Embedded controller running Linux/droid or Windows-based IPC?

Embedded controllers definitely have a place and function in the market. Their reliability is excellent and they're great at specific tasks. Unfortunately an embedded control solution is basically a stripped-down system created to perform a very specific task, When working to integrate newer tech or a 3rd party system, it's difficult (often not possible) to do anything without replacing the system. While a windows-based IPC (industrial PC) will cost more, the flexibility and ability to readily upgrade a system to integrate new features/functions lengthens the lifetime performance of the system available.

Third Party Options:
Will it work with X?

While we all like to believe we're delivering the best system available, times (and tech) change constantly. It's hard to know if something bigger and better will be available in 6 months or 6 years. Ask the manufacturer/vendor you're working with what's required to integrate new third-party technology (software and/or hardware) into their system. Does the system currently available/on the table have the ability to easily/readily integrate third-party hardware and/or software? Can the manufacturer/supplier team work with a third party company to integrate a feature the client may see as a "must have" option when it's available? If the response is skepticism or, "you'll need a different control system" - you may want to look elsewhere.

Investment vs. Purchase

I've covered this topic in the past. Digital Signage is definitely an investment by an organization and/or individual. The best investments offer growth and a substantial return for the investor. Whether the system is $2,000 or $2,000,000 - the investment an end-user is making with digital signage should set them up with a solid foundation which allows the end-user to take advantage of new opportunities and technology down the road. Don't be the one selling a WYSIWYG (What You See Is What You Get). Be the advisor who delivers an investment the end-user can feel happy with for years to come, a solution which delivers time and again and is as "future friendly" as possible. Don't be "that person" who is sticking with the "same old" tech - expect more, deliver more and you'll have clients coming back to you time and again.

Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted. Direct emails can be sent to deacon@spectacularmedia.com for queries and/or assistance.

Digital Signage, Need to Know: Importing LED Signs From China, Re-visited

China sourcing is alive and well, and when properly designed, controlled and managed, products made in China can be very impressive. But,  any serious American company utilizing China as their manufacturing source will have an on-site quality engineer, or preferably an engineering and production support team because with China “you get what you inspect, not what you expect”.

Apple does not phone in a sales order to its Chinese factory for 1,000,000 new iPhones, whatever the next generation, then sit around and drink wine and play ping pong until the boat arrives. 

Let’s face it, for today, China still has a “cost of labor” advantage. But, it’s rising fast, and sometimes when you factor in shipping, communication costs, and hassle, many companies are starting to practice “on-shoring”- bringing production back to the US.  

Some companies utilize Chinese production facilities and actually “rent” time for their own proprietary production run. They may have discovered a well-engineered and manufacture sub-component and then applied strategic modifications to improve its performance. It’s not the typical “off the shelf” standard component but it may have started off as one. There are many ways for the “China Connection” to be successfully exploited and maximized.

So, it does not matter if you are a major US LED sign manufacturer, Apple, Boeing, GM or thousands of others, somehow China is in your operation’s life- for better or for worse!

My concern centers on the LED sign product designed and engineered in China, built in China, Inspected and certified in China, and shipped from China without American talent involved in the process at all. Just like when ordering from the “Mail Order Bride” catalogs of the 1800’s, what you get may not be what you expected. And it’s probably harder to ship your double-sided 4x8’ LED screen back to Shenzhen than putting that person on the stagecoach and sending her back to Chicago.

My worry falls into 5 categories and while I will not identify Chinese manufacturers, these are personal experiences and first-hand accounts from industry professionals.

NRTL certification (Nationally Recognized Testing Laboratory certification- sometimes generically called UL certification), design issues, hardware quality, control software usability, and communication are the 5 Horsemen that ride roughshod  across the backs of LED sign importers. 

So let’s start:

NRTL Certification: It’s been a big deal in the LED Sign Industry and in the last 5 years more and more Chinese Manufacturers are paying attention and becoming ETL, MET or whatever “testing lab” certified. That is generally a good thing. No one wants unsafe or poorly constructed product on the streets, it‘s foolish and dangerous to pretend that certification is unimportant.  

The claim that Chinese product shipped, does not match the specifications of the product submitted for NRTL certification was alleged by 3 separate contacts, unrelated to each other.  In other words, it was alleged that they send the Lexus to the testing lab and ship the Yugo to the US.  Simply inspect (for example) the quality of the electrical wiring insulation and the way electrical supply lines are secured. If it looks like a duck and walks like a duck, think it over.

Since most of the world does not require NRTL certification, some wonder if the Chinese effort to provide NRTL certification is to merely placate the US market rather than to improve the product.

Design Issues: Oh where to start? Let’s be simple- for years one US distributor of Chinese products had a high failure rate of the LED signs they sold- real high. Water intrusion, cabinet hinge issues, locking issues, odd mounting holes in the cabinets that had to be plugged up were just a few concerns. 

Then, during one ISA Trade Show a Chinese Marketing Director revealed the truth “In China, most LED signs are mounted within a water-resistant structure or shroud that protects them from the elements. In the US, many small LED signs are simply put on a pole without any surrounding protection- not designed for this.”

This is just one example that importers (and customers) face when assuming that an LED sign is “an LED sign”. They are not all alike, universally.

Hardware Quality:  If I had a dime for every time I found a re-manufactured LED module shipped on a new LED display… well, I’d have a big stack of dimes. Even when confronted with this assertion over and over the manufacturer claimed an “accident”. The truth is that when you push too hard for a deeply discounted price, unique ways are found to meet that demand! 

Power supplies, wiring, cabinet construction, controllers, electrical sockets, and more can fail on any manufacturer’s product. But if you believe that a well-made US LED display is not significantly more reliable than a Chinese designed, manufactured and shipped LED sign then there is some wet land in Florida you might be interested in. 

Sure, some Chinese sub-components are well designed and used on US produced LED displays. I have no argument here. But when that reasonably good product becomes part of an LED sign totally originated in China, the overall reliability is a lot less. 

It’s your hair, pull it out if you want to!

Control Software Usability:  I like Science Fiction. How many times in a movie have I seen the control panel of some captured alien spaceship? A well-meaning scientist accidently activates the control panel and suddenly it’s all aglow with strange shapes and symbols that meant something to some being from some world, but is gibberish to humans. 

Well, for me, trying to use Chinese control software is exactly the same experience. It is designed for an engineer or someone with a lot of patience and time. I am neither of those.

Communication: What do you expect? As Americans sometimes communication is difficult within our own borders- different accents, different manners, different customs, and different time zones.There are tremendous communication issues involved in a trade relationship with China- 8,000 miles, 10 hours difference on time zones (or more), language, meaning of words, and the frustrating time element required to resolve anything. And, oh... find a decision maker, I challenge you!

If you have a problem on Monday, it can literally take until Friday to get an answer that has been misunderstood and must be asked again. What you think you are saying, is not what they may be hearing. If you are impatient, check with your doctor for a prescription of tranquilizers because you will need them.

To the Chinese Manufacturer’s credit, they usually appoint a representative that is well-versed in English. That does not solve your problem. It merely gives you a shoulder to cry on and someone to share in your misery.

It’s a complex world. Just ask Boeing. They access 500 suppliers, many international, to obtain 3,000,000 parts to build their 777 Dreamliner Jet Airliner. And you thought you had problems!

Boeing had to make a lot of choices to assemble their supplier list. If every supplier is operating at 100% efficiency and without incident, it is still a monumental task to integrate the vast universe of variables together to create the end product- a safe, well engineered, state-of-the art machine.

LED signs do not, of course, require 3,000,000 parts, but smart choices still have to be made and all the facts have to be known when choosing a supplier. Quality, technology, reputation, and communication are the time-tested factors of success. 

Choose wisely, choose USA.

These comments are my personal perspective and do not reflect the opinion of Vantage LED, Inc. or SignVine, Inc. or any other person or organization. If you have constructive feedback please email me at michael@signvine.org.  - Mike Prongue

 

Why LED Signs?: Be different, Be Branded, Be Seen with Outdoor Digital Signage

-Scott Hofheins

We live in a great time, and a great country where differences are celebrated and individual expression is encouraged. Cookie cutter is out, creativity is in and new technology is all over it. Branding your organization and advertising your unique attributes is critical to a successful operation, and LED signs can help you break the mold.

They’ve been doing it for years, from the first incandescent boards, time/temperature units, and text based message centers,  to the current high resolution LED signs and billboards.  Businesses spend vast amounts of money on websites and SEO, to separate themselves from the others, and direct viewers their way. But what about about creating that same direction for your physical location?

Brick and mortar sites are losing ground to the internet explosion. Online retailers are expanding and taking over many of the services traditionally provided by local business and organizations. LED signs help you bridge the gap, and let your voice be heard. You can talk to the new generation in familiar terms with colorful graphics, and dynamic messages.

Technology available today lets you market your outdoor advertising in ways only dreamed of in the past. Cloud based systems give you 24 access to your sign content and control. Higher resolution displays let you make your message ‘pop’ and continue to get more and more affordable.

Be Different

Catch the eye, turn heads and stand out. An LED sign gives your physical footprint an extra  kick, drawing viewers into your marketing campaigns 24 hours a day. Drivers may already know you exist, but didn't realize you were that affordable. Others may have never really noticed you...until now! It’s not just businesses that benefit;  religious organizations can  literally spread the word with LED signs by making sure their message stands out from the rest.

Be Branded

Grow, support and maintain the branding you work so hard to create. With full color LED signs, you can take advantage of the same color schemes, design styles, logos and marketing that you use in your existing advertising efforts. Trigger those subconscious associations viewers have with your brand, online, in print, in media, and now on the road!

Be Seen

In closing, remember that the goal for any sign, static or electronic, is to be seen. You can’t always go higher, you can’t always go bigger, but you can always go better! LED signs can help you look brighter, newer, and fresh to the public. When paired with custom dynamic content, you can create a significant marketing tool to be reckoned with.

-TSH

I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Digital Signage Need to Know: Financing & Leasing Options for DS

-Deacon Wardlow

While we can debate ROI (Return On Investment), ROO (Return On Objective) and other alphabet soup terms on why DS (Digital Signage) is awesome for both profit and non-profit organizations, the big ticket cost is hard to avoid. People still get sticker shock even when they understand the value and see the importance of having a DS solution for their organization. Showcasing the value, ease-of-use, and overall quality of a system proposed is important, but a lot of people overlook a simple means to drop the initial investment cost - Financing and Leasing.

As a dealer (and the client) - it's good to have a deck stacked in your favor. The best way to do this (aside from having the best source for your DS system) is to have financing and leasing as an option. about 1 in 3 companies given the opportunity to finance or lease a Sign System with LED signage (and even interior LCD/DS systems) will take the option, not offering this means there are a lot of opportunities lost for both dealers and clients.

I spoke with a couple of financing/leasing agents and here are a few key points of interest from our chat:

Jay Driscoll (Geneva Capital):
Within the last year the lending environment has opened up and there are many banks and other lenders who have been sitting on capital for a few years and are now looking for places to invest. LED Displays are good collateral and more lenders are willing to finance them. Financing makes digital signage much more affordable for a business. Instead of having to pay for it in one lump sum they can spread it out over a period of time, up to five years. This is a huge benefit because they can use the income the sign will generate to pay for it instead of using money they have already earned. 

Leslie Durocher (Advantage Leasing):
In the digital signage marketplace, I feel a major hurdle to overcome is competitive pressures. With many more shoppers and easy access to information it is important to be in the relationship building business. Small business owners are looking for their competitive edge however do not always have access to affordable capital for their purchases. Equipment leasing can help mitigate the risk of having minimal outlay of cash until the business achieves its desired ROI whether that be increasing efficiency (sales), saving costs (energy/other) or another objective the company would like to meet with DS.

There are a lot of leasing companies out there (these two are people I've met with directly and have had a good rapport (and heard good things about) in the industry. When looking at the bottom line final cost to invest with DS, it's definitely worth adding another line at the bottom showing financing/leasing options. The more options available for a client, the better the chance their organization can benefit from a DS system (and avoid sticker shock syndrome). Stack the deck in everyone's favor and look at leasing as an option for your business and clients.

Please comment here or send questions or requests for information to deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted.attitudes, thoughts, etc. unless specifically noted.

Digital Signage Need To Know: Helping Non-Profits Purchase LED Signs

Every retail sign company, whether they have one storefront or a thousand, have customers whose need for an outdoor messaging sign is larger than their allotted funds. Many of these customers are non-profit organizations such as churches, civic groups, or community-focused clubs. They need to be able to share their message, reach their congregations, and promote their events and services, many times without the bank account to “make it happen”.

Until now, many have relied upon donations, bake sales, car washes and raffles to raise funds,  but no longer! The days of volunteers counting nickels and dimes on the home kitchen table are finally over.

Crowdfunding, also called crowd-financing or crowd-sourcing, is the collective effort of individuals who network and pledge their money, using the Internet, to financially support efforts initiated by other people or organizations. In the case of SignVine™, they are specialized in raising funds for important changeable messaging signage, such as LED or reader board, for deserving non-profit organizations within the community.

Paul Martin, Project Director, and Mike Prongue, SignVine™ Campaign Director, provided feedback regarding the SignVine™ launch and the mission of the website.

“This Internet crowdfunding phenom has existed for about 15 years,” stated Mike Prongue, “We’re just the first to adapt it to charitable fundraising to provide outdoor message signs for deserving nonprofit organizations.”

A church, for example, needs a LED display to replace their old  monument sign. A church representative would enroll on SignVine.org and initiate an electronic fund-raising campaign to capture donations by supplying details about themselves and their outdoor messaging sign requirements. The church then works closely with a local sign company, part of the SignVine™ Builder network, to define the costs and technical requirements of the project.

“Our sign company partner will provide a quote,” Prongue said, “And that dollar figure will be the target for the campaign."

The specifications for their sign project are entered into their online profile, a financial fundraising goal is set and the campaign begins. The church promotes the SignVine™ website which provides visibility to the donation campaign locally, on social media, and other venues to raise the required money. Monies are pledged by interested parties and their fundraising goal is met and their sign project becomes a reality.   

“Using the SignVine™ website and by providing a little bit of information, a church or club can make it’s wishes come true by accessing its greatest resource- it’s people,” Prongue said, “Once they connect to people and tell their story, electronically or otherwise, people rise to the occasion and support them with donations.”

“Contributors are motivated by more than just altruism,” Prongue said, “Each donation level has a reward associated with it. It could something like a commemorative e-medallion or a T-shirt or a more substantial gift at higher donation levels- that’s pretty cool!”

SignVine™ will provide donors many “thank you” rewards from a “Golden Shovel” to the previously mentioned online medallions for proud displaying on the donor’s Website. The non-profit organization enriches the SignVine™ rewards with their own offerings to say “thank you” to every donor.

“We want to have fun with this,” Paul Martin, Director of Marketing for SignVine, Inc. commented, “ We employ a ‘Garden’ theme, and state that we’re ‘growing’ a sign. The campaign coordinator for the non-profit is a Gardener and all contributors are “Viners”.

“Also, we will work with individuals and companies who are benefactors contributing money and services to promote the success of our overall efforts,” Martin  said, “We call these people or groups ‘Patrons’.”

The first Patron that has pledged to support every campaign is Spectacular Media, an Austin, Texas based digital signage cloudware company - pledging a Copper-level content creation subscription of their SM Infinity™ cloud-based software residing on the internet, allowing their clients to securely login from any PC or MAC connected to the internet and request content for their display. Spectacular Media will provide free Copper Level service to any LED sign purchased through the SignVine™ donation campaign. This means free professionally produced content to the non-profit. You can review the Spectacular Media™ company at their website- www.spectacularmedia.com.

The SignVine Website and campaign efforts will debut in March 2014 but several non-profits organizations have volunteered for early beta-testing and are currently working with SignVine™ to refine financial collection systems and procedures.

"We’re excited to launch this SignVine™ service,” Martin declared, “It’s an efficient and easy system for deserving community organizations and we feel it’ll be a fantastic solution for them.”

For additional information on outdoor messaging  sign campaigns currently being funded, or for more information on SignVine please visit their Website at www.signvine.org.

These comments are my personal perspective and do not reflect the opinion of Vantage LED, Inc. or SignVine, Inc. or any other person or organization. If you have constructive feedback please email me at michael@signvine.org. 

- Mike Prongue