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

 

Digital Signage, Need to Know: Qualities of a Good LED Sign Provider, and How to Choose One.

- Scott Hofheins

For many, the search for a good LED sign is a new experience often filled with confusion, ambiguous terminology, and uncertainty. Our industry is frequently compared to the car business, where consumers don’t buy directly from Ford or Chevy, but from a Dealer who is authorized to sell those brands. While our industry is similar, it doesn't take into account some important differences that significantly affect the consumer’s experience. Here are some tips on finding a good Dealer (sign provider) who will deliver product from a quality manufacturer.

Research

The auto industry has been regulated and standardized over the course of many years, unfortunately this is not the case for the LED sign industry. Although this situation is improving, we’re not there yet. The responsibility of vetting potential providers and understanding the terminology is still the main responsibility of you, the consumer. There are associations and organizations that help with this, but it’s never a guarantee that your chosen provider will be satisfactory.

Do your research, and take notes. This is a theme we push constantly, for good reason. Learn as much as you can about the product you are looking to purchase. What is pixel pitch, what is pixel matrix, and how do they affect a sign’s viewability? What is the difference between an embedded controller, and an IPC (PC Controller)? Research online and talk to existing LED sign owners. Get your information from multiple sources, and dig deep. You will start to see some common themes. Some of these may include:

• Avoid buying from direct overseas suppliers.
• Signs need a good long term warranty.
• Good content is important for a quality image.
• When used correctly, LED signs will increase business.
• Poorly manufactured LED signs may look good at first, but decline quickly over time.
• Broken LED signs make you look bad.
• Everyone does not use the same measuring standards.
• Some specifications are used purely for their marketing value, not because they are important.
• The sign control software should not be overlooked.
• LED signs are proprietary by nature, with virtually no “aftermarket” hardware providers.

This is just a brief list, but there are many more that you will find. Write these down, and apply the lessons learned from your own research and the experience of others.

Education and Truth

Quality providers are not afraid of the truth. They want you to be an educated customer because they know that the more you know, the higher the chance it you will purchase from them. They care about your specific installation, and want to provide you want you need, not just fill a sales quota. Good providers expect to be involved with you for the long term, after the sale. They choose manufacturers who will do the same.

Responsive

How responsive are they to your needs and questions during the sale? Do they answer questions clearly, and and in a timely manner? This can be a key indicator to how you will be taken care of long term. A well organized sales staff usually means a well organized support staff. This is not a guarantee, but something to take into account.

Referrals and Previous Work

Sign’s are by definition, a very visual and public product. Quality providers are proud of their work, and are happy to show it off. Ask for customer referrals, and/or recent examples of work they've done. Ask for pictures, or places you can drive by for a look.

Documentation and Support

Can the provider back up their product with documented information like white papers, drawings, spec sheets and brochures? Domestic manufacturers provide this documentation to their dealers, in a clear and concise manner, written in standard English. This makes it easier for them to provide the information to you directly, or through their own media and publishing. 

Providers who use overseas companies, or direct distributors for these companies often have documents that are outdated, disorganized and poorly translated from another language. Make sure your provider is using a domestically engineered, manufactured and supported LED sign product.

Take the Time

Don’t get rushed into a purchase. Stay calm, and make sure you’re getting the quality product you need, from the right provider. Give yourself enough time to do the research, ask the questions, and understand the product. Trust the facts, and go with the provider who will is willing to be your partner in the process.

The bottom line is, quality providers take care of their customers and partner with them to provide support in the following areas:

• Education on the LED sign industry and products.
• Guidance on the right product for you.
• Documentation to back it up. 
• Utilization of a nationally recognized, preferably domestic, high quality manufacturer.
• Warranty and Support after the sale for both Hardware and Software.

The internet has changed the way we do business. It’s bringing us closer together and gives us access to an impressive amount of information about products and companies. Utilize this medium, and learn as much as you can about your potential LED sign investment. It may seem overwhelming at first, but the truth has a funny way of cutting its way through the mess if you keep your mind and eyes open.

Support your research with direct contact with existing sign owners, and the providers themselves. Ask questions that focus on the areas above, and make sure the facts support your feelings and always remember, an LED sign is a long term investment, not short term purchase.

-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: Creating Lifetime Fans

- Mike Prongue

Money, money, money, net operating profit, return on investment- how to get it, how to make more of it. That’s what business is all about- right? And, the LED sign industry is a prime opportunity to do just that- make money. There is a need for a cost effective way to advertise on premises, there are great product and software solutions available and you, the LED sign dealer, can marry supply with demand and make a boatload of money.

There are two schools of thought on how a business should become successful-

• A quantitative approach to tightly managing costs and expenses, tracking every nickel, working those MS- Excel spreadsheets and the budgets, or,

• Taking care of the customer and bonding them to your business as a lifetime fan.

The truth is you need to blend these two approaches- watch the numbers closely and take care of customers. Flexibility is the key when making decisions translating the numbers into policies and business decisions that impact the customer. Lose the word “never” and take care of the customer. For example- “we never refund purchases beyond the stated one year timeframe.” 

Each potential exception to a policy needs to be evaluated based on the financial consequences, long term. So you don’t refund a service call charge of $500 because it’s 30 days past the stated warranty period? Why should you fork over $500, you told them the rule and your one year warranty is more than fair? Why, because the customer has choices and refusing to lose a nickel today, can cost you hundreds of thousands of dollars over the next 30 years.

Creating lifetime fans will help your business by having a devoted group of followers, great word of mouth advertising, and a lot of friends rather than just strangers who are marginally appreciative of your hard work and business efforts.

If you think you have what it takes to deliver truly extraordinary customer service, these four steps will help you get there:

1. See the world with “customer eyes”

Many customers, if not most customers, are skeptical and really do not expect anything extraordinary from your company. They just don’t want to be ripped off- they do expect some service but they really are not hoping much beyond what's on the sales contract.

When Circuit City opened their Louisiana stores, in the 1990s, many customers in the New Orleans market simply could not comprehend being able to return an electronics purchase if they didn’t like it. It took many months for the customer base to really believe that such a “liberal” policy (for its time) could even be possible! The customers in that market had been subject to such anti-customer policies for so long they saw retailers as their enemy. Creating a “Wow” moment for people with such low expectations was fun and easy.

Remember that most customers are hopeful, but they also have had so many marginal purchasing experiences over the years that they may be skeptical. Whether the issue is a great 5-yr on-site service warranty for their LED sign, they hear you but they may not really think it’s real.

Credibility must be established and maintained. And customers are looking for the “catch” or for you to reverse what you stood for when the going gets rough and an exception must be made. Consistency is important.

2. Defer today's profits until tomorrow

A true customer-centric business will see increased revenue and profits long-term. That doesn’t mean you have to squeeze every dime today until 12 pennies are created. There is tomorrow and sometimes extending world-class customer service will cost more in the short run than you may like. But, if you continue to execute the plan, keeping the customer in mind, you’ll see a larger financial return down the road.

If the bean counters, the accountants, in your organization crack open their MS-Excel spreadsheets and start doing a cost versus benefits analysis of your customer service programs they will short-circuit your efforts. It is hard to account for long-term customer loyalty with today’s numbers.

Creating lifetime fans of your business is not always about today, but rather tomorrow. Like any good gardener, you have to plant the seed, tend to it, and WAIT to watch it grow.

3. Be original and surprising

How much easier is it to follow than to lead? What keeps people from leading boldly? Fear is one reason. Sometimes its fear of being original and allowing their true selves to create uniqueness and surprises in the customer service offering. 

Returning to the retail example of Circuit City Stores, one bold move that dramatically increased revenue and improved customer service happened when a program was implemented that offered “Same day car stereo installation or it’s free.” The program was hated in the stores at first because it put pressure on the local installation team to increase their productivity or work for free. A bold plan in retrospect, but once implemented it improved customer service. Right away the 2-3 day backlogs for electronics installation went away and almost every store was on “same day” installation with almost no free installs, anywhere. Customers no longer had to wait up to a week in some places, for their car stereo installation to be installed and the customers thought it was fantastic!

There’s nothing wrong with “stepping out there” with a leading offer or testing a surprising new idea. 

Many companies fail to do this because they stay in a “safety and comfort” zone. It’s nice and warm in the zone and you probably won’t take much criticism. But if you can differentiate your business from the other Sign Companies in your area then you become a leader. If you are not a leader in your region, then what are you? There are leaders, and there are…?

Do something unique and surprising and see what kind of response you get.

4. Create a culture of customer service

Whenever articles are written about customer service Nordstrom’s is always used as an example where a culture of customer service was created. You could return anything to them and they’d take it back while their customer interactions on the floor also embraced the spirit of always “saying yes.”

There are many ways to create a culture of customer service. A culture is not a month-long program giving away glass alligator ashtrays to everyone walking in the door! It is a long-term commitment and a way of life.

A culture starts with the leaders and is something that is turned into a way of simply doing business, a habit. Decisions are made that support the customer. Respect is given to the customer.

Much negativity is infused into organizations by internal negative dialogue about the customer in meetings and one-offs. Trying to stop this frustrated “joking” and putting the external customer (the ones who buy stuff) at the same level of respect as the internal customer (staff) is a must.

You need to spend time living in your customer’s world- feel their emotions, their worries, their concerns, their joy, their frustration. Talk to them, survey them… get information in whatever way you choose. Then do something to improve the experience!

Once the customer condition is identified, everyone has to get into the boat and proverbially “row in the same direction” to improve customer service. From the way phone calls are answered, to empowering the associate to fix customer issues, there are hundreds of ways to stand out in the customer service arena of your business.

It is the responsibility of sign shops to surprise, astound, delight and “wow” every customer they encounter, every day they are in business. When this happens, all of the bean counting could stop, all of the MS Excel spreadsheets could be burned and you’d still be successful.

I am realistic and I know that those spreadsheets are not going away, but you have to decide if you want customer service to be the dog that wags the tail of profits. Or, do you want a profit margin goal to be that dog that makes that profit tail work?

Smart money goes to customer service. Try it… you’ll find it to be much easier and more fun!

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

Digital Signage Sales 101: SignVine Crowdfunding- How It Works!

My last blog entry introduced the idea of SignVine's online fundraising efforts to help non profits raise funds to purchase a changeable message sign for their facility. Now this entry will describe what a campaign looks like, and what SignVine does to make the campaign a success.

A key benefit of using SignVine is that all the information regarding the campaign is at a central location where everyone can learn, participate and donate. It will contain the organization’s name, their story, their sign drawing, and funding goal. It will also feature how many " Viners" have donated, amount pledge to date, and how many days are left on the campaign along with two ways to donate:

•  Give & Receive A Gift is the most popular which requires the donor to become a part of the SignVine community as a Viner where they can pledge support to your campaign, leave comments, and register their address for their “Thank You” Gift.

•  Quick Donation are for people who solely want to support a campaign and are content not to receive a gift.

Both donation choices will have the option for the donor to remain anonymous, otherwise the donor will be listed on the Viner's tab.

Tell The Story
The Gardener leads the charge into the campaign from the very first day by working with SignVine to craft the online story. The history, cause, and drive of the organization must be outlined with purpose showing their heart to the world! Every campaign must have a purpose bigger than itself. If a church needs an outdoor LED sign to advertise the Christmas Tree sale, the story is not the sale, but what good the money collected from selling trees will bring. They sell the benefit, not the activity. Whatever narrative a Gardener creates, it will become the reality for his organization.

Support The Story with Pictures and/or Video
Factual, but creative video content, along with dynamic pictures of the Non Profit
organization is crucial. A picture (and video) truly is worth a 1000 words. Non Profits are encouraged to seek help from SignVine but also use their own internal talent. Until you ask, you may not know that the son of one of your Deacons is an expert in video production!

Working With SignVine
Unlike other crowdfunding sites, SignVine will stay involved. You are not just renting space on their website. The team at SignVine works with you to help achieve a successful campaign.

All monies raised (net fees) are given to the Non Profit Organization. This is not an “all for nothing” campaign- they end the campaign wealthier than when they started.

What SignVine Does To Help:

• Work with the Non Profit to Plant the SignVine Campaign on their and with a  unique link, ex: www.signvine.org/yourorganization

• Provide suggestions and help with writing the narrative story about your organization.

• Provide help to produce the video for the organization

•  Provide online resources that the Non Profit can use to organize and mobilize their team, track results, and spread the word to the community.

•  Write and distribute a press release concerning the campaign and efforts.

•  Contact local media, like radio, TV, and newspapers asking for support.

•  Additional marketing support in the community based on need.

•  Provide a dashboard to track progress and provide updates to the pledging Viners.

•  Stay in contact with the Non Profit.

The Benefits SignVine Provides:

• Expert help to stage, promote and market the sign project to raise the necessary funds.

• SignVine.com is a place where the Non Profit's voice can be heard and people can catch a video glimpse of the story 24 hours a day.

• A default SignVine gift system associated with the campaign, and they'll automatically ship them to your Viners.

• A financial system to process donations (Cash donations can still be accepted and entered. Ask them how).

• An organization with vast experience in the Sign Industry and partnerships with reliable sign companies.

• Real people to assist the Non Profit and provide overall guidance.

The Role of the Non Profit
The role of the Non Profit is all about execution and passion. The Gardener is the person who is actually in the "garden" each day tending to the SignVine Campaign. The Gardener measures progress and adjusts the processes day-to-day. It is a big job. SignVine advice is to choose a Gardener wisely for it’s through their leadership with the help of SignVine that a campaign will succeed.

The Gardner is the cheerleader, coach, and quarterback all rolled into one.

Next step is to build a team within the Non Profit group to execute the campaign. A campaign can be a lot of work. This online donation campaign will require online effort. It will be tough, it will worry you at times, but done with spirit and determination it will be fun and successful.

Whatever the game plan requires- everyone plays the game differently. Perhaps the plan is for each person to call businesses in the area. Perhaps the plan is to send an email to everyone in the church with the unique SignVine link to your campaign and ask them to post it to their Facebook or Twitter account.

The Non Profit owns the Campaign. SignVine provides the tools, the visibility, and the online resources for a Non Profit organization to have a successful campaign. The SignVine goal is to coach and encourage an organization and provide the guidance for success, but most of the actual day-to-day hard “gritty” work is the responsibility of the Non Profit.

SignVine knows the crowdfunding model works, but it’s not a guarantee. The true elements for success lie within the Non Profit organization. If the campaign does not fund, the cause is more than likely based in execution of the actual fund raising effort- the feet on the street.

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