Digital Signage Sales 101: 10 Behaviors, Making LED Sign Manufacturers Great!

The LED Sign Industry is a comprised of many manufactures all with unique strengths, weaknesses, and product offerings.  There are many choices for sign companies to select from, depending on their individual company’s needs.

Not all companies are alike, not all product is alike, not all warranties are alike and it takes some work and trial and error to find the best relationship.  Just like a first date does not mean marriage is imminent, neither does the order of one LED sign project, or two or three. It takes time to determine the true nature of the supplier for your LED sign.

Also, over time, it’s possible to glean the truth about your current LED sign manufacturer. How do they behave when the pressure is on? What kind of choice do they make when someone will win and someone will lose- do they sometimes take the proverbial “hit”?

Regardless of who supplies your LED display projects, there are 10 awesome characteristics that a sign company should consider:

1.       They are open and available and you can call them up, visit their factory and meet their team.
2.       They support your sales plan and do not compete with you for retail sales in your area.
3.       They constantly “push the envelope” on new technology and innovations, sometimes challenging the industry status quo.
4.       They have great software engineering capabilities.
5.       They recognize “Content is King” and can provide customized solutions.
6.       They have a responsive sales team that answers your questions, usually immediately.
7.       They provide flexible solutions for your urgent production requests.
8.       They find a way to always say “yes”.
9.       They provide a “rock solid” warranty on their product minimizing loopholes.
10.   They are focused on educating you, your customer, and giving back to the community.

With all the great possibilities that exist why would you settle for any LED sign manufacturer who did not conform to these ideals?  LED manufacturers have you as “their” customer, they are not your customer. Consequently, it is okay to expect more from them. It is okay to ask more from them. It is okay to seek out and select the best possible choice for your sign company.

In the early days of LED sign technology with limited manufacturing choices, you were restricted and had to settle for a “less than perfect” fit. Now with some “due diligence” you can find exactly the best LED sign manufacturer "fit" for you.

Remember too, that there is a difference between a business "partner" and just a "vendor". Referring back to my earlier metaphor of "marriage", it applies here as well. Your spouse is your partner, your administrative assistant at work is more like your vendor. Your partner stands beside you and helps you as part of a deeper and more intense commitment. Your assistant supports you to a point. At your workplace that point may be when 5PM rolls around or you've fallen into organizational disfavor.

When you find a LED sign manufacturing "partner" that can boast many of the 10 aforementioned characteristics, then you will rest easier, live a less complicated business life and  make more money by way of happier customers.

Do it, you’ll be able to tell the difference immediately and your customers will support your choice.

This blog post and comments represents my personal perspective and do not reflect the opinion of Vantage LED, Inc. or SignVine, Inc. or any other person or organization. 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

Power of Communication for Non-Profit Organizations

When you step-back at look at the incredible transformation of our world in the past 20 years, there is one component of change that cannot be ignored- communication. Communication is messaging, data, financial, voice, and any other exchange of information that can be thought of. This driving force is behind everything from the establishment of a cadre of billionaires, to the emergence of China as potentially the greatest economic force in history. 

Without communication, the networks come down, the Internet goes dark and we revert back to campfires and scratching on cave walls.

Meanwhile, few people would argue, that non-profit organizations are the back bone of our communities. They help raise our children, support the less fortunate and provide spiritual direction. They are important, however you slice the proverbial pie you must acknowledge that they do help people and society benefits from having a strong non-profit presence.

Most non-profit organizations seem to operate with:

• Budget constraints
• Reduced staffing
• Restricted hours of operation
• Lack of other resources that for-profit organizations take for granted

Knowing this, it would seem obvious that every non-profit organization would strive to increase efficiency and do everything in their power to improve communication:

• Operate in a cost-effective manner at all times
• Maximize productivity of the staff they do have
• Communicate at light speed and keep all those with a vested interest in their affairs informed.

How can a non-profit do this, with reduced money to spend?

SMART is always the acronym for any solution:

S- Strive to accept technology

M- Make every dollar count

A- Act rather than delay
R- Realistic expectations

T- Timely implementation

Since our business is LED signs (or you would not be reading this) and the LED sign industry (few would disagree), it’s paramount to realize that what we represent fits nicely with what non-profits require. Who are the largest consumers of LED signs? This is an anecdotal statement but schools, churches, government institutions buy a lot of signs. Is this an accident or do they realize that LED signs make them more efficient, reduce the need to say the same thing over and over again, and save them time (which is money)?

It’s a perfect marriage, a perfect fit- non-profits with quality LED signs and advanced control software and network control systems to make them work. Save money, improve operations, keep those involved informed all with an LED sign. Yes, Virginia, it is just that simple.

The opportunity is waiting for every Sign Company. Establish a relationship with your non-profit customer, and discuss their options. If they can’t afford that LED sign, suggest crowdfunding, financing, leasing, and other options to help them raise funds for it. Take your non-profit customer into 2014 with not only a competitive bid, but a way to easily afford the solution.

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: LED Display Evolution

There is little doubt that the modern outdoor LED display is a cost-effective advertising machine. 

With a very low cost-per-exposure for your advertising message, and 24/7/365 functioning there’s no worry about this employee updating their Facebook page instead of doing the job assigned. 

Not only cost-effective, it is also willing to do what you tell it, when you tell it, and for as long as you’d like. If you want a new slide to advertise your Easter Egg hunt at the church, type your slide description request in and soon the glitzy piece of artwork has automatically been produced by a professional designer and downloaded into the LED display's ad rotation. Not every LED display can do this function, so do your homework and determine what your business needs and where to find these professionally produced slides.

LED displays are becoming smarter and the mystery of the control software is dissolving as leading manufacturers build user-friendly platforms and interfaces. Perhaps someday, you may even go to your local Sam’s or Costco and buy a “plug and play” LED display not unlike a 60” Samsung TV. There are market forces commoditizing everything!

Ah yes, we live in a marvelous age of advanced technology being focused on outdoor signs. But it hasn’t always been that way. How and from where did today’s signs come to be?

There may have been some industrious cave dwellers scratching images into cave walls, to document and tell stories but these efforts are not generally considered to be the first signs. Most historians date the beginning of signs well past Fred Flintstone and Barney Rubble into the Greek and Roman era.

Stone and terra-cotta symbols and drawings were used since most of the world was illiterate. Perhaps these early sign builders were visionary as LED displays today seem to “say it” more in pictures than in words. Pictures capture the imagination and communicate ideas as well, if not better than, text- words. A symbol for a tavern, for example, communicated the idea to all.

Here is an example of what appears to be a tile sign, early Roman- a warning that the owner of the home had guard dogs. It is simple and effective.

Religious groups used the symbol of the cross, and tradesmen used their sign symbols to advertise their specialty.

As time marched on the use of symbol signs became law. In the late 1300’s a law was passed that any tavern selling ale “must” have a symbol sign. Meanwhile those “trade signs” became more ornate and unique and featured logos of dragons and lions as business identities were established.

With the onset of the 19^th century (1800s) the world’s advancing technology began to shape the sign industry. The invention of the printing press established the course centuries earlier but the advent of the industrial printing press, the innovations that expanded the print area and drove the printed output to thousands of pages per hour. This was a step towards the modern sign industry of today.

The excitement of the modern sign industry did not begin until the widespread use of electricity became common place. The incandescent bulb was the backbone of the new trendy signs and designers made the best use of them.

Neon signs followed the incandescent bulb era (1910- Paris Motor Show) and glass blowers and artists began to produce not only messages but works of art. But a neon sign is unchangeable and permanent. 

In the mid to late 40s, technology again changed the sign industry with the introduction of plastics which included the changeable letter signs. Flexibility and messaging was improving.

In 1962 Nick Holonvack, Jr. of GE, developed the first red LED lamp that produced light in the visible spectrum and the race towards todays LED sign industry began.

The LED displays we see today evolved from simpler designs of the 1990s.The early LED sign industry began to gain prominence and traction in large-scale sporting venues and other commercial applications. Las Vegas and Times Square became the glowing beacons for what technology could develop.

Today, as software evolves, animation, live video and other “mind-blowing” graphics have transformed both the digital billboard industry and the on-premises signs (smaller than the billboards and owned by the resident business).

The sign industry of today produces about $50 billion dollars a year in sales. Digital signs have driven much of the excitement and the sales within the sign industry and it’s only expected to get better. 

One could say… our future's so bright… we gotta wear shades! I'm sorry, I couldn't resist!

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: The Gold Rush Continues

As a guy, I have to admit that I’m addicted to reality TV shows on the Discovery Channel such as Gold Rush and Bearing Sea Gold.  What red-blooded American male does not want to see if Parker Schnabel , the 18-year old gold mining prodigy will make his season quota? His 93-year old Grandfather has taught him all the secret stuff the “old timers” knew, so I’m sure he’ll win!

The introduction of LED signs to the outdoor advertising industry has been called a modern day gold rush by some due to large amounts of new revenue being driven to independent sign companies. Just look around your town to see those shining golden nuggets going up on walls and poles all across your town!

Gold Rush, the TV show, focuses on several groups of small gold-mining operations, all with their own unique quirks and curiosities but despite the show’s cheesiness it reveals that Murphy’s Law is alive and well. Mr. Murphy said that “whatever can go wrong will go wrong at the worst possible time.”  I restate Murphy Law common knowledge just in case you’re coming back from a “flat earth society” meeting and may be the last person on earth who never heard of Murphy and his "law". 

For the gold miners, bulldozers get stuck in the swamp, large gold sorting machines get knocked over by errant excavators, personalities make it even worse and then you have the “know it all” experts leaning on the mining operation.  For sign companies- LED modules burn out, controllers fail, signs burn down and computers fail. The similarities between the two businesses are real.

Sign Companies remind me of the separate teams of gold miners on Gold Rush. Most sign companies are relatively small business operations, have invested in expensive equipment and have trained personnel familiar with a hands-on job. And, like the Gold Miner in Alaska, many cold climate sign companies have a “season”. Cold weather in the northern parts of the USA makes it nearly impossible to dig a hole in frozen soil. If the ground’s not frozen, then the snow might be blowing so hard that it makes life on the street miserable. So some sign companies have to make 12 months of revenue in 9 months just like the miners in the frozen north or the ones in the jungle facing a rainy season.

The winners on Gold Rush seem to share one common characteristic- they focus on digging and capturing the gold and avoiding mechanical and operational disasters.  The winners win because they’re “in the game” more and they stay as focused as a reality TV show allows!

What are the winning characteristics of LED sign companies “out in them thar hills”? How do the best LED Sign companies make it every day? The top 10 common tactics and strategies:

1.   A solid relationship with a LED sign manufacturer who delivers custom built, reliable product quickly.
2. Product that is differentiated from other brands and models. 
3. State-of-the-art control software that is powerful but easy to use so your customer can take complete ownership for the operation of their LED sign. 
4. Professionally made, exciting LED sign content that can be easily ordered by the end user. 
5. Long-term on-site service with every LED display sold. This reduces out-of-pocket service expenses and makes for happy customers. 
6. Select an LED manufacturer who does not take your sale and then pay you some token amount to install the LED sign sale they grabbed from you. 
7. Customer education- say it, explain it, teach it, help them, say it again and again until they understand. 
8. Keep promises, keep all promises all of the time. Do not make statements that can’t be verified. Write it down, provide written quotes and have any work order additions or subtractions signed by the customer. 
9. Charge fairly. It’s not necessary to retire on one sale. Charge the customer fairly and they’ll use you again. Over-charge them and they’ll be a “one-shot wonder”. 
10. An intelligent, creative, and sustained advertising effort is essential. You are in the advertising industry but that does not mean you don’t have to also advertise!

Whether your company needs to mine 1000 ounces of gold or sell 100 LED signs for a successful season you need a good team, a solid strategy, and a way to differentiate yourself from the other miners. For an LED sign company that differentiation is working with a manufacturer who is a partner, not just a seller of LED signs. Do your homework, ask the manufacturer some tough questions and call others who buy from them.

The LED sign ‘Gold Rush’ is still very young. There are some great claims to stake and millions of LED signs to sell. Go for it!

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.

A year (plus) of Digital Signage information!

-Deacon Wardlow

It's that time of year again. The days, weeks, and months have FLOWN by and we're all in the countdown scramble to finish, close, and clean things up before the year's end. We hope the blog articles have been informative and helpful for you all and we're thankful for your readership, feedback, support, and encouragement. This makes article #151 (not bad, 151 articles written since this blog was started in April 2012).

We hope you all have safe and wonderful (very likely hard-earned) time away from work coming up over the holidays. We'll be picking up the articles again from January 8th. So much has been written and said over the last year and a half, it's worth a breakdown. If you find yourself with a moment (or a client in need of some answers), check out the information below (broken up, as best I could, into categories for easier information sourcing). Click on any title to go to the article. You can also search (in the search bar above) by a specific topic, author, or subject you're looking for. If you're a Vantage LED partner (or want to be one) definitely go to our site www.vantageled.com and checkout Vantage University. We've got some great courses (videos, presentations, resources, and tools) coming out in the year ahead and plenty in there for immediate use.

Happy Holidays (whatever you're celebrating) and have a safe and happy new year. See you in 2014!

-The "geek speak specialists" at Vantage LED blogspot.

Digital Signage Sign Tech & Spec:

1. What to Expect when you're expecting your LED Sign...
2. Providing Correct Power Voltage to LED Signs and Why 120 VAC and 240 VAC are Both Important
3. Power Supplies
4. Don't get screwed, modern module securing systems
5. Front Access Design Considerations for Digital Signage and Hinged Faces
6. Factors Affecting Image Quality on Outdoor Digital Signage
7. How Color Values are calculated
8. Viewing Size vs Cabinet size (big differences can add up to false $$ savings)
9. Controller options for LED Signage
10. Virtual Resolution (aka pixel sharing)
11. LED Sign Components
12. Service Access options for LED Signs
13. The truth behind "ultra bright" LEDs
14. Communication Methods for LED Signs
15. Myths and Misunderstanding about LED Signs
16. The good and bad of LED Signs and how to tell the difference
17. Powder Coating
18. New Coating materials (Dragon Skin)

Digital Signage Content:

1. The New Expectations for LED Sign Content
2. Professional Content is a Must!
3. Real World Effects of LEDs per Pixel on Outdoor Digital Signage
4. Time and Temperature on LED Signs...to Be or Not to Be
5. Quality LED Signs Managed Responsibly Improve the Community
6. Professional Quality Content on LED Signs Benefit Resellers Directly
7. How 'LinkedIn' is Digital Signage for you/your clients?
8. Why DS Fails
9. Keeping Content Current/interesting
10. Ensuring text comes through LOUD AND CLEAR
11. LED Signs & Free Speech
12. Create a call to action with Digital Signage
13. The benefits of PSAs (Public Service Announcement)
14. Get the most from your website (Digital Signage is online as well)
15. Being a good neighbor with LED Signage
16. Content scheduling/creation (planning ahead)

Digital Signage Sales 101:

1. Without a defined desire, there is no sale.
2. ADAPT the sales technique
3. Be a "go-to" person; know your LED Sign and DS information!
4. What does Digital Signage Cost?
5. Sell your company first, product second...
6. Why Cheap LED Signs Sell Well But Fail
7. Door to Door is Dead
8. Sticker Shock Syndrome; dealing with cost objections
9. LED Sign Sales- Closing Technique Suggestions- 1 of 3
10. Closing Technique Suggestions- Installment 2 of 3
11. Closing Technique Suggestions- 3 of 3
12. Objection Handling Part 1 of 2
13. Objection Handling Part 2 of 2
14. Stop selling and start solving - Customer Centered Selling
15. Better is Better, Always!
16. Value Based Selling Is a Win for Local Sign Companies
17. The cost of a system - Good/Quick/Cheap... Speed, Quality, and Price with LED Signs/DS Solutions.
18. Wow Your Customer
19. Build bridges, don't burn them
20. Business Relationship Suggestions

Why LED Signage?:

1. Use Outdoor Digital Signage to Give Thanks, Spread the Holiday Cheer, and Grow Your Organization.
2. Outdoor Digital Signage Helps Focus and Sustain Advertising to Potential Patrons
3. A Road-Map to Success is Important With Digital Signage
4. Common Misconceptions About LED Signs
5. How an LED Sign can help business
6. LED Signage earning potential

Costs for Digital Signage:

1. How much can an LED Sign Cost?
2. Short term gain, long term costs (cost of a "cheap" LED Sign)
3. "Value Line" vs. Single Level of quality (i.e. why there aren't iPhone or Droid "lite" versions)
4. Is an LED Sign (or any Digital Signage) an investment or a purchase?
5. Selling the value of a Digital Signage Solution (LED Sign, LCD, or other)

Digital Signage 'How To':

1. Networking Basics
2. Securing Wireless ( WiFi ) Communications for LED Signs
3. System monitoring obstacles and options
4. Check The Power! Electrical Supply and Outdoor Digital Signage
5. Basic LED Sign Troubleshooting and Logic
6. LED Sign Permitting Part 1 - Part 2 - Part 3
7. Finding a reputable installer for LED Signage
8. Sourcing the best LED Sign manufacturer for your business
9. Calculating Power Costs
10. Information on the National Electrical Code as applied to LED Signage
11. Electrical Safety Certification Marks explained
12. Different LED Sign Sales approaches
13. Project Management with LED Signage
14. Embracing new technology for business
15. CRM/ERP Options for your business
16. Simple LED Sign troubleshooting

Digital Signage 'Need To Know':

1. Boiling Down the 7 Key Elements of Digital Signage
2. What's the best solution for a Digital Signage system?
3. Isn't "The Cloud" the Same as Wireless Connectivity?
4. Test drive an LED Sign (aka EMC) BEFORE buying...
5. Make your LED Sign Stand Out From the Pack
6. What makes a good LED Sign?
7. Why cloud control for your LED sign is better than using localized software
8. How an LED Sign Manufacturer's Approach to Support Can Affect Your Reputation
9. Scrap Temperature Probes!
10. Notes on Successfully Implementing an LED Sign Program
11. Border Versus Borderless LED Displays
12. Things To Consider During a Live LED Sign Demonstration
13. Why simple software is better with DS.
14. FAQ about LED Signs for IT Professionals, End Users and the Industry
15. Custom Content -vs- "Stock" or In-House Content
16. CMYK vs RGB and Other Design Factors for Digital Content on LED Signs.
17. New technology making things simpler with LED Signage
18. Insurance and Warranty
19. What is Pixel Pitch and How Does it Relate to LED Signs?
20. Explaining LED Sign Technology Simply and Effectively to Your Audience Directly
21. The Cloud, Cloudware, and LED Signs
22. Statistical Analysis of the Relationship between On-Premise Digital Signage and Traffic Safety
23. Educate yourself and your clients, before the competition does it for you!
24. How an LED Sign Manufacturer's Approach to Design and Engineering Can Affect Installations
25. Don't Be the Beta for a Manufacturer
26. China Manufacturing Stumbles
27. Parts and Labor doesn't always equal warranted repairs...
28. Exponential Growth for the LED Sign Industry?
29. When comparing LED Sign solutions (EMC/EDS/CMS/Etc), make sure you're getting what you expect
30. You Deserve to Make a Profit on LED Signs
31. What does Web App/Cloudware mean for Digital Signage/LED Signs?
32. US Based Support for LED Signs is More Than Phones and Technicians
33. Own It! Be The Trusted Authority on LED Signs and Educate Truth
34. Is Anything Really ‘Made’ in the USA?
35. Domestic LED Sign manufacturers vs. off-shore
36. Importing from China
37. Low quality systems' affect on business
38. Supply Chain Logistics on components
39. Beware of a "bait-and-switch"
40. The Ghost of LED Signs past (the cost of going with the cheapest option)
41. Heat
42. How to protect against heat
43. Power (undervoltage)
44. Power Supplies
45. Is after service an after-thought?
46. The Value of a warranty
47. On Site Service Warranties (underwritten vs. carried by the manufacturer)
48. Proper Conformal Coating
49. Silicone Coating on the back of LED Modules
50. The cost of going cheap on component choices from a manufacturer

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.