Photo courtesy ISA
In an attempt to bridge the gap between ‘static’ and ‘dynamic’ signage, the International Sign Association (ISA) has introduced new resources to help traditional sign companies learn from peers who have entered the rapidly growing digital signage field.
Featured on a new section of ISA’s website (www.signs.org/digital), the resources include an opportunity-focused white paper and case studies profiling companies, including architectural firm Bunting Graphics (example pictured), customized signage provider Quality Quick Signs and full-service shop Ziglin Signs.
“Digital signage will have an impact on the traditional sign industry and we see tremendous potential for growth,” says Rich Gottwald, ISA’s executive vice-president (EVP) and author of the white paper. “We’re offering to educate our members about digital signage, with the hope they can make informed decisions about their businesses.”
Gottwald’s paper, Dynamic Digital Signage: Opportunity or Competition?, outlines the basic components of a digital signage network, defines a glossary of terms, explores various applications, compares digital and static signs, outlines complementary skill sets and discusses potential directions companies can take.
The Bunting Graphics case study describes the 200-person company as “a leader in sign industry adoption of digital signage projects,” citing examples installed in cultural centres and convention facilities.
“The reason we have a strategy to incorporate digital into our product mix is the market is demanding it,” says Joshua Bunting, chief operating officer (COO). “Inward-facing signs have started to incorporate a lot of digital technologies, like interactive touch-screen directories in hotels or museums. If we want to continue to be relevant as a true ‘turnkey’ supplier of architectural signage, we must have this competency inside our organization. Sign companies really have to figure out how this fits into their business models.”
Similarly, Quality Quick Signs has expanded from printing and cutting vinyl to also handle referrals for local clients who need digital signage installations. Examples include a small pizza chain considering a switch to digital menu boards.
“We’re learning how to do content management, how to set up digital signage, contract it and market it to our customers,” says Chris Flejtuch, founder. “We have to be able to offer these types of signs to our customers. By diversifying our business, we can wrap our hands around our customers as marketing partners.”
Meanwhile, Ziglin Signs’ founder, Ben Ziglin, describes how he started up a side business, ZM Media, to set up screens and sell advertising. While the company operates independently, Ziglin Signs generally handles the system installations. The companies can also work together on projects that combine static and digital signage, such as a museum’s branded kiosk that integrates a touch screen.
“The customer is ecstatic to be able to go to one place to get all of this completed,” says Ziglin. “The challenge is knowing where to go and who to trust among manufacturers and suppliers, but things like this get so much easier to do, once you begin learning.”
ISA says these case studies and the white paper will be followed by online educational courses throughout 2013, which will allow sign shops to schedule classes for their employees at whichever time best fits into their workflow.
Also, in April, ISA will devote a full day of its 2013 International Sign Expo in Las Vegas, Nev., to a ‘dynamic digital workshop,’ with a track of courses focusing on all aspects of digital signage. Further details will be made available at www.signexpo.org.
