Sign & Digital Graphics

December '14

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66 • December 2014 • S I G N & D I G I T A L G R A P H I C S RUNNING THE BUSINESS H ave you looked at your company's marketing strat- egy lately? Taking a second look at it can help you take advantage of projected growth in the sign industry. According to IBISWorld's 2014 March Report SnapShot, despite 0.06 percent annual growth from 2009 to 2013, the Billboard and Sign Manufacturing industry's 2014 growth forecast is expected to reach 2.9 percent. Evaluating your marketing strategy will help you determine how to market your business to take advantage of future growth. Making the most of a limited marketing budget is one important factor to maximize growth. One way to do that is to specialize by targeting niche markets. A Maturing Marketing Strategy "When you start, you want to get everything you want your hands on," explains Bill Swanson, owner of Niche or Generalized Marketing What's the best approach for your sign company? B y T H o m A S J . H I L L Dairy queen LED signage installed by Design Center Signs in Tyler, Texas. Monumental signage for Stanger Surveying by Design Center Signs in Tyler, Texas. Installation of hotel signage by Design Center Signs in Tyler, Texas. omas John Hill is president and owner of Clairvoyant Internet Marketing LLC. He can be reached at www.clairvoyant

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