Sign & Digital Graphics

December '14

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Page 89 of 122

EXHIBIT & DISPLAY W hen putting his spin on the power of advertising, Mark Twain once observed, "Many a small thing has been made large by the right kind of advertising." Advertising and branding campaigns have become very expensive proposi- tions since Twain's time, and in a tight economy, many small businesses tend to slash marketing budgets due to cash-flow concerns. Merchandising and display are essential ingredients of any market- ing plan, and need to have a reasonable budget allocated—even for a retailer or small business operating on a shoestring budget. Meeting Client Demand Doing more with less is nothing new for sign shops, especially when dealing with clients who have tight budgetary constraints but who still desire a P.O.P. P.O.P. Displays on a Budget Fabrics and other flexible materi- als are helping shops stretch their client's marketing dollars. B y B i l l S c h i f f n e r Bill Schiffner is a freelance writer/editor based in Holbrook, New York. He has covered the imaging industry for 29 years and has reported on many evolving digi- tal imaging technologies including wide- format printing and newer electronic digital signage. He was the editor for a number of imaging publications and websites. He can be reached at S I G N & D I G I T A L G R A P H I C S • December 2014 • 81 SnapTube Pro tube frame systems from Beautiful Displays are popular for retail installations and feature zippered pil- lowcase fabric graphics for simple setup. (image courtesy of Beautiful Displays.)

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