Sign & Digital Graphics

July '16

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6 • July 2016 • S I G N & D I G I T A L G R A P H I C S W that fads come and go, and for sign guys that's not necessarily a bad thing. After all, it's the never-ending ow of newer, faster, better products and services needing promotion that helps fuel every sign shop's bottom line—especially for businesses serving retail, entertainment, automotive, sports venue and trade show markets. Constantly changing ad campaigns mean a constant ow of business. Saavy shop owners who spot a new fad early on can sometimes turn a tidy prot— while the fad lasts—by alerting appropriate clients who might benet from it and encouraging them to get on board (with the sign shop's promotional signage support of course). This would be a sign industry example of the tail wagging the dog. On the other hand, trends are not ash-in-the-pan events and can provide lon- ger term returns and benets. Capitalizing on a trend can provide benets over a longer term than fads. So, what's the difference between a fad and a trend? Most would agree that a fad experiences rapid adoption with a weak level of commitment to the concept. Many consumers hop onto the bandwagon of a fad only to nd that the product or expe- rience is more difcult or less useful or benecial than they thought it would be. Think Pet Rocks, mood rings and lava lamps. Trends are much slower to build and generally fulll a practical need of some kind. The Pet Rock craze of the '70s enjoyed enormous popularity (ve million units sold), however the craze only lasted about six months. Why? Because it did not ll a need—practical or otherwise. A trend will evolve over time and could last for years or even decades. In terms of sign making, we have our fads and trends too. Modular signs, for example, took a few years to catch on, but continued to slowly evolve and expand until they have become almost ubiquitous in our industry. Sometimes, when a new method for printing graphics becomes known, it may start out looking a lot like a fad and then evolve into a trend. UV-cure printing technology started out looking like a fad, but it lled a very practical need—and over time, with improved printer speeds, better ink formulas and a lower cost of entry, it has become very widely adopted and is still going strong. On the other hand, cationic UV-cure inkjet technology looked like it might become a trend because of its promise of a complete cure with every print job. However, despite being hugely practical in concept, it turned out that this type of ink curing reaction in a printer was too difcult to control in a shop environment. The technology never quite caught on and some now look back on it as a sort of industry fad. I bet if you look around your shop, you may nd evidence of other industry fads laying around. Okay, back to work. Go somehin o s? Join he S&DG Discussion Group : Is at Fad Becoming a Trend? B Y K E N M E R G E N T I M E e Lon View __________________________________________ Publisher James "Ruggs" Kochevar – Executive Editor Ken Mergentime – Managing Editor Matt Dixon – Digital Content Editor Tony Kindelspire – __________________________________________ Art Director Linda Cranston Graphic Artist Brandon Kelly Multimedia Producer Andrew Bennett __________________________________________ Advertising Account Executives Kendall Buckley – Adam Decker – Diane Gilbert – Sales Support Sara Siauw – __________________________________________ Contributors in this Issue: John Baylis; Vince DiCecco; Scott Franko; Ryan Fugler; Paula Aven Gladych; Charity Jackson; Stephen Romaniello; Bill Schiffner; Andy Stonehouse; J. Bryan Vincent, Ph.D.; Rick Williams ___________________________________________ Vice President/Events Sue Hueg CEM, CMP – Show Sales Damon Cincotta – Exhibitor Services Jackie Horn – ____________________________________________ National Business Media, Inc. President & CEO Robert H. Wieber Jr. Vice President/Integrated Media John Bennett Vice President/Finance Kori Gonzales, CPA Vice President/Publishing and Markets Dave Pomeroy Vice President/Audience Lori Farstad Director of IT Wolf Butler

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