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Trade show Banner Stands: Putting your Best Foot forward

Digital economy has created various channels for marketing departments of business organizations to increase visibility and improve branding. However, creating the right metrics to measure the effectiveness of campaigns is a challenge: most businesses seek tangible numbers while digital economy is all about various intangible benefits.

In such a scenario, trade show participation continues to be a reliable mechanism to create impact and show numbers at the same time.

Tradeshow collateral

Maximizing ROI from tradeshow participation requires a well-orchestrated strategy. Marketing paraphernalia include brochures, handouts, takeaway gifts, order forms, booth graphics, banners and banner stands.

More about banner stands

Banner stands are one of the most popular tools in the hands of marketers. Unlike static booth graphics, you can move around banner stands with ease, and experiment with their placement at different locations for maximum impact. Furthermore, you can replace easily the artwork to cover a wide range of messages and offerings. For this reason, they go by the name Pop-up Displays.

Banner stands are of different types depending on the size, the location where they are used and the material used for the graphics.

Retractable banner stands

Retractable Banner stands, the most popular option, offer convenience and sophistication in a cost-effective manner. Here, the artwork is rolled into a floor-mounted base, rolled up and propped up with a pole.

  • Material: The artwork is generally made of vinyl, which is long lasting, easy to maintain, and comes with a protective carrying case.
  • Panels: These can be single or double sided with snap-open rail and tension control.
  • Base styles: These can be truss, pedestal or diagonal, in either anodized silver or black finish.
  • Artwork: Digital printing in full-bleed makes these banners stand out even from a long distance.
  • Illumination: Illumination is possible to maximize impact, as is done in retail showrooms and exhibition centers.
  • Cost: Common models feature pre-installed graphics, where the artwork retracts into the base; high-end models feature cartridges for replacing the artwork with ease.

Tabletop banner stands

Tabletops, as the name implies, are smaller and placed on a table. While the retractable banners entice visitors with catchy messages and graphics, tabletop ones make the visitor reflect on the offerings and arrive at a decision. Here again, the tabletops can be propped up horizontally or vertically and they come in different materials and sizes.

Poster stands

These are the oldest form of banners featuring a static pole and a panel for the artwork to fit in. These can be single-paneled with single or double-sided artwork or double-paneled where the panels are joined at the top and moved apart to form an ‘A’.

Backdrop stands

These are used when larger and heavier banners need to be flexibly placed at an event or commercial enterprise. The stand consists of a sturdy metallic frame made of two or three poles. The artwork is attached to the frame using custom hardware such as hems and grommets, snap rings, wire-locking rings and s-rings.

Banner stands may appear a simple and straightforward choice for marketing managers. However, for best results, you would do well to engage a reputed professional signage company who are update on innovations in this area and can maximize ROI from your expenditure.

Boost Your Sales with Large Format Digital Printing Products

Marketing departments continue to face new challenges even in the age of digital advances and automation. According to the 2017 State of Inbound Report, some of the top challenges included identifying the right technology for marketing needs. This is quite significant as technology is a great enabler in the hands of marketers. 

Consider printing for example. Offset and other types of printing technology are laborious, cumbersome and time-consuming; they slowed down the pace of campaigns, until the advent of large format digital printing in 1991.

What is large format digital printing?

Large format digital printers are much larger computer-controlled printing machines; they use much larger print rolls, the width of which can range between 18” and 100”. No plates or cylinders are involved in the printing process. The technology is generally inkjet, where nozzles fire jets of ink directly on to the large-sized print roll fed into the printer. 

Why is it so popular?

Business organizations rely hugely on large format printing today, as it’s a great combination of low-cost, quick turnaround and high quality printing.
 

  • Affordability: Other forms of printing such as lithography and offset require first templates that use film plates, photo chemicals and lots of ink; no wonder they cost more. In contrast, digital printing requires no such preparation; printing is done directly and instantly and so it is affordable.
  • Flexibility: Since the data for printing is created and stored digitally, it’s easy to make quickly design changes and enhancements in real time and with minimum effort, allowing multiple designs to be printed in every batch.
  • Consistency: Other types of printing such as screen and offset show variations between one print to another; this is due to dependency on hardware. On the other hand, digital printing software controls these parameters effectively, and hence prints are consistent throughout.
  • Variety: Digital printers use water-based inks or UV curable screen printing inks. The latter allows printing on any surface or material such as paper, glass, wood, vinyl or sintra.
  • Speed: There is no need for any preparation or prior setup and all processes are digital. Thus, large format digital printers can output 5x4 or larger prints than other print technologies, making it possible for the entire printing job to be completed the same day.
  • Eye-catching: Large format banners and posters used in billboards or hoardings are terribly eye-catching; they bring more conversions than print media content, making them ideal for advertising.
  • Long-lasting: Thanks to the quality of inks used in large format digital printing, banners, posters and billboards printed this way can last for months or even a year, braving the elements without any deterioration in quality.
  • Eco-friendly: Other forms of printing require printing to be done in bulk. This is wasteful and toxic to the environment as the unused prints are dumped as trash. In contrast, digital printing requires no preparation, and so prints can be taken as and when needed.


Large format digital print products

The following are popular large format digital print products:
 

  • Vinyl Sign Banners
  • Custom Printed Signs
  • Posters (cloth/paper/vinyl)
  • Booth Graphics
  • Printed Stickers
  • Retail Graphics
  • Hoardings and billboards
  • Backlit Signs
  • Stretched, fine art Canvas Prints
  • Floor Graphics
  • Canvas Prints
  • Wall Paper
  • Building wraps
  • Printed Table Cloths


Large format digital prints are what you may need to boost your sagging sales. It is best to engage a reputed professional agency, which will do a good job and record impressive returns from your outdoor campaigns.

Tradeshow Collateral : Getting them Right

Across industry sectors, tradeshows are the most important weapon in the arsenal of Sales and Marketing departments of small and mid-sized organizations. They provide an opportunity to study in a quick and convenient manner the level of competition, the emerging trends in the business, and the cream of prospects.

No wonder, tradeshows are big business in the US; in 2015 alone, they consumed a whopping amount of 12.6 billion USD (source: Statista.com). 

Addressing tradeshow challenges through collateral

Despite their popularity, tradeshows are not without their share of challenges, some of which are listed below:
 

  • Booth Management: The first major challenge is to arrive at the right number-and-profile mix of competent people that would operate effectively the booth.
  • Outsourcing or not: While it has become a trend to outsource booth staff, it doesn’t work well for every type of business.
  • Effective Communication for Conversion: Clearly, the most important aspect of the tradeshow is to convert warm prospects that visit the booth into hot leads for sales. This requires effective communication and meaningful interaction.


Booth graphics have emerged as a common and dependable solution to address these challenges. A judicious blend of fixed and mobile signage elements of different sizes would be handy: they can answer graphically frequently asked questions of prospects, impress them with stunning imagery, and coax them into a decision by presenting insightful data. 

Getting right tradeshow collateral elements
 

  • Logo or Header Banner: Tradeshow exhibitors today junk away the simple nameplates provided by tradeshow organizers, and replace them with custom-made, large-sized banner or panel with the company’s logo, tagline and impressive imagery. These are backlit or frontlit to stand out from a distance and attract visitors. Some companies have even gone on to replace this with an LCD screen that plays videos and animated graphics.
  • Booth Wall Graphics: Also called backdrop panels, booth wall graphics can occupy either part of or the entire wall space provided by the organizers. These are usually vinyl rolls, which can be rolled and carried in a canister. The panel banner can reflect spotlights all around and can be distracting; but rolls that have a pebble finish surface can solve this problem by deflecting part of the light.
  • Standees or Banner Stands: Since the late 1990s, collapsible standees or banners have become the rage at tradeshows. This is because they are retractable rolls that can fit neatly into a metal container. Unlike booth graphics, these are mobile enough to move around and ease human traffic, or entice visitors when kept at booth entrances. These can feature eye-catching imagery and thought-provoking copy.
  • Signage: Signage could be hanging posters and banners that carry little nuggets of information about the company, or products. These can feature attractive images and could be given away as souvenirs.
  • Tabletop Displays: In addition to brochures and printouts given to prospects, tabletop displays too could be small, foldable paper knick-knacks that contain useful information, prizes, offers or coupons. These can charm prospects and incentivize them into making a decision.


Booth Graphics can make or break your tradeshow participation by alluring or turning off prospects. Engage a competent professional agency that can develop high-quality booth graphics and other tradeshow collateral, which can make prospects spend more time in your booth. This in itself is a big victory for you and goes a long way in increasing sales.

Using Monument Signs to attract Customers

monument-sign

In a recessionary economy, marketing departments are under constant pressure to conserve capital and justify ‘marketing spend’. Advertising budgets suffer cuts and cost-effective ideas of increasing visibility are in demand.

Thankfully, there are plenty of options of cost-efficient promotional tools. Outdoor advertizing and more specifically high-quality signage is one such option. It can create subtle magic that can draw customers to your business. Monument signs are the most popular of signage choices. 

What are monument signs?

A monument sign is a freestanding, outdoor, ground signage of about 5 feet, positioned at your eye level; it has a huge advantage in that it can attract the most significant category of prospects – people driving or walking by. That is why they are very popular with shopping malls, real estate agencies, community centers, restaurants, pubs, cafes, bistros, libraries and theme parks.

The name comes from the fact they are large enough, and are fixed firmly on to the ground. They are made from a wide variety of durable materials such as block/brick, polystyrene or aluminum. They are mounted on a base of concrete, wood, brick or stone with side pillars or on side posts. Being low on the ground, they are a lot more noticeable than billboards and pole-mounted displays.

Monument signs are designed to be weather-resistant and have a life span of a minimum 10 years. They show resilience in the face of rain, snow, sandstorms and even hurricane-force winds, the strongest of winds; that is why they are so popular all over the world and not just the US.

Trends and variations in monument signs

A monument sign has two main components – the signage and the structure. Businesses can play with both these elements to create a wide range of styles of monument signs.

Structures could be made of a block with stone or brick veneer, fabricated steel cage with stone or brick veneer, or expanded polystyrene. Another option is electronic paper sign (EPS) that can be used for both the structure and signage, and can replicate stone or masonry look.

When it comes to the signage, they could be illuminated sign cabinets, dimensional letters, channel letters or LED message boards.

Thus, one can create multiple combinations of structure and signage; however, the most popular ones are:
 

  • High Density Urethane (HDU) foam monument and signage with raised metal letters: Here the monument is built from a solid EPS foam core. It is then sealed in a thick polyurethane hard coat that makes it durable and pest-resistant. Metal letters are then partially embedded into the base and partially projected out.
  • Fabricated aluminum monument signs: Here, the structure is a fabricated aluminum box that can be painted in your logo colors. Signage letters are of raised cut metal, either illuminated with LEDs or non-illuminated. The base is generally a concrete pad.
  • Lettering made of cut metal or fabricated stainless steel: Stainless steel letters are popular as they are low on maintenance. Other equally popular metals are copper, brass and bronze. Metal letters can be easily installed on stone, masonry and concrete structure.
  • Backlit lettering: LED backlighting for metal letters creates a halo effect that can be dramatic and breathtaking.


Monument signs with an aesthetic landscaping backdrop can be a very cost-effective way of generating buzz for your business. It would be best to engage a competent signage agency that would create excellent monument signs for your venture.

Ring in Your New Signage!

We live in a world where new products, services and innovations appear at an ever-increasing pace. The market has grown accustomed to this bombardment, and expects it to happen regularly and easily.

A small business or retail establishment just cannot afford to lag behind in this race: there is a constantly-increasing need for it too, to change and evolve its business strategy to keep up with market expectation.

A status quo is no longer profitable. In business, change is the only constant. But change in itself is not enough. You need to let your market know about it – in an effective manner. So, Ring in Your New Sign, and Ring out the Old!

Upgrading is not enough

It is essential for you to renovate regularly your retail space, and the products and the services you offer. But by itself, this is not enough, for the simple reason that your competitors too, do the same. Even if you fare much better than all your competitors in business, no impact will be perceptible unless you tell your market about it – and do it effectively.

A really great new product or showroom will not bring in more business unless people know that you are offering it. Advertising is important, but it is costly and has its limitations. An ad, whether in print or electronic media, has a fleeting presence and even the best of them have only limited recall value. And how long can you afford to keep putting out your ads?

Your sign: the cost-effective messenger

An ad, after repeated viewings, becomes dull, boring and even irritating. Think about the numerous ads that irritate and repel you? How often have you seen them? Is their regular repetition a major cause for your disliking them? Large corporate houses have huge advertising budgets, and can keep on churning out new ads on a regular basis. Small business owners just cannot afford to do this.

The use of a sign as the cost-effective messenger is an entirely different proposition: it has an aura of permanence and ever-lasting impact. It can, over time, become a prominent landmark of a trade area, and turn out to be both a conscious and subconscious constant reminder of your brand. It has even the potential of a standalone trademark.

Signs rarely become irritants. If a sign you see regularly on your drive to work disappears, perhaps you may feel that something is missing. In terms of cost effectiveness, there is nothing that can beat a well-placed and well-designed sign as your brand ambassador.

The old cannot support the new

The permanence of a sign is definitely a most positive virtue; however, an old sign cannot support a revamped business or new product line. Stability and permanence are great assets that inspire confidence in customers. But they cannot counter the attraction and effect of something that heralds a new order.

When you are ready to launch new products/services, you need to tell the market about them. That means your great ambassador – the old sign – necessarily has to undergo transformation. That requires a balance between reminding customers of who you are, and at the same time telling them that an old trusted friend now has something new to offer them.

Yes! Investing in new signage does involve considerable expense. But it is, at any time, much less than other ways of spreading the word about your new line of products/services. An investment in new signage to support the changes you have made in your business is certainly worthwhile: it will surely bring in the best returns.

The permanence of a sign is definitely a most positive virtue; however, an old sign cannot support a revamped business or new product line. Stability and permanence are great assets that inspire confidence in customers. But they cannot counter the attraction and effect of something that heralds a new order.

When you are ready to launch new products/services, you need to tell the market about them. That means your great ambassador – the old sign – necessarily has to undergo transformation. That requires a balance between reminding customers of who you are, and at the same time telling them that an old trusted friend now has something new to offer them.

Yes! Investing in new signage does involve considerable expense. But it is, at any time, much less than other ways of spreading the word about your new line of products/services. An investment in new signage to support the changes you have made in your business is certainly worthwhile: it will surely bring in the best returns.

There is no cost-effective way of providing information to your market other than a sign. While the information the sign offers is crucial, the way it is presented is equally important. A professional sign-making company will be able to create the right type of sign to spread word about the changes you have made in your business, and attract the walk-ins and trade enquiries your business needs.

Modern Trends in Sign Design and Usage

Signs, in the forms that we know them, have been around since medieval times. Even today, in the world of electronic information exchange, they continue to play a major and continuously evolving role in advertising and marketing.

The modern sign

The signs of today bear little resemblance to those of 100 years ago. Today there is mobile and digital signage and visual graphics using neon lights, LEDs, standard lights, all of which are common. Recently, high resolution interactive screen displays have started to be used. Signs today are no longer basic advertising media. They are now highly evolved, innovative design platforms that allow businesses to show not only who they are and what they do, but also indicate how creative they can be. The modern sign does not just convey information about a business or product – it reflects the character of the business using it.

In addition to technology, the modern sign is no longer limited by shape, size or dimension. It can be of any shape, not just round or rectangular. It can be so big it covers the wall of a building. And it need not be two dimensional. It can resemble the shape of the product being promoted.

Making the modern sign effective

Despite the technological advances, the basics of effective signage remain more or less the same as they have always been.

Aim for maximum exposure

With the explosion of other media and the proliferation of signage, signs attract less marginal attention today than what they did in the past. In marketing terms this means that conversion is low. It is this way for all media today. Signs must be placed to attract the maximum eyeballs, even if it is in unconventional locations.

Design for the market

Signs should be designed to appeal to a target audience. Anything that connects the shape and nature of the sign to the product and the potential customer need for it, adds to its effectiveness. Surprising, amusing and in some cases, even shocking the viewer can increase the effectiveness of the sign exponentially.

Use creative designs

More is not always better. With signs becoming increasingly complex and high tech, simple signs in black and white can stand out from the crowd and be memorable.  Being creative with designs means that they should stand out from the context they are placed in so that they grab eyeballs. Often simplicity is more creative than complexity and trumps it in terms of attracting attention.

With so many signage options to choose from, it is difficult to know what will work best for a particular business, product or service. When properly used, signs can be the most efficient way of cost-effective business promotion. Working with a professional signage company will maximize the returns on your investment. They will know what type of sign, of what size and what shape, what materials need to be used and what lighting is required to maximize visibility and memorability. The visible and memorable sign is what brings customers to a business.

How effective is Vehicle Wrap Advertising?

It is a tough job to create customer awareness in a place like California by using basic, traditional advertising. One needs to be out-of-the-ordinary to be visible in this market. If a business wants to be recognized and wants to be at the top of the client's list, it has to stay ahead every day. This is where car wraps come in. Car wraps have the ability to reach a larger audience while offering the lowest investment rate in comparison to any other type of advertising media. They are affordable to large and small brands that choose to use these graphics as their main advertising strategy.

Vehicle wraps have several benefits that traditional media lacks. Here are some of the main rewards of using this form of advertising:

  • Mobile advertising has the ability to reach a wider audience at a lower Cost per Impression than any other form of outdoor advertising.
  • One car wrap can produce between thirty thousand to seventy thousand impressions every day.
  • Experts foresee a sharp increase in the time spent by people in personal vehicles and the total number of trips per person.
  • Fleet vehicle advertising increases name recognition fifteen times more than any other kind of advertising.
  • It’s impossible to shut off a message on an automobile, it is displayed 24/7.

Designing a Wrap:

Here are the fundamentals of designing a good car wrap. It is best to hire an artist to achieve difficult graphic designs. 

List the product or company. It is important to make sure every driver, even if he sees the car briefly, should be able to understand what the advertised item is about. It is important to make the fonts bold and large.

List a phone number or website to contact. A lot of times the wrapped cars will rush by too swiftly for customers to notice the product name. Due to this, business owners must ensure that the wrap has a website or phone number listed with the product or service.

Attract attention towards the car. Colors, texts or graphics certainly draw a lot of attention. However, it is important to keep a balance and not over do the look as that can get distracting. Using decals that change the appearance of the car just enough that the driver is drawn to gaze at the vehicle is an extremely good idea.

Choosing a good company:

To ensure maximum return on investment, businesses must find the right vehicle-wrapping company. There are several sign makers listed on yellow pages and the internet. However, it is important to ensure that the chosen provider is legitimate and has ample of experience in this area. Due to the economic slump, vehicle-wrapping scams have raised manifolds. A very common technique that scammers employ is to offer prospective clients a sizeable discount and then ask for a portion of the total cost to be transferred to them beforehand to take care of the total cost of wrapping. Once it has been ensured that the company is legitimate, the vehicle owner can negotiate the prices. Competition for car wrapping companies is getting pretty stiff. Hence, getting desirable rates is highly likely if the owner plays the cards right.

Car wraps and decals help turn any vehicle into an impression-generating machine. As per experts, more than seventy percent of the motorists are influenced positively by products and companies advertised on vehicles. Moreover, these graphics generate more than six hundred visual impressions per mile. In comparison to customized paint jobs, car wraps and decals have made it extremely reasonable and more flexible to add graphics.

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