National sign companies and industry manufacturers gathered in Louisville, KY June 18-20 for ISA’s annual Converge event, which matches buyers and sellers for networking, one-on-one meetings and industry updates. ISA President Lori Anderson highlighted the association’s efforts to address the talent gap and need for advocacy with its annual Sign Manufacturing Day, job board and dozens of online courses that are mobile-friendly and offer digital badges. She also pointed to peer-reviewed, independent research gathered by the Sign Research Foundation.
Highlights included two keynotes. The first, by demographics expert Ken Gronbach, predicted that sign companies “will have all the work they can handle and all the labor force they need in the future” in a society where bigotry declines and women’s economic power rises.
Advising sign companies to check Bureau of Labor statistics, Gronbach said, pointing out that the demand for any product will change from generation to generation based on, if nothing else, one generation’s size compared to another’s.
“Mass media is going away,” he said, “The internet is not going anywhere. Signs? Your ability to take over mass media is going to be overwhelming. How’s it going to happen? I don’t know.” Yet, he said, currently, birth and death rates are getting closer and closer and closer to each other. By 2020, elderly people will outnumber people under five.
The final keynoter, Mike Allen, is the founder of Axios, a popular daily newsletter, as well as a former Politico reporter. He discussed thinking of a business as a political campaign. What are people saying about you? What is your message? Are you breaking through? What are your detractors saying? And, most importantly, what is the one big idea you want people to know about your company?
Today’s consumers hate white noise; they demand communication in real time, he said, pointing to airlines’ speedy responses to social media complaints.Advertisement
Just be persistent, Allen advised: “The moment when you get sick of repeating your message is just when it will be beginning to break through.” Wise words in a world where we’re all battling for others’ limited attention.
New Golf Course Graphic Installations With Mactac
Visual communication is essential to a successful business. 2020 required restaurants to pivot from promotional graphics to safety and spacing graphics. Now that restaurants are reopening, it's time to make necessary signage updates and Mactac is here to help. Before you even enter a building, there are thousands of opportunities to welcome and inform your patrons. Whether that is with window graphics, sidewalk graphics, or building wall signage. Stick with us as we walk through the endless opportunities and which Mactac products can help you achieve the goal.
Sun Chemical Releases Annual Sustainability Report
Roland DGA Printers Driving Graphics Production for Skip Barber Racing School
Nazdar Hires Shawn Butson as Northeast Sales Rep
These 4 Men Make 20,000 Signs for Chicago’s Transportation System Every Year
13 Unusual Signs You Won’t Find in America
Storied Signshop to Close After 75 Years
News4 days ago
Sign at Cleveland Guardians’ Stadium Falls Off the Building, Crashes to Sidewalk
Photo Gallery1 week ago
16 Photos of Next-Gen Channel Letter Projects
Maggie Harlow2 weeks ago
Signshop Stands Firm on Prices, Advises New Signmakers to “Charge More”
News2 weeks ago
Creative Realities and Reflect Systems Ink Merger Agreement
News1 week ago
41-Year-Old Shop Sold to Young Signmaker
Buzz Session2 weeks ago
32 Things to Be Grateful for as a Sign Pro
Real Deal1 week ago
A Troubled Sign Pro Breaks His Sobriety, Shaking the Shop Owner’s Confidence
Woulda Coulda Shoulda1 week ago
The Price of the Sign Isn’t Whatever You Feel Like Paying