Be a Multimedia Mogul

In this text, I use the term "multimedia" to describe how vinyl or other surfaces may be decorated using a variety of techniques, including goldleaf application, painting, screenprinting, dye-sublimation, heat transfer, foil resin or wax printing and inkjet printing. Does this sound like a historical perspective on signmaking techniques? Or is the word "multimedia" simply designed to bundle decoration methods into high-tech jargon that enhances the finished product’s marketability? The bottom line is that a multimedia approach allows you to make signs using an array of techniques and materials. If you already do this, you qualify as a multimedia mogul! Why do you want more options? Is it creativity, self-expression or profit that drives you? Remember, using multimedia may cost additional time and money. Wherein lies opportunity, challenges await. Yet, within challenges, opportunity resides. I understand — and give in to — this urge. But I set limits. I don’t spend extraneous time or money exploring too many options, or I may lose a competitive advantage. This drives me to consider what multimedia techniques are most profitable and compatible with my capabilities, market and time. "Multimedia" is also another way of saying "more inventory." Because most of my signs and graphics are expected to last outdoors for a considerable time, often without routine maintenance, I must choose material combinations that won’t let me down. I must have 98% confidence in everything I use. If the product selection I make fails 5% of the time, it is intolerable. A 2% failure rate is acceptable because my warranty program can afford one out of 50 failures. Most of these failures will be minor, such as replacing stripe-ends or letter serifs that have lifted. In case you are wondering, my failure rate hovers around 0.1% in the field, and I cut lost time by learning from those failures. I love multimedia — I eagerly investigate and analyze new techniques or technologies before I adopt them. Yet, I have found that many low-tech methods are as good as many high-tech decoration methods. High-tech’s advantage is repeatability; the results are easily duplicated. High-tech’s challenge is profitability. Educate your customers so that they don’t think of your high-tech multimedia projects as machine-made products that lack a creative touch. Multimedia is whatever you make it, make it with, put it on or choose for decorating. Use materials that suit you, the job and the client. Multimedia involves using many ways to transmit a message or communicate with large numbers of people. Make sure what you use is profitable, durable and fun.