First Impressions

Last week was my first ISA show and, in fact, the first sign industry event I’ve ever attended. Jet lag being what it is, I’ve had a few sleepless nights to mull over the convention and our industry.

Signshops have clearly suffered, along with the rest of U.S., perhaps even more acutely as plummeting marketing budgets left few businesses with spare cash for new signage. But things seem to be looking up, albeit tentatively. Most people we spoke with noted some growth, even as they pointed out that things may never return to what they were.

Overall, I think signshop owners are cautiously optimistic. No one is as worried about sinking ships as they (apparently) were a year ago; I heard a lot of “we’ll be fine.” At the same time, people have diversified, learning new ways to do old things.

Suppliers are beginning to heed demands for lower-cost models of high-end equipment. Several told me that, while they’re known for high-end products, they’re desperate to expand mid-range offerings.

Debates about LED and neon aside, now may be the best time to demand what you want from machine and software manufacturers. They, like you, are still looking for ways to survive.

My only advice is to promote yourself whenever possible. Be like the guy who, at the American Wrap Star competition, whipped out his cell phone (which he was wrapping with a 3M sample while watching the show) to show me caskets he wrapped for a KISS concert. Be proud enough of your work to brag a little.

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So, here’s the plug: email me. Send your products, projects or tell me what’s going on in your shop. Are you using a cool new material, or combating a strict ordinance? Even after ISA, my inbox isn’t as flooded as many people’s basements, and signshop owners rarely contact us. You can reach me at robin.donovan@stmediagroup.com.