Installation Strategies

Without a doubt, the hardest lessons I learned in the sign business were related to installation. A poorly planned installation can erode the profit of an otherwise good sale.

A programmable, electronic, digital display, in a sales transaction, is just another sign component. However, unlike most components, it requires special consideration in the planning stages for installation and post-installation service. A few simple mistakes may cause undue expense during installation and for years thereafter.

Critical considerations

Before estimating a project, an onsite examination clarifies various installation factors, which include:

Exact sign placement: Obtain the customer’s authorization as to the sign’s exact location, height, and appropriate viewing angles and distances. The display’s placement is critical for good viewing, and it must conform to specific zoning requirements.

Dig alert: Be certain that you know about all underground obstructions, not just at the sign location, but also in the path of all electrical cabling and data lines.

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Power supply: Determine how the display will be powered. Is there sufficient power? What will it cost to bring power to the display? What disconnect and distribution is required by code?

Host computer selection and location: Where will the programming computer be placed? Will the computer operate the display exclusively, or will it have other functions? Is the computer new or adapted? Does it have sufficient memory to run the sign-operating program, considering the display’s anticipated usage as well as any other intended computer uses?

Operator training: Has the display operator been selected? Is there a back-up person(s)? When and where will those people be trained on the system operation? Who will do the training?

Communications methodology: How will the messages be transmitted to the sign from the host computer? What communications technology is available? Which technology is most cost efficient? Which technology coordinates with the type of data being transmitted? Which technology best suits the time schedule of the customer’s programming needs? (see Communication Options below).

Communication hardware: What hardware must be installed for the selected communication methodology? Which company must be contracted for the placement of that communications hardware? (See sidebar.)

Transportation: What’s the most expedient and inexpensive delivery method? Will the display be shipped in one piece, or will it require assembly before installation? Will it be crated, wrapped or open on the truck? Can delivery be coordinated with the required installation time? Can delivery be made to the installation site, or will it be necessary to deliver to the signshop or another remote location in advance?

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Site access: Is there sufficient room at the sign location for the necessary installation and delivery equipment? Are there circumstances that affect the time of day of the installation?

Crane requirements: What does the system weigh? Based on the sign’s location, relative to the available crane placement, how far out will the boom need to extend? Is the in-house equipment sufficient, or will a large crane be necessary? What’s the cost and availability of the equipment?

Labor requirements: Does the transaction require "prevailing wage" documentation? Are there any special minority requirements? Is union labor required?

Electrical connections: Which electrical connections will be made in the field? Do the connections require a licensed electrician?

Technical support from the manufacturer: Does the display manufacturer provide onsite technical assistance? How much does the assistance cost? Is the onsite technician a working technician or strictly an advisor? For which parts of the installation will a working technician be accountable?

Service access and methodology: Who will service the sign during the warranty period? Who will service the sign after the warranty? How will the technician reach those sign components that require service? Where’s the remote sign-operating system located, in the sign or in an enclosure at the base?

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Not a guessing game

Any of these considerations could impact the overall sales cost. A misstep or overlooked item can lead to an expensive cost overrun.

I know first-hand that it’s not wise to guess. Whenever possible, obtain firm bids from the installer, electrical contractor, crane-rental company (if necessary), freight company and display manufacturer (for any technical supervision). Each trade professional is an expert in his or her field and will supply a much more accurate figure than your guesstimate. Taking a short cut on an estimate by making assumptions can be costly.

I once guesstimated the type of crane necessary for an installation. I correctly noted the display’s height (30 ft. from grade) and also correctly calculated the exact weight of the load. Unfortunately, I totally overlooked the extensive distance from the location at which the crane would need to be staged. Consequently, I grossly underestimated the necessary crane size, because I didn’t consider the very long boom requirements.

For larger projects, effective project management is critical. A very large sign installation can take as long as a month and involve as many as 10 different companies. Coordinating the various trades, dealing with inspections and compliance issues, and staging various aspects of installation can all be as complex as any construction project. Ineffective project management can lead to simultaneous delays and cost overruns in multiple installation disciplines. The compounding effect can be catastrophic.

Today, more large sign projects are bonded for performance. Others have penalty clauses for late completion. These jobs require very careful estimating before committing to a price and installation-completion date.

Take your time

Because sales activity of electronic digital signage is on an upsurge, the potential also increases for costly short-cut errors. I’m always suspicious when someone gives me a quote for an installed display over the phone or in less than 24 hours. That person is either guessing or padding the numbers to offset risk. In either scenario, you aren’t getting a legitimate estimate.

Sloppy estimating is most likely to occur in bid situations. If you’re asked to bid on a set of specifications provided by the customer, then others have likely already taken more time to estimate the job. In such a case, take your time with the estimate, and make certain you know all installation details before you offer a quote. Likewise, explain your estimate in detail — it not only justifies your price, but also shows the customer that you know what you’re doing. Take your time. It’s always worth it.

Communication Options

The following communication options serve for virtually all display communications:

* Fiberoptic cable: Direct, instant communication between host computer and sign. Requires a physical path, usually in conduit from host computer to sign.

* Phone modem: Can be programmed from host computer for download to the sign at any time. Large files may take a long time to download. Requires a physical phone-line connection to the sign site.

* Mobile phone modem: Same as phone modem, but without the required physical phone-line connection. May be subject to mobile-phone, weak-connection difficulties.

* RF communication: Wireless communication. Requires line-of-site without physical interference. Limited to shorter distances.

* DSL: Same as phone modem but without the long download times.

* Cable modem: The fastest form of communication, other than fiberoptic. Subject to the reliability of the remote modems and other technology supplied by the local cable company.