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Business Management

The Sign Industry Should Remain Vigilant

Continue with shop precautions as we inch closer to returning to ‘normal.’




THIS EXPRESSION MAY SEEM strange with summer at our doorstep. Used primarily in the military or by aficionados of Call of Duty, ‘Stay Frosty’ means, “be cool, but remain alert to potential danger.”

As I write, according to NPR, more than half of US adults have received at least one COVID-19 vaccination, and yet the number of coronavirus cases in the US has been rising since the middle of March. Warmer weather and protocol patience wearing thin are partially to blame, but surely another reason must be the light visible at the end of the tunnel.

After all, four out of five respondents to our Brain Squad survey plan a “real,” week-long vacation away from the office. Also, nearly two in three either already feel comfortable attending in-person tradeshows, or will be, right after both vaccinations plus two weeks.

What does this mean for your sign company? Within your walls you should be doing your part to continue precautions — perhaps even more than your state or local government requires, especially if you feel policy makers in your area may be rushing things a bit. Plenty of large companies are retaining COVID protocols in states that are more lax.

With the disease evolving, our response must remain the same: Be cool, but remain alert to potential danger. If we keep doing what we should be doing, we’ll definitely move closer to our goal. We may very well already be inside the 20, to use a football metaphor.

But if we don’t stay frosty, we run the risk of blundering, like that player in the famous highlight, who started slowing down and celebrating his touchdown on the 10-yard line, was caught and tackled from behind, and fumbled the ball through the end zone.


Let’s see this out before we spike the ball.

mark-signature updated

5 Smart Tips from This Issue

  1. Add window, wall or floor media, which can be printed on your existing printer, to expand your offerings. (Tech Products)
  2. Digital printer manufacturers are incorporating customer feedback when producing their latest machines. (2021 Digital Printing Update)
  3. Let people be themselves — one of 16 ways to be a better boss. (Chief Charming)
  4. Every three months, schedule non-sales calls with your top 3-5 accounts and ask what’s currently important to them. (Tip Sheet)
  5. Update your clients regularly on projects, even if the update is “we don’t know yet.” (Maggie Harlow)

Mark Kissling is ST’s Editor-in-Chief. Contact him at [email protected]



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