Four Year Anniversary

Four years ago, I made a website and registered nwsignsource.com.  The next day I started calling my contacts, and received a lead, and within 2 days received my first payment for a consultation project.

Four years later, after many downs and ups, I am completely supporting my family and helping local vendors, by serving customers predominantly in the Pacific Northwest.

I'm looking forward to continuing to grow and excited at the sign projects I will be helping people with in 2019.

NWSIGNSOURCE.COM

Wall to Wall Stone Corporation

Thank you to Wall to Wall Stone Corporation for allowing us to help you with your Kent showroom.  Also, congratulations to Mark Lauzon on a great logo design.  We were happy to turn this into a beautiful wall display.  Also, thanks to our great production and manufacturing managers for coming up with a way to fabricate the smaller arrow and ring components.

Call me at 360-259-2178 if you are interested in a beautiful wall display, monument sign, message center, or any other signage needs. 

How I Lost the Sale

A good friend of mine suggested I write a book called 'How I Lost the Sale'.  Maybe when I have a few decades of successfully serving my customers, I will.  It sure seems like a book that people would buy. So, here is a short blog version:

1) I knew more then the customer.

       Well, I thought I was the expert the customer called for answers!  What an idiotic idea.  The customer is the expert; that is how they earned the money to buy my product.

2) I interrupted with what I wanted to say.

       We all know listening is the secret of sales.  Knowing and actually listening are what separates great salespeople from people like me...

3) I only cared about my commission.

        Thinking short-term both in relationship to the client, and in relation to your own company is dumb.  Getting your fellow employees and boss unhappy with your projects is a sure fire way to lose sales.

4) I was late.

        There is no quicker way to discredit your integrity then to be slow to an appointment.

5) I didn't do what I said I would do when I said I would do it.

6) I didn't get help.

         Customers don't trust lone rangers.  They want a team.  A team approach gives customers assurance that your company will deliver, because it ain't just you being a hero.  They don't want a Hollywood star, because there is no such thing.  In the real world, it is amazing what can get accomplished when you don't care who gets the credit, at least Ronald Reagan thought so.

7) I wasn't an order-taker.

         I've heard some disparage order-taker salespeople.  That's exactly how to lose the sale.  When. I don't listen to a customer, I end up not having the opportunity to take their order.

8) I was trying to make a sale, instead of brining value to the customer.

9) I didn't want money.

          It's amazing that when I'm not really, really greedy, I end up being really selfish with my customers.  They would rather I want a lot.  They know that if I really want a lot of good things, it requires me to give a lot more of myself.

                 If you can help with any other ways I lost the sale, please comment below.  Thanks!

Can you Trademark a Building?

Can you trademark a building?

       Unfortunately, the answer is yes.

Part of the advantage of the sign business is that any idea that someone has is publicly available.  You can't copyright the combination of purple and gold.  You can't trademark a sans serif font heading with Times New Roman font copy.

Signs don't do much good hidden, so learning how to design signs is an unfair advantage over other industries.  However, trademarks and branding are important and sometimes overlooked concerns when designing a sign.  Most logo designers have a moderate amount of care to not copy a brand.  However, there are cases where mistakes can be made.


The Space Needle is trademarked.  When I first heard this, I was amazed.  You can't copyright a building!  Unfortunately, you can.  There is even a category in the US Patent and Trademark Office design manual called '07.09.25--Other monuments, including Tombstones, totem poles, The Leaning Tower of Pisa, the Space Needle'

So much for being able to use 'public' buildings as designs!  Even an iconic landmark that is (in all Seattle-ites minds) directly linked with the city is off-limits.  It happens to be a private building on private land, built with private funds, and it is a privately held trademark. 

The moral of the story:  Before investing in a sign or brand, make sure the logo designer does due diligence on any logos which might already be trademarked.  Most of this is common-sense, but please let everyone you know that the Space Needle is trademarked.  This is an over 300' tall exception to the rule!

Unfortunately, the small business shown here was broadsided on this issue, without any warning.  After investing in signage, web-site, window graphics, interior décor, etc.  You would think the Space Needle would do more to let the design community know that they have a trademarked building, but alas, big corporations aren't always that community-friendly...
 

Facilities Budget or Marketing Budget? Why not both?

I've been asked by one of my clients for some preliminary budget numbers for signage on a facility remodel.  There are huge expenditures in demolition, expansion, and construction, but the signage requirements are relatively minimal.

In a situation like this, it is sometimes best to ask, "Why go through all this trouble of a remodel, and try to save on signage?"  Isn't the purpose of a remodel ultimately to improve the customer experience or increase capacity, both of which are means to an end of more profit?  Isn't that what signage is aimed at?  It is the equivalent of producing a really great radio ad, with no phone number, website, or business name.  Great ad, but it's not going to profit you...

Of course, this client understands all this, and is open to suggestions on signage.  One of the first things we discovered in our investigation was an exposure to a high-density freeway.  There was a sign there, but it was half the size that the city's code allowed.  This will require quite an expenditure, as a new excavation, foundation, and support pole will be required.  However, in the scheme of building a huge expansion to grow the business, a freeway visible sign is worth 10 times it's expense.  It is the most valuable long-term marketing expense.

What makes the property so valuable?  Exposure to traffic.  What is the traffic exposed to?  A brand new facility.  What is this beautiful new facility?  I don't know.  Isn't there a sign there?  Oh, I can't read it.  It was too small.  It was hard to tell because of the color.  I didn't even notice it, because I was looking at the catchy sign next door.

Signs are not just the necessary evil of a construction project.  They are there for the same reason the project is getting done in the first place: to attract attention to that facility.

New company - Heath Northwest

my final project with National Sign Corporation...



First of all, I'd like to say thank you to Tim and Steve Zamberlin, and the entire team at National Sign Corporation in Seattle, WA for 4 years of a great experience.  I am proud of the time we spent together and the beautiful projects we were able to help our customers with.  National Sign Corporation is in its 99th year of operation, and I wish them the best of success as they approach their centennial.

I am excited to announce that I will be joining the team at Heath Northwest in Seattle, WA starting March 3rd, 2014.  Heath is a customer first organization which has been helping companies with distinctive electrical advertising in the Pacific Northwest since 1967.  At one time in its history, it was the powerhouse signs company in the region with the largest manufacturing plant in the area.

Currently, we have a great sales, design, support staff, as well as a full fleet of service and installation vehicles, with a top-notch crew of service techs and sign journeymen.  The current owner of Heath Northwest is Ramsay Signs in Portland, OR.  Ramsay is the oldest sign company on the west coast, having been in continuous operation since 1911.  Because of a large footprint and multiple sign companies in the region (including 3 additional companies in Oregon), we are able to offer the highest level of design, service, and overall experience to our customers.  We are also able to design, permit, and manufacture signs and ship across the country at large quantities for corporations and national franchisers.

I look forward to continuing to serve my customers, and hope to help more companies in the Pacific Northwest attract more attention to their locations with distinctive and beautiful signage.  If you have any questions or needs, or if you would just like to comment, feel free to call me at 360-259-2178 or leave a comment below.

Culinaire - high-end retail, locally owned

When you walk through SouthCenter Mall in Tukwila, WA, you don't think mom and pop shops.  This is the largest shopping destination in Washington state, including some of the trendiest and high-end retail storefronts in the entire Pacific Northwest.  Westfield's strict and comprehensive design guidlines insure that every tenant has a high-end look to keep the entire shopping experience enjoyable and truly worthwhile, as many of the consumers travel up to 2 hours to come here.

Culinaire - quality cookware and kitchen supplies

When a sole proprietor wants to open a shop inside the mall, the challenges can be overwhelming.  Patricia Washington, President of Culinaire, Inc, was up to the task.  With vision for her business, and dedication to the hard work required for the difficult path ahead, she has opened a store in the mall that looks and feels better than most of the national 'anchor' and 'name-brand' tenants within.  National Sign was able to help with her marketing efforts by providing her with sizeable displays within a cost-effective budget.  Culinaire may not have commercials on the radio, mail-outs to the entire region, or TV spots, but they are a growing and profitable business, partly due to the marketing benefits of well-designed signage.

Storefront display with push-thru letters and halo background, coupled with a double-sided blade sign

Though Culinaire has been open almost 9 months(and years and years before that with a different owner), look for their grand opening sometime this fall.  For help with signage like this, call me at 360-259-2178 or email me.  Also, please help a local business by visting Culinaire in Southcenter Mall or liking their facebook page - facebook.com/CulinaireCooks.

Working with our partners

I wanted to give some praise to Elite Commercial Contracting in Kent, WA.  They are working with us on an interior decor project, and their quality work on schedule was exactly what we needed for this project.  They are a cabinet shop, and they were able to laminate some of the sign backgrounds for us.  We special ordered 16' lengths of 3/4" MDF, and did a specialty millwork procedure called a pull-down route on our Gerber flatbed CNC router.  Elite came to our shop, picked up the custom cut pieces, and brought them back about a week later.  Timely, and very nice...

Shipping out a sign package

It's exciting when one of our exterior sign packages goes out the doors on its way to Louisville, Kentucky or somewhere else around the country!

   

I'm not sure exactly where this sign is going, but I know some restaurant in the MidWest is going to get a very attention-getting display!

Almost 2 years...

I've just modified my profile.  I now am 34.  I also am in my second year of learning to be a salesman.  Here are some of the important things I have and am learning:

1. Time Management - Just like a service position, or a manufacturing position, time is money.
2. Diligence - Consistency in filling the pipeline, following up with customers, asking for referrals
3. Goals - don't settle for people to call me, reach 30-50 decision makers a day!
4. It's not about me, it's about my masters (customers)
5. If I treat my fellow employees(and family) with the same respect I treat my customers, my customers will sense it
6. Business is simple.  Serve people, and they will want to do business with you!

Overlake Medical Clinic

Hospitals need signs for a few reasons.  Similar to any business, they need branding imprinted on the local demographic.  They also need to market to new customers and patients, especially with such an abundance of health clinics and hospitals in King County, Washington.  But hospitals also need to serve the public by having clear, visible identification.

That's where we come in:  helping hospitals with clear, visible exterior signage - that also portrays a beautiful, on-premise brand.

Marketing Display or neon sign?

There are lots of sign companies.  There are lots of graphic designers.  However, the rarity of on-premise exterior marketing displays is a testament to the artistic talent, craftsmanship, and experience that is required to create signage at this level:

To create a display, that is both artistically compelling, and yet has the raw marketing draw required for a local business - that is truly challenging and rewarding when done right.

That is what makes the difference between a branded experience and a sign.

National Sign means we do signs in Sacramento, and Kansas City, and Denver, and Boulder, and...

I work for a local company here in the Pacific Northwest.  When I give someone my business card, and it says "National Sign Corporation", I explain to people that we are a family-owned company based in the Puget Sound region with a strong local presence.  However, we do ship signs all over the country, and I don't want to minimize the fact that we have been awarded nationally with both our award-winning designs and our complete sign projects.

Here are a few photos from a project in Roseville, CA.  When you have a beautifully designed shopping center, there needs to be signage that can both attract attention, and cohere to the aesthetics of the experience.

Lit dimensional letters, welcoming to a 'tavern in a shopping center' concept



A lighted facade integrated into an interior patio, with copy 

Night view - the facade becomes a lighted display!

Michael Antonelli

Wanted to pass on this sad news.  One of my fellow employees, Michael Antonelli, apparantly drowned this last fourth of July weekend. The Everett Herald has a brief story here - http://bit.ly/oNKBTq.  Personally, I have fond memories during the too brief time I worked with Mike in the shop.  I also have included the official memo from our company's owners:

Our thoughts and prayers go to the family and friends of Mike.

Think of a caption for this photo :-)

Here is a funny sign in Roslyn, WA.  I met someone at a fund-raising event for MDA.  They took this photo.  I'm not going to even attempt a quip to accompany the photo; I'm sure you can think of a few...

Push-Thru letters...

I recently was talking with a business owner who didn't have the space to go with a very large set of channel letters. Push-thru letters are a great alternative. They work great for viewing from a 25-50 yd range in medium traffic (30-40 mph). They also do not have the cost associations of channel letters, and most important, they look beautiful!

Fundraising Event

Hello,
I got stuck in a fundraiser for MDA - muscular dystrophy organization. Luckily, I have a personal connection with MDA as it runs in my family. I have 1 uncle and 5 cousins who died from muscular dystrophy. My mom didn't have me until she was 40, because she was afraid of having a son with muscular dystrophy.  Also, one of my cousin's grandsons has it now. His great-grandmother, my aunt Blanche Lohner was one of the people who helped start the organization in the late 40s. Please feel free to donate $5-$30 by April 27th. If you donate more than that, I will have to send you a Starbuck's card as a gift.

Here is the link - http://bit.ly/fWfrKm

Thank you for helping,
Isaac Duke

yelm chamber message center sign

Just Like New - the maintenance advantage

       One of our clients really values well-maintained signage and lighting at their 22 locations.  They understand that in their industry, signage is crucial to their sales.  Yes, they are a QSF(quick service food) franchisee; and yes, they get help from national ad campaigns.

       I had the opportunity to see one of their locations that was situated right next to a major interstate arterial, and it was hopping!  We had recently cleaned their signs, and replaced quite a few outages.  They were located next door to another huge franchisee in this part of the country, and the amount of difference in traffic was like night and day (no pun intended).  The competitor's store was dark, unclean, and generally looked dingy.  Our client's store was bright, spotless, and looked warm and inviting.  Not only was our client's store generating high volumes of drive-thru traffic; the well lit parking spaces were filled with customers.  It was fairly late - about 9:15pm - but the place was busy.

     We definitely can't take all the credit for this store's success, but it was sure a clear example of how well-maintained lighting and signage makes a difference in sales!

Your Best Customer

What makes a great salesman? 

Do they "turn it on" when they get into that important meeting with a "big" client?

Do they only focus on serving their important clients?

It isn't bad to prepare for important customers.  It isn't even bad to focus on how you address them.  However, I am learning that that part is easy if I have a mindset of serving everyone around me all the time.  Whether it is a customer, a fellow employee, my managers, my friends, and yes, my wife, everyone I come into contact with is an opportunity for me to enrich their life in some way.
Good business owners can smell someone who is "turning it on" a mile away.  They know if someone is approaching them to "get" something.  They can sense whether I am trying to use them to get money, or whether I am looking on their cares.  If I am not continually serving everyone I come in contact with, then it will be hard to honestly treat my customers with that integrity.

So, who is my best customer?

The person right in front of me!