November '23

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1 4 G R A P H I C S P R O • N O V E M B E R 2 0 2 3 G R A P H I C S - P R O. C O M S I G N A G E & P R I N T I N G T here comes a time for any graph- ics-oriented business to break out of its comfort zone and try something new or stay the course of the tried and true. Businesses on a fast growth track or in areas where that business has become a one-stop graphics shop have to eventually explore the opportunities available with the many wholesale options for signage available today. When it comes to sign business today, "It's not your father's Oldsmobile (or vinyl plotter)," as the saying goes. And times they are a changin'. We see it and embrace it with technology, new equipment and materials, and even social media. For a lot of people, myself included, when starting and growing a business I wanted to have control. ere, I said it out loud. My shrink would be proud. It took a lot of research, hand holding, and bottom-line accounting to break out of my business niche of work completed strictly in-house and navigate the whole- sale possibilities. ankfully, the wholesale industry has also changed. Not only is virtually every signage product imaginable available by a wholesaler, but in today's world these organizations offer much more than just product. In order to take the leap of faith, it involves mutual collaboration for the shop to gain a certain comfort level. Remember, these companies also follow the same 80/20 rule of business as the rest of us, so it's understandable they want the experience to be positive, profitable, and prompt so you return as a repeat customer. So let's dispel the myth that wholesalers are the cut-throat used-car salesman of the Wholesale Exterior Signage To sub or not to sub and how to test the waters B Y J D H A M I LT O N James Dean Hamilton has more than 30 years of experience in the sign industry with a vast knowledge of everything signage, marketing, and workflow management. His website is www. and he can be reached at Drawing template of Howard Industries' HED-300 post-and-panel product. Howard Industries can pro- vide templates and cut-away/cross-section drawings for all their standard sizes and custom sizes upon request. (Drawing courtesy Howard Industries) Complete turnkey post-and-panel projects painted to specifications and supplied graphics are great option provided by Howard Industries. (Drawing courtesy Howard Industries)

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