Sign & Digital Graphics

July '18

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ARCHITECTURAL AND ENVIRONMENTAL S mall sign shops facing a big sales opportunity and knowing they can't complete the job alone have a couple of choices: partner with a fellow sign shop in their region, or work with a wholesale manufacturer. But how do they make the decision? When it comes to fulfilling a wayfind- ing project, opting for a wholesaler offers numerous benefits to a sign company. "The number one benefit is the focus on service and providing the greatest amount of options and support rela- tive to the sale," says Charles Kelly, Jr., president and owner of Clarke Systems in Allentown, Pennsylvania, a wholesale provider of interchangeable wayfinding systems for more than 35 years. "We're excited to work with the sign shop that has an opportunity—in most cases, we will have greater capacity, design sup- port and sampling, project documenta- tion, and installation preparation over an independent. To sum it up, we're ready to react to our dealer's opportunity with a turn-key solution from design to instal- lation. We'll even join them in the field if the job warrants." Wholesalers of wayfinding systems sell to sign companies or brokers need- ing to fulfill small and large orders for their customers, Kelly says. Wholesalers focus on the products needed to fulfill a wayfinding project, while independent sign shops split their focus between their retail sales business and their wholesale products, he says. "I believe it is safe to say that any company that specializes in a service or product will more likely be ready to assist whatever the request," Kelly says. "The specialist will be able to adapt to time challenges, provide greater insight due to their experience, create numerous solu- tions as situations dictate, and possess the Outsourcing Wayfinding Signage Wholesale wayfinding companies add benefits by specializing in service, options B Y S H E L L E Y W I D H A L M Shelley Widhalm is a freelance busi- ness writer living in Loveland, Colorado 64 • July 2018 • S I G N & D I G I T A L G R A P H I C S An exterior wayfinding sign to direct traffic to the facilities at the Iowa State Fair, including the 4-H building, the barns, the exhibition center, the livestock pavilion and the food center. (Photo courtesy of Howard Industries)

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