Signs of the Times - December 2017 - 45
YESCO Salt Lake City
importantly, distractions, are most likely to attract visual
attention." The professionals, Cason noted, can then present
customers with a virtual preview of proposed new signage
and graphics in their location, and rate the efficacy of each.
While not an infallible predictor of value (accuracy for
the technology is between 85-90%), with the Visual Attention Software, FastSigns locations are not only able to
continue to produce quality signs and graphics for a variety
of businesses and industries, but those same signs and
graphics are made more effective and more likely to achieve
the customers' business challenges. A win for all involved.
FREQUENCY AND THE FUTURE
Watching the trailers for the since-released film "Blade
Runner 2049," as flying cars travel around futuristic cities,
the visuals that stand out the most are the giant, holographic billboards featuring recognizable brand names
and larger-than-life supermodels. Even in the future, there
is signage.
"That's no accident," said Jeff Young, sr. vice president
and CMO at Young Electric Sign Co. (YESCO; Salt Lake
City). "Customers are paying top dollar, despite economic
challenges, because everyone recognizes the need for
signs. We don't see that changing any time soon." With
40 locations and nearly 100 years in the business, not
to mention some of the most iconic signs ever created,
including "Vegas Vic," the Wynn Las Vegas Resort sign and
the historic El Capitan and Wax Museum marquees in
Hollywood, YESCO is making big investments in digital
billboard technology.
To support this expansion, Young references a 2009
Arbitron National In-Car Study, in which observers viewed
the dynamically-generated content of electronic billboards
around twice as often as static billboards. "When you do
the math," Young said, "there's a direct return on investment
when marketing with signage versus using some other
medium, like print or the Internet." And with the ability of
digital billboards to change up messaging on a dime, businesses can see the results of their marketing campaigns in
record time.
To that end, YESCO has partnered with another company,
Blip Billboards (see ST, November 2017, page 40), to
capitalize on selling unused digital billboard ad space in
the Utah market, even something as short as a 10-second
spot. So if you're a restaurant looking to recruit reservations
on a slow night or a hotel looking to fill vacancies in an
off-week, you can set the time, date and length of the
spot, which determines the cost of the buy. Young noted
that this technology puts the balance of power back in
the hands of the client, and not just the sign company.
"There will always be value in signs," Young said, "because
consumers will always be looking for them."
SIGNSOFTHETIMES.COM
45
http://www.SIGNSOFTHETIMES.COM
Table of Contents for the Digital Edition of Signs of the Times - December 2017
Signs of the Times - December 2017
Contents
From the Editor
St Update
At Large
Tech Review
Vehicles + Vinyl
Design Matters
Nuts + Bolts
An Overarching Theme
The Value of Signs
Going With the Flow
Design Software
New Products
Advertising Index
Last Look
Signs of the Times - December 2017 - Intro
Signs of the Times - December 2017 - BB1
Signs of the Times - December 2017 - BB2
Signs of the Times - December 2017 - Signs of the Times - December 2017
Signs of the Times - December 2017 - BD_L
Signs of the Times - December 2017 - BD
Signs of the Times - December 2017 - Cover2
Signs of the Times - December 2017 - 1
Signs of the Times - December 2017 - 2
Signs of the Times - December 2017 - 3
Signs of the Times - December 2017 - Contents
Signs of the Times - December 2017 - 5
Signs of the Times - December 2017 - 6
Signs of the Times - December 2017 - 7
Signs of the Times - December 2017 - 8
Signs of the Times - December 2017 - 9
Signs of the Times - December 2017 - From the Editor
Signs of the Times - December 2017 - 11
Signs of the Times - December 2017 - St Update
Signs of the Times - December 2017 - 13
Signs of the Times - December 2017 - 14
Signs of the Times - December 2017 - 15
Signs of the Times - December 2017 - 16
Signs of the Times - December 2017 - 17
Signs of the Times - December 2017 - 18
Signs of the Times - December 2017 - 19
Signs of the Times - December 2017 - At Large
Signs of the Times - December 2017 - 21
Signs of the Times - December 2017 - 22
Signs of the Times - December 2017 - 23
Signs of the Times - December 2017 - Tech Review
Signs of the Times - December 2017 - 25
Signs of the Times - December 2017 - Vehicles + Vinyl
Signs of the Times - December 2017 - 27
Signs of the Times - December 2017 - 28
Signs of the Times - December 2017 - 29
Signs of the Times - December 2017 - Design Matters
Signs of the Times - December 2017 - 31
Signs of the Times - December 2017 - Nuts + Bolts
Signs of the Times - December 2017 - 33
Signs of the Times - December 2017 - 34
Signs of the Times - December 2017 - 35
Signs of the Times - December 2017 - 36
Signs of the Times - December 2017 - 37
Signs of the Times - December 2017 - An Overarching Theme
Signs of the Times - December 2017 - 39
Signs of the Times - December 2017 - 40
Signs of the Times - December 2017 - 41
Signs of the Times - December 2017 - The Value of Signs
Signs of the Times - December 2017 - 43
Signs of the Times - December 2017 - 44
Signs of the Times - December 2017 - 45
Signs of the Times - December 2017 - Going With the Flow
Signs of the Times - December 2017 - 47
Signs of the Times - December 2017 - Design Software
Signs of the Times - December 2017 - 49
Signs of the Times - December 2017 - 50
Signs of the Times - December 2017 - 51
Signs of the Times - December 2017 - New Products
Signs of the Times - December 2017 - 53
Signs of the Times - December 2017 - 54
Signs of the Times - December 2017 - 55
Signs of the Times - December 2017 - 56
Signs of the Times - December 2017 - 57
Signs of the Times - December 2017 - 58
Signs of the Times - December 2017 - 59
Signs of the Times - December 2017 - 60
Signs of the Times - December 2017 - 61
Signs of the Times - December 2017 - 62
Signs of the Times - December 2017 - 63
Signs of the Times - December 2017 - 64
Signs of the Times - December 2017 - 65
Signs of the Times - December 2017 - 66
Signs of the Times - December 2017 - 67
Signs of the Times - December 2017 - 68
Signs of the Times - December 2017 - 69
Signs of the Times - December 2017 - 70
Signs of the Times - December 2017 - 71
Signs of the Times - December 2017 - 72
Signs of the Times - December 2017 - 73
Signs of the Times - December 2017 - 74
Signs of the Times - December 2017 - 75
Signs of the Times - December 2017 - 76
Signs of the Times - December 2017 - 77
Signs of the Times - December 2017 - 78
Signs of the Times - December 2017 - Advertising Index
Signs of the Times - December 2017 - Last Look
Signs of the Times - December 2017 - Cover3
Signs of the Times - December 2017 - Cover4
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