SGIA Journal November/December 2013 - (Page 33)

feature Determining & Nurturing Your Areas of Opportunity Sign and graphics companies commonly produce a fairly wide variety of end products for a wide range of markets. Picture this: According to SGIA's recently-released 2013 Market Trends & Product Specialties Benchmarking Report, the average sign and graphics company serves eight market areas and 13 product areas (our averages, rounded up). Therefore, using simple multiplication, the average company, then, is able to produce as many as 104 possible product/market combinations. Instead of calling them combinations, let's call them opportunities. The purpose of this article is to help you understand and quantify the many opportunities your company faces, and then evaluate them to discover how well you serve these areas today, and how you might serve them better in the future. Presented as a sevenstep process, it may help you find a smoother road on your path toward fully realizing your company's profitability, and to avoiding fruitless opportunities that don't fit your goals. Let's get started: Step One: Select the Market Areas Your Company Currently Serves * Retail stores * Corporate branding * Food services * Ad agencies * Nonprofits/associations/organizations * Interior decorators/designers/architects * Educational institutions * Health care institutions * Hospitality Services * For the trade * Business-to-consumer * Athletic teams * Exhibit manufacturers/contractors * Government & government contractors * Manufacturing/OEM Step Two: Select the Product Areas Your Company Currently Serves * Banners * Indoor wall graphics * Window displays * Point-of-sale/point-of-purchase * Vehicle graphics * Trade-show displays * Decals/labels/stickers * Backlit signs * Pole signs * Floor graphics * Building graphics * Construction signs * Presentation graphics * Safety signs * Environmental graphics * Architectural facade * Architectural wayfinding * Directories * Advertising specialty * Flags * Fine art reproduction * Building wraps * Traffic safety * Billboards * Plaques/awards/ trophies/ * Awnings Dan Marx, Vice President of Markets & Technologies, SGIA Visit SGIA at SGIA Journal ■ November/December 2013 | 33

Table of Contents for the Digital Edition of SGIA Journal November/December 2013

How to Survey Your Print Customers
Nanography™ and Nanotechnology: A Primer
How to Select Your Next Wide-Format Printer, Part II
Determining & Nurturing Your Areas of Opportunity
UV LED Printing: Will Your Business Be Left Behind?
Making Big Decisions: Will Doing Nothing Destroy Your Business?
MIS: Is Your System Working For You or Against You?
Sustainability and Media
Standardization and Process Control in Wide-Format Printing: Why It Will Change Your Life (And Make Your Customer Happy)
Test the Water Before you Commit with SGIA's Digital Equipment Evaluations
How CorelDRAW® Can Help Transform Your Sign Shop
A Time for Leadership: A Survival Guide for the 21st Century
Extracting Lessons from SGIA’s 2013 Industry Data
New Products
UV LED Technology & the 2013 SGIA Expo
The Ins and Outs of Color Management
SGIA Bestows “Product of the Year” Designation on Top Entries at 2013 SGIA Expo

SGIA Journal November/December 2013