Signs of the Times - September 2012 - 20

Randall Mertz, President and CEO • Oracal USA • Black Creek, GA
What vinyl applications are currently trending as most popular? Not surprisingly, vinyl used for signage is by far the leading application in our business. However, according to ISA’s 2012 State of the Industry survey results, “more than 50% of respondents predict growth in vehicle wraps, graphics, sign installation and maintenance.” If our sales figures are any indication, we are certainly seeing the same trend in ORACAL’s vehicle wrapping film purchases. That part of our business continues to grow. Also, it was interesting to me that in SGIA’s 2012 Financial Outlook and Business Growth Plans survey, half of the respondents use a mixture of digital and analog printing technologies to produce end products, but there was also a significant increase in screenprinting exclusive companies over last year. I would expect this to have an impact in future screen-printable media sales. What developments in ink formulations do you see as having the greatest impact on the industry in the future? Over the past few years, ink and printer manufacturers, looking to improve production efficiencies, have worked feverishly to produce ink/printer combinations to improve speed and ultimately ROI. In this effort, we have seen improvements across the board; new technologies, improved print quality and performance, and more ecologically safe solutions. I think all of these developments have a place. One ink formulation may be economically viable for one user, but the same cannot be said for every user. There simply is not one ink that is universally perfect for all applications. With so many variables to consider, like ink cost, production time, substrates, and printer combinations, it is hard to equivocally say that one ink formulation will have the greatest impact. To what extent do you feel “green” considerations are influencing the purchasing decisions in the sign industry? While environmental concerns have increased across the world, frankly price is still the main purchasing influence. I expect there are a number of companies within our industry that may not benefit specifically from the purchase of “green” products, but are doing a lot of things in their businesses to be more green overall. As a vinyl manufacturer, we certainly are concerned and do our part to participate and encourage green initiatives. For example, we use a number of recycled products such as end caps, box plugs, cores, and shipping boxes. Additionally, we participate in a drum recycling program with our vendors and have implemented a skid recycling program for our distributors. How much does a Presidential election year impact the sign industry? From a purely micro perspective, obviously our industry is positively affected by all the political signage, bumper stickers, banners, campaign stickers, vehicle graphics and wraps purchases. Looking at things from a macro point of view, print buyers who aren’t directly involved in ordering political signage and graphics will likely play a wait-and-see game to see who is elected and what if any effect it will have for them. Compared to a couple of years ago, how important do you feel vehicle wrapping is as an application? As I mentioned previously, we see growth in vehicle wrapping and that’s reflected in the survey work that organizations such as ISA have done. It certainly is a popular means to promote both long- and short-term marketing objectives. I believe what makes vehicle wrapping a growing trend is the ability to personalize a vehicle, whether it is for personal or business use. With all of the new vinyl films on the market these days, there are so many alternatives beyond paint. Not just more colors, but a variety of textures and effects to choose from as well. How important is customer relationship management in the current economic environment? Developing, maintaining and encouraging positive customer relationships is critical no matter the economic environment. Even during troubling economic times, companies need to strategize on how to retain and grow their customer base. I can tell you from personal experience that implementing a genuine, customerfocused culture has long-term benefits, whereas taking a programmatic approach has very short-term effects. Hiring service-oriented attitudes over technical, product, and industry knowledge is key. You can teach the intricacies of the product line and the industry. A service attitude has to come from within.

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Signs of the Times - September 2012

Table of Contents for the Digital Edition of Signs of the Times - September 2012

Signs of the Times - September 2012
ST Update
Possible Future for Digital Printing
Technology Update
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review
Technology Review
Design Matters
New Products
Show Yourself
Enter STs 2013 Intl. Sign Contest!
Looking Ahead
Pop Art
Neon: Green Again
Channel-letter Update
Industry News
Advertising Index
Editorially Speaking
Signs of the Times - September 2012 - Intro
Signs of the Times - September 2012 - Signs of the Times - September 2012
Signs of the Times - September 2012 - Cover2
Signs of the Times - September 2012 - 1
Signs of the Times - September 2012 - 2
Signs of the Times - September 2012 - 3
Signs of the Times - September 2012 - 4
Signs of the Times - September 2012 - 5
Signs of the Times - September 2012 - 6
Signs of the Times - September 2012 - 7
Signs of the Times - September 2012 - ST Update
Signs of the Times - September 2012 - 9
Signs of the Times - September 2012 - 10
Signs of the Times - September 2012 - 11
Signs of the Times - September 2012 - 12
Signs of the Times - September 2012 - 13
Signs of the Times - September 2012 - 14
Signs of the Times - September 2012 - 15
Signs of the Times - September 2012 - Technology Update
Signs of the Times - September 2012 - 17
Signs of the Times - September 2012 - 18
Signs of the Times - September 2012 - 19
Signs of the Times - September 2012 - 20
Signs of the Times - September 2012 - 21
Signs of the Times - September 2012 - Vinyl Apps
Signs of the Times - September 2012 - 23
Signs of the Times - September 2012 - 24
Signs of the Times - September 2012 - 25
Signs of the Times - September 2012 - 26
Signs of the Times - September 2012 - 27
Signs of the Times - September 2012 - Strictly Commercial
Signs of the Times - September 2012 - 29
Signs of the Times - September 2012 - 30
Signs of the Times - September 2012 - 31
Signs of the Times - September 2012 - 32
Signs of the Times - September 2012 - 33
Signs of the Times - September 2012 - Lighting Techniques
Signs of the Times - September 2012 - 35
Signs of the Times - September 2012 - 36
Signs of the Times - September 2012 - 37
Signs of the Times - September 2012 - The Moving Message
Signs of the Times - September 2012 - 39
Signs of the Times - September 2012 - 40
Signs of the Times - September 2012 - 41
Signs of the Times - September 2012 - Technology Review
Signs of the Times - September 2012 - 43
Signs of the Times - September 2012 - Technology Review
Signs of the Times - September 2012 - 45
Signs of the Times - September 2012 - Design Matters
Signs of the Times - September 2012 - 47
Signs of the Times - September 2012 - New Products
Signs of the Times - September 2012 - 49
Signs of the Times - September 2012 - 50
Signs of the Times - September 2012 - 51
Signs of the Times - September 2012 - 52
Signs of the Times - September 2012 - 53
Signs of the Times - September 2012 - 54
Signs of the Times - September 2012 - 55
Signs of the Times - September 2012 - 56
Signs of the Times - September 2012 - 57
Signs of the Times - September 2012 - 58
Signs of the Times - September 2012 - 59
Signs of the Times - September 2012 - 60
Signs of the Times - September 2012 - 61
Signs of the Times - September 2012 - Show Yourself
Signs of the Times - September 2012 - 63
Signs of the Times - September 2012 - 64
Signs of the Times - September 2012 - 65
Signs of the Times - September 2012 - 66
Signs of the Times - September 2012 - 67
Signs of the Times - September 2012 - 68
Signs of the Times - September 2012 - 69
Signs of the Times - September 2012 - Enter STs 2013 Intl. Sign Contest!
Signs of the Times - September 2012 - Looking Ahead
Signs of the Times - September 2012 - Pop Art
Signs of the Times - September 2012 - 73
Signs of the Times - September 2012 - 74
Signs of the Times - September 2012 - 75
Signs of the Times - September 2012 - Neon: Green Again
Signs of the Times - September 2012 - 77
Signs of the Times - September 2012 - 78
Signs of the Times - September 2012 - 79
Signs of the Times - September 2012 - Channel-letter Update
Signs of the Times - September 2012 - 81
Signs of the Times - September 2012 - 82
Signs of the Times - September 2012 - 83
Signs of the Times - September 2012 - 84
Signs of the Times - September 2012 - 85
Signs of the Times - September 2012 - 86
Signs of the Times - September 2012 - 87
Signs of the Times - September 2012 - 88
Signs of the Times - September 2012 - 89
Signs of the Times - September 2012 - 90
Signs of the Times - September 2012 - 91
Signs of the Times - September 2012 - 92
Signs of the Times - September 2012 - Industry News
Signs of the Times - September 2012 - 94
Signs of the Times - September 2012 - 95
Signs of the Times - September 2012 - 96
Signs of the Times - September 2012 - 97
Signs of the Times - September 2012 - 98
Signs of the Times - September 2012 - 99
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Signs of the Times - September 2012 - 111
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Signs of the Times - September 2012 - 113
Signs of the Times - September 2012 - 114
Signs of the Times - September 2012 - 115
Signs of the Times - September 2012 - 116
Signs of the Times - September 2012 - 117
Signs of the Times - September 2012 - 118
Signs of the Times - September 2012 - Advertising Index
Signs of the Times - September 2012 - Editorially Speaking
Signs of the Times - September 2012 - Cover3
Signs of the Times - September 2012 - Cover4
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