Signs of the Times - August 2013 - (Page 54)
Standing Their Ground
Monument signs remain a vital component for placemaking identity.
By Steve Aust
The monument-signdownturn. New beating during
market took a
the recent economic
residential construction nearly ceased in most areas; commercialdevelopment owners went bankrupt or stopped developing and maintaining their properties, and many
homeowners or tenants (formerly ideal candidates)
were unable to make such an investment.
However, even amidst stock-market uncertainty,
the news has decidedly improved recently. According
to a MarketWatch.com blog published on June 26,
the U.S. Dept. of Commerce announced that appreciation in investments in residential real estate amounted
for nearly 19% of economic growth during the year’s
first quarter. Confidence in the housing market will
lead to more housing constructions, thus more residential development – and, finally, more monument
signs.
Other reasons for optimism in this market include
governing bodies at churches that realize the promotional
54 SIGNS OF THE TIMES / AUGUST 2013 / www.signweb.com
possibilities (and diminishing price points) of electronic
displays in their monument signs. Today’s engaged
congregations prefer messages about a church’s youth
ministry and community-outreach programs over the
traditional, changeable-message displays – often outfitted
with such hackneyed messages as “Eternity: Smoking
or Non Smoking?” and “Seven days without Jesus
makes one weak.”
Also, executives at entertainment and retail destinations
understand, in the dogfight for a share of families’
(often shrinking) disposable income, successful marketing
requires more than a catchy TV ad or onsite, wi-fi
amenities. It demands cultivating a memorable experience that carries the visitor from beginning to end.
Where does this experience start? At the “front door,”
with a compelling sign.
Several monument-sign manufacturers provide case
studies that underline the potential role they can play in
advertising success.
n
http://www.MarketWatch.com
http://www.signweb.com
Table of Contents for the Digital Edition of Signs of the Times - August 2013
Signs of the Times - August 2013
Contents
ST Update
Technology Update
Cloud-based signshop software
Vinyl Apps
Strictly Electric
LED Update
Software Update
Technology Review - Esko Kongsberg XN finishing system
Technology Review - Gerber Edge seminars
Sign Museum News
New Products
Standing Their Ground
Commercial-Sign Company 1 on 1’s
Layers
Dynamic Displays at LAX
Advertising index
Editorially speaking
Signs of the Times - August 2013
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