Signage has always played an integral role in merchandising and marketing. The main objectives of signage are, naturally identification and direction with certainly an image component. And, like most elements of today’s sophisticated marketing process, signs are a true reflection of the times. The revolution is underway and going strong into the second decade of the 21^st century. Electronics, in the form of digital production and printing, is king. The age of the  ”sign painter” is fading into ancient history. Computers equipped with powerful software, wide format printers and skilled computechs now aid in the majority of design.

At a recent East Coast Sign Show held in Atlantic City, New Jersey, the signage variety and new techniques were absolutely mind-boggling. Everything from electronic billboards and displays to new types of illumination using semiconductors to distribute light on thin, flexible ribbons were on display. Peripherals such as vinyl cutters for lettering and logos, as well as devices, which carve designs into wood, metal and plastic substrates with precision are the latest tools of the trade. Vehicle wraps are another innovation, representing the future of outdoor advertising. Cars/SUVs, Buses/Trailers, and Trucks/Vans print messages and images in high quality, scratch resistant and removable adhesive backed vinyl.The vinyl material produced on large format digital printers are applied to the vehicles and conform to the body surfaces. Wraps are often mistaken for high-end paint jobs, which cost thousands more.

Here are some tips for creating more successful signage:

• Get type and graphics as big as possible, given your space limitations.

• Keep the signs readable at a distance by simplifying verbiage with only the most important information.

• Well-designed landscaping and/or berming go hand-in-hand with a comprehensive signage program.

• Consult with a site planner, landscape architect and marketing professional to seek advice on placement and overall intent of the signage. Have them submit design concepts in color comprehensive form, even project signage in a virtual reality setting

Like every other element in your merchandising and marketing, take time to plan your work and work your plan. And, always think in terms of advanced technology to achieve your signage goals and objectives.

My earliest recollection of uniforms were those guys dressed in crisp Texaco shirts introducing Milton Berle on his popular TV show in the 1950’s. Obviously it made an impression on me. Fast forward tothe present and uniforms have become a mainstay if not an essential ingredient for projecting a cohesive image in the vital “branding” process. Similar to brochures, ads, website and other cohesive marketingdevices utilized by successful companies around the globe, the trend is definitely toward consistency and professionalism in all aspects of corporate identity.

Everyone from restaurants to health care, property management companies to businesses of every stripe need to represent the integrity and image of their product or service. All employees from top level executives to support staff and maintenance/custodial should be dressed with consistency. For example, dress or casual shirts—polos to collared button downs– in an appropriate corporate color and style characterizing your image.  Add matching or complementary pants/skirts with sport jackets/blazers. Also consider distinctive ties/scarves, sweaters, vests, fleece, jackets, other outerwear and appropriate headwear for a cohesive look and fashion appeal. Of course, all apparel should display a corporate or product logo and/ or web address, which can be embroidered or silk-screened on the front chest, sleeve or back of the wearable. Staff uniforms can run the fashion gamut from casual for dress down days to more formal depending on the corporate environment.

As far as color and fabrications are concerned, you can generally find wearables to match your corporate/product colors in soft, breathable cotton or easy care blends of cotton and polyester as well as 100% wool or microfiber. Bear in mind, that many tops are unisex, but the trend is to offer men’s styles and coordinating women’s styles with a more feminine silhouette.

Bottom line, you need not spend a fortune outfitting staff. The essential part is to convey an image of professional management and consistent, caring appearance both internally and extended to your external publics. Always consider consulting and brainstorming with a professional in the industry for the latest and greatest in standard and custom-designed uniformity.

From the earliest days of advertising, people have continually been seeking new and different ways to call attention to their products and services. It wasn’t long until the calendar, the original promotional product, became the obvious choice of business and industry alike.

Calendars provide a continuous, targeted marketing vehicle for just pennies a day. They are needed, wanted and used for an entire year. They put your message on the walls and desks of those who will keep you in sight and in mind 365 days each year. Calendars can support an overall marketing program, serving to enhance and amplify your brand and image all the while. Providing calendars can give your corporate brand/image more arms, legs and personality by adding them to your marketing mix. They speak directly to your target market,telling a story though words and pictures to a specific core audience. From research, message retention is very high. Your message has great reach, measurably extending your Return on Investment (ROI). You can add a variety of custom options such as coupons and special offers, giving the calendar a valued added element. Best of all, a high quality calendar will be welcomed as a gift, a token of sincere appreciation on your behalf. The sense of good will created is immeasurable.

Calendar solutions come in all shapes, sizes, subject matters, and practicalities. Whether serious or whimsical, historic or inspirational, you can find something that suits a particular theme or image. One clever use of a calendar has it incorporated into a mouse pad format.

The uniqueness and versatility aspects of these calendars can bring notoriety along with a rush of phone calls for additional copies, effectively spreading the wealth, so to speak. Create your own special calendar by using descriptive copy and one-of-a-kind photos such as personal, employee, pet, company facility/capabilities, local attraction/historic area and the like. Make your calendar a definite keeper by using creativity and imagination. Consider enlisting help from employees or your marketing professional.

In essence, calendars can prove to be a beneficial, valuable and low cost means of conveying your message. Try teaching this very old dog some 21^st century new tricks and reap the rewards.