BlackDiamond

Good topic. I'm not sure how to chime in on this without sounding like I'm cupping anyone's nuts. Maybe I am. But, its a good, and very real example of integrity I experienced firsthand. In 1999, I worked at [electric sign company] for a year, designing any crazy electrical signs we could imagine. [electric sign company] had been in business for a few decades, and had established a top-notch engineering team, a huge shop of skilled artisans and fabricators and big fleet of crane trucks. They could create anything we envisioned. We just had to get the salespeople to think creatively in order to exploit our competitive edge: grand-scale architectural signs. It was a great job. Consistent. Humble. Fairly paid. Well, I got to reading the various business magazines on my breaks and ended up networking into a guy who ultimately offered me a job about 15 minutes from home (vs. 45 min.) and a 50% pay increase. I felt like a schmuck. I had only been at [electric sign company] one year. But, the opportunity was too good to pass up. I gave my 2 weeks notice and never looked back. Flash-forward 10 years. I am social networking for design work and run into some people from [electric sign company]. It turns out, they weren't the kind of people who talked a bunch of smack after anyone leaves. In fact, they accepted me back with open arms. The great thing is, they still have the same high production standards and provide a five year warranty on everything built in-house... which is a lot. It's a really BIG house. So, its not one thing or another. Its really an integral way of living, that integrity thing. We don't talk smack about ex employees or competitors. We just provide the best materials, with fair markups and reasonable profit - then do what we said we would do. Do we lose bids because we spec things right, instead of cheap? I'm sure. But, who cares? Let the cheap buyer get the cheapest sign parts and labor if they must. All we can really do is highlight the value of good design, top-shelf products and fair business profit. After all, someone has to stay in business to honor those warranties, right? As a sales guy, I do NOT want to be in the business of selling the cheapest ANYthing. I want to be in the business of selling the most exclusive, expensive things. Fleet sales for Hyundai, or exclusive agent for Ferrari? The paperwork is the same regardless.

By the way, Sign Syndicate is popular with everyone I've talked to at Arrow. Keep up the good work!

The High Voltages are having a baby?! A Sagittarius. Congratulations! So, back to the social media thing... The way I explain it to older people and luddites is that social media is just that - a new medium. Its not a sales tool unless we figure out how to use it in that way. But, that's on us. Its our responsibility to figure out how to leverage this new tool. People don't buy phones thinking business is going to increase simply by virtue of having a phone. You have to pick it up and call people with it. In fact, in the late 1800's, most people thought the telephone was an unnecessary gadget. "Hell, what's the problem with just walking down to the town square and speaking to the shopkeeper directly? That's the way its always been." Eventually, the telephone became so prevalent that those without one couldn't compete in business. In the 1980's it was the fax machine, in the 1990's it was email, then cell phones into the 2000's. Now, its social media. Like with fax machines, internet service providers or cell phones, it doesn't really matter which brand you choose (Facebook, Twitter, Linkedin, etc.). Its just important that you maintain some knowledge of the current communication medium and understand that millions of people are having professional conversations without you. Have you seen all the new cell phone commercials? They hardly mention talking on the phone at all. All the mobile devices are going to social media, and so are all our future customers. Its just a matter of time. Currently, I converse with architects, property managers, construction supers and others on a daily basis through Twitter. Mind you, these are just conversations about semi-related topics... for now. But as time goes on, these people may become friends, allies and customers. Plus, with Twitter's advanced search functions I can learn about new projects as they happen, in real time. Way before Dodge gets them in their system. Way before local trade publications announce anything. If you think about it, the only way to counter all the blatant, self-serving product hype in the social media is to get involved ourselves. There is a void there. Someone is going to fill it. On the web, we have the advantage. When I say "we" I mean independent sign professionals. Our voices are just as prominent in the social media as the CEO of 3M or GE, but we have to use it. We have to "pick it up and call people with it." I consider Linkedin one big chamber of commerce mixer. I say the same things there I would say in person. Transparency is key. You can't really establish any credibility if you're anonymous, or crass in your interactions with others. If I wouldn't say it in front of my grandma, I won't say it online. I did, however, take my profile pic while wearing just boxer shorts under my desk, though. For the record, I don't run around in front of grandma with just boxers on. I guess the biggest obstacle sign folks have in engaging social marketing is that many sign companies just don't do much marketing of any kind. The concept is unfamiliar. As an industry, we're not inclined to do things that don't have a clear outcome or provide instant gratification. How many sign companies even have a marketing department, let alone a social media manager? That is why there is so much opportunity for sign people in social media. Most of your competitors have focused on the urgent instead of the important. If you are still thinking social media is a fad, take a look at these numbers:

LOL - that "higher up" was me... and believe me, I've got friends in low places (present company excluded). Sorry - I wasn't trying to be covert or anything. I used to work for Arrow about ten years ago, in their award-winning design department. Killer stuff. We parted ways amicably. So, when the opportunity recently came up to work on their sales team I jumped at the chance. In one of these threads here, you see where my solo Black Diamond Signs project got put on indefinite hold to go back to Arrow. Of all the sign companies I have ever worked for, Arrow is the only one run by a visionary. They are a class-act, and I'm happy to be working with them again. Just wait - I hope to have them acclimated to social marketing / media by summer. Anyway, back to the Linkedin thing. I highly recommend all of you go set up an account and join in the action. Its Facebook for professionals. You're as professional as it gets. Don't let preconceived notions stop you from joining Linkedin. One of my favorite libertarian rabblerousers in the official White House group turned out to be a sign guy. Anyhow - go register and help contribute to the discussions. There aren't many active sign companies there. Your input would be appreciated. I get lonely there. There is only so much trouble I can stir up in the Digital Signage Group by myself. I could also use some help running the Sign Buyers Resource Group (yes, on Linkedin). That's a great place to dispel performance myths and tout the virtues of independent businesses. Visit me at http://jlilly.com

High Voltage - You should write for that magazine. Your original point about encouraging amateurs to engage in dangerous work, illegally, is important. And, you clearly like to write. I'd bet they would be receptive to contributing writers. Its worth a shot.

Ad Art Sign Company has a branch with large scale channel letter manufacturing in Stockton, CA. www.adart.com Ad Art hasn't been in business in Stockton for awhile. Arrow Sign has taken over Ad Art's old facilities, and I think some guys in Texas are using the old domain name. Looks like they need to update their site contact info, too. Arrow Sign Company 3133 North Ad Art Road Stockton, CA 95215-2217 (209) 931-5522 Manufacturing (510) 533-7693 HQ http://www.arrowsigncompany.com