Adcomm's first two issues Adcomm August 2013 Relaunch issue | Page 26

to be top of mind when they do this, don’t you? Years ago in varsity textbook pages on the subject were blank. I’m glad to say that today, while not huge, the section actually exists. Retailers often use trade magazines to garner information. And the brand managers I speak to today seem to know more than the ones from way back when. Hopefully this topic has gained enough momentum to ensure I don’t have to go on ranting, and my execs don’t have to listen to silly comments any more. * Thetha Media Sales is a specialist retail publisher with magazine offerings that provide FMCG/HARDWARE/SPORTS & PHARMA brands, with a conduit through which to communicate to their retail markets. Warren can be contacted via e-mail to: [email protected] You want your brand to be top of mind. Signage Sign Force Signage – an investment decision! Signage is signage is signage! Right? Wrong! SignForce, one of the few signage companies offering a money-back guarantee, manufactures signage mediums to cater for businesses across-the-board, from media-owners to corporates. The company’s focus – quality and fair value. An expensive attraction position ourselves as value for money – we make sure your sign speaks your target market’s language. We are not in signage,” he says adamantly, “we are in the visual communication business and our job is to make you visible. Our prices are higher than competitors – and that’s because we’re worth it! We make our signs work for you.” He feels, rather strongly, that a sign must Visual communication accurately reflect the business it’s MD Arnold Pollak unashamedly admits that SignForce could be considered expensive when representing and costs incurred must be a marketing investment. compared to competitors. “This is because we When it comes to choosing a company to manufacture and install your signage, the ones short-listed meet most of your requirements, be they BEE ratings, turnaround time, location and a host of other requisites. What is probably not on your list of ideal criteria is the most expensive company. Meeting criteria Brushed aluminium with machine cut vinyl - mounted. And, for the record, SignForce is a level 3 BEE company; strives for fast turn-around times (seven to 10 days); and, with regards to location, install signage countrywide. are, there is no doubt that their backgrounds play an imperative and influential role in their signage perspective, influence and advice. David has a fair number of years’ experie