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| How to have a "banner" year.
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| Sign Marketing Group, a subsidiary of Western Broadcasting Company (WBC), has developed a unique sales and marketing concept which is helping top media companies across the country tap into new revenue streams, dominate event marketing and increase advertising revenues.
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| In a very competitive market, WBC recognized the need to broaden and diversify its marketing base. The goal was to develop a new media profit center that would enhance the station's market awareness and also increase sales.
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| After analyzing several options, it was determined that the multi-million dollar sign market was the most viable candidate. Thus, the first Sign Pro was created in April, 1990 as an "instant sign" company to serve the community as well as produce signs for the stations.
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| Through the use of value-added packaging of signs and banners in combination with radio advertising and promotion, KLCY/KGVO/KYSS-FM Radio in Missoula, Montana learned to strategically position their stations as part of a growing multi-media corporation and an expanded revenue base.
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| Since inception two major areas of income have been found. These areas include the increased advertising sales for WBC and direct cash sales to Sign Pro. Increased advertising revenues include value added/promotional revenue, event marketing revenue, vendor program revenue, unique co-op revenue and non-traditional revenue. WBC realized over $1,000,000 annually in these areas in a population base of 50,000.
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| Rapid Success
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| Ownership and management of WBC attribute Sign Pro's quick success directly to radio promotion. The unsold inventory of WBC is used to promote the new media profit center. WBC's ability to heavily promote Sign Pro, when inventory permits, allowed Sign Pro to achieve a rapid and dominate market position.
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| The radio stations package signs and banners with advertising as well as use for self promotion. All signage highlights the stations' call letters prominently, which has substantially increased market awareness. Increased visual presence has had a direct and positive impact on WBC's ratings and has sold more products for WBC's advertisers.
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| Across the Country
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| In 1992 Sign Marketing Group introduced the concept to other media companies across the nation. Today, Sign Pro is in over 132 markets nationwide. All Sign Pros are independently owned, on a market exclusive basis, by Radio, TV or Newspaper companies. Sign Marketing group and WBC have been featured at the CRS, NAB, RAB and TVB as speakers sharing this concept and the success of WBC. The benefits of value-added revenue stream are clearly demonstrating themselves. With Sign Pro, media companies can tap into new revenue with creative co-op and vendor programs, increased direct sales of advertising, event marketing, and increased media exposure as well as have a new profit center.
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| Quality Product, Quick Turnaround
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| Because of rapid advances in the world of computer technology, the sign making process has become faster, easier and less expensive than it was in the recent past. Sign Pro shops are set up with state-of-the-art computer equipment that not only generates the vinyl lettering and images, but is a powerful design tool by itself. The actual vinyl product has an adhesive backing which adheres to most material (wood, metal, plastic, glass, banner material, etc.). Every business in your market is a potential sign customer. Sales opportunities are unlimited.
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| Here to Stay
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| Instant sign shops have only been in existence for about fifteen years, however, the industry has enjoyed rapid and successful growth. While there are over fifteen major sign franchises across the country, only Sign Pro "non-franchise" shops are exclusive to media ownership.
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| Because of their affiliation with a media company, Sign Pro shops have a built-in sales advantage. Typically, a major percentage of a Sign Pro's business in the first six months of operation is generated through referrals from the media sales staff. Since the sales personnel are already out calling on accounts, it is quite easy for them to mention that they can offer a "visual" product as well. Signage is a product that virtually all businesses utilize, and by bringing the product to the customer instead of the customer having to go out and find it, Sign Pro - and your radio/TV/newspaper company - enjoy a competitive edge.
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| How Can Your Media Company "Cash-In" on this New Idea?
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| Simple. Call Sign Marketing Group. We have the experience and the expertise to get a Sign Pro to work for your radio, television, or newspaper property quickly and smoothly.
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| Sign Marketing Group works with only one media company per market on an exclusive basis and we charge a start-up consulting fee. After that, there are no on-going franchise fees. Sign Marketing Group provides an intensive training program. A complete operations manual with daily, weekly and monthly procedures is provided. In addition, our trainers will consult your sales department on how to develop new revenue streams by combining media advertising with signage. Extended consulting services are also available to enable on-going new ideas and support. Our training staff is just a phone call away should any questions arise.
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| Sign Marketing Group's market launch system is a proven, quick and cost effective method for establishing a new sign company as a powerful sales and marketing tool for your radio, television or newspaper property. Sign Pro, in addition, is designed as a new media profit center that can stand on its own.
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| Check us Out
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| Sign Marketing Group is offering free tours of Sign Pro and demonstrations of on-going media promotions using signage which have applications to markets of all sizes. We encourage you to contact us today. Seeing is believing.
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| Rod Harsell |
| National Sales Manager |
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| Sign Marketing Group |
| 2621 Brooks Street |
| Missoula, Montana 59801 |
| Phone: 406-728-0516 |
| Toll Free: 1-800-597-7147 |
| Fax: 406-721-9026 |
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Copyright 1997 Sign Marketing Group
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