That Graphics Episode


Business signs are so common we may not even really think about them. But we should!

Signage and vehicle branding is clearly part of marketing, but one that is neglected by most marketing training courses. So we wanted to explore the nuts and bolts, literally, of putting up a sign for your business:

How physical signage is often bottom of the wishlist, but it shouldn’t be:

“[Businesses] spend 1000s and 1000s of pounds on a webinar on this, that and the other, which is pretty speculative. And then there’s real pushback to spending 700 quid making your brand look right for the people who are about to come in and buy.”

If the point of marketing is to tell people who you are and what you do, then signs and vehicle graphics fall squarely into marketing’s world. But have you ever really thought about what goes into a sign? If not, then Mark Meadowcroft of Signs Express Northampton is a man worth listening to. In this episode of the podcast, Mark explores;

The red flags you need to spot from the beginning:

“What happens is the signage companies blind you with science. And then you come back with a load of quotations. And you immediately think, well, what does this actually mean?” And just the most basic thing, if you come back with a load of prices, and some of these three times the price of somebody else, it is almost certainly that you are comparing it with apples with something that isn’t apples.”

But also the need to respect expertise;

“I’ve seen a lot of people come with great ideas, and they’re often quite similar. And I sort of know why they don’t work.”

About the Guest

Signs Express (Northampton) is part of the UK and Ireland’s biggest sign and display company. We are a 3M Authorised Vehicle Wrapper and are CHAS accredited as well as being members of the Northamptonshire Chamber of Commerce, the Institute of Directors and the British Sign and Graphics Association. I also sit on the board of Brackmills Industrial Estate Ltd (Brackmills BID).

We were thrilled to win the Personal Vehicle Graphic of the Year Award at the 2015 British Sign Awards for the Manchester City/Nissan Motorsport wrap that was shown at the Etihad Stadium before a Premier League Match.

More importantly, I am married with two children. Outside work and family, I am a music obsessive, love going to the theatre and movies, reading, riding my bike, playing tennis, messing about with boats at my holiday home in Salcombe in Devon, good wine and real ale, cricket and obsessing about the fortunes of Manchester City – the team of my birth and childhood

About the Presenter

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‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting webinars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.

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