Higher Standards - Edition 2

Good Morning

Welcome to Higher Standards.

In this edition, we speak with Rick Schibeci, a company director from Schibeci Road Services Australia (Schibeci).

Rick explains how he managed to use his limited budget to create a stand-out display at 'ConExpo', the world's biggest construction industry trade show — and how you can do the same for your business too!

We also share a recent pathway signage innovation protecting companies from the threat of litigation.

This month Evan Evans celebrates 125 years of manufacturing flags and banners.

To celebrate we have re-launched our website. If you haven't already done so, you might like to visit us at www.evanevans.com.au

[First], enjoy this edition.

Kind regards

Roger Cameron and the team at Evan Evans

Evan Evans flags and banners attract 23 new international clients for Australian manufacturer at Las Vegas expo

When Rick Schibeci, a company director from Schibeci Road Services of Australia (Schibeci), called Evan Evans, he already knew he had a fantastic business opportunity — all he needed was a way to turn that opportunity into a reality.

Rick's company manufactures and designs world-class road maintenance equipment. At short notice, Schibeci had secured premium display space at 'ConExpo', one of the world's biggest construction industry trade shows. However, the company had less than two months to organise a knock-out display that could outshine the competition — and recoup the large expenditure Schibeci would outlay in transporting its products and staff to the United States.

The expected benefits were enormous. Thousands of potential Schibeci customers attend ConExpo. Significantly, it was Schibeci's first foray into the international market — so Rick wanted advice from a company he could rely on. Schibeci would not have a chance like this for another three years.

Eager to get things rolling, Rick called Evan Evans. With only weeks to go before the shipping deadline, Rick outlined his predicament to Evan Evans sales manager David Lazzari, and began to prepare for Schibeci's first international trade exhibition.

With an eye on the approaching deadline, David coordinated production of a range of Schibeci flags and banners for the expo.

Then, suddenly, Rick discovered that the Schibeci's display site was located on a corner, a position that would expose the ugly end of the shipping container he had planned to use as an on-site display back drop.

After another quick round of discussions, Evan Evans recommended that Rick take advantage of the space at the end of the container by covering it with an Schibeci banner.

'They ended up giving us "two for one" (for each end of the container) — and two flags. I thought that was excellent,' Rick says.

The $250,000 worth of road maintenance machinery on display outside the container attracted 'lots and lots' of compliments from other exhibitors, he says. 

'Our stand's placement in the centre of the Gold Lot, next to major exhibitors and all day live displays, ensured a high volume of passerby traffic of in excess of  1000 people an hour', he adds. 

More than 200 visitors a day.

For Schibeci, the results speak for themselves. At a trade expo where many exhibitors book and coordinate their displays three or six years in advance, the Schibeci site averaged more than 200 visitors a day over five days. And Evan Evans helped Schibeci achieve these results with a mere two months of preparation!

But you don't have to go to Las Vegas to organise a successful trade show. With a touch of imagination and a little help from Evan Evans, there are many cost-effective ways to promote your products and services for less than you think.

Here's a sample of just five proven ways that you can use signage to generate more business:

1. Gearing up with Banner stands

Banner stands are portable freestanding displays that are proven to have a strong visual impact. They are also one of the most cost-effective ways to make an immediate impression at any event.

These handy marketing tools are tailor-made for travelling shows or interstate sales presentations, presenting a stylish modern image for your company's trade show or special event.

Convenient, super-light and inexpensive, a banner stand is a simple way to generate interest, and make a powerful impression wherever it is displayed.
They can be assembled in minutes, and pack quickly into their own lightweight non-rip carry bags.

Weighing just 4.5 kg, the support frame can be effortlessly extended to varying lengths (up to 3 metres wide) and the entire stand packs away in a compact, non-rip, vinyl carry bag.

Connector units can easily be added to the core unit to enable you to build multi-panel arrangements — making banner stands perfect for any large-scale exhibit or trade show.

2. Sticking to Adhesive Vinyl

Adhesive vinyl signs can help change shopfront windows into sales-generating hot spots.

Ideal for colour imagery, adhesive vinyl is also good for areas that are likely to be exposed to water or water spray.

Semi-permanent and durable, adhesive vinyl is the medium of choice for bright, colourful window displays. A popular alternative for liquor outlets and themed bars/clubs, adhesive vinyl is one way to transform a room in seconds.

Adhesive vinyl stickers are ideal for floor advertising. When manufactured with a santex finish, they instantly become durable and lasting advertising creations that are perfect for high-traffic areas.

Non-adhesive vinyl is just as practical. It can be suspended between poles, draped over a wall, or mounted on a frame. And because it's so tough, a vinyl sign can be used again and again.

Vinyl signs stay looking good because they can be washed with warm soapy water and used repeatedly.

3. Showing your better side with Corflute

Corflute is an ideal base for presentation of signage and artwork. Only marginally less durable than vinyl, Corflute is ideal for one-off indoor displays because it's light and easy to attach, mount or remove.

4. Flying the Corporate Flag

Flags are one of the original forms of advertising. Depending on the design and application, a flag can perform any number of different roles.

While one flag can make a strong statement, an avenue of flags can add excitement to any event or promotion.

Displayed correctly, a flag is rarely static. Its colour and movement is irresistibly eye-catching to passers-by.

For less than $1000, your company could have as many as five flags. Make a powerful corporate statement by displaying them individually, or in a row.

5. Bunting the message

Ever wondered why car sales yards decorate their yards with bunting? It's really very simple — bunting works exceptionally well! Durable, waterproof and inexpensive, bunting is ideal for auctions, field days and one-off events almost anywhere.

Add a corporate logo and/or the name of your event, and you'll have the equivalent of a whole sales team shouting your message from the rafters — 24 hours a day.

Currently, Evan Evans can supply half a kilometre of multi-colour bunting for less than $500!

Flags and banners are definitely worth considering for your next campaign, event or display — because they are so effective and inexpensive over the long term.

Just like Schibeci, you too can make a huge impression

It's also worth noting that, since bringing the shipping container back to Australia, Schibeci has used the display as a travelling roadshow that can go anywhere, and still make a huge impression.

'Although we are quite successful here in Australia, we are now suddenly dealing with a global market. The Las Vegas expo was unbelievably successful for us,' Rick Schibeci says.

At last count, Schibeci's ConExpo display helped generate 23 new international clients for the Australian company.

If you think flags and banners might work for you, but you're not sure where to start, talk to Evan Evans. Their experienced staff can always suggest proven ways of getting attention. After all, isn't that what it's all about?

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How to protect yourself from the threat of litigation and continue to use pathway signage

… by applying Evan Evans' knowledge and experience

Think 'real estate', take-away shops, newsagents — in fact almost any business that relies on passing traffic — and what comes to mind? Flags, banners and pathway signage are undoubtedly their most trusted and reliable promotional tools.

But what happens when one of your most successful sales tools is consigned to the dustbin by red tape, as is the real possibility facing businesses around Australia.

Pathway signage destined for the dust bin?

Flags and banners are the ultimate, multipurpose 'point of sale' promoters. Produced at relatively low cost and superbly durable, they perform a range of vital functions such as prominently displaying a company's name/brand, marking a special day or event, attracting passers-by, directing visitors to a site — or simply adding a touch of colour and excitement to shop frontage or display.

But increasingly pathway signage is presenting a problem. Local government authorities are applying legal pressure to maintain unobstructed pathways. Councils have a duty-of-care to ensure pavements remain reasonably safe.

Visual pollution is another factor increasingly on the agenda of councils around Australia. The Brisbane City Council in particular has introduced stringent by-laws on the usage of pathway signage and where and how it can be used.
A guide published recently by the City of Boroondara (an inner-eastern area of Melbourne) hints of the problems that have occurred in the past and why the current crackdown.

'Portable signs have blown over in strong winds damaging cars and property; in some instances causing people to trip over them,' the guide warns. 'And motorists sometimes complain that their car doors are damaged by bumping into commercial furniture that has been placed too close to the curb.'

To comply with their obligation to maintain unobstructed public pavements, local councils are beginning to introduce by-laws that severely restrict use of the traditional display boards. Typically, the by-laws stipulate that any promotional flag must clear the pavement by at least 2.4 metres.

A spokesperson for the City of Boroondara told Higher Standards that although fines for non-compliance could amount to several hundred dollars a day, many of the businesses affected by the new by-laws seem to be avoiding the problem by not using boards and flags at all.

Obviously this is far from the ideal solution.

Potential threat to business - a case study

One industry group particularly feeling the brunt of these new by-laws are real estate agents.

Victorian real estate agents (unlike their counterparts in New South Wales) have long been accustomed to promoting inspections and auctions with large 'for sale' boards mounted (temporarily) on the footpath in front of the property for sale.

Until recently, when a property was 'open for inspection', agents simply mounted a large flag on the display board. A heavy wooden flagpole (protruding forwards) was fixed near the top third of the board, and the flag hung below, often over the footpath or area below.

The new by-laws thwarted this practice — many agents had simply given up and ceased to follow this practice.

In mid-2001, several members of the real estate industry in Melbourne asked Evan Evans to explore ways of adapting a 'for sale' board to comply with the Boroondara by-laws. Because the new regulations effectively banned the use of traditional signage, the realtors were concerned that the new restrictions were a potential threat to the promotion of auctions and open days.

Drawing on of the company's 125 years' industry experience, Evan Evans' sales manager, Rob Evans, set about designing a display unit that would successfully advertise a property or brand, and comply with the new by-laws. But it wasn't as simple as it might sound.

'Whatever we designed had to be light and easy to put together — and it had to fit into a car boot,' Rob cautions.

Real estate salvation opens new window of opportunity for all business

After four months' development and numerous prototypes, Rob and the Evan Evans team have now created a display system, made from light steel and aluminium, that complies with the City of Boroondara by-laws. And the system has the added advantage of displaying those all-important words, 'auction', 'open' and 'inspection', horizontally rather than vertically.

One of the first local real estate agents to take advantage of the new Evan Evans design was Adrian Jones from Noel Jones Real Estate.

'It's the only way you're going to get a flag on a property and comply with council regulations,' Adrian says. 'The Evan Evans 'for sale' pole is easier to erect and it looks distinctive.'

When asked to compare the new design with the old, Adrian was an enthusiastic supporter of the latest innovation. 'To a certain extent, we're possibly doing better than before because many agents have simply stopped using flags altogether.'
While the City of Boroondara was the first authority to introduce the new by-laws, other local-government organisations are not far behind. Boroondara's neighbouring council, the City of Stonnington, is expected to introduce similar restrictions soon.

Although developed specifically for the real estate industry, the use of this new pathway signage system extends far beyond this one industry.

"The same by-laws that apply to real estate agents applies to other businesses as well," explains Rob Evans. "The lightness, ease of assembly and conformity to council regulations of this display system makes it the perfect solution for any business that uses pathway signage as part of its marketing mix.

How quickly other local government authorities around Australia follow Boroondara's suit remains to be seen. If other councils introduce similar regulation, no doubt Evan Evans will continue to use its knowledge and experience in the design of flags and banners to find practical solutions to the challenges ahead.

Yes, I'd like to know more about the Evan Evans 'Pathway signage' boards.

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• Request a consultation with one of our relationship managers
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Drop us a line, and we'll get back to you with an answer within 48 hours.

Contact Evan Evans

	info@evanevans.com.au
	Melbourne Sydney	1800 990 989 (Head Office) 02 8448 2050
	Melbourne	03 8413 6600 (Head Office)
	100 Gipps Street Collingwood, VIC 3066 (Head Office)
visit us online:	www.evanevans.com.au