A customer comes in and wants a trailer lettered. He has a picture of what he has in mind which he set up on his own computer. I take a look at it, and as I always do ask if I can make some changes to help it stand out and prioritize the copy for him. He's very appreciative that I offered and tells me to go ahead and do what I feel it needs. He wants to keep it clean and simple and professional though.
This is what he brings in:
So I utilize his colors but use a reverse block, to make it stand out; I use a similar but slightly more attractive font, add a very simple graphic, and reword and organize his copy:
He likes it and says he would just like to run it by his "marketing guy". Okay, he has a marketing guy, that's a good thing right?
The next morning I get a call and find out they are trying for a "different approach." They don't want their sign to stand out and they definitely don't want it too readable. They'd rather people had to stop and try to read it if they were interested in his services. He's a very specialized tile designer and only takes about one out of every 15 calls he gets (which is great, but still...). He's usually in a neighborhood on a job for about 12 weeks and is concerned people will get tired of looking at his vehicle, and he thinks if people are interested in his services they will take the time to come over and decipher his trailer. That way he can weed out the ones that might not be able to afford his services. After going back and forth on the reasoning of this "marketing concept" I finally had to back off or lose the job. (Being a new business I can't afford to be that picky yet). He is paying good money for his marketing professional and this is a well-thought out plan, so who am I to argue?
This is what I will put on his trailer on Friday:
Edited for spelling
[ August 01, 2007, 12:01 AM: Message edited by: Tracie Johnson ]
-------------------- Tracie Johnson Signovations Ventura, California Posts: 444 | From: Ventura, California | Registered: Nov 2005
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My mind wanders. And that's not a good thing, 'cause it's too small to be out there alone. Posts: 3129 | From: Tooele, UT | Registered: Mar 2005
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posted
"Grab the money and run..." as the song by, was it Kingston Trio, went...
-------------------- "Stewey" on chat
"...there are no limits when you aim for perfection..." Jonathan Livingston Seagull Posts: 7014 | From: Highgrove via Toowoomba, Queensland, Australia | Registered: Dec 2002
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posted
Tracie - as always, you did a great job in showing the customer a great design of how their business image could be enhanced.
The marketing guys' dyslexic, psychological theory on how subtlety and illegibility will peak a would-be customer's interest does little but demonstrate why he was probably a 2.0 GPA student in college.
Just be thankful he's not your doctor; "Well, all the tests show that your appendix is inflamed, but I'm going to remove your kidney to relieve the pressure."
Very nice redesign on your first go-round. Like the others said, this is one of those times when a shoulder shrug and money grab is the best you can hope for.
posted
You offered him pearls but he preferred ball bearings.
Like Ian says, take the $$ and run. BTW your re-work of his "design" was excellent. I always love to see your ideas. Love....Jill
Posts: 8834 | From: Butler, PA, USA | Registered: Jan 2001
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posted
i think an even better approach would be to use white vinyl..............then people would really have to work for his phone number....yeah...so there.....lol
-------------------- Karyn Bush Simply Not Ordinary, LLC Bartlett, NH 603-383-9955 www.snosigns.com info@snosigns.com Posts: 3516 | From: Bartlett, NH USA | Registered: Jan 2001
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posted
White vinyl... that is funny, Karen. They just my go for that .
Actually, he's a really nice guy despite his marketing challenges. And he does already have jobs lined up so maybe the weak design won't hurt his business too badly.
It was just one of those moments when you really wish you had someone else listening in on the phone conversation to hear the unbelievable things he "learned" from his marketing person. He actually said they didn't want the sign too readable. My jaw was on the floor.
Oh well, guess it keeps the job interesting.
Edited to add:
Robert, his website is actually .biz. I had a typo in my first layout...
[ August 01, 2007, 11:02 AM: Message edited by: Tracie Johnson ]
-------------------- Tracie Johnson Signovations Ventura, California Posts: 444 | From: Ventura, California | Registered: Nov 2005
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Tracie, your layout was really nice, I bet you're frustrated, huh? I would be. Don't you hate it, doing the work, when you know you could have done way better for him? Least you get paid for it, anyway.
Brad is right, when I hear similar statements, then I know I am in for a real treat.
-------------------- The Word in Signs Bobbie Rochow Jamestown, PA 16134
724-927-6471
thewordinsigns@alltel.net Posts: 3485 | From: Jamestown, PA 16134 | Registered: Oct 2002
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posted
LOL, some great replies here!! I agree with everyone.
-------------------- Ricky Jackson Signs Now 614 Russell Parkway Warner Robins, GA (478) 923-7722 signpimp50@hotmail.com
"If I have seen further it is by standing on the shoulders of giants." Sir Issac Newton Posts: 3528 | From: Warner Robins, GA | Registered: Oct 2004
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posted
This marketing guy is a freakin genuis...I can't tell you how many times I've stopped the car and gotten out to take a closer look at something I couldn't read...and just because I was curious that it might be something I needed or was interested in...He could be on to something...I think it's genetic...his strategy is to exploit man's "curiosity gene"...this could change the whole concept of sign design and advertising...you might also suggest to him that an even more subtle approach would be to letter the inside walls of the trailer instead of the outside...well that's just my 2 cents for what it's worth.
posted
One more thing Tracie...if he takes you up on the "inside" job...charge him more...cause if he wants it straight...and you know he will...you'll have to bring in an auxillary light source during application.
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