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Monthly Archives: May 2014

Mosaic Signage: Marketing Tip

Behind the Scenes of America’s Most Famous Billboards

NEW YORK (Mosaic247.net) — It is a signature of America’s marketing and financial prowess, a world-famous tourist attraction and one of the country’s most coveted marketing communications venues: Times Square. Awesomely bright and shamelessly gaudy, its billboards towering above the Broadway and

 times squre 1
The 11 ad spaces on One and Two Times Square cost up to $350,000 a month.

42nd Street neighborhood are also among the country’s most effective — and most expensive — advertisements.

But how much do they cost and are they worth it?

Consider this: While 30-second Super Bowl commercials cost $2.6 million each and reach 80 million people, the One Times Square tower draws 211 million pairs of eyeballs when the New Year’s Eve ball drops, according to the president of Sherwood Outdoor, Brian Turner. “We like to think of [the Super Bowl] as just a tailgating party,” he said.

$325,000 a month
Like many involved in the buying and selling of Times Square ad space, Mr. Turner is circumspect about the daily financial details. He wouldn’t comment on advertising prices at One and Two Times Square but industry estimates peg the monthly rates for the 11 spaces on the two landmarks at $200,000 to $350,000 each.

According to media sellers, the rental prices for ad real estate varies widely depending, in part, on size and — like everything else in Manhattan — location. Electronics giant LG is said to be paying $165,000 per month for its corner-wrapping placement space above Planet Hollywood at 45th street and Broadway. The Mountain Dew sign just below it goes for $175,000 a month. Washington Mutual’s six-story-high three-dimensional display of a giant beanstalk section topped by a castle costs $165,000 a month.

Of course, those prices cover only the rental space and not the price of the physical sign or its supporting technology — costs that regularly rise into the millions for the customized, weatherproof, high-definition LED sign displays that have become so popular. At 135 feet long and 26 feet wide, the J.P. Morgan Chase sign at the base of the Reuters building at 42nd Street and 7th Avenue, for example, was a $10.3 million investment. It boasts 10 times the resolution of the average TV set.

Since 1935
Most ad buys in Times Square are long-term, multiyear deals, although some movie studio and TV network ads appear for just a month or two, according to sellers. At the famous One Times Square, for example, marketers sign on for 10-year

 times square 3

The cost of the space rental is separate from that of the actual physical display devices — some cost upward of $5 million.

stints — although the Coca-Cola Co.’s sign on Two Times Square has been there since 1935. Several other marketers, including Wm. Wrigley Jr. Co.’s Wrigley brand, Planters nuts and Anheuser-Busch’s Budweiser have had longstanding presences in the area, but have moved around to different spots.

Incumbency in the area is a powerful advantage. Target Corp. recently bought all nine billboards for a total of 23,000 square feet on a newly constructed 42nd Street building called Times Square Tower. The impact of the unprecedented deal has been lauded by many in the industry as one of the best outdoor buys in recent time and it’s highly unlikely the retailer will give up its incumbency any time soon — thanks to the low odds of again being able to acquire so many concentrated spots.

The long-term deals also help justify the multimillion-dollar production costs for the high-tech automated and electronic boards.

Impact of technology
“As the tech grows so does the space,” said Jessica Coates, spectacular specialist for Viacom Outdoor. “If it’s a single ad unit — LG, Pepsi, AT&T, Con Ed — those are a long-term leases anywhere from 10 years on. But they’re constantly changing out the creative and technology to keep up with the times.”

Times Square draws 40 million annual individual visitors — roughly equivalent to 14% of the U.S. population. Kodak estimates the area’s in more than 100 million snapshots a year. If the Times Square were an Arbitron metro media market, it would rank No. 152, right there between Rockford, Ill., and Flagstaff, Ariz.

The prime billboard neighborhood stretches north-south from 53rd to 41st streets and east-west from 6th to 8th avenues. Aside from building-sized advertisements, it also boasts a work force of 274,000 and includes entertainment, finance and media companies, counting ABC studios,

times squre 2
Often used as a backdrop for TV shows and movies, the reach of Times Square ads is global and long term.

Ernst & Young and Conde Nast Publications among its residents.

Microcosm of global business
“It’s a microcosm of global business,” said Michael Steinberg, vice president of sales and marketing for Clear Channel’s Spectacolor division. And that influx of business has made Times Square a place for targeted ad buys as well as ego buys. “You can put a sign in front of Lehman Brothers and Morgan Stanley for less than what you’d probably pay to run in a monthly trade that covers the financial industry,” Mr. Steinberg said.

The overall annual Time Square advertising business is estimated to be worth $69 million, in a market dominated by outdoor players such as Viacom, Clear Channel, Sherwood, Van Wagner and Vista Media. Cost-per-thousand-viewers impressions for the area range from $2 to $5, compared to around $20 for a prime-time network TV buy. Individual monthly rates vary as well, depending on a variety of factors: Is the sign directly across from a busy subway stop? Can it be seen from MTV’s Total Request Live studio? Does the sign make it on the annual New Year’s Eve broadcast?

Immeasurable bonus impressions
Then there’s the immeasurable bonus impressions through residual media — on TV shows like CSI: New York, in movies, magazines, newspapers, postcards and coffee table books. “You watch the 6 p.m. news and you have two major TV networks broadcasting from Times Square — ABC and MTV,” said Tommy Turner, senior vice president and partner of Van Wagner Outdoor, which has had a longtime presence in the area. “That’s legitimate, even if it’s incalculable. It’s people from Peking to Minneapolis.”

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Vehicle wraps are a great value and make lasting impressions

Marketing budgets have been slashed in recent years, but vehicle wrapping practically sells itself to companies that are interested in reaching potentially thousands of viewers over the short-term.

Benefits of Outdoor Media
Outdoor media play a vital role in the media mix, according to a study by Arbitron, Inc., an international media and marketing research firm serving outdoor media, radio broadcasters, cable companies, advertisers and advertising agencies in the United States and Europe, because it reaches consumers missed by other media and enhances exposure of other media. Outdoor media reach consumers not exposed or only lightly exposed to newspaper and local television, for example, and are complimentary to radio campaigns.  vehicle wrap truck

Outdoor media also reaches the entire socioeconomic spectrum of Americans, according to the study. People with heavy vehicle mileage and long commutes are more difficult to reach with both the newspaper — almost one out of three Americans do not read a daily newspaper anyway — and local TV news broadcasts. On the contrary, the study showed that virtually every American (96 percent) travels in a vehicle each week as either a driver or a passenger.

So by nature, commuters are an exceptional advertising target in terms of both income and consumption habits. Thirty-five percent of heavy commuters come from households earning $75,000+. This group is likely to be aged between 25 and 54.

Moreover, the Arbitron study concludes consumers that are reached repeatedly with message show higher advertiser awareness, brand recall and purchase behavior. Vehicle wrapping, then, offers advertisers an excellent opportunity to reach commuters on the highways and city streets.

“The cost of advertising over the life of the vehicle is a miniscule amount,” says Peter Bearth, director of Spectrum Media Group in Dallas, a division of J Perez Associates.

vehicle wrap kc 101How does he know? New non-public transportation campaigns are being measured and the results will help you gauge the number of vehicles your client needs to wrap or the number of hours the vehicle must be driven in order to reach the desired audience levels in their markets. According to the Transportation Advertising Council, a division of the OAAA, vehicle advertising generates between 30,000-70,000 daily vehicular impressions.

Case Studies Prove the Point
Vehicle wraps range in cost between $2,000 and $4,000 for a vehicle wrap that lasts for three years. In this scenario, the return on the investment is great as compared to other forms of outdoor advertising.

An advertisement in the yellow pages costs up to $15,000 for one year for a display ad. And your competitors are right there with you and you have to wait for someone to decide to pick up the yellow pages.

Let’s look at some real-life examples that prove the point.

Dreyer’s Ice Cream wrapped 10 VW Bugs. The cars featured Dreyer’s Dreamery logo, an American flag and some landscaping. Owner/drivers were paid a monthly fee for two months to drive their wrapped vehicles around pre-determined routes. The selected routes were based on traffic and population flows during peak hours and weekend exposure in specific locations. Each vehicle accumulated at least 500,000 impressions per month.

“From the day we wrapped our first Bug we have been inundated by people who have seen the Bugs and want to wrap their cars,” says David Ritterbush, vice president of marketing for Dreyers Ice Cream.

By the second week of the launch, Dryers had received such an overwhelming response that they added another 11 vehicles to the campaign. The “Sweet Fleet” was also driven through grocery store and convenience store parking lots where the drivers would get out of their vehicles and hand out coupons. Other successful events included drivers going to baseball games and other venues where the Sweet Fleet cars would be seen by thousands of people at one time.

JetBlue Airways wrapped nine VW Bugs for a four-week program in which drivers drove the cars eight hour a day, six days a week to generate awareness for the airline’s new route from Long Beach to JFK. jet blue vw wrapThe cars featured the JetBlue logo and colors with information about the new route and were driven through targeted high traffic areas. The vehicles were driven in groups of two or three to attract even more attention. The result was more than 6.75 million impressions in the month-long period.

While these are examples of large companies, vehicle wrapping is just as effective for smaller businesses that wrap one vehicle and drive it along normal routes as they do every day business.

Mosaic Signage is a Sign Company can provide for you the best quality signage out there for prices you can’t beat!

 

Custom make your signs with Mosaic graphics design personnel.

 

Feel free to call our customer service representatives with any questions. They will be happy to assist you on your way to success!

 

Mosaic Printing, Signage and Marketing Services

250 West Main St

Branford, CT 06405

203-483-4598

www.mosaic247.net

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Floor graphics will grab your customer’s attention, gain brand recognition

Floor decals are a great way to reach customers as they shop, direct traffic, promote an event, create or reinforce brand identity, or even be used to decorate for a special event. Floor graphics and floor ads can catch the attention of potential buyers before a shopping decision is made, giving you some input at a critical point in the buying process unlike any other form of advertising.

coffee floor graphics
Directional floor decals can help direct traffic for events or in a busy office or help organize a warehouse. Floor decals can be used for special events, such as logos on a basketball court during a tournament, or special designs, photos or initials on a dance floor at a wedding or party.steps floor graphics Since we have floor graphic materials for virtually any flooring surface, such as tile, carpet, or concrete, and even a floor decal material that can be repositioned and reused, there is no limit to how you can use this versatile form of advertising.

 

 

 

Good floor decals and floor signs have laminates that are slip resistant, and UL listed as such, as well as scratch and scuff resistant so that heavy traffic doesn’t ruin them. Floor graphics should also hold up to common floor cleaning chemicals and methods. The floor decal adhesives should hold the floor graphics firmly in place, but come off without leaving adhesive residue or damaging the floor when removed. All our floor decal materials meet these requirements, unlike the cheap materials you commonly see used in grocery stores.

vette floor graphics

We have a wide range of different floor decal products. For tile, hardwood, vinyl, or other smooth surface floors, as well as for carpet, concrete, asphalt and other less common surfaces. We even have a floor graphic material that can be removed and reused in a different location, as well as G-Floor material and floor mats that can be used as floor mats, or entire graphic floors. We have large selection of floor graphics materials designed to be used for different lengths of time, and to fit any budget.

 

Mosaic Signage is a Sign Company we can provide for you the best quality signage out there for prices you can’t beat!

Custom make your signs with Mosaic graphics design personnel.

Feel free to call our customer service representatives with any questions. They will be happy to assist you on your way to success!

Mosaic Printing, Signage and Marketing Services

250 West Main St

Branford, CT 06405

203-483-4598

www.mosaic247.net

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Turn unused window space into effective forms of advertising

 

window cling

Window graphics, window clings and window signs are great ways to turn unused window space into effective forms of advertising, dress up your business, home or vehicle windows, and help reduce energy usage at the same time. Window signs, window clings and window stickers are very common for advertising in fast food restaurants, retail window displays, new construction and remodeling, and other places where the use of window space is possible.

 

 

see tru window graphicsWindow signage is one of the first things a customer sees when they approach a business, so they are a great way to attract

attention, advertise promotions or special events, or provide useful information. As you can see in the photo on the left,

they are also a great way to change the look of a store front in a dramatic way while reducing energy usage. The windows in

this example are covered with our View Through Adhesive Vinyl, which looks solid from the outside, but can be seen

through from the inside. This material blocks 70% of the sun hitting these windows, reducing the amount of air conditioning

necessary to keep the interior comfortable, without blocking the view from the inside of the office. Plus, it’s a guarantee

that no one passing this business fails to notice them with large window decals like these.

 

This is the same material that we use for vehicle window graphics which can be seen through from inside so as not to block your view. It’s used for window graphics as part of vehicle wraps, but is even more popular as window decals for people who want to use the back window of their car, truck or SUV to advertise their business or just dress up their vehicle with a favorite photo or design, like the example here.truck_window

 

 

 

 

 

glasstex-riceAlso for home or business use are window graphics that are designed to provide privacy, while allowing you to convey a message or decorate a window at the same time. The image on the left shows one such product, our GlassTex window film. As you can see in this photo, the upper two panes of glass are uncovered, while the bottom two panes have the GlassTex film applied. Of these, the lower left panel is printed and the lower right shows the unprinted film. These types of privacy graphics allow some light through, but prevent a clear view, as you can see in this photo, so they’re perfect for entries, bathrooms, interior office windows or any other glass surface where privacy is needed. If you like the idea of this type of window graphic, but don’t have a good image to use, contact us because we may have an image you would like in our large stock photo library. If we don’t, we can direct you to web sites where you can search for the perfect image for your window graphic.

 

Mosaic Signage is a sign company can provide for you the best quality signage out there for prices you can’t beat!

Custom make your signs with Mosaic graphics design personnel.

Feel free to call our customer service representatives with any questions. They will be happy to assist you on your way to success!

Mosaic Printing, Signage and Marketing Services

250 West Main St

Branford, CT 06405

203-483-4598

www.mosaic247.net

 

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Any Image, Any Size, Anywhere: Mosaic is a Signage Company

Becoming a SUCCESSFUL small business these days is no easy feat, and I know this because I see it every day here in Branford, CT. A store front down town will open up with very minimal signage and new products in the window only to close their doors a mere few months later.billboard 2

One cannot just have homemade signage and expect to sell quality products any more. Just because you have the best product and the heart to sell it, does not mean people are going to give you the time of day. The truth is, Americans want things in bulk, and they want those bulk items cheap. Big box stores provide exactly that. Walmart carries the equivalent to almost every product that the locally owned businesses down town carry, and probably for at least a couple of dollars less. So it is no shock that small town’s all over the country have empty, window-shattered buildings with a Super Walmart and a packed parking lot. The same could be said for Target, JCPenney, Big Lots, etc.

What I’m trying to say is that the small business owner now has to work harder. Get creative. Figure it out.

Stop settling for bad signage! It can be done.HPG_AnyImage_AnySize_AnyWhere

Marketing these days involves so much (Billboards, S.E.O., Social Media, T.V. Commercials, etc) that can get pretty high up there in costs, and when you are a small business owner, you simply cannot do it all. If your budget leaves you with just the right amount for some excellent signage, then take advantage of it!

Regardless of how far advanced we become with technology and internet marketing, at the end of the day, we are still visual beings. And I don’t care how many awesome promos, commercials and tweets I’ve seen from Target; if a small business has one heck of an awesome sign, then I’m going to go in and check it out.

The customer is not ALWAYS about pinching every penny. If that were truly the case, people would only shop at Walmart instead of Target, saving several dollars for each transaction. Customers want an experience, and it starts with their eyes on your prize, which is the business sign.

Sit down with people who are creative and really take advantage of the design process. If you are not creative yourself, consider looking into recommended graphic design services. Please, PLEASE don’t use a black marker and a bright pink piece of card stock as your signage. You’d be surprised how many times I’ve seen that. Signage like that show me how much the business owner actually cares about their product.

Feeling inspired now? Ready to design some new signage and grow your small business?keep them happy

Mosaic Signage is a Sign Company can provide for you the best quality signage out there for prices you can’t beat! Custom make your signs with graphics design personnel.

Feel free to call our customer service representatives with any questions. They will be happy to assist you on your way to success!

Mosaic Printing, Signage and Marketing Services
250 West Main St
Branford, CT 06405
203-483-4598
www.mosaic247.net