Performance Marketing An Interview with PM’s Signage Manager, Ron Irvin

By Mike Epifanio

Ron manages PM’s signage division from initial design to final execution. He holds a BFA from Temple University’s Tyler College of Art and has over 35 years of experience in sales and marketing in the signage industry. Previously as Vice President of Otter Creek Imaging, Ron managed operations for large-format printing, dimensional signs, tradeshow displays, and billboard production. He also headed the print department at The Gotham Group and was a Senior Illustrator at Ocean Atlantic Textile Screen-printing.

When people hear the word signage, it can mean so many different things. Tell us about some of your recent work that shows the range of products and services Performance Marketing’s signage division offers.

 

What responsibilities does your position entail?

“My main responsibility is to provide exceptional customer service that exceeds their signage goals. This includes providing unique creative concepts, competitive estimates, quality fabrication and timely professional installations.”

 

Walk us through a typical day for you.

“Since we provide so many types of signs and have clients that need different solutions, each day is unique. I enjoy my day because it’s a mixture of estimating, fabrication, and installation which makes every day different. The one thing that remains consistent day-to-day is my daily communication with clients that provides updates of their project status. I make sure to return messages as fast as possible to ensure my clients get the most accurate information.”

 

Give us an example of a large job and how you prepared for it.

I recently supplied a client with a 15-foot-tall double-sided street sign that included a ten-foot by four-foot lightbox, digital display and brick base. It started with multiple client meetings and design concepts which was followed by a final estimate. Then, I applied for permits and coordinated schedules with the other site contractors. While the sign was under fabrication the foundation concrete was poured and power was brought to the site. Next, we erected the sign, made final connections, built the brick base surrounding it and submitted it for final inspections. The last step was teaching the client the digital display software and, of course, thanking them for choosing Performance Marketing and Signage!”   

 

How do you differentiate signage between different types of clients to make them unique to their fields of work?

“It starts with initial conversations about their brand/industry and signage goals. Then, I research their business competitors and, based on my research, I provide my professional suggestions to help them reach their goals.”

 

What are the most popular signage requests you receive from clients?

“The first is: “Can you get my sign done fast?” We pride ourselves on timely customer service and fast turnaround times. We often take on new projects because of our reputation for fast service. The second request is for repairs and refurbishments of existing signs. We can often repair and refurbish older signs instead of replacing them.”

 

What is your favorite project or type of project to work on?

“I enjoy the bigger signs with multiple components that have high exposure. It’s great when I get my entire crew involved in excavation, foundations, fabrication and installation. A good example would be an LED lit shopping center directory sign.”

 

You are often tasked with re-creating, replacing, or “fixing” signage that was done by other firms. What are some of the most common mistakes made in the signage industry that result in further investments down the road?

“The main mistake is not fabricating the sign so it can be maintained. Electrical components and sign-faces often aren’t accessible for service. This results in longer repair times and sometimes on-site fabrication. The second would be not following code which causes numerous issues in the future especially with electrical repairs. We make our signs so they can be easily maintained and always follow code.”

 

What are the advantages of working with a marketing agency that has an in-house signage division?

“Having a team of marketing professionals with diverse skills allows us to deliver global support to all of our clients. Instead of independent signage services, we can offer more comprehensive products to fully support the clients’ needs.”   

 

For signage design or repair services, call Performance Marketing today at 609-646-0414 or e-mail rirvin@callpm.com.