The Branding Signage and Technology Podcast

Victoria and Kristen from The Howard Company’s graphics and production team explain why the material a sign is printed on matters as much as its design. They cover choosing materials for indoor, outdoor and multi-location use, how long common materials last, planning LTO graphics, and when static signage beats digital. Key takeaways Choose the material before the design. It decides how long a sign lasts, how it looks and where it can go. Quality printable vinyl is rated for about seven to eight years on a wall. Stocked temporary LTO graphics usually need about a week of lead time. Static and digital work best together. What is a substrate in signage? A substrate is any material used to make a sign, whether it’s printed on, routed or cut. Common examples are vinyl, acrylic, PVC and polycarbonate. Why choose the substrate before the design? A design printed on the wrong material can fade, warp or peel early. Indoor or outdoor placement is one of the biggest factors, because some materials can’t be used outside at all. What signage materials are available? Howard works with printable and perforated window vinyl, acrylic, PVC, polycarbonate, wall coverings, backlit drive-thru graphics, magnetic price strips, low-tack removable stickers and custom dry erase boards. The right choice depends on how and where the sign will be used. Why is printable vinyl so useful? The team calls it the most underrated material, even though it’s the most popular. It works indoors and outdoors and can be printed in any color and cut to any shape. Howard adds a gloss or matte laminate with UV protection to slow fading. How do you choose materials for different climates? For multi-location rollouts, the team looks first for one material that works everywhere. If none holds up in every climate, Howard’s engineering team recommends regional options and reviews them with the customer before production. New materials are sun-tested in-house before they’re recommended. How do you keep outdoor graphics from failing? Apply window vinyl when the glass is warm enough for the adhesive to set, roughly 50 to 55°F or warmer. For menu boards in direct sun, print on the back of the acrylic so the image stays protected. For outdoor box signs, cut vinyl logos usually last longer than printed ones. How much lead time do LTO graphics need? Stocked temporary poster graphics usually take about a week, depending on project size. They remove cleanly but held up for more than a year in testing. Brands with rotating flavors often use swappable slats or double-sided merchandisers, so only the changing pieces need updating. When does static signage outperform digital? Static often fits better for rotating flavors that staff can swap by hand, for signs that rarely change like hours of operation, and for anything that has to stay visible during a power or network outage. It also needs no ongoing content management. The team’s caution is against going digital just because others are. Can static and digital work together? Yes. Hybrid systems pair static menu boards with a digital screen, often for promotions. What if you’re on a budget? Howard quotes good, better and best options, so customers can weigh upfront cost against lifespan and appearance. Guests: Victoria and Kristen, Graphics and Production, The Howard Company

Are you ready to elevate your promotional strategy and engage customers with seasonal offerings? In this episode of The Howard Company's Branding, Signage, and Technology podcast, we delve into the art of executing seasonal signage campaigns efficiently while minimizing chaos. Join hosts Jared and Nate as they discuss the importance of visually striking signage in promoting limited-time offers (LTOs) across various businesses, from coffee shops releasing fall flavors to restaurants prepping for holiday specials. Learn the essential steps for planning and designing seasonal campaigns, including timelines, design elements, and customer communication strategies. Key takeaways from this episode include: - Understanding the significance of window graphics and digital displays in capturing customer attention. - Insights into effective lead times for launching seasonal promotions and how to avoid last-minute rushes. - The critical role of design in making seasonal items stand out, enhancing customer engagement, and driving sales. Whether you're a small business owner or a marketing director at a multi-location chain, this episode provides actionable insights to help you navigate the complexities of seasonal marketing. Discover how effective signage can maximize your brand's visibility and sales potential during peak promotional periods. Tune in for an engaging discussion with practical advice that will empower your marketing efforts and ensure your seasonal offerings shine brightly. Don't miss this opportunity to transform your promotional strategies and connect with your audience like never before.

How much does a drive-thru actually cost? In this episode, Director of Marketing Jean Jones and Inside Sales Manager Daniel Jones break down everything operators need to know before budgeting for a drive-thru system. From choosing between static, digital, and hybrid menu boards to understanding what most quotes leave out, they cover the full picture, including installation, site planning, content strategy, and the ROI of working with one partner from start to finish. Whether you're opening your first location or planning a multi-site rollout, this episode gives you a practical framework for making the right call. 0:00 Introduction and guests 1:10 How much does a drive-thru cost? 2:45 Static vs. digital vs. hybrid menu boards 5:00 What most competitor quotes leave out 7:30 Budgeting beyond the equipment 10:15 Menu board strategy and ROI 13:00 The value of a single drive-thru partner 15:20 Fun questions with Jean and Daniel

In this episode of The Branding Signage and Technology Podcast, I welcome back Rod Clouser to discuss the critical question: when is the best time to upgrade your signage? We explore how effective signage acts as a silent salesperson, enhancing customer experience and driving sales. Rod shares insights on recognizing the signs that it’s time for an upgrade, whether through digital or printed graphics. We also address the hidden costs of maintaining outdated signage and how modern solutions can streamline operations across multiple locations. If you're evaluating your signage strategy, this conversation will provide valuable guidance on enhancing your brand’s visibility and customer engagement. Tune in for an informative discussion that could transform your approach to signage.

In this episode of The Branding Signage and Technology Podcast, Brian chats with Koen from VOX AI about the revolutionary role of voice AI in drive-thru operations. They dive into a live demonstration, showcasing how voice AI enhances order accuracy and improves customer experience by quickly processing requests. Koen explains the technology's three-layered training approach, which includes integrating with communication and POS systems to create a tailored experience for each brand. They also discuss the significant benefits of utilizing AI, especially amidst labor shortages in the restaurant industry. Join Brian and Koen as they explore the future of drive-thru technology and how VOX AI is setting new standards for efficiency and customer satisfaction.