Business Tools Blog

I learned about the 3 P’s in Marketing 101 - Put up a Sign, Put it in the Paper, and Pray.  But I learned a real life lesson in marketing in my early 20’s when I worked for a real estate developer affiliated with Whiteco.  

Dean White’s father founded Whiteco - a small sign company - in Indiana in 1936.  In 1947, Dean White took over the company.  Rumor had it, that Dean entered a contest that Holiday Inn was running to submit the best slogan.  He won.  But rather than take the prize money, he asked for a contract for Holiday Inn’s billboards, nationwide. With that contract in hand, he capitalized on interstate highway growth in middle-tier markets, growing the Whiteco Highway Billboard business to over 23,000 14′ x 48′ billboards in 38 states.  If you are from the Midwest, then driving down the highway meant an endless sea of billboards, that made Dean White a billionaire.  

In these economic times, signage is at the top of the martketing list.  But remember Seth Godin’s words: Style is free.  You may have to pay for a sign from a company like FASTSIGNS, but should never skimp on style.  If you are going to spend the money on banners, decals and posters then take the time to make sure that your sign has creativity, imagination and excitement.  Remember - signs never sleep.  A good sign is great for business.  A shoddy sign can hurt more than it helps,