3 min read
In early March 2020, COVID-19 hit the United States, wreaking havoc and tanking the economy. But sign makers are moving on, finding new opportunities where none existed previously.

The idea of placing promotional floor decals every six feet used to be absurd. Today, it is standard and expected.

At first, as the economy faltered, the sign industry, itself being tied to economic health, stalled as well. But then, sign makers became aware of a brand-new market, just waiting to be filled.

COVID-19 precautions and social distancing regulations opened up new spaces to promote branding and sales. Just a few months ago, floor decals, for example, were not nearly as prevalent.

Now? Floor markings are ubiquitous. It is hardly possible to find a store where floor markings are not a fixture of the décor. These floor markings were initially simple strips of tape, hastily set down to delineate the required six-foot distance between customers.

Sign makers then realized that these social distancing markers could be used to promote sales. They contacted their retail industry customers and offices, selling them on the idea of promotional floor signs. The retail stores immediately realized the value in this, and promotional social distancing signs are now taking over the previously bland floor space.

The idea of placing promotional floor decals every six feet used to be absurd. Today, it is standard and expected. Sign makers are taking advantage of this new normal to encourage retailers to push sales every six feet.

Examples include a pizza shop promoting it's offerings on social distancing markers, or supermarkets using decals to push product, directing customers to the relevant department. The floor space is there, and customers expect it to be used. Businesses are using it — wisely.

Floor decals, however, are just one example of the rapidly expanding digital media market.

Another pervasive sign of the times is the COVID divider. These were initially crude, utilitarian PlexiGuard shields erected by contractors.

Presently, some smart retailers are recognizing that these dividers can be used to promote products, reinforce their branding, or simply to thank customers for their patronage.

Naturally, COVID dividers are now becoming the domain of sign makers, who are selling them as promotional signs — made from cut vinyl or digital media applied to PlexiGuard — that double as COVID dividers.

Promotional COVID dividers are not limited to PlexiGuard applications. Another option is UltraGuard—clear vinyl mounted in a printed UltraBoard frame.

Offices are another area where the digital media market is witnessing growth. Workplaces in the process of opening are installing additional dividers to protect their employees. These dividers are an opportunity for company branding, as well as etchmark sales; whether for decoration, privacy, or both.

The world economy may be suffering, but digital media and sign opportunity abounds. No space should go to waste. All it takes is a look around to see the options opening up everywhere.

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