A. No. We have a healthy relationship with all sign manufacturers but we are NEUTRAL when it comes to particular brands of signs or manufacturers. In order for us to provide un-biased opinions it must remain this way. We help our clients select sign manufacturers by “reverse engineering” the sign design and content. The sign hardware is the conduit for the content.

Q. What is reverse engineering?

A. We reverse the standard practice of choosing a sign manufacturer, then choosing a design and then choosing a content provider. We recommend choosing a qualified sign consultant first, then a sign designer (if your sign is being designed, then the content provider and the sign manufacturer last).

Why?

Because this enables you to create a sign that meets the needs of your branding or messaging with the hardware as the delivery mechanism. Otherwise you are always trying to conform your content to work on the hardware. If you go to a Broadway show and after the show all you hear the audience talk about are the special effects; then the producer did not do his/her job by making the content or the “story” of the show the most important element. Your content is the most important element of the show and this is why “Reverse Engineering” works.

Q. Why does WOW feel that content is more important than the sign hardware?

A. The question you need to ask yourself is, “Am I putting up a sign to show off technology and LED’s? or Am I putting up a sign to emphasize my brand, or my demographic message or my ad campaign etc.?”

The answer obviously is that you are putting up a sign for messaging purposes of some kind. When you purchase a sign for millions of dollars and put hundreds of dollars worth of content on it, the sign is now worth hundreds of dollars. THE CONTENT IS THE MOST IMPORTANT ELEMENT OF AN ELECTRONIC SIGN.

Most people start with the sign manufacturer and the content becomes an afterthought. It should be the other way around.

This is why we say, “Content is King.” There are many sign manufacturers but not many “Content Engineers” that know how to produce for a sign.

Q. What is “Content Engineering™”?

A. “Content Engineering™” is a WOW coined phrase that we use when we research all of the technical capabilities of each sign we are going to produce content for. We decide on a set of technical parameters that allow us to create content that “pushes the envelope” of that particular sign technology. Using this as a guideline we create designs and content that take full advantage of every hardware capability. The end result is award winning broadcast quality content that produces what we call, “The WOW Factor®”, which is a unique fingerprint for each client.

Q. Some sign manufacturers tell us they can design a new sign and provide the content and content delivery as well. What are the differences and won’t I save money by utilizing a manufacturer that incorporates a on-stop shop?

A. There are numerous differences between a one-stop sign manufacturer and The WOW Factor®. Below is a partial list:

	1.	The WOW Factor® is NOT a sign manufacturer; therefore, no conflict of interest exists because we are not associated with any one brand. This is important because the client should receive an un-biased opinion.
	2.	A sign manufacturer is in the business of selling signs and meeting sales quotas.
	3.	A sign manufacturer is normally driven by technology and not content.
	4.	Sign manufacturers that have in-house content providers would be like hiring the “Fox to guard the Henhouse”. While their content might be adequate, they are still in the business of selling signs. If the manufacturer’s hardware has limitations, then the content department will produce limited content. And both divisions, content and hardware, will cover for each other. We feel that this is a creative liability because the creative is tied to the hardware and not to the creativity itself or more importantly to the client’s real message.

Q. What kind of sign technology should I be thinking of?

A. The first thing that a client should think about is content design and engineering. Then you can design the technology to support the idea. We recommend addressing the technology aspects once you have a new lease, a design direction and have gone through the “Content Engineering™” phases.

There are many types of sign technologies and spectaculars to consider. LED’s and other technologies will evolve and change during your lease negotiation and new sign design. It is too soon to think about the actual technology as who knows what types of materials or the associated costs will be in 10-18 months. Be assured that WOW is constantly researching technology and is on top of the latest hardware components.

Note: Sign installation and maintenance companies are also key elements and this is a major component to consider when creating a new sign.

Additional Note: WOW’s innovative “Content Engineering™” concept and formulas, position us as the “Keeper of the Flame” for your branding, content and design. “Content is King” and WOW is an integral part of sign design, software and hardware design. WOW provides an “Independent Eye” and works with all sign manufacturers on an un-biased basis. The sign hardware is the delivery system for the content and should be decided upon once the content has been “engineered”.

Q. How long does it take to design, approve, fabricate, test and install and turn on a new sign?

A. The standard lead time is approx. 10 months. Depending on the design and complexity of the content, hardware, software, fabrication, permits and installation it could take longer. We recommend planning at least 12-18 months before the sign is running at full capacity.

Q. How early in the process of creating a new sign do you bring in WOW?

A. NOW IS THE TIME FOR WOW! We want to become the “agency of record” for your sign.

	1.	The WOW Factor® will work on your project as a “team member” and can accommodate your wishes as a client in a harmonious, fun and energetic way.
	2.	WOW incorporates several ideas and options to keep your sign “ahead of the curve” and to create an icon that “connects the brand” to the consumer demographic without the need for an “in your face” approach.
	3.	WOW will supply you with options for adding cutting-edge interactive components on an ongoing or as-needed basis for special promotional purposes. This offers you tools to further draw the consumer into the brand without insulting the intelligence and the savvy of the “informed demographic”.