Nine tips on cutting it in the custom sign business

There are a lot of different types of sign businesses, each aimed at satisfying different markets. In some areas the need for a certain type of work—vehicle wraps, illuminated signs, 3D signs, architectural signs, quick vinyl signs—is large enough for a sign company to specialize in that work. Even in smaller markets, a sign maker may do a variety of types of signs but still have a specialty that they offer.

A tourist area, where vacationers come to kick back, enjoy the outdoors, eat out and shop, creates a special market for a unique type of sign. These custom-made signs have extra appeal and are often the centerpiece of the marketing of a shop or restaurant or resort.

Bruce Janssen has served one such market for nearly 50 years. His company, The Wood Shop, provides custom 3D signage for the tourist-driven businesses on the shores of Lake Charlevoix in northern Michigan. Bruce and his work were featured in the January/February 1988 and March/April 1993 issues of SignCraft. Recently, we updated readers with two articles, “Custom dimensional signs in Michigan’s North Country” and “Sell a sculpture with the sign,” on SignCraft.com.