TV Binging and Vintage Signs
Hello, and welcome to my latest post! Today, let’s dive into the world of advertising. Specifically, let’s talk about why companies these days don’t seem to care about quality signage and promotional displays anymore. Because let’s be real, have you seen some of the signs out there? Yikes!
Today we’re going to talk about the shift that has happened in advertising and marketing materials from past to present. This post is heavily influenced by my TV binging habits recently… I have been watching a lot of American Pickers. If you know what American Pickers is, good for you and I am glad you have been able to watch some quality TV. You also probably have an idea of where I am heading in this post. It’s simple, old signs were awesome… new signs are just sad. If you happen to be one of those people that the show is foreign to, well I will explain it to you.
American Pickers is a popular TV show that premiered on the History Channel in 2010. The show follows two antique collectors, Mike Wolfe and Frank Fritz, as they travel across the United States in search of valuable and unique items to sell in their antique store, Antique Archaeology. One of the primary focuses of the show is the importance of vintage signage and advertising in the antique market. However, over the years, the value and importance of signage in advertising has shifted significantly as trends change.
American Pickers displays the value of vintage signage and advertising and explains why they are highly coveted by collectors and considered to be some of the most valuable and unique items in the antique market. This is due in part to the fact that vintage signage and advertising were once ubiquitous in American culture, with signs for everything from soda pop to gas stations adorning the sides of buildings and streets throughout the country.
In addition, vintage signage and advertising were often handmade and hand-painted, making them unique works of art that were highly sought after by collectors. These signs are associated with a certain nostalgia for a bygone era. I am by no means preaching that these days in the past were better, but just like there is a reason people listen to vinyl (and it is not because of the audio quality). We have to acknowledge how much we enjoy that they represent a time that is celebrated and cherished as Americana.
Now, you might think that companies today would want their signs and displays to look snazzy and eye-catching, right? After all, they’re trying to sell you something, and they want you to notice them. But alas, it seems that the era of beautiful, well-crafted signage is long gone. And why is that, you ask? Well, hold on to something, because it’s about to get a bit stupid up in here.
So What Happened?
In today’s fast-paced business environment, companies are constantly looking for new and innovative ways to promote their products and services to potential customers (Sans serif logos with zero peculiarities). However, one traditional advertising method that seems to be losing its popularity is quality signage and promotional displays.
Quality signage and promotional displays have been an advertising staple for many years. They are effective in catching the attention of potential customers and can convey a lot of information in a relatively small space. However, with the rise of digital marketing and online advertising, many companies seem to be neglecting this tried-and-true method of advertising.
First of all, let’s consider the cost. One reason for the decline in quality signage and promotional displays may be the cost associated with producing and maintaining them. Creating high-quality signage and displays requires a significant investment of time and resources, and companies may not see the immediate return on investment that they would with digital marketing campaigns. Additionally, maintaining and updating signage and displays can be costly, especially for small businesses with limited budgets. I mean lets be real, sure, a fancy, hand-painted sign might look nice, And what about those fancy promotional displays? They’re like works of art! But here’s the thing: In a world of analytics and data, what employee would be crazy enough to pitch an expensive idea with no real ability to track and determine success. companies these days are all about saving a buck or two (or a billion). They’d rather spend their money on, oh I don’t know, maybe improving their products or services? Wild concept, I know.
Another reason for this trend is the perception that traditional advertising methods are outdated and less effective than digital marketing. Companies may believe that investing in digital marketing is more likely to reach a wider audience and generate better returns on investment than investing in quality signage and promotional displays. However, this perception may not always be accurate, as traditional advertising methods can still be effective in reaching certain demographics and local markets.
One of the main reasons for this shift is the rise of digital marketing and advertising. Today, most companies advertise their products and services through digital channels such as social media, email marketing, and online ads. And then there’s the issue of attention span. Let’s face it, we’re all a bunch of easily-distracted individuals these days. We’re constantly scrolling through our phones or staring off into space. Who has time to notice a beautifully-crafted sign when there are a million other things vying for our attention? Companies have realized that they need to grab our attention in more creative ways, like with weird and eccentric social media campaigns or viral TikTok videos. Why would a company invest money into high quality signage and physical promotional displays when they can pay popular influencers with 20 million followers and large amounts of social clout to promote their product. As a result, the need for physical signage and advertising has decreased significantly.
Despite these challenges, it is important for companies to remember the value of quality signage and promotional displays. While digital marketing may be effective in reaching a broad audience, like I said early, traditional advertising methods can still be effective in reaching specific demographics and local markets. Additionally, quality signage and promotional displays can help establish a brand identity and create a lasting impression on potential customers.
Furthermore, in today’s world where people are constantly bombarded with digital ads, a well-designed and strategically placed quality signage or promotional display can be a breath of fresh air and stand out in the crowd. It can also provide a physical presence for the brand, which can be especially important in brick and mortar retail spaces.
Let’s consider Coca Cola, they dominated in the past and they dominate now. Coca Cola produced and put their name on everything. The classic Coca Cola button is an iconic sign that everyone can appreciate. Coca Cola may not produce the same sort of advertising today BUT, the value for these items is still so alive that you have stores producing artificially vintage Coca Cola shirts, fridges, signs, ice chests, etc. People care about the subject matter as products but couldn’t care less about them as advertising pieces.
I worked in retail for a short period and during that time I set up and in turn threw away my fair share of signage, displays, and other forms of advertising. My ignorance might be showing in the statement I am going to make, but I can say with 99.8% certainty none of that advertising will have any value, not now and not 50 years from now. The quality and the care in these displays is just not there, likewise the desire and passion to collect these items will not be there either.
I believe it is fair to say that this shift in signage and displays follows along with the same shift that we have welcomed into our lives as consumers and the process of buying and selling. Items are not meant to last anymore. Imagine being in your grandparents bathroom, what do you find? You find the same hand held mirror and brush that they have used for the last 30+ years. Today we are encouraged to replace phones yearly, we have fast fashion options pushed on us that are cheap and do not last, we are encouraged to consume, throw out, replace, and repeat.
But wait, there’s more! Another reason companies no longer invest in quality signage is because…drumroll please…they’ve all become secret minimalists! That’s right, it’s all about simplicity and minimalism these days. Have you noticed how many companies have changed their logos to be sleek and streamlined? Creativity is dead, long live creativity! Why have a cool logo when you can have your brand logo printed in Sans serif 22 point font ?? That’s because they’re all about that minimalist vibe. And let’s be real, a giant neon sign with flashing lights and a million colors isn’t exactly minimalistic. I am not sure why we have accepted this lackluster change but it is pretty self explanatory why people want to collect 50 year old advertising signs and display them as works of art.
You know, like I said I have really just been watching American Pickers these last few days and it reminded me of when I watched it 10 years ago. Nothing has changed, I got all the same joy out of it. Seeing all these old pieces that have been cherished, cared for, and appreciated because of what they mean to people is awesome. The way something so simple, like a brand’s advertising sign can speak to someone and trigger a memory is something that for items today in 50 years we just won’t have. The value and importance of these items have changed over time due to the shift in effective advertising trends and the rise of digital marketing. Yes, we will be able to see old commercials and videos on YouTube but it’s the physical goods that will not exist or will not be maintained in the same way just because the quality is crap.
In conclusion, while the trend may be shifting towards digital marketing, companies should not neglect the value of quality signage and promotional displays as a form of advertising. These traditional methods can still be effective in reaching specific demographics and local markets, and can help establish a brand identity and create a lasting impression on potential customers. By investing in quality signage and promotional displays, companies can differentiate themselves from competitors and stand out in a crowded advertising landscape.
So there you have it. The reasons why companies no longer invest in quality signage and promotional displays are many and varied. But hey, maybe we’ll see a resurgence of beautifully-crafted signs one day (I doubt it). Until then, keep your eyes peeled for those social media campaigns and influencer videos with a big #ADVERTISEMENT stamped over it. And if you happen to see a really nice sign, take a picture and cherish it forever. Who knows when you’ll see another one again!
I’m Obviously not saying anything too profound here, just a thought. What do you think? Do you think it’s sad? Do you not care? Do you have a favorite advertisement? Are you a fan of American Pickers? Let me know!