illuminated signage, sign trays, and bespoke lighting. The Sign Group utilises its vivid range of products to create a compelling showcase on its website and on social media. Managing director of the company Grey Hoole emphasises the importance of striking strong relationships with customers: “When our customers find themselves in need of the services or products we offer, we want them to know that we've got their backs and are here to provide them with help in any way we can. By prioritising their needs and earning their trust, we're giving ourselves the best chance to quote for their future requirements.” Hoole adds: “We take pride in being a company that's always ready to lend a helping hand and offer advice, even if it means pointing them towards another service provider that might be a better fit. We firmly believe that this approach builds trust and establishes a solid foundation for future collaborations.” Recently the business decided to embrace popular and new forms of social media like TikTok, which until now has proved challenging for businesses looking code, but also your website. Whether it be in a professional or personal capacity, everyone will have experienced an out-dated or difficult to navigate website which itself becomes a reflection of the company you are trying to engage with. Biltcliffe, Copp, Rogers, and Harmon have all stressed the importance of communication and utilising the many channels out there. Apart from showcasing these platforms, it's also important to ensure you aren’t highlighting older or unsuccessful parts of your business. Outdated news sections, old videos, and inactive social media platforms can be just as detrimental to the image of your business as not using these channels at all. Striking The Right Balance A big consideration for print companies is how to balance the many expectations that businesses and individuals face in the modern age. Based in Leeds, West Yorkshire, The Sign Group is a trade supplier of a range of different sign products like faux neon, to breakthrough the platform which has become popular for short comedy, dance, and influential videos. Regarding the decision for The Sign Group to join TikTok, Hoole says: “We decided to start a TikTok account because we wanted to show off a more candid side of our company. We have a lot of interesting characters at work, and we thought TikTok would be a fun way to showcase our building and equipment. “We also wanted to show our team having fun, which is a natural side effect of using TikTok. We think it's important to show potential customers who we are and what we're like, and TikTok is a great way to do that.” Discussing the importance of businesses using social media, Hoole comments: “For trade suppliers, I don't see being on social media as a 'live or die' situation, but its importance will continue to grow in the coming years. Therefore, it's essential to have a plan in place sooner rather than later. “While social media may not be at the top of the priority list compared to your website and database, if you have a capable team and can consistently organise social updates, it can be a positive asset. It's a fantastic way to showcase your team's personality and let the company shine.” As well as what you do and offer, the ethics of your company and how it operates is just as important. The surging popularity of sustainable and ethical businesses shows how customers are changing where they are willing to spend their money. While cost is still a major factor for many decisions, how a company operates can also impact purchase decisions, especially as a lot of the public try to help local and high street businesses over giant corporations like Amazon. As founder and managing director of THEMPC, Paul Marsh has seen many of the hurdles businesses have faced over the past few years. Founded in 2013 the company was created to provide high quality print management, packaging, merchandise, as well as support and logistics solutions, all under one roof. After 20 years’ experience in business in both the US and UK, Marsh has brought what he has learnt to solutions like SwagOnline, an online portal for ordering branded products like pens, water bottles, and notepads. “In order to market yourself successfully you need to work to your strengths,” says Marsh, adding: “If you have strength in technology then sell via the web and streamline your production processes. If you have good salespeople give them the BUSINESS OPPORTUNITIES / MARKETING YOUR BUSINESS ▲The Sign Group is using TikTok to showcase its business culture As an industry we often focus on what our presses can do and shoehorn anything our clients want onto them rather than understanding the ‘why’ behind the order 60 www.signlink.co.uk Issue 249 - October / November 2023
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