1. Having a contented and loyal workforce is a top priority for Hollywood Monster. Pictured: A commission for the 2012 Olympic Games, with managing director Tim Andrews pitching in
It’s all in the experience
When talking about Hollywood, our minds are immediately drawn to the glitz and glamour of a Los Angeles district that has long been associated with some of the most famous celebrities in the world. And while the US Hollywood may be home to stars of the silver screen, one Birmingham-based company is making strides of its own here in Blighty, producing Oscar-winning performances on a daily basis.
Signage and digital print company Hollywood Monster has continued to go from strength-to-strength ever since its rebirth in 2009. The firm started out as two companies; signage specialist Hollywood Signs and digital print expert Monster Digital. Following a merger in 2009, Hollywood Monster now finds itself as one of the most sought-after companies in the entire industry.
The merger just seemed the obvious choice. There was a different shareholding in each company, but we struck a deal between all shareholders for a new share profile and decided to merge the two businesses together”
Tim Andrews, managing director of Hollywood Monster, has been with the company since the rebirth, having held the same role at Hollywood Signs prior to the merger. He explains that the decision to merge was a good move for both companies and has definitely paid off.
“Hollywood Signs was predominately a property-focused signage company supplying signage to property development contractors for building or refurbishing projects, whilst Monster Digital was a digital supplier serving the signage, retail, and exhibition markets,” explains Andrews.
The firm offers a range of signage services; here a large-scale vehicle wrap is in process for a bus company, applying new advertising graphics for a University recruitment campaign
He continues: “In September 2008, when the development and property industry started to suffer, there was a much lower demand for products at Hollywood Signs. Monster Digital, however, was going the other way, expanding at quite a rate. We were transferring our staff to Monster Digital as the two companies were quite closely aligned in terms of the products and skill sets required, just supplying to different markets.
“The merger just seemed the obvious choice. There was a different shareholding in each company, but we struck a deal between all shareholders for a new share profile and decided to merge the two businesses together. We now offer the same services and products to the same industries, but under one name.”
Cross-personalisation
Andrews says the move to bring both businesses under one umbrella has given them a number of advantages: “Having one brand to focus on, rather than two businesses, made it a bit easier from a management point of view. We felt one business with a punchier brand was better than two with slightly weaker brands.
“We felt it gave us an opportunity to expand the offerings and cross-personalisation across the two businesses. The products of each business fell into each others’ offerings. Having one larger company also opens the doors to larger contracts, while our floor space enables them to come through and we’re starting to enjoy that now.”
Textile printing is a route we feel we can go down, especially with environmental issues pressuring PVC materials. We feel it is an area of the business that will continue to grow”
As well as being able to take on larger projects, the big work space at Hollywood Monster’s disposal can also be used to house new equipment. The firm took this into account with its recent investment in a new MTEX 5032 direct-to-textile printer, a purchase Andrews says will support the company as it focuses more on the textile print sector.
He continues: “Textile printing is a route we feel we can go down, especially with environmental issues pressuring PVC materials. We feel it is an area of the business that will continue to grow. PVC will remain as part of the business, but we think textile printing is becoming more of the norm.”
The firm has a 35,000 sq ft production area, which managing director Tim Andrews says allows Hollywood Monster to accept large scale contracts
When quizzed as to how the firm identifies opportunities in various markets, Andrews refers to the company’s focus on customers and providing them with the services that they actually want.
He explains: “We’ve got our ear to the ground; we’re close to our customers and actually listen to their demands. We’ve also got a close-knit sales team that is overseen by a number of our directors.”
Community focus
Stemming from this focus on customers, Andrews draws upon the company’s desire to keep its workforce happy and motivated. He claims that the business had not seen anybody depart for around three years now, with the most recent departure actually opting to move back to the company. He believes staff remain so committed to the company because of its involvement with other areas outside of the core money-making practices—a factor he says also sets Hollywood Monster apart from competitors.
He continues: “We are focused on making money, but it’s not just about this. It is more about enjoying it along the way as well and making people part of something that cares for the community, rather than just making money.
We are focused on making money, but it’s not just about this. It is more about enjoying it along the way as well and making people part of something that cares for the community, rather than just making money”
“In terms of how we measure success, we’ve been very much focused on high brand value, customer service and, what a lot of other companies don’t do, community focus. Investment in the community is always important in our local market and it is important for companies not to be afraid of this investment.
“Companies need to make themselves attractive to work for and they can do just this by supporting local causes. For example, we are currently supporting a women’s football team, which is helping put our brand up in lights in what is a very fast-growing sport in the UK. We’re also just launching a foundation that takes soccer camps into schools for girls. This not only raises our profile, but also supports the growth of the sport overall.
“Things like this make Hollywood Monster seem like an employee that cares about the community and invests back in it. We take our local corporate social responsibility very seriously—a lot more seriously than our competitors of a similar size.”
Hollywood Monster has recently invested in a new MTEX 5032 direct-to-textile printer, a purchase Andrews says will help the company focus more on the textile print sector
Summing up all of Hollywood Monster’s activities, Andrews brings its success down to the overall service it provides customers: “It’s about our quality, service and actually giving a good service to our clients, making them feel loved and appreciated.
“One thing I tell our staff is that when we go out and eat at a nice restaurant, the only reason we spend more there is because we get better value service which makes us feel good. We then take these values into our own business, as it’s really important to look after the clients and deliver a quality service.
“We sometimes get it wrong, but it’s how we put it right and make the clients feel that matters. That’s the big driver for us and what sets us apart. We’re not the cheapest, but I believe the only way we can set ourselves apart is our client experience.”
