Rogerson says there are many small and large signage companies, but few mid-range high quality companies; Signtech strive to be just this
The humble nature of Robert Rogerson when speaking about the business he owns, Signtech, is one that I am keen to highlight, as well as his determination to differentiate himself from substandard sign companies—of which Rogerson believes there are many.
“Within the north west there are more cowboys in our trade than people who will do the job properly, by a lot,” Rogerson says, adding: “There are all these smaller sign companies who will buy a cheap plotter from eBay and work from their garage, but not do the job properly. We’re not a big company and we’re not chasing million pound contracts, but the way in which we change and grow as a company is great, and the quality we deliver is better than some of the bigger companies I believe.”
(Above & below) Whether cut-vinyl graphics, printed boards, built-up letters, plastics fabrication, or vehicle livery, Signtech caters for a wide-array of products and services
Despite being a smaller company, Signtech provides a big range of services including illuminated signs, pavement signs, fascia signs, digital print services, banners, and vehicle livery, as well as offering installation as part of the package. They also specialise in accident repair graphics, customer designs, and printing sticker sets.
Signtech have worked with a number of blue chip brands, something that Rogerson believes has happened due to the quality of their work for the size of company they are, as well as their ability to install signage. Rogerson says installation is not a service that all companies offer, especially bigger companies, which makes them stand out in a competitive market.
He continues: “We are going to try and develop it into a bigger company but there really is a niche for our type of sign company. There are either small graphics companies that will do a van for £20 or big companies who bring in massive contracts, there’s very few sign companies in between. We are trying to push to be that better mid-range company.”
This last year has been a particularly exciting time for Signtech, as they have put their plans into action to expand the business by investing in new equipment, new shop front premises, and an exciting new showroom.
“In the last twelve months, we’ve gone from being a couple of people with machinery that is quite old, to buying new digital printers and new laminators. It’s no ground-breaking story, but we are moving forward in a good direction,” Rogerson says modestly.
It’s no ground-breaking story but we are moving forward in a good direction”
Signtech’s kit investments consist of two digital printers, which are around three to four years’ old but deliver ‘immaculate print quality’ according to Rogerson, and two Mimaki printer/cutters from the CJV300 Series. The company has also taken ownership of an Easymount laminator, a popular device that is raking in the awards, as well as an Aztec plotter. These purchases will allow the company to expand its range of services, and work more efficiently and cost-effectively.
From apprentice to boss
Rogerson is pleased to tell the story of how a sign apprentice started at a acompany he would later run himself. He explains: “Twelve years ago I was an apprentice working for a mid-range sign company delivering good quality work, but they were set in their ways and were quite old-fashioned. My boss was a traditional sign-writer so the company was quite old school, but we were always taught about quality.
“Since he retired and his business closed, my business has now taken over the same building. This means I have taken over the old sign company that I used to work at, and now I’m the boss, which is something I feel quite proud of. We have of course updated it as it was so old-fashioned, which is one of the reasons why we decided to develop our own showroom.”
I have taken over the old sign company that I used to work at, and now I’m the boss, which is something I feel quite proud of”
Signtech’s showroom, at the time of this interview, had a couple of weeks of work left to be done, meaning that it now could well be near completion or entirely finished.
Rogerson comments: “We are trying to let the signs sell themselves because it’s so competitive. There’s too many DIY sign companies who don’t know how to make signs; we know about signs. We are getting the showroom together so that when people walk in, they tell us they want to buy a sign from us, rather than us telling them what they want.”
Rogerson notes one service as particularly popular recently, which are bespoke product sticker kits. He explains: “We are finding we are making good money from, and our customers love, sticker kits. For instance, the way a chevron kit gets put on a van, perfectly fitted to the panels, we do that on point-of-sale displays, electronic heart rate machines, and soap dispensers for example. We know how to do it properly because we’ve worked with chevron kits in the past.”
With big changes currently undergoing, the future of Signtech certainly seems bright. The way in which this small signage company is taking steps to expand, with better equipment and by moving into new premises, is an encouraging story for the sign industry. Responding to SignLink’s call for news in the first place shows they are taking the initiative and spreading the word of their company to boost business.
It is also positive to see that despite expansion, delivering high quality work will always be the first priority for Signtech, which is sure to help them continue to succeed.
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