This is an excerpt from a conversation we had with a customer today. As it turns out, Signs Manufacturing has been repeatedly threatened by this competing company about using keywords in advertising that have similar terms to their name. For instance, “signs” is a keyword that we use in advertising as you might imagine. This competitor claims that the term “Signs” is only reserved for them because their national brand has that word in it! Consequently, for the purposes of this article we will refer to this company as “Big-National-Franchise-That-Claims-To-Provide-All-Signs-In-A-Speedy-Manner” to avoid any future legal threats.
Signs Manufacturing Representative: Hello, this is [name] how can I help you?
Customer: I bought a channel letter sign from Big-National-Franchise-That-Claims-To-Provide-All-Signs-In-A-Speedy-Manner. They got it up but now my Landlord is saying that the sign has to be on a raceway!
Signs Manufacturing Representative: Why didn’t they build it on a raceway?
Customer: Well, I asked them that. They said they don’t do raceways! So now what do I do?
Signs Manufacturing Representative: Well, it’s not just that they don’t do raceways, they don’t build channel letters! They bought the sign from somebody else, bought the installation from a third party and marked it all up. The good news is that WE build our own signs, including raceways! We can build a raceway, remove the letters and mount them to the raceway, then re-install.
At this time there was a short conversation about what is involved changing the sign over to a raceway sign, followed by an appointment for the next workday (in this case, Monday). The conversation ended with:
Customer: So, do you think I can get my money back from Big-National-Franchise-That-Claims-To-Provide-All-Signs-In-A-Speedy-Manner? Not only do I need the raceway, which should have been done right in the first place, but the sign looks like crap!
Signs Manufacturing Representative: Unfortunately, I doubt it. But I’ll be happy to help you however I can.