For his part, Gottwald reports the ISA is well aware that the sign-making industry tends to be somewhat slower to adopt new technology.

“What we’re encouraging is that they be open-minded to the new technologies, and show a willingness to learn,” he says. “Those who will succeed are those who can incorporate this technology into their current line of offerings. Again, we don’t see this replacing static signs, which will always be around. We see it as an additional offering that will be crucial to success.”