Business View Magazine - Dec 2023

securing licenses for neon sign creation and engaging in notable projects like those associated with the Boulder (later Hoover) Dam and the burgeoning Las Vegas strip. Sam Fisher, Senior Vice President of YESCO Franchising, LLC, narrates this journey with a sense of pride and historical awareness. Fisher highlights how YESCO didn’t just witness but actively participated in the signage revolution, especially in Las Vegas. The company’s proximity to these developments wasn’t just geographical; it was strategic, allowing it to leverage the growing demand for larger, more technologically advanced signs. YESCO, once facing challenges during the 2008- 2009 recession, particularly in construction and sign manufacturing, turned this adversity into an opportunity for growth and resilience. The company decided to diversify its business model, leading to the establishment of YESCO Franchising. This new venture, focusing on the signage industry’s servicing aspect, was designed for survival, adaptation, and growth. It aimed to empower other sign companies and individuals by building businesses around the servicing, repairing, and maintaining signage and exterior lighting, thus expanding YESCO’s reach across various customer segments. UNCONVENTIONAL MARKETING: THE YESCO APPROACH In an industry where visibility is everything, YESCO’s marketing strategy stands out as a masterclass in innovation and practicality. Fisher elucidates its unique approach, which is both proactive and highly targeted. YESCO’s “patrolling” method involves the company’s team actively seeking out potential clients by identifying signage needing repair. This hands-on approach lets YESCO directly engage with business owners, offering timely and pertinent services. Fisher elaborates, “We take advantage of the fact that when someone needs our service, it’s very apparent. For instance, if we spot a sign with a few unlit letters, we photograph it, locate the business, and reach out with a solution.” This strategy turns every malfunctioning sign into a potential 201 BUSINESS VIEW MAGAZINE VOLUME 10, ISSUE 12 YESCO FRANCHISING