Technology & Barter Moves Awning Manufacturer

There’s no question that staying on the edge of technological changes in their industry has propelled Bill and Tim Forster’s company forward. But these two youthful manufacturers (both still in their thirties) have also used the services of one of the nation’s top trade exchanges to enhance their business operations.

Through the assistance of Rochester Trade Exchange (now known as Alliance Barter) they’ve traded over $600,000 and used barter as “bridge capital” for their company’s manufacturing headquarters. They now have an art department most awning shops only dream about because they can’t afford the heat sealers, heat transfer ovens, computer design systems, and registration cameras that are needed to create state-of-the-art graphics.

President Bill Forster says that with such modern technology awning companies can compete with sign companies. Proof of his statement are the national customers his company has served. Eastman Kodak and Bausch & Lomb both have used Forster’s services to create banners and signage.

The brothers push to professionalism began years ago when they began traveling beyond the familiar confines of Rochester. One such trip took them north into neighboring Canada, where they observed that Canadians were ahead of them in the use of graphics and signage, due to the newer urban areas.

In Canada they also saw the European influence of preference for permanent versus the U.S. throwaway mentality. And it was during their visits to Canada that the brothers discovered an exciting new technology.

“There was a need for larger signs than you could make with Plexiglas, which needed to be supported over a certain size. 3M was making Panaflex vinyl laminate for signage, and someone up there thought, ‘gee, you can do that with an awning.’ It really was the birth of the backlit industry,” says Tim.

The Forsters brought the illuminated awning idea back to New York, where it became the basis of a significant growth spurt at the company. According to Tim Forster, the firm’s growth rate during each of the past three years has ranged from 60% to 100%. A few years ago the company had 22 employees. Today it has nearly twice that.

“We had to give our (illuminated awning) work away at first,” he remembers. “It took people awhile to understand they had to pay more for backlit (versus traditional awnings). But once they saw them up, they saw what a strong image they could convey for their businesses.”

Then four years ago Forster Corp. hired a welder named John Dziedzic. Dziedzic (pronounced DEED-zic) came from Pennsylvania, where he had worked in commercial art. His efforts to find related work in the Rochester area, however, had been frustrating. One day, after being with Forster Corp. for a couple of months, he brought in his portfolio.

“We were just amazed at his talent,” Tim recalls. The Forsters saw in Dziedzic’s work an opportunity to make the graphics for their illuminated awnings sharper and more eye-catching, and they asked him to put together an in-house design studio. They started with screen-printing equipment, and then moved on to more high-tech graphics systems.

“John’s talent, interest, knowledge and ability to learn was so profound, it wasn’t difficult to move forward (in graphics),” Tim relates. “It sounds self-righteous, but the decision to buy this equipment was based on our desire to be the best in the industry.” And it was this quest that led to a Forster project being co-winner of the 1987 IFAI Award of Excellence.

Soon, however, the brothers found they’d overbought. “We thought, ‘my gosh, we’re barely using this stuff,’” says Tim. “We had to market it further. And from traveling around and talking to people in the awning business, I saw a need for better graphics.

“We spent a lot of money in R&D, and we had a number of problems with the equipment at first,” he reflects. “We had to pay for a lot of mistakes we made while learning how to use the machines. But it’s paying off now.

“We’re great believers in marketing,” Tim exclaims. “Why is Coke so popular? It’s just fuzzy, too-sweet water. Why is it the biggest soft-drink company? Marketing.”

Marketing, according to Tim, is “one of the keys to future success in the industry. We do extensive advertising on radio and in local publications. We’ve done some local TV spots. And we’ve also put together a four-minute video presentation that gives local businesses a taste of what awnings can do. If you don’t give people a reason to call the competition, they won’t.”

Vigorous marketing has helped Forster Corp. solidify its strong hold on the Rochester area awning market. Another factor is the firm’s reputation for quality, reflected by its emphasis on what the brothers call “the responsible use of illuminated awnings.”

“A backlit should address the architecture of the building and be pleasing to look at,” explains Tim. It should fit the building and the building’s surroundings as well. “If you go into a pretty town and see a big yellow backlit thrown against the storefront, that’s not using backlit responsibly. Backlits work well in cities, and in retail areas in the suburbs. But they shouldn’t be used everywhere.”

“There are awning companies that don’t care,” says Bill with disgust.

An inappropriate backlit, Tim suggests, not only hurts the manufacturer, but other awning companies as well. “People see one bad awning, they associate it with all awnings. The manufacturers scream and kick about codes, but you have to respect them. They are good for everyone in the business.

“If backlits are used responsibly, they’ll be popular for a long time. Neon was a fad, too, but it’s still around.”

The Forsters expect business to continue to be strong for some time.