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Mayer Marks a Milestone
Wednesday, February 22, 2006
By Rick Redding

Third-Generation Business Marks 75 Years Evolving from Sign Painting to Kiosks

Long before there was digital signage in retail, the biggest marketing decision for store owners was often the design of the hand-painted sign that lured travelers from the road. Sign painters in those days could make a pretty good living.

In 1931, Frank G. Mayer opened a one-man operation painting signs in Milwaukee. Today, Frank Mayer and Associates is still helping retailers lure customers, though the founder might not recognize the methods used by the company now led by his grandson. This year, the firm celebrates its 75th anniversary. Mike Mayer, the third generation president, is quick to credit the 100 folks he calls “associates” for the company’s long run.

“The people, past and present, are willing to take risks and challenge themselves,” he said during a brief phone interview from the company’s suburban Milwaukee headquarters. “When I look back to how we became who we are, it’s our associates that deserve the credit.”

Certainly there aren’t many companies involved in the kiosk business with a 75-year track record. FM&A, which in its early years was known as an innovative screen printer, became a dominant vendor in the point-of-purchase industry in the 1970s. In fact, Frank W. Mayer, who succeeded his father as president in 1980 and gave way to his son Mike in 1998, once served as president of POPAI, the point-of-purchase trade association. Frank G. Mayer, the founder, was named to the POPAI Hall of Fame in 1991, followed by his son in 2003.

In 1985, the company launched its first interactive display, setting the stage for leadership in another industry – kiosks and self-service. In 1995, the company opened a new assembly plant for kiosk construction. With clients including BMW, John Deere Co. and Giant Foods, FMA’s Kiosk Division is one of the first and most innovative industry players. Its BMW X3 Kiosk for BMW won a Kiosk Interactive Excellence Award for Best Content in a Large Deployment at last year’s KioskCom. All of the company’s work for clients is custom-made.

To celebrate its 75th anniversary, Mike Mayer said the company hosted a pancake breakfast for both past and present associates, an event he said “helped young people in the company learn about the history” of the firm. It is also holding an open house for local vendors and suppliers.

With its emphasis on treating employees right, it’s no surprise that Frank Mayer has a number of long-tenured staff. Recently, senior vice president Gary Monroe celebrated 35 years at the company, while Alan McGivern, another senior VP, marked his 30th anniversary.

But Mayer isn’t an old-school businessman. He says the privately-held firm is continues to grow, following and/or setting trends with cutting-edge projects. Those projects are fueled by clients who allow Frank Mayer designers to develop new projects that haven’t necessarily been done before. For instance, the BMW X3 kiosk was the first of its kind to feature portability and the ability to connect via broadband using a special Sprint connection.

Bob Plante, Kiosk Program Manager for BMW, has worked with the company since 2002. He said working with the team from Frank Mayer has made it possible to pull off some innovative work. The BMW kiosks have won21 industry awards, he said

"We had a vision for a high traffic, high profile kiosk, and they came back with great ideas," Plante said. "It was a wonderful experience."

Statistics show that only 10 to 15 percent of family businesses survive to a third generation, so the company has already beaten the odds there. Asked about a fourth generation of Mayer leadership, Mike Mayer said it’s no sure thing that either his son, a freshman at Marquette University, or his 16- and 12-year-old daughters will be interested in continuing the family tradition. But he also doesn't rule it out