More than 50 pages longer than the previous edition, Sign Gallery 6 presents recentSigns of the Times competition winners, honorable mentions, and others in this expanded edition of electric ...
A compelling story can be made for onsite, EDS effectiveness.
Here's another column to educate the sign-sales professional on justifying a high-priced, digital display to a customer. Most salespeople tend to squirm when asking a customer to sign a contract for a hundred thousand or even a million dollars, for a single sign.
However, for a business owner, the return-on-investment (ROI) is key to understanding a sign's value. Once we understand this, as compared to money a business owner is already spending for advertising, the asking task becomes much easier.
In my last column, I said the automobile-sales industry is an excellent source of business for digital-display providers. Auto-industry signs, as then described, are generally very expensive displays. For example, signage that ranges from $500,000 to $1 million, when measured against other media options, seems like money well spent.
Another excellent prospect for large-format, digital displays is the retail shopping center. I'm not talking about malls, per se, but the developed, corner retail center, occupied by a handful of smaller shops, restaurants and specialty stores. Although the shopping-center owner or management can't justify a $250,000 to $500,000 electronic digital signage (EDS), in reality, its tenants' advertising needs may be best met by an on-premise digital display. Pooled contributions from each retailer's advertising budget may cover the monthly lease (or loan payment).
Before assessing this market's potential, remember, we're selling advertising. Our potent, intrusive medium's greatest impact is helping businesses obtain a larger portion of local-market sales.
Small-tenant shopping centers need to reach passing traffic — it's their lifeblood.
Chris Cardell of Cardell Media (www.cardellmedia.com) says to use only direct-response media: "The only purpose of direct-response advertising is to produce a clear response." An on-premise sales message directed at a mobile audience exemplifies direct-response advertising.
An EDS ad, for example, that pictures a pair of Nike Jordans with the notation, "Now only $85," is a powerful selling message that demands a "clear response."
Advertising is expensive, yet necessary. A small business' advertising-budget effectiveness may mean its survival. A very compelling story can be made for an onsite, digital display's effectiveness. Consider the following:
• Retail centers are usually located at high-traffic locations.
• Many centers are at a traffic-signaled intersection.
• Retail centers are usually located in commercial districts, with zoning favorable for EDS advertising.
• Retail-center merchants offer a wide variety of products and services.