How many salespeople do you know that work 24 hours as day 7 days a week, without ever taking a break? LED On premise signs do, that’s who!
Do you capitalize on people daily habit?
It is a widely known fact, according to research done on traffic patterns, that 85% of the daytime traffic take the exact same routes to and from their destinations and this, often on a daily basis. Your customers are passing right in front of your store, your location, your restaurant and enterprise and you are not evening saying hello, or telling them what time it is, or the temperature of the day, or asking them to stop in and see your latest sales promotion.
You have the choice: let people drive by or stop by
Consumers are just driving right by, because they don’t have a reason to stop. Enough is enough: Give them a reason. Tell them about that latest product or service or have them visit your website that you just created. A study which has been around since the early 2000’s illustrates that small business owners revealed that 86% of businesses who had installed new signs saw new customers coming through the door, and around the same amount (83%) saw an uptick in sales. What are these sales worth? A report prepared for The Signage Foundation, Inc. by the University of Cincinnati Economics Center show that there could be as little as a three-month ROI on the displays with as much as 15-20% increase in sales in a standard test period of 52 weeks before and after the sign change over to LED.
Advertising value is traditionally measured in cost per thousand impressions where an LED sign might cost as little as 74 cents per 1,000 impressions, compared to over 22 US dollars for television and 13 US dollars for radio. Many organizations find they can reduce their advertising budgets for other mediums by better utilizing their business sign. You don’t own the newspaper or radio, but you do own the digital LED sign in front of your business.
The story of 15 Jettas and daily habits: or what a LED sign can do for you
Let me tell you a story, which occurred many years ago now, about an automobile dealership that received an order for 15 white Jettas just as their new LED display was being installed in a secondary pylon. The owner asked my advice on what he thought he should do about selling all the white Jettas? He was going to place an ad in the local newspaper once again that week about the 15 Jettas built and delivered exactly the same. I suggested that I make him 16 pcs of content, which will start playing as soon as the LED display was to get turned on. He agreed and away I went; Simple text with nothing special other than a ‘call to action’.
15 White Jetta Sale – stop and get yours now!
And as each Jetta was sold the content would change.
We just sold the first of 15 white Jettas – Get yours now!
Another one gone; only 13 left – hurry in
12 left; stop by soon they’re going fast
And so on until the last message was to appear
only 1 WHITE JETTA LEFT – your last chance!
You cannot do that with newspaper or radio advertising.
I called the owner to follow up on the display after about a week of using it and asked how his “15 white Jetta sale” went. He replied, “they all went in three days!” I believe to this day; he has never again put an ad in the paper.
Today, being out there is not enough
Today, consumers receive over 100 notifications on their cellphones each day which are all invitations for interactions. Every second, new posts appear on their feeds. News is updated at the very moment that it is happening. People are now conditioned to see what is different in their environment. You can no more just be out there and hope that people see you. You need to interact with them, propose new ideas regularly, engage discussions of some sort. If you don’t do that, you will not stand out and you will be forgotten like all the anonymous building surrounding you.
And all those people take the same route day after day. They are right in front of you, ready to interact, open to new substance and content. Reach out to them, communicate with them. The best way to do that is by advertising with dynamic content that engages your customers. And if you ever think your LED display is not reaching the intended audience, just show the wrong time and date on the display. Your phone WILL ring, that I guarantee!
