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The Big Question for any business owner investing in LED Signage is, of course, "Will this really increase my business?" We know that the answer is a resounding YES, but we're the ones selling the signs so why should you take our word for it, right? Well, The Small Business Administration did a better job than we could have anyway, so just Click the source link, below, to see the pages on Electronic variable message centers on the SBA's site. Excerpts from the complete text are listed below for your convenience. Our editorial comments are highlighted in Yellow.
Source Link: Click Here
Remember: Electronic variable message center, means Programmable LED Sign when translated from government'ese.
1. What are EMCs? (a.k.a. Programmable LED signs)
Electronic variable message centers are computerized programmable electronic visual communication devices. They are capable of storing and displaying multiple messages in dozens of formats and at varying intervals. Similar to reader boards . . .
Unlike the traditional reader boards, the message on an EMC can easily be changed throughout the day or week to suit the demographics of the people passing by. This allows the business owner to advertise specials, display public service information, or provide other items of public interest in a manner quickly and easily read by those passing by at any given time. Consequently, the effectiveness of an electronic message center is not limited by the space or surface area constraints that hamper business communication on reader boards. For additional information, review the Features & Advantages of EMCs.
2. How are message centers used?
Message centers are used by businesses that want the flexibility to control their own graphics and message unit and be able to change their communication to meet their needs and the needs of their customers.
. . . Small Businesses are quickly realizing the advertising power of these dynamic visual communications devices as most people in a community look at the signs frequently. Although EMCs have been quite expensive in the past, often costing around $30,000 or more for a small, simple unit, recent technological breakthroughs have drastically reduced production and operating costs, bringing them within an affordable range.
3. We have a sign; why does my business need a message center?
. . . A business' sign must be conspicuous if it is to catch the attention of passing motorists within the limited amount of time available.
Motorists often spot electronic message centers quickly because the copy changes, the letters are illuminated, and the signs have traditionally been used as public service devices . . .
Message Centers act as a consolidating type of advertising. In other words,
they offer businesses a way of posting a variety of information in one place
rather than relying on numerous signs and banners displayed in windows, for
example.
Most importantly, the electronic message center almost always increases a business's share of revenue. This is a result of the "branding" of the site through the use of specific logos, reinforcement of other advertising messages, allowing for public service notices, generating exact impulse stops, and helping to change customers' buying habits once they have stopped.
5. Is an electronic message center a cost-effective advertising medium?
- Yes. Businesses often select their advertising medium, and messages, based
upon the cost per thousand exposures of their message to the public. ON this
basis, no other form of advertising comes close to matching the efficiency and
cost-effectiveness, dollar for dollar, of an electronic message display. Compare
the figures below:
- Newspaper advertising - the cost on average is about
$7.39 for 1000 exposures within a 10-mile radius of the business location.
- . . .
- New LED electronic message center display - The cost is less than $0.15 per 1000 exposures. How? Assume, for example, that you spend $30,000.00 on this type of system, and that its useful life is about ten years. The amortized daily cost of the message center would equal about $2.74. Add to this the daily cost of electricity for this new LED unit (approximately $0.20), thus giving your business a daily message center expense total of $8.82. With a daily traffic count of 20,000 vehicles passing your business, you would have a cost of less than $0.45 per thousand exposures (counting drivers only)!
- Screaming Signs don't cost 30 Grand; The largest Screaming Sign costs $3975.00. Based on the above, the cost per thousand exposures would be 0.001. Now compare that to Val-Pac, or your local Newspaper, and tell us our signs are expensive!
- The business owns the form of advertising
- The advertising works for the business 24 hours a day, 365 days a year
- The sign acts as the "salesman on the street" attracting customers into the business
- The advertising speaks directly to the potential customers as they drive past the business location, and the EMC makes the business a landmark in its community.
Best of all, with an electronic message center, a business does not have to worry about missing its target audience, becoming "yesterday's news," or facing expensive production costs for changing its message, as happens frequently with the other forms of advertising mentioned.
With an electronic variable message display:
6. What level of return on investment can I expect?
- For businesses that choose to enhance their signage with an electronic
message display, the owners typically see an increase in business of 15% to
150%. Using the smaller number, consider the following example.
A small business generating $1,000.00 a day in revenue adds an electronic message center. The business soon increases by 15%, adding another $150 per day in total revenue. That translates into an additional $1,050.00 a week in revenue, or $54,600.00 per year.
. . . Keep in mind that with this example, the investment in the electronic message
center unit would likely be about one-third of the additional revenue generated
in the first year of its operation alone. (Scenario based on a far more expensive sign)
To view the full text:
More SBA Links:
Advantages and Benefits of Programmable LED signs.
(Includes the University of San Diego study we quote)
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