The Most Effective Advertising Medium Electronic Message Centers
A decade ago most of us sat in awe when viewing a huge full color full motion video screen at a professional sports stadium, or at a concert by one of many famous international musical groups. That cutting edge technology is available today at a fraction of the cost of products manufactured ten years ago, and the visual experience is far superior! If your company has an annual advertising budget of $50,000 or more, the question is no longer "can we afford an electronic message center", it has become "can we afford NOT to invest in an EMC?".
Consider the following facts from the Small Business Administration:According to the Small Business Administration, sales increase between 15 and 150% when and electronic message center is installed.Electronic message centers allow an unlimited number of message changes and variable controls, all easily completed with a computer. The result is lower labor cost and elimination of the physical liabilities often associated with copy changes on traditional reader boards.Electronic Message centers communicate variable messages as people pass by, allowing greater flexibility in communicating to the public.
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With their automated dimming and focusing systems, electronic message centers can respond to the visibility needs of the public, increasing safety and conspicuity day and night.The flexibility offered by electronic message centers means your business can advertise specials while also displaying public service information or other items of public interest.Electronic message centers can quickly "brand" your business site in the local community.
Electronic message centers are an investment in your business and provide the best and most cost-effective forms of paid advertising. The only form of advertising that may be more powerful is word of mouth (although it can be neither purchased nor controlled).The effectiveness of an electronic message center is not limited by space or surface area constraints as with a reader-board.Electronic message centers act as your "salesman on the street," attracting new customers to your business location.
Electronic message centers allow you to market your products and services to your immediate trade area and prevent wasteful advertising expenses.The business owner can change the message as needed to provide information to specific retail customers, and can be used for political, social or community events.Software is available that enables a business owner to display sophisticated logos or images on the EMC precisely. An Answer to the Challenge of Changing Demographics
The public - your existing and potential customers - is on the move, both literally and figuratively, and sometimes catching their attention is like hitting a moving target. Consider that approximately 18.6% of Americans move every year. Whether they move a short or long distance, they usually change their basic trade area. Add to that the fact that 15-35% of the traffic on a given street is "just passing through" (vacation travelers and such), and you can see the great potential for single stops by those unfamiliar with the area.
An electronic or variable message center offers a unique way to capture the attention of these passers-by. An EMC allows you to communicate more effectively with the typical person passing by at a particular time day by changing the message and graphic of your sign to match the profile on the street. The local airport in Monmouth, NJ offers a clever example of this flexibility. The airport used its display to advertise price specials at peak hours to those traveling by on the freeway on the way to and from work.
During shopping hours or after-school traffic, the airport changed its display to offer community service messages. This kind of flexibility increases the readership of a message unit, as it can correspond to the traffic profile by the day of the week, the time of day, or the season. With the right software, virtually any message can be created and displayed.
The demand by businesses for these electronic or variable message centers is increasing because these signs improve the economic viability of difficult commercial sites with limited space. Municipalities that wish to prevent urban sprawl or deterioration of urban land are passing enabling acts that require optimization of urban space, and thus are more willing to look at EMCs as a signage option for businesses.
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