Friday, November 20, 2009

LED Sign Marketing Basics

Everything starts with the basics. As with any marketing or advertising mediums, knowing the basics leads to the framework of a more sophisticated plan. LED signs are no exceptions to the basics.

Who is your audience?

Know the key motivation factors on why your customers buy your products and adjust your LED sign messages to what motivates your audience. For example, you may have the lowest prices of jewelry in your town, but customers like to buy jewelry in installments or loans. A basic marketing mistake is advertising your low prices but in reality, what sparks their motivation is the low monthly installments. Your LED sign message should then convey this message.

What is your audience type?

The length of your LED sign messages should be adjusted according to the audience type. For example, a person driving by only has seconds to spare. You LED sign message should then be really short, simple, and concise. A typical example would be a LED Open sign, wherein only a single word flashes, yet conveys the needed information. Another example is LED signs on a cafeteria or lobby. Here, people have minutes to spare. Your programmable LED sign messages can then be longer.

LED sign messages should be simple.

Use simple words in your programmable LED signs and avoid creating long messages in complete sentences. A person driving down the road will not have time to ready your entire sentence and will just end up not knowing what product or service you are offering. Flash important words or phrases. Avoid too much transitions as it takes away valuable time. Aesthetics is not as important as getting your LED sign message is.

Location is the key. Installation should be clean.

Place LED signs at eye level. Avoid placing LED signs wherein the audience does not have to strain their necks looking up or down. As with installation, take into consideration when mounting the LED sign. Hide the power cord whenever possible to avoid someone tripping over it and also allowing for LED signs to have a more professional look.

Thursday, November 19, 2009

What to Avoid in LED Sign Marketing

While good-quality LED signs and programmable LED signs can instantly drive foot traffic, wrong marketing measures may do more harm than good.

Size of LED Signs. The size is the most common mistake people make when purchasing LED signs as they tend to buy LED signs that are too big to use indoors and too small for outdoors.

A 2-inch high programmable LED sign can easily be read from 10 to 80 feet away, making it perfect for offices and lobbies. A 4-inch high programmable LED sign can be read up to 160 feet away, making it too large for offices but perfect for tradeshow booths, cafeterias, ballrooms, and factories. For outdoor use, a 6-inch programmable LED sign is highly recommended.

The Use of Lowercase Letters. The bigger the letters are, the farther away passersby can read the LED sign. Lowercase letters are generally 30% smaller than capital letters, thus reducing the time that people need to read your sign. All capital letters is a must in LED signs.

The Use of Colors. While red text on black background is not exactly a friendly color combination, it is the most noticed. A mix of colors in programmable LED signs can be used for captive audiences in waiting rooms, offices or lobbies, but red is the best bet for messages that are intended to be read by people who have only a few seconds to spare.

Multiple Lines Scrolling. For right-to-left scrolling LED signs, avoid scrolling more than one line at a time as the human mind finds difficulty in reading multiple right-to-left scrolling lines at a time. If multiple lines are unavoidable, do away with the scrolling, unless the scrolling is vertically from bottom to top. Generally, people read from left-to-right and top-to-bottom

Mixing Scrolling and Stationary Texts. Do not mix LED sign formats unless there is sufficient space in between the two modes. LED signs with a stationary text line and a scrolling advertisement about it makes a difficult LED sign to read.

Using Angles. Never mount LED signs at an angle. People are most comfortable reading horizontal lines of text.