The Whole Content

Today’s LED technology has rapidly reached the point of commodity. As a carrot is a carrot, and a rutabaga is a rutabaga, there’s not much difference between an amber LED display supplied by Daktronics Inc. (Brookings, SD), Trans-Lux West (Logan, UT), Time-O-Matic Inc. (Watchfire Signs) (Danville, IL) or other manufacturers.Daktronics Inc., Trans-Lux West, Time-O-Matic Inc. (Watchfire Signs)

Such similarity presents a challenge for manufacturers, but, in actuality, it’s a great opportunity for a sign company that buys electronic displays for resale.

Once a product reaches commodity status, its price generally decreases. Such is the case with light-emitting diode (LED) displays, which are simultaneously accelerating through the mid-stages of the product-development curve. The combination of these factors creates an environment in which display systems continue to become brighter, more dependable, more efficient and, simultaneously, less expensive.

Reduced cost brings with it a broader base of customers with an ever-wider base of display applications. With this in mind, it’s important to focus on the service products and support mechanisms — the real determinants that can set your company apart as a display system provider — that accompany an electronic-sign sale.

Maintenance

A maintenance contract must accompany an electronic display, because no display system from any provider will be trouble-free. Service and parts replacement must be arranged with the customer at the time of the sale.

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Because moving-message displays are predominantly advertising systems, any failure or interruption of service constitutes less exposure to the public. Worse, if the display visibly malfunctions, it imparts a negative image, rather than the positive enhancement for which it was intended.

A service agreement, which includes preventive maintenance and guaranteed response to trouble calls, must accompany every transaction. Because they vary, make certain you understand the warranty and service policies offered by each manufacturer. Also, make sure you’re confident the manufacturer will respond rapidly to your parts requirements. In most cases, it’s imperative to maintain a small inventory of parts to ensure your customers’ displays always function. If you choose an off-shore manufacturer, be sure a U.S.-based parts inventory and service center for parts repair exists, and that it will be there for the life of your system.

Programming services

As today’s displays become more sophisticated, they produce truly dynamic images. Although this presents a great opportunity, it can also pose problems. A high-resolution LED board, either full-color or monochrome, can be a powerful advertising vehicle, but that doesn’t mean customers necessarily can use it. For this to happen, a professional designer must create ad images for powerful and sophisticated displays. Happy Harry might be great at selling cars or appliances, but chances are, he knows little about ad copy.

While traveling through Southern California, I noticed — and, frankly, was dissatisfied with — some full-color LED feature panels on billboards representing a mortgage provider. I even complained about them to the manufacturer, asking, "What’s wrong with the billboard LEDs? They don’t seem to have any pop."

Then, earlier this year, I drove past one of the boards and did a double-take. Wow! It looked really exciting with lots of color and crisp, clean images. When I inquired, I learned the advertiser had changed programming companies. The programming, not the LED boards, had been ineffective.

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Particularly with color LED stills or animations, image quality varies. An untrained, uncreative programmer might present a colored, character message on a black or solid- field background of some other color. With a little more thought or creative input, that message might incorporate a photo, different fonts, blended colors, logos or any number of other features.

If your company doesn’t have access to a creative service or programming department, you might want to partner with a manufacturer that offers this service, such as Young Electric Sign Co. (YESCO), Daktronics and numerous other non-manufacturer service providers.

Content providers

Many display users wish to include information beyond the scope of their particular advertisements. Some are interested in sports tickers, newsline services, stock and business information. Providing access to these services offers a value-added benefit that differentiates you from your competitors.

In addition to content tickers, many companies can create advertising messages specific to the format and requirements of an electronic display. A different service than the programming function, it’s offered by many of the same companies. YESCO, for example, creates spectacular displays, such as those that advertise Las Vegas casinos, as well as special animated ads, which may cost between $500 and $10,000 to create, depending on length and detail. Access to such a service is essential for high-profile installations.

Offer a bundle of services

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Although moving-message displays have been offered as an advertising medium for decades, they haven’t achieved that status. Vendors have pushed their wares into the marketplace with little support to make displays work as media. Lack of support services made the old-style, low-resolution, moving-message display a poor fit for a greater media initiative. A message center was treated as an add-on.

Typically, advertising, which comprises print, Internet and broadcast media, is purchased synergistically on a monthly basis. It involves strategy, planning and, frequently, co-op elements from manufacturers, whose products are offered through the advertiser. Now more efficient and colorful, LED technology can be co-mingled into a powerful multi-media campaign. But, as a medium, it must involve considerably more than the sale of a sign. Today’s sophisticated display advertising comprises a properly placed display, well-strategized content, creative programming, full-service maintenance and creative financing.

If you’re a salesperson, ask clients to consider more than the display itself. Examine other advertising venues clients typically use, and share such ideas as options for programming, content and service, that can create a synergy between those ads and the new medium. Offer funding options that fit the total expenditure into an advertising budget as a monthly fee.

Expensive electronic displays are frequently leased or purchased on an extended, conditional sale. This not only offsets expense but also coincides with advertising budget spending. I highly recommend that your company seek a third-party leasing firm with a comfort level in display finance. By offering such a service to your clients, you help facilitate a sale that might otherwise, without a sign-savvy lender, be cumbersome.

Clients are interested in creative advertising solutions. Therefore, selling only equipment won’t likely help customers achieve their vision and goals. You need to offer the product and a solution. So I suggest bundling quality services and an efficient, colorful display.

Good selling.