How to Link Digital Displays with Social Media

When you look back at other types of technology and compare them with technology used in social media and digital signs, the two are mere infants. However, as these two young technologies grow and develop together, they can bring about tremendous opportunities especially for businesses in the aspect of branding and customer engagement.

Digital signs, with their many strengths, will never quite be able to deliver large amounts of content to customers. This is to say that businesses cannot really count on them to deliver detailed information and they are not meant to. These signs are most effective when they contain limited word usage and content. On the other hand, you have customers going online to do research before they even endeavor to get in touch with the company – and this is where social media comes in.

The Numbers Tell the Story

A survey conducted by the Merchant Confidence Index last February 2011 showed that among 8,500 local and small businesses in the US, 70% utilize Facebook for their marketing activities. The same study showed that Facebook ranks higher than Google in terms of marketing method used by local business owners. Looking at it this way, it just makes sense that social media go hand in hand with electronic signs as a way for consumers to get their hands onto more detailed information regarding a business using different computing devices.

Smart Practices to Consider

1. Broaden your existing customer base – It is a good idea for businesses to include social media icons on their digital sign boards to build Twitter followers and Facebook fans. By broadening your follower base, you can establish more concrete relationships with your customers and strengthen loyalty. Once you get people to follow you on social media, you can inform them about sales, promos, and other events and offers without spending a dime.
2. Guide customers to additional info located in social media accounts – Digital signs are indeed limited in terms of the amount of detailed content they can deliver but social media is not. Using your accounts, you can link product spec sheets, photos, flyers for sales, and even coupon codes among other marketing information.
3. Play up your strength using the right social media platform – Take a good look at your business and it will be easy for you to see which social media channel will benefit you the best. If you own a car dealership or a catering company then your business is highly visual and you will do well to use social media sites like Instagram or even Pinterest. If you have sales and new promos frequently then Twitter will suit you best. For real conversations to build your brand, Facebook will be your best option.

Establishing a presence for your business in social media will not take long but you have to really work hard at it. You have to really pay attention to what you post and when you post - it is hard work but it really does pay off and helps you get more out of your digital signs.

What Size LED Text do I Need on my Display?

Proper selection of letter height is critical to ensure a LED display is legible to its intended audience. To make sure you select the correct letter height, LED Sign Authority has included a useful visibility chart that shows an approximate letter size required to be legible at a designated distance from the sign.  

Calculations based on an externally (or naturally) lit sign with all uppercase letters. Factors that may affect required letter size include: color scheme, font selection, traffic and weather conditions. Please refer to the complete study by the Pennsylvania Transportation Institute, Penn University and the United States Sign Council.

Is It Wise to Import LED Signs from China?

If you take a look at all the products you use, chances are you will find that a majority of them are made in China. It has become so prevalent that there happens to be hundreds of “made in China” jokes told every minute. However, there is a good reason for this abundance of China-made goods and that is they offer cheap labor which translates to more profit for companies that get products from them.

Getting more bang out of your buck is a great business ethic but questions are raised on what you are actually getting when you go for China-made goods. Any serious American company that goes to China for their manufacturing needs will always want an on-site quality engineer in the factory because as the saying goes about China-made goods, “You get what you inspect and not what you expect.”. Just read the book ”Poorly made in China” by Paul Midler, to get a better understanding of how things can go wrong when doing business with China.

LED Signage from China

This is not to totally discredit the quality of China goods but it bears something about the subject. When you factor in the fact that quality is 50-50 and the fact that you need to pay for shipping, wait for the cargo, and pay taxes—well, it seems more trouble than it is worth, doesn't it? It is for this very reason why more and more companies are bringing their manufacturing back to the good ol' USA.

This should be a heads-up for businesses and other people in charge that are thinking of getting their LED signs from China. It might be tempting to save several hundred bucks on your LED sign and get it from Shenzhen but what if it arrives and it doesn't work as it should? Do you have to ship it all the way back to China? Can you get technical support without communications difficulties? Try getting support at 2 pm in the afternoon on a Friday when it is 4 am on a Saturday in Shenzhen. Ever play phone tag? Communication can be bad enough even when people are in the same time zone. If you do manage to contact someone will you be able to understand them through the language barrier? Compare that to buying your LED sign in the USA. If there is a problem you have someone you can speak to within hours not days to get your sign back up and running.

Things Can and Do Go Wrong

It is hard to talk about LED signs from China and not sound like a complete black propaganda instigator but the fact stands that when you order LED signs from them at deeply discounted prices, you get what you pay for. You will be surprised at how creative they can become in using old parts for “new” LED signs just to save dollars and cents from the total cost.

Lets talk design. In China the LED signs are designed to be mounted within in a waterproof surround on the side of a building. This is much different than in the US where signs are set out on a pole and expected to withstand the elements of rain, wind and snow. Signs for the US need to be designed to shed the water away from the the electronics with minimal holes to prevent water intrusion. Cabinet finishes are have to be  durable and long lasting to preventing rust and deterioration. Using a sign not designed for the correct environment will lead to sign failure, as has been found by many distributors (and customers) of China products.    

This is not to say that every LED sign they produce is bad but there can be issues, and most of the time, there are. Sure, there are excellent China-made components that are used on US-made LED signs and there is no denying that they are truly world-class but when these world class components are used in a wholly China-made LED sign that has poor design overall, you get yourself a bad deal.

To really drive the point home, one LED sign is not the same as another LED sign especially when comparing US-made and China-made LED signs. If you want quality, ease of use, and excellent support, choose US-made LED signage.  

Go Green and Save Some Green with LED Signage

One of the major buzzwords of this age is “green” in the sense that everyone is thinking energy conservation and reducing their carbon footprint. New products are being developed to reduce energy consumption and costs. It really is a great movement that is bound to produce the best results for people and the environment in the long run. When it comes to going green, every little bit counts. Even the sign industry is going green.

Greening Your Signs

As the world veers closer and closer to an energy crises, a big concern for business owners is how they can save money by cutting down on energy consumption with the use of more efficient equipment. Experts are hard at work in coming up with newer and better technology that are more energy-efficient. LED diodes are one of the technologies that is having a major impact in reducing energy consumption.

Most people will agree that when it comes to any electric equipment they buy, it all goes down to how much power they consume at the end of the day. Any equipment that consumes massive amounts of power will hurt the business budget and add to overall operating costs—no frugal business owner wants this. When it comes to selecting a business sign and going Green, LEDs makes good sense for the ratio of power input to light output.

LED Lights and Reduced Power Usage

Modern day LED diodes are true winners because they consume a lot less energy as compared to incandescent light bulbs. This is why LED diodes are utilized in LED boards that are gaining widespread use across all industries. Normal signage solutions are known to consume up to 3x more power as compared to LED signs that are of a similar size. With the world going crazy for the “Go Green” slogan, it just makes economic sense why LED signs are quickly gaining a following and slowly but surely taking the place of traditional reader boards.

Using Digital LED Billboards

It is clear that LED displays cut down on power consumption and offer major savings to businesses that use them, but just how effective are they when viewed from a marketing perspective? It is a given that they are marvelous when it comes to displaying messages from the company but it is also important to note that in marketing, the medium is the message and using LED signs can send your customers the message that you took great pains to use power-saving options to deliver your business message to them.

Another thing that adds to the points in favor of LED signs is that they are sturdy and LED diodes take a good long while to die as opposed to more traditional bulbs used for signs. Granted, you may pay more for an LED sign at the very beginning but once you see how much money you save in your electric bill, and how your sales increase to the reliable advertising, you will see that the initial investment is well worth it. In fact, the return on investment for LED signs is very quick so you will emerge a winner in more ways than one with this green signage option.  

How to Avoid a One Night Stand

A man and a woman who met online are having their first phone conversation.  Here's how it goes: 

Lady: "Hi, I'm getting married this summer.  There are five other potential suitors coming out this week and I need to set time for you to come out so you can tell me why I should marry you."

Gentleman: "Wow, okay.  I thought maybe we could just grab dinner...."

Lady: "Oh no. No time for that.  I have to get this done.  I just need you to come out because I'll be choosing a spouse by next week.  This wedding has to happen this summer!"

Gentleman: "Being this is such a big decision, don't you think you should maybe learn a little about me before I come out?"

Lady: "Look, I really just want to set as many of these appointments as possible.  I have Wed and Thursday open right now.  Which is best for you?"  

Does this seem absolutely insane to you?  Maybe because it is!  But this is exactly how many sign shoppers approach their LED Sign project.  

So What's The Problem?

The problem is that whether you want it or not, you will have a significant relationship with your sign dealer, and it's not all that different from a marriage.  You will live with this sign till death or relocation do you part, right?  

The Sign Buyer who is only interested in getting quotes, without investing the time to become educated, is setting themselves up for a one night stand.

Tons Of Companies Are Up For A One-Night Stand

Don't get me wrong.  There's no shortage of companies who are happy scribble down a number, slap the sign in, then disappear into the abyss....just like in the dating world.  But is that what you really want?  Many people don't realize that's exactly what they're attracting when they make these two fundamental mistakes.

The Two Biggest Mistakes of LED Sign Shoppers

Mistake #1: They Don't Take Time To Educate Themselves

Information is power.  This is just as true with LED Signs as with anything else.  Time and time again we've seen that the educated consumer is the happiest client on earth for the following reasons: 

1.  They are typically delighted with their sign and options

2.  They plan more thoroughly

3.  They invest every dollar of their project wisely

Mistake #2:  They Make Decisions Based Solely On Price

Price is a huge factor, but basing your decision based on price alone is like walking down the isle with the most "attractive" person regardless of their character.  So if price isn't everything, what else is there?  

Ironically, its seems that the same qualities that make for a great spouse also make for a great sign dealer. 

4 Qualities Of Great Sign Dealers...and Spouses

1.  They Put You First

2.  They Are Only Interested in A Long Term Relationship

3.  They Work to Constantly Improve Themselves

4.  They Keep No Secrets 

This begs the question, how can you tell the good from the bad?...or more likely the differences between good, better, and best?

There are several ways.  First, check references.  Second, check the BBB and other public forums.  Third, follow your gut...sometimes you get that feeling and personally, I've always done better to follow it. 

So, you might be wondering, 'What is the right way to go about getting a quote?'.  Great question, here's what we suggest:

5 Stages of Sign Courtship

Step One: Determine what sign is right for you

Step Two: Study the options and accessories

Step Three: Vet the sign dealer

Step Four: Request a quote

Step Five:  Sure up the Numbers

Well, hopefully you've found this helpful.  If you are considering installing a LED Sign this year, we wish you the best in finding the sign dealer equivalent of Mr. or Mrs. Right!

Please feel free to leave questions or comments below.

LED Displays and Their Economic Impact

Take a good look around and you can see that more and more businesses are turning to LED signs as their on-premise signage. It is enough to make you wonder what the point is and if these do indeed help communicate with potential customers better than traditional advertising methods to improved store performance. 

It has to be said that some business generally like high-traffic locations. These are the kinds of businesses that make use of message boards as a way to inform potential customers about where they are and what they have to offer. Take for instance businesses like gas stations that use signs to indicate petrol prices and advertise promos and products. Car dealers also make use of supplemental signs as a way to tell the public about their services and offers. The reason they do so is that informing the public of such information is integral to the success of their business as it helps increase traffic and sales.

Electronic Message Boards and Their Benefits

It is plain to see then that the true value of a highly-visible or corner location rests on the ability of a business to make use of signs to draw in potential customers. This is where electronic message boards come into play – they can be controlled to make sure that the most relevant messages are displayed to the public at a moments notice. The best part is they can be customized to provide messages with information that is vital to the target market of the business any time of day.

Traditional reader boards used to come with plastic letters that had to be changed manually by employees every time they change the message on the board. They worked out well enough though the letters did have a tendency to fly off when the wind and rains came down too hard; they would also be frequent victims of vandals. Repairing the damages and changing the message was time consuming plus maintaining consistency across chain retailers could be very messy and extremely tough to maintain. It is plain to see why most business breathed a sigh of relief when the electronic message boards came into existence and gained widespread use in business.

Benefits for Business and Communities

Back in 2011, Freeborg, Moeller, and Drury came out with a report entitled “EMC and Digital Sign Issues.” In the report, they pointed out a wide range of community and business impacts that would come with the use of electronic message boards. For businesses specifically, the major benefits include a more pronounced ease in the changing of the messages which means that businesses are more efficient when it comes to respond to the needs of their prospective customers. It also enhanced the ability of businesses to add images to their messages which also help to increase sales.

When it came to communities, they listed even more benefits, such as the increase of tax revenues that are brought about by increased business sales. These signs also work to improve business viability and this means the signs can bring about a reduction in blight and vacancies in community areas. There have been some concerns about digital message boards and accidents on the road but so far, the fear is misplaced, according to 5 major studies conducted between 2007 and 2010.

Good Practices to Add Years to Your LED Display

Most experts will tell you that digital sign boards and other LED-based signs are as sturdy as anything and can stand up to a lot of wear and tear, especially since they are outside and exposed to nature’s mood swings. You know how it can be blistering hot one day and raining cats and dogs the next, complete with winds that could blow a house apart. Aside from nature’s weather follies, there are a number of other factors that could wreak havoc with the circuits and general well-being of your digital LED signs.

There really is no major different between a digital sign solution and other pieces of circuitry in that they all have parts and components that are susceptible to damage from lack of maintenance, accumulation of dirt and moisture, etc. If you look at it closely, there are really so many things that can affect the efficiency and well-being of your digital signs, but this does not mean that you should just sit back and let the damage happen. After all, it is not like you are completely powerless and there are some things you can learn that will help you take care of your sign boards. A little bit of know-how and some time and effort on your part can save you from a world of pain and prevent your digital signs from going on the blink.

Care and Maintenance Tips

Have a look at some basic care and maintenance tips below that you can apply to your LED signs. They really are quite simple and can save you from hundreds of dollars in repair fees as well as days or even weeks of aggravation.

• Regular cleaning – A layer of dirt can do a number on your signs and not just because it can make the sign look ugly. Dirt can move inside inside the display and cause untold damage. To prevent this, ensure that you schedule a cleaning for your LED signs every couple of weeks. When you do this, most dust and dirt that can cause damage to your signs are cleaned away. When you clean your signs, make sure you clean from corner to corner and really get into all the little nooks and crannies. It is okay if you can't get all the dirt out but it helps to get as much of it off as you can.
• Regular maintenance – There is no getting around the fact that every system demands maintenance from time to time. This is especially true for equipment that are made to stay outdoors. What you can do is schedule maintenance work every several months so that an expert can check for loose or damaged parts and make any replacements when necessary. Maintenance can also include repainting or just judging the state of the circuits and the LED diodes.

If you want your LED signs to stay in tiptop shape and if you want to avoid the aggravation that comes with repair fees and the lack of signage for your business, you owe it to yourself to spend a few moments caring for your investment by following the tips listed above.