When is outdoor electronic LED advertising better than traditional forms of advertising? The answer is - always.

Most business owners have a mental checklist of a half-dozen or so specific places that they look to for their advertising dollars to go: radio, television, newspapers, the Web and billboards. Most can be extremely expensive. And the long sales contracts that often make up volumes are about as welcome as Mike Wallace knocking at your door.

Before I make my case for outdoor LED advertising and examine the cost comparisons of the traditional types, let's look at some points:

The primary purpose of your advertising is not to impress the viewer with the depth and beauty of your advertisement, but to communicate your exact message directly and immediately to potential customers, exactly the way you intended it.

The objective is to focus your advertising message, and make it as straightforward as possible. And, you want to stand out from other businesses.

"What about people with short attention spans?" It's true, people demand instant gratification, and will simply lose interest and choose to ignore if they're not engaged within 30 seconds or less. Which means, as business owners, we must first recognize and treat outdoor electronic advertising as a "direct response" medium. We have to capture the attention of a potential customer and manage to keep it. If we have communicated our message successfully, we hope to also receive a response, either immediately or later.

You can only persuade people to buy if they are paying attention to your advertising. And people only pay attention to what catches their eye - and their interest. Remember, people are not already thinking about you, and you have a lot of competitors out there who are also trying to attract your customers' eyes and dollars. So you'd better make your attention-grabber a good one!

Enter the benefits of LED moving message displays:

Recognition Reinforcement
Repetition leads to retention, and moving message centers deliver your sales message repeatedly, and they do it at the lowest cost per thousand impressions (CPM) and at a fraction of the cost of other media. Increase attention by using a compelling message and, if possible, an animated graphic. Don't be impatient. It takes time for people to gain confidence in you and your products. Many people will buy at once, but a big proportion will wait to think things over. Message repetition helps.

Flexibility
With an ALPHA message display, you can control your message creation and content instantly. Changes are immediate. You also have the added flexibility of scheduling your sales messages based on the time of day, day of the week or month. You can tailor your messages to coincide with local happenings or seasonal events. You can even stand out from other businesses by merely displaying the time and temperature.

Attract Attention
You have the tool to capture and hold potential drive-by customers' attention. By using color, light and motion, messages are not only attractive, but impossible to ignore. Another great bonus - moving message displays continue to generate sales and interest long after you've made the initial investment. You can't say that about other media types. You can also tailor your message better, and target your specific audience as often as you want, without any additional cost.

Now the cost comparisons.
(This following data is for Milwaukee and the Midwest United States. Data for your area may differ.)

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