Restrictions On LED Signs, How Short Is To Short?

I just read an article which said that LED Signs are now allowed in Minooka, IL (www.heraldnewsonline.com). However, the village has placed restrictions on the programming to limit how often frames can change, animations are not allowed, no flashing, no blinking, no scrolling. Is it still financially worthwhile to have an LED Sign in Minooka?

I would answer that question with a loud YES! That probably won’t surprise anyone as I am in the LED Sign business but I do have good reasons. Let me explain.

LED Sign Showing Time And Temperature

LED Sign Showing Time And Temperature

LED Signs have only one purpose: To Make You Money. Anything else they do is just a means to that end.

They accomplish this goal by by getting drivers to read timely, relevant, targeted sales messages on the displays.

The purpose of the animations, flashing blinking, scrolling on programmable LED Signs is to get people to look at the sign where they will read those messages. Whether you are trying to put up an animation which will keep people looking and asking “what will they do next” or just trying to make your sign stand out from the crowd, all that animation on the sign is just to get attention.

Are animations, flashing, etc. the only way to get attention for your sign? NO!!!

If you use a careful mix of time/temperature messages, community messages, and sales messages you can still get people to read your sign. Remember, most of the people who are driving past your business live in your community. They probably pass your sign on a regular basis. They only have to notice your sign once and if you have given them information they want or need, they will look each time they pass by.

In the case of Minooka they also placed a 5 second minimum on the interval between frames. If this is the case in your city as well, it is okay. You just need to carefully consider how many lines of text and how many characters per line you will need to display an entire message in one frame.  That is still 12 messages per minute and 720 message per hour.

In an environment like Minooka it is even more important to keep your LED Sign content fresh. Make sure there is new information on your sign at least once a day and preferrably twice a day.

If your city has even longer intervals between changes you will want to take a look at Outdoor Color LED Signs and consider if using images might help your LED Signs effectiveness.

Sometimes you have to be creative but LED Signs make sense.

Faceshields, An LED Sign Saver?

First let me explain what a faceshield is.

One of the ways to manufacture LED Signs is to put a piece of Acrylic or plastic in front of the the LEDs to seal the LED Sign. Take a look at this illustration:

LED Sign With Face Shield

LED Sign With Face Shield

Manufacturers who use this method of sealing their LED Signs tout it as protection against vandals. Is this true? Should you make sure you invest in LED Signs with a faceshield? Let’s think about it.

If you were a vandal would you spend your time in front of a sign that was flashing, blinking, and attracting the attention of the all the drivers going by? I think you would be more likely to spend your time in dark areas where you could cause your mischief unnoticed.

Out of all the LED Signs my company has sold we have NEVER received a report of one being vandalized. Not one.

If faceshields don’t really help to protect the LED Sign why use one? I have only come up with one answer: cheaper production. Soldering the LEDs directly to a circuit board and then sealing the whole thing with a faceshield is the least expensive way to manufacture an LED Sign.

That should result in a price break for the consumer but somehow it never seems to work out that way.

My company brokers LED Signs which means we can sell anybodies products. We will not sell LED Signs with faceshields and here is why:

LED Signs with faceshields seem to have more problems. This is just observation on my part, driving around my town and seeing which signs seem to have problems on a consistent basis. My guess is that faceshields are an inferior method of sealing LED Signs as I notice the most problems during inclement weather.

The next problem is that faceshield produce glare. As the sun shines on the face of the sign a certain amount of the light is reflected back, off the faceshield, at the observer which reduces the apparent brightness of the LEDs behind the faceshield. If there are LED Signs in your town, drive around and take a look at them. Compare the brightness of a sign with a faceshield and one without a faceshield **during the day** (pretty much all LED Signs look good at night as there is no daylight to ‘outshine’).

So, in my educated opinion, faceshields are not the way to go. Find a brand without a faceshield and you will be happier in the long run.

If you would like to read more information on LED Sign technology, I have written a ‘technology summary’ at hubpages.com/hub/LED-Signs-LED-Displays. Or just wait and I will write more in depth articles on the technology side of LED Signs here on this blog.

If you have questions you can always send them to me at keith*at*icatchdisplays.com (just replace the “*at*” with “@”).

Will LED Signs Increase Your Business?

If you have been considering investing in LED Signs or LED Displays you might have heard a sales pitch from a salesman already, promising massive increases in sales. I have heard sales people quote anywhere from 10% to 150% increases. The question you have to ask yourself is “will a set of LED Signs REALLY increase business”. After all, the salesman makes his living from selling.

As I have nothing to sell on this site and have no way of knowing who reads this blog you can trust the answer I am about to give you.

There are a certain number of people who drive by your business everyday. Lets refer to that number as X.

Of the people who pass your business a certain percentage will notice your business. Lets call that percentage Y.

Now for the last part of the equation. Of the number of people who notice your business, there will be a percentage who actually pull in and buy something from you. Let’s call that percentage Z.

There is nothing you can do to increase X, it is what it is. That is why businesses put themselves on the busiest streets they can afford to be on.

Let’s take a look at an example (these numbers are made up and only for the purpose of illustration):

  • Traffic Passing A Business Daily (X) : 5,000
  • Percentage Who Notice The Business (Y) : 10%
  • Percentage of Y Who Actually Buy Something (Z) : 20%

Okay, if we do the math ( (X * Y)*Z ) this is what we find:

(5000 * .1) * .2 = 100

That is 200 people of the 10,000 passing everyday who actually pull in and buy something.

This is where LED Signs come in. Imagine an LED Sign in front of this business blinking and flashing highly targeted sales messages to that traffice.

There are 2 things which will happen. More people will notice your business (increasing Y) and more people will pull in and buy something (increasing Z).

Let’s assume a 20% increase in Y (the people who notice the business) and a 10% increase in Z (the people who actually buy something) and then rework the formula from above:

(5000 * .3) * .3 = 450

That is an extra 350 people who pull in and buy something everyday or 10,500 per month.

Now here is the magic, if this hypothetical business owner leases the LED Signs and has a payment of $1200 a month, they only need the extra people to buy an extra $0.11 in profit for the sign to pay for itself.  Every penny or dollar of profit the additional people buying from the business spends is pure profit. After the five year lease is up, it all becomes profit.

Now, back to our original question: “will a set of LED Signs REALLY increase business”

The simple math says yes. The more you attract attention to your business, the more people will pull in and buy from you.

Consistency – The Key To Success With An LED Sign

There are a few reasons why LED Signs are so effective. One of those reasons is that LED Signs provide a source of up to date information for the motorists reading them.

If a person who drives by your business on a regular basis knows they can count on you to have current information on your sign, they will look at and read your sign every time they pass to see the latest information.

So, what types of information should you change consistently?

The answer is easy, all of the information you put on your LED Sign should be updated on a regular basis.

Some of the information, like the time and temperature will automatically update so you don’t need to worry about them. Other types of messages need to be updated on a regular basis:

  • Community Messages
  • Messages about your specials
  • Holiday messages
  • Regular sales messages

Stale, out of date  information can greatly decrease the effectiveness of LED Signs because you train people to NOT look at your LED Sign because the information is consistently old.

Holiday Messages should be changed as soon as the holiday is over. You might even want to change your message a few times prior to the holiday. You can use your controller software to schedule these changes automatically. But be sure to take down the holiday message after the holiday.

Community messages are the same, people like to see upcoming events but if you advertise events on your LED Signs that have already happened, they will stop thinking of your LED Sign as a source of current, relevant information. It would be better to not list any community events than to consistently leave past events on your LED Sign.

The need to change messages about your specials should be fairly obvious. You don’t want people coming in asking for specials that have ended. On the other hand specials and sales are a great way to draw people in. Make sure that you always advertise your specials on your LED Sign, there is no better way to let people know about them.

Remember, the majority of people driving by your business drive by everyday. If they see the same products and services everyday they will stop looking. Make sure you are advertising a variety of products and/or services. If they don’t know you sell it, they won’t buy it.

Changing your messages everyday takes a little bit more time but doing it will make sure people are looking at your sign every time they pass.  If they are looking at your sign every time the pass they are reading your sales messages every time they pass. If they are reading your sales messages they will come in and buy something.

Consistency. Consistency in updating your messages leads to consistency in readership which leads to consistency in sales.

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