All business owners know and appreciate that advertising is essential for the success of their businesses, from the early days when store owners advertised their store in their local newspaper, on radio stations and in local magazines.
What was wrong with these methods?
Well firstly, once people have read the magazine article or newspaper, they rarely retain the printed copy, this on top of the costs involved with print advertising put an end to how successful this medium was for getting paying customers over the stores door step. Radio advertising was also expensive, but unlike newspapers and magazines they could not go online, like people who still advertise with magazines and newspapers, their ad can be seen online under the classified ads on the newspapers website – as most newspapers have their own website that has lots more content with more ads.
Now in the 21st century, some of these business owners are harnessing technology and making it work for them, rather than the other way round.
This type of entrepreneur is using digital signage to capture customer’s attention, getting them in-store and then up selling them products.
When you go to the mall (and yes they turn over lots more than us), they have large LCD displays hanging from the ceiling promoting stores within the mall, such as breakfast specials from the sandwich bar or that designer dress at 60% off the original price.
But any business owner can have a scaled down version at a fraction of the price, the one thing that deters business owners investing is the perceived cost implications of deploying such a solution. We will try and put you mind at rest with the following information.
Setting up a solution.
Do you have a redundant television? Or an old TV you are about to upgrade at home? If you do you can bring the old set to the store and connect it up to a DVD player near the checkout and then your supplier of any overstocked products to supply a “commercial”, so it will play on the TV for the overstocks you have.
Now if you do not have any overstocks, you could look at a digital poster, these are a commercial grade screen with an inbuilt media player, all you need is content to display and if you ask your suppliers, I am sure they will be glad to supply you with free content, then you drag and drop the content onto the CF memory card and insert it into the player then hang the iposter on the wall, near the checkout or near the front door, so people can see it as soon as they walk in.
When customers are passing your front door, they will see the screen with the ads and it will cause some interest and they will be drawn into your store, then even if they were not looking to buy your promotion product, they may because it is promoted professionally and directly to them.
This solution costs little to implement but the results can pay for its self week on week.
Article by Graham Gallagher
Graham owns the leading manufacturer of outdoor LCD enclosures, used by the digital signage industry in countries such as USA, Australia and Europe, for protection from the weather and theft.
Graham has contributed 1 articles.
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{ 7 comments… read them below or add one }
Great blog and very innovative idea on the post. I agree totally. Today people are interested in visual media. Even if you pay for a new TV, it’s a bargain.
Great advice. Many small business owners struggle with how to market their business. Getting a return on advertising dollars is critical so any way to maximize that return is helpful.
Now the things changes quickly, even too quickly.
Great idea. I already set up a small video loop that plays when we participate on our industry expo. Why not use the same video in our store?
I really like this idea of creating your own promotional videos and making it appear on TV.
Both simple and imaginative.
Before social networks it was quite difficult to advertise small business, but in 2010 almost every person is connected to social networks like facebook and twitter and they are advertisings their small business easily.
I agree with the above comment. Facebook and other social networks have allowed small businesses (especially local ones) the chance to interract with potential customers. A couple of years back the biggest challenge a small company faced would be getting people to know who they are. With social media they now have the chance to become known and for a minmal, if any, cost.