Traditional signage offers little in the way of flexibility. Marquis and movable-type reader boards offer some customization, but the time and labor requirements make frequent changes impractical. We’ve all seen holiday messages on reader boards months after the event has passed. What better testimony could there be of their rigid nature?
Dynamic content on an electronic message center isn’t just easier and more practical, it’s far more powerful. On average, a sign needs to be seen for seven seconds to be read. If a commuter is exposed to a static sign for 30 seconds, he’ll be exposed to the same message for the entire time—if he notices it at all. If that sign includes an electronic message center, the commuter could be exposed to four different seven-second messages, promotions and calls to action. It’s very likely he would read each.
The third distinct advantage of electronic signage is the most important: results. According to a comprehensive 11-page study from the U.S. Small Business Administration, electronic message centers deliver them. The study concluded that companies that invest in electronic message centers see an increase in business between 15 percent and 150 percent! It further indicated that no other advertising medium comes close to this medium on a return-on-investment basis.
The future of signage is led by technology and characterized by getting attention, displaying dynamic message content and achieving real results in additional customers and revenue. Find out more about electronic message centers and how they can help your self-storage facility get more business.
Matt Jordan is the director of sales for Infinite Creative Enterprises Inc. (I.C.E.), a supplier of electronic message centers. The company offers signs in 17 sizes. He can be reached by e-mail at firstname.lastname@example.org; visit www.icesigns.com or www.glowrite.com .