Why LED display signs are beneficial for targeted messaging and engagement

This article is part of the CommerceLab Reference Library, a set of online business tools that provide introductory and background information to help educate those new to the areas we cover. 

Using LED Display Signs To Communicate With Customers

Digital signs are being used more frequently as a method to not only grab the attention of customers and passing traffic, but also to engage those customers in a new way. LED signs are popping up everywhere. You see them in the places you expect such as stores, theatres, pub, restaurants and other businesses that are seeking to capitalize on passing traffic by using messaging that will pique the interest of a potential customer and turn this interaction into an impulse buy or decision.

LED display signs are also appearing indoors. No longer is it just about the big sign outside, but these signs are being used more frequently in displays down the aisles of stores and in multiple places in restaurants to further engage customers and enhance their overall experience.

Key Considerations for LED Display Signs

Installing LED display signs will not instantly improve interactivity with your customers. Just like with any other interactive display media, the sign that you are using and the message that is being displayed need to be in alignment with what your customers are seeking.

• Focus on the message: Your message (i.e., the graphics of LED display signs) needs to be eye catching. Give your customers something to think about. Give them a reason to start interacting with the sign. For example, grocery stores commonly use them to provide coupons and as a way to enter contests.

• Diversity of messaging:  An interactive display sign that flashes “Cold Beer” on a hot day is not going to be that effective if every other establishment on the block has the same sign. Think outside the box to draw people in.

• Placement is essential: As they say in real estate: location, location, location! Where you place an interactive display matters. For example, placing small LED display signs on a table in a restaurant will likely be more effective than placing a sign in a corner where fewer people pass by during their visit.

• Think of it from a marketing perspective: While LED display signs are cool gadgets, they are also an effective marketing tool that can engage your customers. Therefore, placement and messaging are key considerations that will largely impact the success of the sign and impact your ROI.

Benefits of LED Display Signs

Here are some of the benefits associated with integrating LED display signs into your marketing plan:

• A new way to engage customers
• New touch points for customer interactions
• Can change messaging and graphics within minutes
• Custom and targeted messaging to your customers
• Low maintenance and durability
• Can be operated using a computer
• Capitalize on impulse buys and walkthrough traffic
• Can be used both indoors and outdoors
• Sizing and customization options
• LED display signs can replace virtually any traditional signage

LED display signs can be beneficial to almost any type of business when used in the right way. Being creative and developing new and interesting ways to grab your customers’ attention is the key to integrating interactive displays into your business and increasing engagement.