Programming LED digital outdoor real estate signs.
You see a lot of vendors peddling LED digital real estate signs but not so many putting in the same effort for programming them. This blog post is about programming LED digital outdoor real estate signs.
Like all real estate marketing, the medium you are using dictates certain ground rules. Outdoor advertising is trying to catch the corner of a motorist's eye.
Way different animal than a print ad on a place mat where the reader is killing time waiting to place or receive a meal order.
LED digital advertising is not the same as a 30 minute television commercial or a newspaper ad.
There are all forms of marketing but the application differs. Because the audience you are targeting has certain restraints.
The driver on the receiving end of your LED digital real estate message is clipping along at 25, 55 miles an hour or more.
Long winded copy messages using Old English type are not going to be effective hitting the retention bull's eye. The driver has a few other things on his mind on the drive by. Less is more for sure.
All advertising needs to be designed thinking of the other end receiver of the message you need to convey.
With outdoor advertising, weather comes into play and the time of day. Windshield wipers sloshing back and forth and traffic driving by at night impact your message's effectiveness too.
So programming LED digital outdoor real estate signs, what to remember.
Keep it short and simple. Space around your message is needed to let it breath.
But if too small a type, it's like you only reach those able to read eye chart lines close to the bottom.
With outdoor advertising, you have an opportunity to connect if you use a powerful image combined with few well chosen words.
Maine has no billboards and on premise LED digital signs have lots of regulations. No one wants to cause a traffic accident out front of your real estate operation right? (Unless your brother runs am auto collision repair shop).
The major LED digital real estate sign makers like Daktronics, Watchfire, Cirrus, Samsung and slew of others are all pushing their panels as the best.
But it is the operator, the software that comes with the LED digital real estate sign and training that makes it effective. Or one very expensive lawn ornament.
If no new messages are rotated in, the sign becomes less of a visit each day on the way to work.
Make sure the colors, type, transitions are not thrown together. Or it comes off like a band out of time and way off key. Deputize one programmer for a consistent, know what to expect look instead of totally random sign displays.
The season, holidays, what is going on in the real World guide what should be on your LED digital sign for programming.
Like your other media channels, the expensive but highly effective sign out front of your real estate beehive needs to be fed to display something worthwhile for pedestrians and motorists.
With advertising, you want to achieve lots of impressions.
The reach and frequency of your marketing message is always part of the ROI of your time and financial investment.
Desk top publishing, a lot of what goes into the LED digital sign programing is about what looks good.
What sign letter font and the shading, shadow are used and how does it compliment or work against your message?
Spelling is pretty important. So is centering your message so everything is balanced and professional looking.
Video background, one color fading into another. All the elements of the LED digital sign for programming have to work together for effectiveness.
The take away bullet list for programming your outdoor LED digital real estate sign to remember?
1) Few words that get noticed without distracting the driver.
2) Do the colors of the copy and background create a pleasing contrast?
3) Is the message worthwhile as a public service announcement (PSA) ?
4) Don't try to be too clever, be helpful and G rated.
5) Tie in your digital message with the current holiday and season.
6) Rotate in new programming to avoid stale and outdated.
7) Weather and time are simple but helpful.
8) Don't make it all your real estate listings and branding only.
9) Clip art and not a wall of words helps make your drive by message pleasing.
10) Talk to the guy or gal in the car. Remind them of the blood drive, upcoming local sporting event, school graduation. Be a local community cheerleader broadcasting messages that show you love where you live, work, play.
Digital real estate sign messages out front of your agency.
Thought about buying or already own a digital real estate office sign that needs programming? Four states don't have billboard advertising and Maine is one of them. Hawaii was the first state back in 1920's to ban them. Vermont followed in 1968, Maine nixed them as cluttering up the scenery in the early 1980's. Alaska decided by state referendum no more outdoor billboard advertising in 1998.
I sure am glad I live in Maine.
Hope this blog post on programming LED digital outdoor real estate sign helps hit some of the items you will end up implementing to create worthwhile advertising.