How To Overcome Objections On Your LED Giant Screen

By: Fabio Aversa

Last week I was talking with a friend (which is also an expert in the LED screens field) about the advertising clips broadcasted on LED screens. I was giving my opinion and he was providing with his first-hand experience about the most common objections that a digital advertising company gets from its customers.

Basically, we were saying, one of the most common objections you get when you are selling your advertising spaces on LED screens is that after a while (usually 2/3 years) the LED display gets integral part of the environment and you do not notice it anymore.

This objection make perfect sense: the initial excitement for the new high-tech installation, will allow you to enjoy high profits the first year. But the LED screen might become invisible to the audience after a few months if you persist to continuously broadcast advertising only. Why? Because like any human being, your viewers will loose interest if there is not a tangible and immediate benefit for them.

So how can you respond, or better anticipate and avoid such objection? For example you could invest part of yours advertising spaces to provide a truly useful public service to your audience. You could broadcast traffic information, weather forecast, local time, date and temperature, list of the current or future events in the City, quote of the day etc...

In this way you give your viewers a good reason to watch your LED display everyday. In my opinion you should reserve about the 25% of your advertising time to such type of public information in order to make it look a REAL service and not just a random information given every now and then.

Now, I know this means extra work for you or your graphic designer and virtually reduce the number of customers you could host on your LED screen. But I think there are two important considerations that you should make. First, the extra work is an investment that will keep your LED display attractive to your customers for a longer period of time. Second, by explaining to your customers how you catch viewers' attention and how they can benefit from it, you might be able to charge more for the advertising on the LED screen!

Another common objection is: Can you prove that my business will grow thanks to the advertising on you LED screen? In other words, how can you prove the real benefits (ie. increased revenues) that the advertising brought to your customer.

This is the type of objection you might face especially at the moment of the contract renewal with an existing customer. And if you can not reply properly he/she might not sign the advertising contract the second time.

So how do you respond to that? Of course, as always it is better to prevent an objection rather then respond to it (and if you can not prevent it, at least mention it yourself first and provide a convincing answer before the customer raise the doubt).

In my opinion, the best ways to respond to the "proven benefit" objection is to provide a "proven benefit": teach your content creator a few basic notions of direct response advertising.

What makes direct response advertising different from traditional advertising is that it asks the viewers to respond directly back to the advertiser. Usually, this means asking the audience to call to get a free quote, take advantage of a special time-limited offer, visit a Web site to get a report, or walk into a place of business to claim their free gadget or sample.

Direct response advertising is, therefore, perfectly measurable. Which is both good and bad. It's good for your customers because they know what they're getting in return for their advertising dollar. And it's good for you if it performs well... When it doesn't, there's no place to hide (maybe behind your LED giant screen?)

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