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Other Terrible Mistakes in LED Screen Content Creation

Aug 17, 2007
Here we go with other terrible mistakes you should absolutely avoid when creating new content for your LED screen. As you can very well imagine, the KEY role in the LED screen content creation is the designer. Many people don't realize how fundamental this role is, because they are too concentrated on selling the ads spaces. The point is, if you have a good designer, your ads will sell themselves. If you don't have a good designer, it doesn't matter what a great salesman you are... you will not sell a single space!

So the first rule of designer is: one more little effort. If you installed a LED wall, you probably have made quite an investment. I know at this point you don't want to hear about further expenses anymore. I perfectly understand that. But please, please, do not make the unforgivable mistake to save on the Ads designer. Having an inexperienced person creating the ads (i.e. your teenage nephew) is like giving your brand new Ferrari to a first-time driver. I know you already spent lots money, but try not to waste more by poorly managing your investment.

Second rule of designer: know what you (he) do (does)! Sometimes I look at ads that are so badly designed that I actually would like to call and complain. I feel like even I could do better than that and I bet other people think the same. To avoid such situations, send your ads designer in front of the screen at least 1 hour a week, to check by person what is he doing and how the ads appear to the final audience. I promise you that the first few times, he will change 50% of the content of each single ad.

After you took care of the designer, you must absolutely take care of the content he/she creates. Here the basic rules of content. First rule of content: complex vs. simple. There are two different schools about the ad content. The first claims that the ad should be as creative as possible, in order to get the attention. It seems a pretty clear and justified goal: a paying customer should get the most memorable ad possible. the second school, on the flip-side, claims that the memorable ads may boost the agency pride, but not the customer's profits. So making an ad too funny or too memorable, might not be the best for your customer. Usually this would happen because people concentrate so much on the content, to become blind to the brand or product. From my point of view, in this case as everything in life, balance is the best solution.

Second rule of content: fresh is king. On your LED screen there must be always be some fresh, updated, curious or useful content. Not ads only. Otherwise people get accustomed to the LEDwall and will stop looking at it. You must always provide constantly updated content: ideally you should upload new useful content every day! Yes, every day. Even basic information as the temperature, the weather forecast for the next few days, the fact of the day, the name day, the random quote of the day will incredibly increase the stickiness to your LED screen.

If you manage to get people looking at the LED display over time, for example because they are curious about the next random quote, you simultaneously achieve two results: 1. people will start comment and therefore talking about the LED screen, which is free publicity and 2. probably most important, you get an incredibly strong selling point with your Customers because you can somehow prove them the reason why people will look at the display and in the end why they should advertise on your LED screen.
About the Author
Fabio Aversa is author of the FREE ebook on LED Walls "How To Make Money With Your LED Giant Screen In 7 Easy Steps" and of the very FIRST blog on LED Displays marketing tips. He is marketing manager at Euro Display, the leading manufacturer of LED Screens and LED Signs.
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