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Some
other things to consider and calculate include:
-
If you currently spend money on traditional
advertising and through the use of Digital Signs
either discontinue it or do less of it,
determine what you would have paid, less the
cost of your digital signage system or
advertising
-
Each time you change your ad or run a new one
with traditional advertising, calculate the time
it would have normally taken using other methods
before your changes or new ads are run versus
running your ads on digital signs and determine
what you gained in terms of bringing customers
into your store versus informing them about your
sales, promotions and specials while they are
already in your store
-
Compare the costs you would have incurred to run
varying ads using traditional advertising versus
the daily update time
available to you with digital signs
-
Consider the time wasted, waiting for your ads
to be published in traditional advertising
versus time spent with digital signs and
calculate how many more specials and promotions
you can run year round using Digital Signs
-
Take into account that Advertising with other
sources targets customers by zip code or zone
and relies heavily on your potential customer
seeing or hearing your ad versus the ability to
target customers in the store, when they are
interested and spending money
With
traditional advertising, you should also consider:
-
How many potential customers actually open the
media your ad is in?
-
How many of those that do actually see YOUR ad?
-
How many will remember your ad, days or weeks
later when they are out shopping?
-
How many will continue watching TV or listening
to the radio to pick up that little detail they
missed, like your name, address or phone number?
-
How many will actually drive past a competitor
that's closer to their home?
-
How many of your competitors end up in the same
magazine or worse on the same page and may be
running a better special?
-
How will you know exactly what page your ad will
appear on and how may competitors are on the
pages before yours?
Some
things other advertising companies don't want you to
know:
-
Readers and Circulation are two entirely
different things, other forms of media like
magazines will tell you that your ad will be
read by say 100,000
readers, when that actually means their magazine
is circulated to say 40,000
homes, because they assume 2.5 readers per
household
-
You can't compare the cost of a 1/4 or 1/2 page
ad to a repeating, full screen multi-media ad
-
They'll tell you that your full page, color ad,
which may cost as much as 5 times or more than
digital sign ads, will get you the most
attention, but it will be seen only once, where
your digital sign ads are played over and over
again, thousands of times per week or month
-
If you are looking into movie theater
advertising, the statistics they will use to
back up their costs are based on ticket sales,
which does not even come close to telling the
truth about how many movie goers actually showed
up at the movie early to see the advertisements
-
Industry statistics show that 70% of all
shoppers make all or some of their purchasing
decisions while they are in the store, not at
home
-
Consider that as many as 50% of all consumers
leave a retail store without making a purchase
because they can't get help or clarification
about a special or promotion you may have
published, while they are in your store
-
You can spend hundreds or thousands of dollars
on traditional advertising and still waste a
huge percentage of money on prospects who will
never venture into your store
-
Finally,
calculate your true
CPM (Cost Per Thousand) to understand what
you are really paying per thousand viewers or
readers versus digital signage CPM of $10
dollars or less
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