Want your business to stand out from the crowd? A billboard used to be enough to capture attention and announce a service or product or business name, now though, one billboard is not going to cut it, you need to purchase space on about 100 of them and saturate your message to get people familiar enough with you to know your brand. That’s a big expense and not really practical for most Australian businesses.
Living in a digital world where technology is an integrated part of life, we can easily tap into that visual familiarity as advertisers, giving the public just what they want: moving images with sound and multiple layers of information.
There are a number of ways to do this, depending on what you offer and where you offer it.
Online businesses are best to go with digital display advertising, which is buying web space to post an online ad. Digital display advertising promotes click to buy and increases web traffic.
Not all businesses are digitally exclusive though. If you have a store that sells a product or studio service you are going to want to get people physically in the door. For that, you need as few steps between your customer and you as possible. If it’s a long way from the computer to the store then motivation to get up and take action is not as strong as an online click. Unless you are having a door busting sale or exclusive event you might find digital displays have limited reach. Which is why advertising over radio worked so well for so many years, it targets people who are already out and about, in cars, shops or moving around. Because listeners are already in motion, stopping by a store on the way is an easy enticement.
So as a business owner what are your best, modern marketing options?
There is a practical, viable digital solution, one that you have full control of, can place right at your door, or in line of sight of your customers to attract people using digital images and it’s incredibly affordable.
It’s outdoor display TV.
When you use a SealTV IP rated enclosure you can get started with outdoor TV advertising right away. All you need to do is mount an existing flat screen TV in the weatherproof clear casing and attach it to a wall, pillar or well-grounded fence or stand (almost all flat screens under 5cm deep fit a SealTV enclosure). The project is easy enough to do yourself or quick and light handling if you employ a professional to assist with placement and connections.
Flat-panel display is a highly visible and effective element of digital signage. You can use an existing TV to get started, warm up, refine your broadcast and test results before you upgrade or expand your digital advertising reach.
If you don’t have a TV on hand to use, or you are already looking to upgrade to the next level then there a few things to keep in mind when you make your TV purchase so you get the most out of your digital advertising tool.
Every business is different, different budgets, different products and different profits. Overall you need to make sure that your TV purchase fits with your business needs so that you are not overspending on something that won’t get high use. TV placement and running times are two key factors to determine which TV purchase is going to get the best returns for your business.
When you know the what and how of your digital advertising TV needs you can then look at the finer details.
How do I choose a flat screen TV?
When it comes to flat screen TVs there are plenty of options. LCD TVs have been the previous display advertising frontrunner but that it’s mostly been due to price and availability. As LED flat screens become more affordable and have an improved range of styles, sizes and brands they are quickly getting more commercial attention and are sure to be crowd favourites for TV advertising going forward.
Why are LED TVs the preferred option for business advertising?
Compared to LCD flat screens LED TVs:
• Are lighter
• Are slimmer
• Can have a significantly lower running cost
• Displays are sharper
• Show a clearer image
• Have brighter colours
• Provide better colour contrast
What’s in a name?
A brand name says a lot about you, almost instantly. If you are able to afford a high quality brand TV screen people will notice. Customers might not know you yet, your business or your product quality, but they do already know about a TV brand, its quality and what they do. It might seem small, and yes, irrelevant to your services, but people look for what they know and trust. For that reason just the appearance of a manufacturer’s name can contribute to the aesthetic appeal of your advertising space, create trust and familiarity.
Again though, buy within your budget and to your display needs as your number one priority.
Commercial or in-home TV?
This one depends on your usage. In most cases a commercial TV is a better way to go for durability. For advertising you will most likely have your TV running at least for the duration the store is open, in some cases you might choose to run your TV 24/7.
A home TV is designed to last from two to four years on a minimum running time, which might be as little as four hours a day.
A commercial TV is designed to run 18 hours a day for a full year without any complications or wear.
The other bonus that a commercial TV offers is portrait positioning. If you want to display something that is best viewed up and down, rather than the standard landscape setting, then a commercial TV is better suited to your needs.
A SealTV commercial weight enclosure can also help improve the life of your TV with added cooling features. Be sure to let SealTV know when you purchase if you plan on running you TV for extended periods.
Indoor or outdoor TV?
Even if you don’t mount your advertising TV outside, you do need to consider some level of IP rating to protect your TV.
IP rating is Ingress Protection ratings developed by the International Electronic Commission. They are used to define the level of protection provided on a device, either through coating or an enclosure. Any IP rating means your TV is protected.
You can go further into the rating levels to measures the level of external contact in any direction that might have a negative influence on an electronic device.
While weatherproofing is important for outdoor use or areas that might be exposed to water, wind or direct sunlight, the most important element is resistance to dust. Dust build up will create excessive heat inside your TV that can cause damage and significantly reduce the performance and life expectancy of your flat screen.
If you are using a display screen in an indoor area it is likely to get a lot more dust traffic and dust exposure compared to a regular home TV.
It is possible to purchase an outdoor rated TV (that comes primed with an IP coating). The current range of specific outdoor ready TVs is expensive and limited in size and style. Buying an indoor TV is more affordable and has flexible choices.
Keep in mind that if you want your TV display to last, a narrow slim TV is going to look modern longer, so the TVs style is a factor you want to take into account.
To protect an indoor TV simply lock it into a SealTV case, which is not only IP rated it’s also reusable if you want to upgrade to a new TV with time. Your TV inside the case has full protection from dust and weather.
Even if you do purchase an outdoor-ready TV it’s still a good idea to encase it in a SealTV enclosure which offers anti-theft, anti-tampering, fireproofing and shock proofing. You need to provide some cover, not just for dust and weather but for people as well who might accidentally trip or knock your display, or intentionally try to cause damage, especially outside of operating hours.