Another common objection about your LED giant screen could be: Can you prove that my business will grow thanks to the advertising on you LED giant 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 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  and apply them to the LED giant screen as it was a TV ad.

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?)