Yesterday I was in Siena (Tuscany) with my girlfriend, enjoying the wonderful landscapes of the Tuscanian hills and the marvellous architecture of this incredible medieval town, when I suddenly saw a wonderful LED cross!
It happen quite often to see one of our LED crosses installed around Italy (after all, we have the widest choice of LED displays and giant screens on the market!) but yesterday I was particularly happy as the I loved the city and I liked the idea to have one of our products there.
When I got closer to the LED cross though (60 x 60 cm | alphanumerical | green and blue), my happiness was replaced by a little disappointment and frustration... Was the LED cross not incredibly bright? Was is not perfectly installed? Was it in a bad location? No, not at all. The equipment itself and the installation were absolutely perfect.
My frustration was generated by the usage ot the LED cross: in fact the pharmacy owner was using the variable message sign (embedded within the LED cross) to broadcast 3 basic information: time, date and temperature.
Time, date and temperature?! That's it?! Hallooo?!
This type of product could memorize up to 99 pre-edited messages and you could almost write an entire book in each single message! Why on earth you should not use this amazing potential?! With 99 pre-edited message you can edit today the message that you will broadcast for Christmas, or Easter, or for the Summer and then just make it visible when needed!
Why the owner wasn't advertising the anti-allergic drugs so popular right now, at the beginning of Spring? Why he/she wasn't promoting the prices and discounts offered in the pharmacy? How come he/she was not advertising the fact that the pharmacy is in a tax-free area? And most of all, why he/she was not showing all these information in Italian, English, German, Spanish and all other languages they used on the hand-written poster hanging from their door?!? Maybe they didn't want to inform other Potential Customers that were 100 meters distance?!
Ahhh! It drives me crazy! Some people still think that the advantage of LED crosses (and variable message signs in general) is the fact that they are brighter and they consume less energy then neon signs... Wake up people, this is ONE of the advantages! Only ONE. And not even the most important probably!
The biggest advantage of your variable message sign is that it is a sign with VARIABLE MESSAGE! You can modify the text, change the color, increase/decrease the speed, enlarge the characters height, make it scroll in vertical or horizontal, from left or right, select among tens of font sets... and so much more! Why don't take advantage of such a flexible communication and advertising tool?!
