Ok, so we said that your job is to be the salesman of your Customer - using your LED screen properly.

You must create ads that will help him to sell more of what he offers: if you fail to do that, on the long run your Customer will realize that he could spend his advertising money on another medium or just use them to go out with friends.

Now, this is not an easy task: if it was easy, anyone would do it - that's why you are paid good money from your Customers.

There are many things you should do to create effective advertising (and in case you didn’t notice it yet, investigating such techniques is the main aim of this blog), but the very first thing you should do is identify your (Customer's) target, the final user.

This isn’t easy either because most of your advertisers don’t know who their "target Customer" is... so if even they don’t know, then why should you care?

Because if you don’t find it out, your advertising won’t be effective, your Customers won’t renew their contracts and you'll have to spend resources finding new Customers rather than milking those you already have.

How to identify the "target user" will be the topic of a few posts to come, but here are some hints you may want to consider:

• Advertising messages should be created for, and directed at, the Heavy Using Customers in your category (please, order the The Ad Contrarian book. It's free - see the Resources Section).
• Women make [almost all] the financial decisions and they buy [almost] everything—commercial as well as consumer goods.
• People over 50 comprise 29% of the population and they control 77% of financial assets (and they are the target for 10% of all advertising!!!)

Now, I know that the profile of your target Customer must be way more accurate and that these are general facts that not necessarily describe your final user... but you can not ignore them either.