Let's talk about how to sell such an intangible asset as as advertising.

Today I had an email exchange with an expert in advertising and here's what he told me:

"We can say straight away that defining advertising "intangible", is a luxury that only so called marketing experts can now afford.

The investment that the advertiser make, is aimed at obtaining very tangibles returns: the user expects its advertising investment to result in higher turnover.

So whoever sells anything, must have specific knowledge of the product or service that he/she promotes: taking into account that selling means to solve a problem to someone.

All of us who operate on the market as salesmen, must be sure that the Customer will thank us after the purchase.

Only on this condition we can face with passion the effort to identify the target, qualify it, define the strategies to win it and make it loyal to our Company.

This is the preparation that a salesman should have today. It applies to all those who sell, from needles to transatlantic."

Now, that's some good food for thoughts...

A couple of weeks ago we had our second quarterly meeting.

Every 3 months we have a corporate meeting to which any employee and manager is asked to attend, or worse, to present!

We don’t usually share what we do and say during these meetings. But I realized that since we don’t do anything secret, maybe it would be nice to give you a little insight.

In the morning we do have a presentation to share with everybody how's the company going against its objective, what are the biggest improvements or problems, we officially welcome the new arrivals and then we host a question and answer session open to anybody.

The presentation usually last the entire morning. At the end of it we have a quick lunch together and then we start with the afternoon activity.

This time we organized an outdoor training hosted by the most famous Italian trainer - who gave us the honor to spend some time with us - and with two of his best team members. He was my teacher and coach at the university and I was enthusiastic when he accepted to organize something for the entire company.

The result was a wonderful afternoon by the lake from which anyone of us learned how to improve his personal life rather then just his job... but isn’t that what it is all about?

Dear All,
just a quick post to inform you that Euro Display offices will be closed from Monday August 11th until Friday August 22nd.

We wish you all a happy summer holidays!

Kind Regards,
Fabio

Well, if you ask me, of course it is. But you could also say that I’m biased.

So here’s a picture with two screens: on the left there is a screen from a pretty famous competitor, on the right a screen from Euro Display (3 years old). Both screens have a 10mm Virtual Pitch.

Do you see any significant difference?

Of course you do. But how can we explain such differences? Here a few advantages of the Euro Display technology that the pictures explains better than a thousands words:

• Pure White: this is the measure to evaluate any LED Screen quality. The whiter the white, the better is the screen. But why it is a key aspect to evaluate? Because it is the result of (1) the perfect calibration of the RGB colors made by the Electronic Control System and (2) the great contrast ratio provided by the mechanical design of the frontal sunshaders. Therefore a “Pure White” can be obtained only with superior know-how, both electronically and mechanically.
• Chromatic Equalization: this is an image management feature that ensure realistic colors and images at any time. How do we do it exactly? By automatically recalibrating the “red” component added by the sunlight during the day-hours. This feature is fundamental to avoid red-ish images and most important, complaints from your advertisers or viewers.
• High Refresh Rate: this feature is important to avoid flickering and blurry images when the screen is photographed or recorded with a video camera.

To be fair, the second image is taken from a prospective more in favor of the Euro Display screen. But that should affect the perceived resolution, not the overall image quality.

So if you ever thought that any LED screen equals another, be careful. When I say that superior image quality has always been one of our main concerns and selling points, that’s what I’m talking about.

Just a quick post to wish you all a wonderful 2008!

See you in a few days to celebrate together the Euro Display 30th Anniversary!

Fabio
on behalf of the Euro Display team