We often find ourselves in conversations with our sales team and dealer partners about the incredible marketing power of LED signs. While it might seem like a straightforward concept—one that should be universally recognized—the true impact of this core product benefit is sometimes overlooked or taken for granted.
To truly appreciate how digital signage serves as a powerful marketing tool for commercial sign customers, it helps to examine a fundamental marketing principle: the consumer decision-making process. At its core, every purchase decision—whether the buyer is conscious of it or not—follows this essential path:
Awareness → Information → Evaluation → Decision → Post-Decision
- Awareness: Makes sense, right? Before making a purchase, a customer first needs to know a product exists. LED signs excel at creating brand awareness by displaying vibrant, attention-grabbing messages that put your business in the spotlight. They can also remind potential customers that they’re in the market for your products or services (more on that in another post).
- Information: After becoming aware of the product, the next step is gathering details. Digital LED signs play a key role here by showcasing essential information like pricing, product options, and even competitor advantages. Their ability to dynamically update content makes them a powerful tool for providing timely and relevant information to consumers.
- Evaluation: With the information in hand, customers start weighing their options. Is price the deciding factor? Are certain services or features exclusive to your business? This is where customizable LED digital signs shine, allowing you to highlight what sets your offerings apart and keep your business top-of-mind during the decision-making process.
- Decision: At this stage, the customer decides whether to make the purchase, revisit earlier steps, or walk away entirely. LED advertising signs help influence purchasing decisions by presenting promotions, customer reviews, or testimonials that build trust and create a sense of urgency.
- Post-Decision: After the purchase, customers form opinions about their experience. Was the buying process smooth? Did the product meet expectations? Was follow-up or after-sale service necessary and effective? High-resolution LED signs contribute to this phase by reinforcing positive impressions, promoting loyalty programs, and encouraging repeat visits—ultimately playing a key role in future purchases and referrals.
This decision-making process is something we go through every day. It might take just a few seconds when deciding what to eat for lunch or months when evaluating a significant purchase, like a new home.
So, where do digital signs fit into the decision-making process? Exterior LED displays are incredibly powerful tools for driving both awareness and information. With their ability to showcase dynamic, high-resolution messaging, LED digital signs capture attention and create immediate brand and product recognition right in front of your potential customers. Simple, eye-catching messages about prices or products deliver critical awareness and information, while using your outdoor LED signage to promote your team, highlight projects, or showcase awards helps build a strong brand image—one that directly influences how customers evaluate and perceive your business.
Every business knows that acquiring and retaining customers requires many factors, but it’s a huge advantage when you can impact the crucial early stages of the consumer decision-making process. An LED display is a powerful, cost-effective way to ensure you reach your audience when it matters most.
