Question

Topic: Advertising/PR

Cost Of 3 Second Message On Automated Sign

Posted by juliew on 9/27/2011 at 12:17 PM ET 250 Points
One of our stores has an automated sign. We currently post messages lasting no more than 3 seconds as well as time and temperature information. The sign is two-sided with amber lights and the matrix is 32 inches by 144 inches. We would like to offer messages on the sign to our building tenants - BUT, of course, we'd like to charge a fee for the service. The sign is on a high traffic street; however we are in northern Indiana so my idea of high traffic is not the same as those of you in the big city.

I would appreciate any guidance as to how to price this type of advertising. Based upon the messages that I have posted, I would say that tenants would have their message displayed 4 to 5 times each minute.

Thank you for the help!
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RESPONSES

  • Posted by mvaede on 9/27/2011 at 1:22 PM Accepted
    Not sure which would be the right or best price... besides the one that your customers is ready to pay and seen as value add by the very same customers

    What would be the cost of a small ad in your local paper ?
    - you could price it similarly, not based on size but on number of eyeballs

    What is the cost of your sign: purchase, energy, repair, space used, operation, coding......
    - then apply a margin to this cost, divide this amount with number of potential customers willing to use your service. Should more than expected sign up (no pun intended) then you make an extra profit.

    Mikael
    B2B Marketing
  • Posted by juliew on 9/27/2011 at 9:25 PM Author
    thanks to Theresa and Mikael for insight about my situation from different angles. I appreciate you taking the time to guide me.

    Randall, I am sorry that the use of our sign bothers you. I certainly understand your concern. I will mention your thoughts to our legal counsel.
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