1. What are EMCs? EMC stands for; Electronic message center. They are computerized, programmable signs. They can store and displaying dozens of messages from different formats and at differing intervals.
2. How are message centers used?Message centers are used by business owners that want the flexibility to control their own messages and be able to change those messages to meet their needs and the needs of their customers.
   • Large Corporations have used such devices for years, at places like Times Square and in sports arenas
   • State Highway Departments, like the Minnesota DOT have also realized the value of electronic message centers, and are using them to inform and direct traffic, thereby easing traffic congestion and increasing traffic safety.
   • Local Banks have for years used the now timeless, time and temperature displays.
   • Small Businesses have begun to realize the advertising power of these dynamic displays. Although they have been cost prohibitive in the past, due to changing technology, have become affordable for just about any business.
   • Have you heard of Las Vegas?
3. We have a sign; why does my business need a message center?    What!!? Are you really asking that question? You have a sign displaying 1 message over and over again. With a digital sign, you can change the message multiple times a day, advertising the tangible products increasing sales on those products. Does your sign tell everything about your business?
   Plus they’re cool!! Motorists often spot electronic message centers quickly because the copy changes, It’s always lit and many business owners provide other information like the time and temperature or community events.AND they make you MO” MONEY!! Studies have shown that when you can advertise specific products or services, you will increase revenue overall.
4. Is an electronic message center a cost-effective advertising medium?Yes.
   Compare the figures below:
   • Newspaper advertising – the cost on average is about $7.39 for 1000 exposures within a 10-mile radius of the business location.
   • Television advertising – The cost on average is approximately $6.26 per 1000 exposures.
   • Radio advertising – The cost is about $5.47 per 1000 exposures.
   • New LED electronic message center display – The cost is less than $0.15 per 1000 exposures. How? Assume, for example, that you spend $30,000.00 on this type of system, and that its useful life is about ten years. The amortized daily cost of the message center would equal about $2.74. Add to this the daily cost of electricity for this new LED unit (approximately $0.20), thus giving your business a daily message center expense total of $8.82. With a daily traffic count of 20,000 vehicles passing your business, you would have a cost of less than $0.45 per thousand exposures (counting drivers only)

   You probably didn’t read all of that so I’ll sum it up; Digital signs working 24/7 are seen by your customers driving in front of your store.

5. What level of return on investment can I expect?The SBA suggests that you would see an increase in revenue (MO” MONEY) of 15%-35% immediately upon implementation of a properly sized sign.If your small business is generating $1000 a day now, you would see at least $150/day more after the EMC is installed.

   That means, the average sign could be paid for within 6mos to a year and you still have years and years to continue to make that extra money.

6. How much can I expect to spend on an electronic message center?Before we answer that, ask yourself how much money are you wasting on ineffective advertising, and can you divert that marketing budget toward an electronic sign?You can also purchase these with installment payments through any one of several leasing companies.

   You really want to know how much………. depends. I know that’s not the answer you want, but it is true. However, I know you want some ballpark pricing. I will do that if you promise to remember that these prices are averages and not quotes of any particular sign.

   small sign – $10,000 – $15,000
   medium sign – more than that
   large sign – even more still

   some of the variables are; size, color, resolution, single or double sided, method of communication and special features.

7. What about safety? Aren’t EMCs a distraction for drivers?Yes, they’re safe. Think about it, a person driving searching for a particular business, but due to restrictive sign codes cannot see the business sign. Suddenly notices it, makes a dramatic lane change ramming into a guy on a Harley then slams on his brakes causing a chain reaction of death and mayhem.or this same driver searching for a particular business in a business district with a reasonable sign code, notices the company he’s looking for from a distance. He signals his intent to turn and safely enters the parking lot of said business.
8. What about face changes? Can I change the face or copy of my sign? Simple answer, yes. Not so simple answer, depends on the restrictive overreaching local government administration and their desire to limit the success of businesses in their community and their limited knowledge of the safety studies available about dynamic signage.

1. Greatest product
2. Greatest margins
3. Greatest marketing
4. Greatest management

Most of you would say to have either the greatest product or the greatest margin. Those are good. Let me ask you this……..What is the #1 Restaurant in the world? McDonald’s – the company known for having the best hamburgers, right?

Let’s face it, only one company gets to be #1. All of us should strive to be that, but only 1 gets it. Another thing, every business is telling all their prospective clients that they’re #1. Just listen to car commercials.

My suggestion is this; Marketing is the most important element needed for EVERY company. If you have the best product, yet have no customers, what good is it? Please understand, you must have a good product.

Minnesota Business Marketing

So, how do you market a business? That’s a great question. Take a business marketing class and let me know all the ways to market your company.

What I can tell you is this……Are all of the people driving in front of your store able to see you & know what you’re selling? If not, then It may be time to upgrade your sign package.

Look at this photo and tell me what you think….

What does this picture tell you? That anytime you can put up a sign, do it. Do you think McD’s is wasting money or making money?

good signing

The sign guy

Signs by RSG – A Family Trade Since 1915 – practicing in Ramsey Minnesota for 9 years

(763)753-7571 fax (763)753-0102 www.signsbyrsg.com
“An investment in knowledge pays the best interest.” Benjamin Franklin (1706-1790)

Yup, and legal too.

It has to be, the federal government uses Electronic signage all the time on freeways. They recognize this superior method of communication hazards and construction areas to the driving public.

By displaying a large, well lit digital message, readability increases for the driver. Other federal agencies such as airports are finding out the best position and size of these signs to allow a driver adequate time to read, react and drive with the most safety.

Electronic message centers are a distraction to drivers;

On the contrary.Their ease of readability, and noticeablity actually increases driver safety. The federal government among others, have conducted studies, reviewed court cases and analyzed data have concluded that signs in general and digital signs, when used properly, are a traffic safety enhancement devise.

Consider this from a recent article:
“The 1958 Federal-Aid Highway Act established federal controls for signs illuminated by flashing, moving or intermittent light. The Federal-Aid Highway 1965 Act did not contain any reference to lighting controls. However, Federal/State agreements were entered into with all States referencing lighting restrictions on signs in commercial or industrial areas, based on customary usage.

In 1978, the Surface Transportation Assistance Act amended the highway beautification law to allow on-premise electronic message centers along the Interstate and Federal Aid Primary road systems, subject to individual state law, so long as those signs do not contain flashing, intermittent, or moving lights. Variable message signs, whose content can be changed or altered on a fixed display surface, are recognized by the federal government as different from the regulated animated signs, which mimic movement or have high-intensity flashing lights in order to grab the viewer’s attention.

In a 1980 study commissioned by the Federal Highway Administration, researchers Ross Netherton and Jerry Wachtel set out to prove electronic variable message signs were unsafe. They concluded, however, that no credible statistical evidence existed to support the conclusion that electronic or variable message centers negatively impacted road safety. Their report also said that roadside signs provided a stimulus that helped maintain driver alertness, and increased safety by combating “highway hypnosis.”

Several states have conducted studies on the safety of roadside signs, including EMCs, and none have found an increase in traffic accidents – and in some cases found a significant decrease in accidents – related to the signs. Furthermore, nine leading insurance companies were surveyed, and all indicated that they had never received an accident claim involving an advertising sign.

Richard Schwab, former Federal Highway Administration program manager for research on highway visibility and night driving safety and Fellow of the Illuminating Engineering Society of North America, conducted an extensive study that concluded EMCs could not be linked to traffic accidents or any reduction in traffic safety.

In 1996, the Kentucky Supreme Court struck down a state statute that prohibited signs near highways if they contained or included “flashing, moving or intermittent lights except those displaying time, date, temperature or weather.” The court said the state had failed to demonstrate that a legitimate government interest was advanced by the prohibition, and said no evidence supported the notion that so limiting the content on the display had “anything to do with highway safety or aesthetics.”"

It is a testament to the safety of EMCs that, since 1979, the Federal Highway Administration has not seen any need to revise its recognition of the legality of on-premise commercial variable electronic message signs, provided that:

1. the displays are changed at reasonable intervals,
2. the signs does not violate the compliance agreement’s definition of flashing lights, and
3. a state has accepted local controls in lieu of state controls and such signs are considered to have been in customary use within the locality, or a state court has determined that such signs do not constitute flashing, intermittent or moving lights.

The sign guy

Signs by RSG – A Family Trade Since 1915 – practicing in Ramsey Minnesota for 9 years

(763)753-7571 fax (763)753-0102 www.signsbyrsg.com
“An investment in knowledge pays the best interest.” Benjamin Franklin (1706-1790)

Electronic Message Centers: Safe and Legal
The federal government recognizes the superior communication value of EMCs and uses electronic information panels on many freeways to warn drivers of possible hazards. Its use of portable electronic warning signs at construction or accident sites is also increasing.

The sophisticated hardware that is now available makes maximum readability possible for the driver. Airports and highway departments are developing expertise in positioning and sizing of these signs to enable the driver to read, react and move through traffic with optimum safety.

Electronic message centers are not a distraction to drivers; it is quite the contrary. Their exceptional readability and conspicuity means that EMCs actually increase driver safety. The federal government and other reviewers, after conducting numerous studies, analyzing court cases, and reviewing the available literature, have concluded that signs and electronic message centers, if used properly, are traffic safety enhancement devices.

The 1958 Federal-Aid Highway Act established federal controls for signs illuminated by flashing, moving or intermittent light. The Federal-Aid Highway 1965 Act did not contain any reference to lighting controls. However, Federal/State agreements were entered into with all States referencing lighting restrictions on signs in commercial or industrial areas, based on customary usage.

In 1978, the Surface Transportation Assistance Act amended the highway beautification law to allow on-premise electronic message centers along the Interstate and Federal Aid Primary road systems, subject to individual state law, so long as those signs do not contain flashing, intermittent, or moving lights. Variable message signs, whose content can be changed or altered on a fixed display surface, are recognized by the federal government as different from the regulated animated signs, which mimic movement or have high-intensity flashing lights in order to grab the viewer’s attention.

In a 1980 study commissioned by the Federal Highway Administration, researchers Ross Netherton and Jerry Wachtel set out to prove electronic variable message signs were unsafe. They concluded, however, that no credible statistical evidence existed to support the conclusion that electronic or variable message centers negatively impacted road safety. Their report also said that roadside signs provided a stimulus that helped maintain driver alertness, and increased safety by combating “highway hypnosis.”

Several states have conducted studies on the safety of roadside signs, including EMCs, and none have found an increase in traffic accidents – and in some cases found a significant decrease in accidents – related to the signs. Furthermore, nine leading insurance companies were surveyed, and all indicated that they had never received an accident claim involving an advertising sign.

Richard Schwab, former Federal Highway Administration program manager for research on highway visibility and night driving safety and Fellow of the Illuminating Engineering Society of North America, conducted an extensive study that concluded EMCs could not be linked to traffic accidents or any reduction in traffic safety.

In 1996, the Kentucky Supreme Court struck down a state statute that prohibited signs near highways if they contained or included “flashing, moving or intermittent lights except those displaying time, date, temperature or weather.” The court said the state had failed to demonstrate that a legitimate government interest was advanced by the prohibition, and said no evidence supported the notion that so limiting the content on the display had “anything to do with highway safety or aesthetics.”

It is a testament to the safety of EMCs that, since 1979, the Federal Highway Administration has not seen any need to revise its recognition of the legality of on-premise commercial variable electronic message signs, provided that:

1. the displays are changed at reasonable intervals,
2. the signs does not violate the compliance agreement’s definition of flashing lights, and
3. a state has accepted local controls in lieu of state controls and such signs are considered to have been in customary use within the locality, or a state court has determined that such signs do not constitute flashing, intermittent or moving lights.

How to hit a moving target (your potential customer)

The general public is on the move. These are your potential future customer. Think about this……..

• about 18% of Americans move, changing where they buy
• on any given day upwards of 35% of the traffic in front of your store is just passing through

So you can see, there is a tremendous need for your store to be noticeable to all of these new future clients

Digital signage gets you noticed. It’s changing messages, highly visible and targeted send clear buying signals to that ever changing traffic.

A local Coon Rapids gas station uses it’s electronic sign to run specials during peak traffic hours, thereby “stealing” customers away from the other station where they had intended to go.

Increase Revenue

This flexibility increases the number of readers looking for those specials. Depending on season, time of day or day of the week, a business owner can even increase business during the traditional slower times.

Location, Location, Location…….. that has been the mantra of where to place your business, but without proper identification or advertising on site at that location, you’ve placed a barrier between you and your customers.

the sign guy

Signs by RSG – A Family Trade Since 1915 – making signs in Minnesota for quite a while

(763)753-7571 fax (763)753-0102 www.signsbyrsg.com
“An investment in knowledge pays the best interest.” Benjamin Franklin (1706-1790)

Electronic variable message centers are computer aided, electronic visual communications devices. They are capable of storing and displaying multiple messages, images and sometimes video. These Electronic Message Centers (EMCs) can be displayed inside or outside of a business as a primary sign, and be mounted to the building, freestanding by the road or used for point of sale advertising inside of the business.

The last few years we have witnessed huge advancements in lighting and computer technologies. This has enabled the small business to afford electronic signage that was only available to major corporations, allowing them to “make mo’ money”!!

Features & Advantages of EMCs
Think about the following when considering an electronic message center for your business

• EMCs allow a limitless supply of messages, images and video’s all managed from the comfort of your office saving labor and liability over changing the traditional reader board messages.
• EMCs communicate variable messages as people pass by, allowing a business to target the demographics of passers by.
• With their automated dimming  systems, EMCs can respond to the visibility needs of the public, increasing safety and conspicuity day and night.
• The flexibility offered by EMCs allows you to advertise specials during certain parts of the day as well as public service announcements aiding the community.
• These signs can quickly get your business site noticed in the local community, becoming a landmark for the public
• EMCs are an investment in your business, providing the most cost-effective form of paid advertising over any other single use advertising medium. Word of mouth is the only form of advertising that may be more powerful  (although it can be neither purchased nor controlled).
• EMCs act as your “salesman on the street,” vs the man in the monkey suit, attracting new customers to your business location.
• EMCs allow you to market your products and services to the people most likely to buy, the ones driving right past your door, preventing wasteful advertising expenses.

These business signs may require a larger “up front” cost, electronic message centers usually offer immediate return on that investment.

Next week we’ll look at more information to put you in the know…

the sign guy

Signs by RSG – A Family Trade Since 1915 – making channel letters and electric signs my whole stinkin life.

(763)753-7571 fax (763)753-0102 www.signsbyrsg.com
“An investment in knowledge pays the best interest.” Benjamin Franklin (1706-1790)

Monticello, MN has a new baby and it’s the electronic message center at the new NAPA

They also got a new lighted pylon sign, monument sign and channel letters. I took this video off of my iPHone. If I knew how to operate my regular camera, I would have uploaded that…..

NOW THAT’S A SMOKIN HOT PYLON SIGN

Watchfire & Signs by rsg

This is a digital display attached to a new pylon sign. Here’s what we had to do………..

Here is a photo of what this location looked like first..

small pylon sign

As you can see, it was shorter, and had the manual change reader board with blow away letters. Why are they blow away letters you ask? Because when the wind blows, they blow away.

First we removed all of the existing sign, added a new pole because the new road sign would be larger.

Next we added a NAPA sign, along with tenant sign panels. We then installed the Jiffy Lube back on top after repainting the cabinet.

Finally we installed the electronic sign. Within a few hours of installation, we were communicating with the sign and updating messages.

That’s cool.

Here is the completed pylon sign………

Pylon sign after

You want one, don’t ya?

Sign guy

Signs by rsg signing the world, one sign at a time.

The quality far outlives how long it takes to make it.

Monticello, MN is just about 30 miles outside of Minneapolis

If you had a changeable sign, you could keep a steady flow of traffic and not offer so many discounts. You may even increase sales by 5%, 10% or more.

Whatdayasay?

the sign guy

Signs by RSG – A Family Trade Since 1915 – making channel letters and electric signs my whole stinkin life.

(763)753-7571 fax (763)753-0102 www.signsbyrsg.com
“An investment in knowledge pays the best interest.” Benjamin Franklin (1706-1790)

Let this cheesy little video give you a couple of ideas on how to get into the black.

A Business sign could simply be a banner. Of course, a permanent sign like channel letters would be better. In the mean time, get something out there.

the sign guy

Signs by RSG – A Family Trade Since 1915 – making signs in Minnesota for quite a while

(763)753-7571 fax (763)753-0102 www.signsbyrsg.com
“An investment in knowledge pays the best interest.” Benjamin Franklin (1706-1790)

Better yet, let me tell you in this video…..

BUSINESS SIGNS MAKE MONEY

In short, let the big box companies teach you what they know. Their not in the business of wasting money. They have budgets for market research and they come up with these sign plans.

There’s a reason that channel letters are so popular.

There’s a reason that pylon signs are so popular.

There’s a reason that electronic message signs are so popular.

How can I help you? I have some ideas that can help you increase revenue, would you like to take a look?

The sign guy

Signs by RSG – A Family Trade Since 1915

(763)753-7571 fax (763)753-0102 www.signsbyrsg.com
“An investment in knowledge pays the best interest.” Benjamin Franklin (1706-1790)

They say a picture is worth a thousand words, then this post has a bunch of words