After much research, Tom ended up working closely with Peter Fischer, President of Digital Merchandising Solutions, Inc., a Chicago, Ill. company, (http://ColorLEDSigns.com). Together, they developed a cost-effective approach to combining three popular marketing venues into one cost-effective marketing approach.
“Peter’s idea for me to add a custom built hydraulic lift to the project was brilliant. The lift will raise the LED display to a height of 8 feet above the trailer bed, making the screen viewable from an additional quarter of a mile away, depending on location.” says Tom Mitchell.
Launch of the project is scheduled for January 14, 2008 at 7:00AM at the intersection of Main St. and Rackaway Dr, right at the traffic light before the entrance to I-26 Southbound to Charleston, SC. On that date, says Mitchell, “Consumers will be able to sit in morning traffic, and watch and listen via their AM radio to TV style commercials and view magazine quality display ads, with radio voice-over. It’s pretty exciting stuff.”
Tom went on to note that The Arbitron Outdoor Study, (download study: http://www.tommitchellhomes.com/
Mobile video billboards are unique from a marketing perspective because they trigger a part of the brain known as the Reticular Activator. In a nutshell, this portion of the brain “wakes” us up to something that is unique, and makes us pay attention to it. This “waking up” is called the beta mode.
In marketing terms, beta mode is when a person consciously notices your ad or marketing piece and becomes open to suggestions and solutions. Something captures their attention and compels them to keep paying attention.
According to Mitchell, “… that is when an advertiser wants their ad to be showing on our big screen. Since an ad will typically rotate every 15 minutes, you will get 50 exposures per day.”
This system allows advertisers and real estate agents to reach tens of thousands of new customers daily, and remind old customers that you are still in business.
Full motion video mobile billboards are one of the few ways of advertising where you can have immediate feedback about your ad. You can literally watch thousands of drivers; passengers and pedestrians watch your ad.
