Author: Guthman Signs

by Guthman Signs | October 21, 2019

Fire Departments are a pillar of the community. Communities depend on Fire Departments to communicate important messages that keep people safe and grow awareness of important safety concerns including emergency messaging. Unfortunately, funds are almost always limited for Fire Departments. Fundraising is often the only way Fire Departments can obtain important funds to continue to provide their services to the community. However, community firefighters are not always well versed in the many effective options available for fundraising initiatives today. So, in an effort to help with this problem, we have compiled the following 5 tips. Each of these represents a great strategy, proven to work for effective fundraising with an outdoor LED sign.

#1: Just ask!

It seems like a no brainer, and it sort of is, but many people find explicitly asking for a donation embarrassing or overly aggressive. Forget about it! It is not embarrassing or odd, or inappropriate for a Fire Department to request aid from their community in any way they can. If you have an online donation system in place, definitely add that info to your sign. Ask people to donate what they feel comfortable with. Attach the requested funds to an end goal that the funds will assist with. This way, the community will be able to donate with confidence. For example, if the Fire Department needs new equipment like a new truck, hoses, etc, then let the people know that’s what you are shooting for. If people know about your needs and can relate them to something clear and tangible, then they will be much more likely to generously give.

#2: Use local businesses.

You can guide people to local restaurants, retail shops, auto centers, etc with your LED sign. You might think this is a chance for corruption or conflict of interest to arise, but in reality, a considerable donation from a local business can be promoted on the sign to encourage others in the community to donate. At the same time, promoting donations from local businesses provides the local business with highly valuable marketing. Organize your slides or “slots” on the sign so there are 7-8 slots of 7-8 seconds per minute. This method allows you to have up to 8 different business donors on the same loop. You can sell slots for donations this way and still have room to keep the donor list growing!

#3: Meet Santa!

Families with kids love holidays obviously. But have you considered the value a holiday event could hold for your fire department’s fundraising? Use your LED sign to promote events like meet Santa, visit a haunted house, or have an easter egg hunt at the Fire Station. Start promoting your event regularly on the LED sign at least 30 days from the event. Use colors related to the holiday in question and highlight activities and attractions for children. Promote early bird pricing for those who purchase tickets ahead of time. You can also use the local business strategies seen above as part of holiday events. Have local businesses donate to sponsor meeting Santa, the Easter Bunny, or the main attraction of any kind at any holiday event.

#4: Community Car Wash

LED signs speak to drivers all day every day. Use this to your fire department’s fundraising advantage! Imagine community members driving by your LED sign in their dirty cars for 2, 3, 4, 5 days straight and every time the sign advertises a charity car wash event for the fire department. They will show up! Make sure you price local car wash services so your price can be just slightly lower per car/truck/SUV etc. Don’t sell yourself short. You can also pair with locals to assist with the car wash and offer them special rewards for helping. For example, a guided tour of the Fire Station along with a meet and greet with the fire chief himself! You can even have people compete to win such prizes or privileges and they will definitely be more likely to donate.

#5: Food Events Work

Who doesn’t like food!? You can advertise pot lucks, or community BBQ events with your programmable LED sign. So, why not do it regularly? It is a great way to bring awareness to the needs of the Fire Department, but also to raise funds and educate the public at the same time. The visuals and words associated with food events are enough to stick in anyone’s mind. Be sure to note that if you are selling food, make sure you announce the exact food and why it is special on the LED sign. For example, if it is a BBQ, note how long the beef or pork or chicken will be smoked, and with what type of wood. This gets BBQ lovers excited about your event! Use timing as well. For example, during the week leading up to the BBQ or food event, fill all lunch hours with food-related messaging about the event on the LED sign. This is when people are thinking of food and they will remember your event this way for sure.

by Guthman Signs | October 4, 2019

The sign industry, in general, is changing all the time. This makes it difficult for churches to understand what a fair price even looks like. That’s the bad news, but there is good news to be had as well. The cost of fabrication has been steadily dropping and the industry has almost entirely moved to more efficient LED internal lighting instead of more costly solutions that previously prevailed in the sign industry. However, the cost of manufacturing is one thing, and the price provided to the church is another. Many companies are set up to take advantage of church leadership’s lack of knowledge to markup their pricing to exorbitant levels. In this blog, we will do our best to prepare you with the essential knowledge you will need to be able to keep the industry honest. In the end, the goal is to find the best option for your church to avoid over-investment and under-investment as well.

#1: Structural Materials

Ask about the structural materials. Do not provide your knowledge to the person you are talking to. Ask what the sign cabinet and support structures are made of. Modern, cost-effective, and high-quality signs should be built with aluminum extrusions, not steel, iron, or sheet metal. Internal support structures should be made of steel as the best possible option to keep the price down and provide a lasting foundation. A 5-year warranty should be expected as a minimum for structural materials. Beware of companies that try to force you into a predesigned solution. These companies often have exorbitant markups on standardized models that they mass produce with low-quality standards. Any modern fabricator will be able to manufacture your vision without requiring massive markups.

#2: Materials Used for Sign Faces

Ask what is used to create the decorated area of the sign with the church’s logo, name or other identifying information. Avoid acrylic materials as they fade and yellow quickly shortly after being exposed to the elements. You should favor polycarbonate materials for sign faces and preferably a polycarbonate with UV protectant added. These materials are slightly more costly than acrylics, but 10+ year lifetimes are much more cost-effective than the 3-5 years you will get out of acrylics before they yellow, crack, or fade.

The actual graphics you will see on the sign should be applied to a full digital print. Cut vinyl faces are often supplemented for this to save on manufacturing cost, but the customer rarely receives these savings. Cut vinyl has limited graphic capabilities whereas a full digital print on vinyl allows for any design you can imagine and the durability of a full digital print will provide many more years of effective signage. Ask them who makes the vinyl used and what grade it is. 3M cast vinyl includes a UV protectant and is preferred for outdoor applications for its durability, resistance to fading, and color capturing capabilities when printed upon.

#3: Illumination

Ask how the sign will be illuminated and what brand lighting is going to be used as well as the warranty that is included. Traditional fluorescent tube lighting or incandescent solutions are considered archaic and non-efficient in modern signage manufacturing. If a company is offering these solutions, it should be seen as a warning to the church. LED lighting is not all made the same either and quality can vary widely.  A few examples of proven high quality LED lighting brands are GloboLux, Principal LED, and Hanley among others. The guiding factors of quality that these share are; UL Listing, 5-year replacement warranty, and low electrical consumption numbers due to high-quality Meanwell, or Delta power supplies. Companies that use these quality solutions will be proud of them so it should not be a difficult question to answer for them.

#4: Paints and Coatings

Ask how the color of the body of the sign will be applied and what brand is used. If the sign will be painted, be sure it is a sign-grade outdoor paint company. Matthews Paint and AkzoNobel are both specialty paint formulas made for outdoor signs. Other paints are generally considered inferior and will last only 6 months to a year without chipping or fading.

If a powder coat process is being used, be sure to know exactly what parts of the sign are to be powder coated and if touch up paint is provided to match. Powder coat is durable and long-lasting and costs much more than specialty paint, but can chip or scratch easily. If chipped or scratched you will need a touch-up paint solution since there is no easy way to buff powder coat on a sign.

#5: Programmable LED Displays

Many churches are upgrading their signs to LED displays, often called electronic message centers, digital signs, or programmable LED signs. If incorporated into your church’s sign, and LED message center will make up the lion’s share of the price. Thus, it is imperative that you become educated on the basics of LED signs and what makes one different from another. Most companies will tout their solution as the gold standard in quality and price. Of course, this is not always the case. The trick here is to establish your preferences ahead of time before convincing sign builders, salespeople, or others, change your mind for you. Take care to not tell salespeople what price you want, or what options you need. This might seem counterintuitive, but if you tell someone you want a sing under a certain price with certain qualities, manufacturers will cut corners to make it happen while ignoring quality standards you may not have considered. Instead, ask them open-ended questions about their solution, what aspects specifically make it better, and why. Gather this information, compare and contrast companies, and if possible, find an unbiased sign specialist to assist you in separating fact from fiction. Request examples in the field, in operation, that have been working for the duration you will expect your sign to last for.

The top 5 expectations to consider are longevity, definition, and software, support, and warranty. You can learn more about the differences in the LED sign industry here.

by Guthman Signs | September 26, 2019

With the holidays coming up quickly many churches find themselves at a loss for what to use for content on their programmable LED church sign. Halloween, Thanksgiving, Christmas, and New Year celebrations can all be a great time to reach out to the community. People are out and about, often extremely stressed, anxious, and nervous about finding the perfect balance for their holiday celebrations and activities. It is a great time for LED signs for this reason, but the correct content will make all the difference.

#1 Halloween Church Sign Ideas

This can be difficult for churches, obviously, because of the nature of the holiday in general, most churches shy away from marketing church activities at this time of year. However, Christians are often at a loss as to where they can go and what they can do during the Halloween season. Focusing your LED sign content on alternatives rather than negative advertising against Halloween has proven effective for many churches. Juxtapose your messaging with statements about light instead of darkness, confidence and faith instead of fear and terror, etc. Church activities can increase attendance during these times when Christians need alternatives. Even changeable letter signs can be used in this way with simple text like this one.

 

#2 Thanksgiving Church Sign Ideas

Family gatherings like Thanksgiving bring communities together every year. But what role can LED signs play to help church attendance in the Thanksgiving season? Many churches focus on simple messaging to reinforce the values of togetherness, thankfulness, blessings, and family union. These are great messages to cause the attendees to reinforce their spiritual commitments, but does little to challenge Christians who might be on the fence about including the church in their family plans for the holiday. Basically, the main hurdle for these families is time and complexity. With so many logistical challenges facing families during the season it is important to reinforce the ways in which the church can support these families with supportive messages of inclusion in activities. A great example from SouthCross Community Church can be seen below.

 

#3 Christmas Church Sign Ideas

Christmas may well be considered equivalent to the Superbowl for Christians for obvious reasons. So many tactics have been used with programmable LED signs for churches that it can be difficult to know what tactics are more effective. People know churches love Christmas. They often know the Nativity story and realize that your typical consumerist perspective of Christmas isn’t the real story. However, these perceptions are simply more attractive to communities because of the cultural shifts toward materialism and away from Christian traditions. Churches have had great success with simple messaging at these times to show an inclusive and inviting approach, like the St. Joseph Parish sign below for example.

 

#4 New Year Celebrations

Secular traditions for New Year’s eve, for example, can often be times when churches are trying to keep communities from falling into temptation and sin. These are chances for messaging that hits home in a very real way. Many drivers are experiencing doubts, fears, and feelings of inadequacy at these times. Our culture tells people to make big resolutions about how they will change their lives for the better in the New Year. Stay away from the obvious low hanging fruit with messages about how sin is bad and people shouldn’t drink and drive, etc. These messages, although true and well-intentioned, can be considered white noise for most and often require long phrases that are usually not read since typical view times for LED signs are between 5 and 8 seconds. A more effective approach to this time of year is to provide positive and simple messages of support for the holiday itself. A great example from the Kingsland Community Church can be seen below.

 

by Guthman Signs | September 11, 2019

Traditionally, churches have used large multimedia projectors as the preferred solution to their needs in sanctuaries across the United States. However, in recent years, indoor LED wall solutions have become the better choice for many reasons including the better ROI they provide over time. With church attendance numbers falling nationwide, it is becoming more important to provide additional production value via multimedia solutions. LED video displays are making that improvement more attainable than ever. The following points of consideration represent the top 7 benefits you can expect from moving to an LED display.

Benefit #1: Economics

Quite simply put, projectors are as expensive as ever, and LED video walls have reached the point where they can compete on price. The initial investment may be slightly larger than the initial investment for a professional-grade projector, but when longevity, ROI, and the cost of operation are considered, LED displays tend to make more financial sense in most circumstances. Be sure to compare electrical consumption numbers as well, since not all LED video wall manufacturers are making the same quality components, and not all projectors are installing high-quality power supplies. Consider an LED video wall with at least a 5-year warranty to be sure you are covered should any components fail, although failure rates are generally low. When they do occur, most component failures tend to occur within that 5-year time period, after which, most displays continue to perform without any issues.

Benefit #2: Longevity

Even the highest grade projectors available on the market cannot compete with the longevity provided by LED display solutions. Most LED displays of adequate quality will last 7-10 years. Warranties on industrial-grade projectors of the highest quality are generally capped at 3 years. This is because light-emitting diodes (LEDs) and power supplies on an LED video wall emit much less heat than projectors since all the brightness (and heat) of a projector is produced through a very small space, thus degrading electrical components at a much faster rate.

Note: Audiovisual integrators often dominate the LED video wall industry and they often do so with inferior products of short longevity brought directly from China. This allows for a large markup for their companies but leaves churches stuck with inferior products. This results in additional income for the integrators as they charge to service the displays when components fail. Avoid this by consulting a broker specializing in unbiased consultation.

Benefit #3: Brightness

Brightness also suffers on projectors because they are dependent upon flat white surfaces with an unobstructed line of sight and low ambient light. LED video walls are bright enough to compete with any ambient light, and since they emit light from the display itself, no line of sight is required allowing you to create a larger footprint in most cases. LED video wall brightness is measured in NITs and projectors are measured in Lumens, so to compare you will need to convert the measurement. For example, if you are comparing a projector rated at 2,000 lumens to an indoor LED wall with a 2,000 NIT rating, you will need to either divide the lumen rating by 3.426 or multiply the NIT rating by 3.426. Thus, in this case, the NIT ratings of the projector would be approx. 584 NITs vs the LED wall rated at 2,000 NITs. Note: LED video walls should be at least 600 NITs to ensure a high-quality image regardless of ambient light.

Benefit #4: Definition

Projectors are famous for touting the best possible definition, but these days, LED video walls have surpassed them in definition thanks to SMD technology. SMD (Surface Mount Diode) technology allows for all three diodes in an LED pixel (Red green and blue) are mounted in one small ultra-bright diode. This smaller pixel size allows factories to mount pixels much closer together creating the highest definition displays on the market, by far. To learn more about LED technology, visit our LED Education Center. https://guthmansigns.com/led-signs/led-education-center/

Benefit #5: Contrast

For any image or video to be considered high definition it needs to include a good level of contrast for the image to come across correctly at scale. Many projectors look “fuzzy” or “hazy” due in part to the fact they have to project onto a white surface for the image to be seen. White backgrounds do not allow for true dark tones, thus the image always looks somewhat out of focus. LED video walls include louvers and casings that are strategically designed with flat back ridges across the face of the sign to dissipate light so the image comes across with high contrast across the entire face of the display. The result is true dark tones and black backgrounds making the image crisp and legible at any distance.

Benefit #6: Maintenance

Projectors require regular cleaning and maintenance of the lens, bulbs, fans, and other internal components. These are often hung high up in the rafters or in other hard to reach places, making maintenance a costly project in and of itself. LED video walls are intended and designed to be zero maintenance electronics. However, if a component needs to be replaced, anyone with basic knowledge of hand tools can service one in a matter of minutes. Most factories also provide lifetime technical support packages for LED displays. Many companies that produce projectors are not known for their ease of technical support.

Benefit #7: Wow Factor

Churches nationwide are focusing on increasing the value they provide their members and attendees as a strategy to grow attendance. Video conferencing between churches, nationwide simulcasts, and live events, are bringing churches together in ways never before possible, but you need the best possible image quality and brightness to keep audiences engaged during these events. Creating a worship atmosphere that is dynamic, engaging, and stimulating to the senses is now more important than ever. LED video walls make this possible. With advanced production systems often included in any video wall project, churches ar enow able to level up their production value at a very low learning curve for volunteers and church staff to be able to use them effectively and keep the “wow” factor alive. Training and support packages are also made available through most factories these days, allowing for on-going training to occur as needed without any additional cost.

by Guthman Signs |

Churches are adopting LED display technology at record numbers and many companies are pouncing on this trend. Each company and/or factory are making increasingly broad and often exaggerated claims to gather the attention of church leaders. This leaves church leaders with a very difficult problem to solve. How do we know what makes one outdoor programmable LED display different from the next? How can you even tell? What are the real variables church leaders should be considering, and how do you separate fact from fiction? The following variables are what you should consider as you hear marketing and sales pitches from these companies about their products.

#1: Made in America

What could be more attractive to patriotic church leaders than to tell them their sign will be made in the USA? The truth is that there is no such thing as a 100% American made LED sign. In fact, the truth is actually much more faceted than these claims would lead people to believe. There are only 3 factories in the United States that make their own LED sign modules within the United States. However, regardless of the factory, all LED diodes are made overseas, as the LED diode price is such that a US-made diode would be far too expensive to compete in the American market. In addition to diodes, power supplies, cables, controllers, processing chips, and most LED sign components are made in China, primarily in the Shenzen region. Manufacturing modules within the United States means these companies are able to control quality better than their competitors and produce many longer-lasting products. Companies that integrate foreign components into cabinets at assembly lines in the USA often price themselves equal to the US manufacturers making their own modules in house. They make the US-made claims at the same time to align themselves further, although these claims are at the least hyperbolic.

Pro Tip: Check for examples in the field from the manufacturer if possible to see LED displays in operation over 5 years. If there are examples in the field over 5 years that are still operational, the probability is that it is a US-made LED module.

#2: Integrators

Often times the factories manufacturing LED modules in the USA are simply too high in price. So, the market addresses this gap through LED display integrators. Integrators bring components from many different parts of the world and integrate them into aluminum cabinets at assembly lines based in the USA. This reduces cost, allowing the customer’s price to be much lower for what would seem at face value, to be the same quality as a US-made module. This is not the case, of course, but some integrators do reach a good quality at a reasonable price. They do this by controlling and testing quality of the components they bring in from overseas. However, it is notoriously difficult for US-based companies to control the quality of the components they are supplied with. Research and development, including testing and weathering of components are extremely costly, so most integrators do not perform these processes of quality control. Integrators do provide an attractive alternative to the high price points in the industry, but unbiased and transparent information should be sought out before making a decision based on hearsay or marketing and sales claims. Control software packages are competitive in this space, so it is important to understand the options and how each applies to your circumstances. Most integrators offer competitive cloud-based software solutions allowing you to manage the LED sign from anywhere.

Pro Tip: Ask about tech support warranties and content creation solutions. You will need to service the LED sign from an integrator within the first few years in most cases, and content can be hard to create for these software solutions, so it is important to have a solid plan for tech support and content creation or content libraries where available. Many integrators offer labor warranties as well as content creation and tech support plans. Ask, compare, contrast, and pit options against one another to find the best most reliable information. An unbiased Sign Specialist can come in handy for this as well.

#3: Drop-Ship Importers

Drop-ship importers bring LED displays to the US as out of the box solutions. Just like integrators like to market themselves as US-made factories, drop-ship importers attempt to align themselves with integrators to reassure clients. Local sign companies often resort to these options due to the low price as they typically do not work with more than 2-3 LED signs per year, thus cashing in on these projects is their modus operandi. Warranties vary from 1-3 years typically although some companies will increase the price of these LED displays so they can add years to the warranty in order to further align themselves with the integrators of the market. Software options for these products are extremely limited and almost never offer cloud-based functionality. If you see a quote for an LED display with a 5-year warranty, but the software is limited or requires a separate laptop to operate it, most likely it is a drop-ship sign that has been marked up. Another telltale sign of a drop-ship product is the way definition is described. Definition in the United States market is measured in millimeters such as 10mm, 16mm, 20mm, etc. Chinese markets denominate these measurements as P10, P16, or P20 for example. However, a drop-ship product can fulfill the needs of organizations under circumstances of low budget, and/or short timelines where 1-3 year longevity is acceptable with a low upfront cost.

Pro tip: If you notice a long lead time of 10+ weeks for delivery, or if the timeline is a matter of a few days, this should raise suspicion that the product is a drop ship product. 10+ weeks on delivery can mean the sign needs time to be built and shipped from China and if the lead time is just a few days, the sign is not being manufactured for your project but is being pulled from a shelf in a warehouse, thus it is most likely an importer.

by Guthman Signs | September 3, 2019

One of the easiest ways to save money on your LED sign is to be calculated in your choice of display size. Bigger is not always better. Sales people often take advantage of this misconception and encourage buyers to go as big as they can. Too large, and your sign can communicate the wrong message to the community, too small and you could be one step up from being invisible to the community.

5 tips for Choosing the Right Size LED Sign

  1. The Role of Definition
  2. The Role of Distance
  3. The Role of Content
  4. The Role of Speed
  5. The Role of Public Image

#1: The role of Definition

LED signs come in many different definitions, or “Pixel Pitches”. These are measured in millimeters and the measurement reflects the distance from the center of one pixel to center of the pixel adjacent to it. Higher definition signs have many more pixels than a lower definition sign would. So, if you are limited to a smaller size sign, choose a higher definition to allow for a more dynamic use of the area you are allotted. If you are considering a larger size, then a lower definition may be the way to go in order to save money.

Pro Tip: Definitions (Pixel Pitches) commonly used range from 6mm-32mm depending on the manufacturer you choose. Optimal viewing distances range from 15 feet (6-10mm) and up to 150 feet (26-32mm). Take this into consideration when choosing the size/definition to match your circumstances.

#2: The role of Distance

Start with the position of the audience (distance from the sign to the audience passing by). If all you want to get across is a few words in text format, then you can judge the size needed by knowing the distance to the passers by as long as they have 5 seconds of view time minimum. If you want to show animations or high definition images, then the size you choose will be largely dependent upon the viewing distance as well.

Pro Tip: if you have a large distance to cover, then a low definition sign at a larger size, is the most economical choice. If you have a short distance, it is generally a better idea to use higher definition signs. Consider any additional height of the sign to calculate this variable as well.

#3: The role of Content

Content is the driving force behind all other variable choices in any LED sign project, including the size of the display. To illustrate this importance, imagine two signs of identical size, at a distance of 150 feet. The business requires the content on the sign to include real life pictures at a high definition. One sign has a definition of 10mm, and the other is a 20mm sign. Even though the 20mm sign has half the definition of the 10mm sign, and half the number of pixels as the 10mm sign, the real life pictures displayed on the signs will look nearly identical to the audience 150 feet away. However, if the same signs are placed 30 feet away from the audience, the 20mm will be too blurry to view while the 10mm will be perfectly clear.

Pro Tip: Decide what content you want to use the sign for prior to choosing size. Use the variables of distance and definition to find the best possible combination for your desired outcome and circumstances.

#4: The role of Speed

Outdoor LED signs typically are focused on marketing to the traffic passing by their location each day. While speed limits are good guidelines, the true speed of traffic is often significantly higher than the posted limit. Take this into consideration as it can affect your decision concerning size, which will change other variable such as definition and content choices as well. Generally speaking, the higher the speed of traffic, the larger the sign needs to become. This is due to the 5-second rule. You can use a speed/size tabulation as a guide. You can find one here for reference: https://guthmansigns.com/led-signs/

#5: The role of Public Image

While speed, content, definition, and distance all make important impacts on the decision of what size to use for your project, public image is often just as important although it is often overlooked. Consider the vision and mission statements of your organization. Who are you currently, and who do you plan on becoming, in the minds of the community you aim to reach? A larger sign can send a positive message of stability and dedication to your field, or it can send a message of decadence or affluence that could potentially harm your marketing goals. It all depends on your organization’s identity and audience. By matching your identity with how you believe the community would prefer to view your organization or church, you can assure the proper size to communicate that image effectively.

by Guthman Signs |

LED signs make businesses grow quickly by providing a platform where they can show more about the business and its offerings in incredibly dynamic fashion. However, many owners of LED signs find themselves at a loss after their sign is installed. What kind of content works best? How often should the sign change? Questions like these are common. Most LED sign owners should have an established strategy for their sign. The following proven tips will help you establish a content strategy on your LED sign, whether you are a church or a school, that will attract buyers and increase revenue.

Top 5 Ways to Use Your LED Sign to Attract Customers

  • Use Appropriate Timing
  • Use Smart Colors
  • Choose a Manufacturer to Fit Your Needs
  • Consider Your Inventory
  • Be Patient

#1: Use Appropriate Timing

A foolproof way to find out how quickly your sign can be read is to simply create a test slide on the display and drive by the sign at the speed of traffic. Count the seconds that pass from the moment you are able to read the sign until you pass it. If you noted less than 5 seconds you need to make your text larger or the image larger, so the display is more visible from further away. A 5-second view time is the minimum view time for any driver to capture the message effectively. If you are over 8 seconds in view time, the messaging should be programmed to change messages at 7-8 seconds to avoid over exposure and make the best use of your messaging capacity.

Pro Tip: If you have yet to purchase your LED sign, you can perform this test with cardboard, whiteboard, paper, etc. but be sure your text height is no smaller than 5’’ and keep the word count to 3-5 for a realistic test. Increase the size of text as needed to create the 5-8 second view time you desire.

#2: Use Smart Colors

A common mistake with content creation for LED signs is over saturation of color. Many people trend toward the use of multiple bright colors to get their message across. However, the lack of contrast can be a very real problem. Black outlines on text can help offset this, but the best methodology for content creation on LED signs is to use no more than three colors at a time with at least one of these being a dark tone.

Pro Tip: Be careful to use solid backgrounds whenever possible of either a dark tone or a bright tone, with the overlaid text being the opposite tone to create the desired contrast. This is especially necessary for borderless LED displays.

#3: Choose a manufacturer to fit your needs

As people choose their LED display manufacturer they often focus on the specifications of the sign, as they should. However, content is often lost in this equation where in reality it is perhaps the most important part of any sign project’s marketing efficacy. Some manufacturers offer content creation packages to assist you if you are uncomfortable taking this on yourself. Other manufacturers provide tutorials and webinars to educate clients on how to make the best possible content for their sign.

Pro Tip: Many manufacturers include standard content libraries as part of their software offering. Ask how much content is included and what, if any support is offered concerning content creation. Take these variables seriously before buying, and you will get much more out of your sign than perhaps you even expected.

#4: Consider your inventory

Stale inventory can be the downfall of a business. Tailor your content on the LED sign to match what you want to move out the door. Many LED sign owners focus on marketing what they have had success with, and this would seem like a safe bet to increase sales. However, the reasons why people have not purchased your inventory could easily be that they hav enot realized you offer the product(s) to begin with.

Pro Tip: Plan on regular sale offers timed to match the timing of the excesses in inventory you have found. Your community will also grow familiar with this pattern and can often create customer loyalty as a result.

#5: Be Patient

LED signs are often mistaken to be drivers of impulse buys. Although they do drive short term impulse buys in certain circumstances, it is more common to have a gradual more sustainable effect on buyers. People go with what is top of mind when they have the need or desire that matches your business. Staying top of mind with the community will create loyal customers that will support your business for many years to come. Short term impulse buys are great, but rarely do they support a business long term unless the entire business model favors fast buys at a low dollar amount.

Pro Tip: Think of your customers as your neighbors. They need to know who you are and why you are trustworthy. They need to know you are there when they need you. Be consistent in messaging and promotion cycles over time and people will notice.

by Guthman Signs | August 20, 2019

So you have an LED church sign, but now what?

There is a saying the LED sign industry, “Content is king.”

Quite simply put, if your LED sign has the most amazing brightness, full-color range, and high definition, and your content is lacking, it won’t matter how much you’ve invested.

Effective LED sign content for churches is THE most important factor for your project. As a marketing tool, LED signs are made to produce high-quality dynamic marketing strategies. Below are some tips and strategies to make the most of your LED church sign’s content.

#1: Take the time to create a strategy and vision.

Since LED signs are a considerable investment, it is important to formulate a strategy to maximize that investment. Think about what your church’s mission and vision statements are. How can they be shown in text, photo, or video clip form? What about activities, events, and initiatives like fundraisers that are going on? Think about how these activities can be shown in text, photo, or video formats. Most LED sign software packages allow you to work ahead and create graphics, animations, etc and schedule them out as far in the future as you’d like. Most LED sign manufacturers provide unlimited software training to assist you.

#2: Know your limitations.

LED sign definitions can vary widely. Know before you buy it. Definition, in LED signs, is measured in millimeters and is often referred to as “pixel pitch”. These measurements represent the distance between the pixels on your sign. So, the smaller the number, the better the definition and the larger the number, the lower the definition will be. In general terms, definitions of 6mm-16mm are capable of displaying full-color photos, animations, and text with clean lines. Definitions from 19mm-32mm+ are ideal for marketing that is focused on larger-scale text applications.

#3: Take advantage of your resources.

Most LED sign manufacturers are very interested in having great content on your sign. They will often provide training, demonstrations, and consultations. Some even offer content creation packages as well. Most LED signs will include standard graphics packages you can take advantage of as well. Remember, LED sign companies depend on their reputation in the field, so they want your sign to look amazing, just as much as you do.

#4: Stick to the basics of color.

Color combinations that look good on computer monitors or televisions do not always translate well to LED signs. This is due to the difference in definition and brightness between indoor ultra-high definition screens and outdoor high brightness displays. Contrast is of immense importance. Light tones on dark tones always create better contrast. Choose 2-3 colors your church feels comfortable with and return to these regularly in your content to provide a sense of the continuity of your brand.

#5: Think about the scale of your sign.

You will be previewing your sign’s content on a computer monitor most likely. Take that into consideration. Many people write full sentences over photos etc and neglect to recognize that with each word added, the text size must become smaller. Your goal should be to minimize the number of words used at any cost. Ask yourself, “can this be said with fewer words?” If the answer is yes, your content isn’t ready. If the answer is no, and your text size is too small, consider separating the message into two slides.

#6: View time.

The minimum time required for a passer-by to be able to capture your message is 5 seconds. Consider the speed of traffic as part of this equation. You can refer to a speed-view time-text size quick reference chart, can be found here: https://guthmansigns.com/led-signs/

#7: Slots and cycles.

Outdoor marketing professionals refer to a standard of eight (8) seven-second slots that rotate every 60 seconds as a rule to optimize repeat views. It often takes many views or “impressions” for the public to make a decision to act on your content. So establishing a 60-second loop with a max of 8 slots of content will allow you to standardize your consistent message while allowing you to change some slots depending on what events, initiatives, or seasons are currently important to the church.

Steps to take for your Church Sign messaging:

  • Take the time to create a strategy and vision
  • Know your limitations
  • Take advantage of your resources
  • Stick to the basics of color
  • Think about the scale of your church sign
  • View time
  • Slots and cycles

Contact Guthman Signs today to learn more about which Church LED sign is best for your needs!

by Guthman Signs |

As students, teachers, and faculty return to their daily routines, they often disconnect on important school issues. This time of year can be absolutely chaotic for parents, and students as well. So communicating effectively with your LED school sign will be an important way to bring everyone back together again and keep them in the know about important messages you have for the community. But how? The following tips will help you produce great dynamic and engaging content for the new school year.

#1: Keep it simple.

Schools often try to convey their messaging in its entirety by adding many too many words or too many slides. Parents, students, and faculty are all extremely stressed and busy during this time of year. They need to know the most important things to help them engage with the school’s community, but they need these messages to be delivered in 2-5 words over a maximum of 3 slides of 5 seconds each.

Segment your messaging for morning and afternoon pickup times so your main audience is getting the information they need in a quick and effective format. During the day schedule your content to display what you need the community at large to know in addition to the important messaging you’ve created for morning and afternoon pickup times.

#2: Focus on what’s important in the short term.

Many schools try to blast the community with their entire schedule of events, requirements, and initiatives from day 1. Bad idea. Consider segmenting your calendar into 1-3 month segments to narrow down the content into easily digestible playlists of 3 slots of 5 seconds each for parents to take in. You can schedule these out ahead of time as well so the sign doesn’t become a constant time drain.

#3: Focus on images.

A picture says a thousand words. It is a cliche, but in the case of LED signs, it is absolutely true. Think about what moves your community emotionally? A simple photo can often send a strong message for you, allowing for 2-5 words to be used to convey the action you’d like the audience to take. In short, the image tells the moving story, and the text tells them what to DO with that emotional response.

#4: Watch the brightness.

Many schools have their LED sign installed, then forget about it, as if it were a lawn ornament of sorts. It won’t matter if you have great content and marketing strategies if your sign has degraded to the point it won’t compete with the sun. When admin and faculty return for the school year, the sign can be forgotten about. People don’t see signs that don’t compete with the sun’s brightness. Sometimes a setting can be made in the sign’s software to remedy this problem, but often full replacement is required. Consult the manufacturer if you are unsure how to increase the brightness settings for your sign.

#5: Highlight your heroes.

You have the community’s attention now, perhaps more than you will for the rest of the school year. By creating encouraging content around the accomplishments of star students, star faculty members, or even star parent volunteers, can all set the tone for encouraging community involvement. People are much more likely to support the school if they see others being recognized for doing so. Students and parents alike respond to this in surprisingly effective ways.

Back to School Signs 101 Recap:

  • Keep it simple
  • Focus on what’s important in the short term
  • Focus on images
  • Watch the brightness
  • Highlight your heroes

Contact Guthman Signs today to learn more about which School LED Sign is best for your needs!

by Guthman Signs | August 1, 2019

Churches are installing LED signs across America in growing numbers thanks to the plethora of options to fit most church budgets in one way or another. Although this is an exciting and beneficial trend in church marketing, LED signs are often an entirely new endeavor for most church staff members. This lack of experience matched with the extreme importance of high-quality content on LED signs, means most LED signs are not being used to their fullest potential. The following 5 methods, ideas, and considerations are meant to spark creativity for Churches with LED signs to help remedy this trend.

#1: Fundraisers.

Most churches know how to plan and implement fundraisers. But how do you use your LED sign to market the fundraiser? Consider the digital sign at the earliest stages of planning, to be sure your marketing content across bulletins, website, and/or other notices are all complimentary with the sign’s capabilities.

Pro Tip: If your LED sign is a lower definition, make sure the principal message is short enough to be read easily on the display. IF you have a high definition sign, be careful not to crowd the sign with too much text, rather focus on a single powerful and recognizable image with 1-3 words to compliment. The goal is to create interest in 4-6 seconds, not communicate all the details.

#2: Spotlights. 

Churches have everyday heroes in their congregations. People that demonstrate the church’s vision for service are community champions that deserve the spotlight. By using your sign to recognize amazing acts of service in the community, your church can communicate exactly how it is helping the community. Trust, excitement, engagement, and fundraising all benefit from getting the word out on the heroes we drive past every day.

Pro Tip: Don’t ask permission. Service heroes tend to be humble and don’t usually seek public recognition. They do like to feel loved and appreciated (don’t we all?). It isn’t necessary to use names on the sign of course, but a powerful photo of a service hero in action can provide the background for powerful and engaging messaging.

#3: In times of need.

Congregations often seek ways to serve in their communities, but in times of dire need (ie imminent danger, floods, hurricanes, tornadoes, earthquakes, or others) it can be hard to coordinate so many willing community servants in time-efficient ways. Use your LED sign to help coordinate times, dates, places, and initiatives quickly and efficiently. When you update your social media sites, website, blog, text groups, or community email, update the sign as well, so those who wish to serve have the information they need to be able to engage with the community’s urgent needs.

Pro Tip: Create an emergency playlist template in the LED sign software so you are ready when the time comes to simply edit the text and post quickly. Creating a playlist to upload on the sign at the time of need can be impossible due to time constraints. Having a playlist on hand will make it a no brainer when/if the time comes.

#4: Team up with other churches.

By co-sponsoring, events with broader community impact are possible. LED sign marketing allows for co-branding on events such as concerts, revivals, VBS events, camps, performing arts programs, etc. Larger draws such as famous artists etc can be expensive. But sharing cost by providing marketing spots on your sign can allow your reach to grow exponentially.

Pro Tip: Check with your local radio station, performing arts theater, and/or nationally recognized speakers as well as local and regional businesses, churches, etc to combine efforts in this way. They will often partner with churches to share costs, especially if they can market to the community through your LED sign.

#5: Be funny.

A quick humorous message or photo on an LED sign can be a memorable experience. Communities feel a sense of trust when comedy is use don signs. Since they are not being “sold”  or “marketed” to per se many people become more curious about an organization. Quite simply put, comedy builds a sense of trust.

Pro Tip: There’s a comedian or two in every congregation. Ask around for ideas and you might be surprised at the great ideas already waiting in the minds of your church members. 

Best Ways to Engage Your Community with Your LED Church Sign Recap:

  • Fundraisers
  • Spotlights
  • In Times of Need
  • Team Up with Other Churches
  • Be Funny

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