Photos courtesy Optec Displays
By J.D. Iles
The electronic message centre (EMC) occupies a somewhat contradictory position within the sign industry. The concept of a changeable sign with some electric components has been around for about 80 years now, yet it may also seem to many sign shops like outdoor electronic displays are a new, untested technology.
It is nearly impossible to drive through any Canadian city today without seeing EMCs as an important part of the signage mix, for example, but there are still many sign companies that have either (a) never sold an EMC or (b) sold a few but do not consider them an essential or even important part of their product offerings. The reasons for this contradiction include a combination of customer interest levels, the perceived high cost of the initial investment in an EMC, local sign ordinances’ allowance for this technology and, of course, the degree to which a given sign shop is interested in and comfortable with EMCs.
While the recent widespread adoption of EMCs could be perceived as bad news for the ‘traditional’ sign industry, it actually represents a growing opportunity for those signmakers who are interested in actively selling EMCs themselves but have not yet taken the leap into this product category.
It is nearly impossible to drive through any Canadian city today without seeing EMCs as an important part of the signage mix.
Choosing a manufacturer
That said, given today’s wide variety of manufacturers of outdoor electronic displays around the world, the decision to enter the EMC market can be a complicated one, as there are too many different brands to offer to a sign shop’s customers. It is advisable to keep the following factors in mind:
- Maturity in the industry—For how many years has a given manufacturer been specializing in building EMCs? A relatively small number of these companies have been in business for more than 10 years—and only a handful have been manufacturing displays for more than 30 years. As in any industry, choosing a ‘mature’ supplier with a strong track record can help ensure the best mix of value, robust technology and long-term customer satisfaction.
- Ease of access—The ability to meet and talk face-to-face with a manufacturer’s factory representative should never be undervalued. This person will be needed not only to support the sign shop with work in the field, but also to help both the shop and its customers if any problems arise after the sale.
- Demo support—Is there a demo unit to be placed in front of the customer? The purchase of an EMC is somewhat analogous to the purchase of a vehicle, in terms of cost and the important of making the right decision. Hence, allowing the customer an opportunity to ‘test drive’ an EMC before purchasing it should be a basic step in the sales process. It will both educate and reassure the customer.
- Software support—In addition to robust hardware, has the EMC manufacturer developed good software for controlling the sign? It is important to check and not simply assume the best. The customer will buy the hardware once, but live with the software every day, so that software needs to be intuitive and easy-to-use.
- Power consumption—Even in an age of ever ‘greener’ and more sustainable technologies, buyers need to be aware of power consumption, as some brands of EMCs will use twice as much electricity as other, more efficient models.
- Sales structure—Another aspect of the manufacturer to look into is whether or not it is a direct competitor to the sign shop. Many EMC manufacturers sell both to signmakers and to those signmakers’ customer base. A few, however, concentrate more on developing long-term relationships with individual sign companies as their authorized dealers, keeping out of the direct-to-user market.
