Two successful entrepreneurs tell us about their experience and how they have managed to enter the business of advertising on public roads using LED screens.
Adrian Morel*
Carlos Luppi is not only fond of racing bikes, he is also an Argentine businessman who has successfully positioned himself in the business of outdoor advertising with LED screens.
Carlos, with mate in hand, tells us that his first LED screen was twelve square meters, located in a strategic area between busy avenues. Being a pioneer in his city gave him a great competitive advantage. His family business had the help of friends, who supported the project from the beginning and offered themselves as sponsors to advertise on its first screen.
After the first screen "the phone does not stop ringing" referring to top companies interested in publishing on the screen. Already with a second screen acquired, the business continued to grow and Carlos estimates that it will soon reach five screens.
From Guatemala, Mario Rivas, already with several ventures of different nature in technology, tells us that he formed a corporation with several directors to undertake the advertising business in public with LED screens. The first screen had a dimension of 24 square meters and had a very strong visual impact on Guatemala City.
Mario commented that given the great success of the first screen, they were able to sell advertising in advance for the second and were encouraged to put the foot on the accelerator and the second screen was 40 square meters.
"With the first supplier of screens we learned about the technology" which is a very important issue to mention because the screens have a great technical and engineering dependence, not so much in the scheduled maintenance but in the unforeseen due to vandalism.
With regard to managing the advertising business, Mario points out that "over time we have learned that brands seek frequency and coverage, hence we have been growing the number of screens installed covering the main avenues of the city." Today it has ten screens strategically distributed in the city.
Carlos, despite already having organized his programming and managing with software for content management, tells us "here there is no one who knows" and would like to have more help or support from professionals with experience in software.
When asked about what advice they would give to new entrepreneurs, Mario tells us "With the issue of screens, perhaps the most important thing to consider is the location of the screen, the quality of the screen, the production of the spots so that they are effective for the brands and make them see their investment profitable".
For his part, Carlos recommends the new investor to "demonstrate the true interest to his client, so he sees that one really works for him and not only sells a space in a poster".
Conclusions
After having read the story of two entrepreneurs from different countries we can rescue some points in common, such as a good location of the screen, reliable technology, adequate dimension of the screen, listen to the client in relation to several points or several screens to offer coverage in strategic places, etc.
As you can see, the screen business does not begin and end with the purchase of hardware, but has countless related topics such as content management, proper business management, high-level advertising contact and social responsibility.
Cities that have implemented an orderly system of advertising on public roads with LED screens have benefited in several ways, eliminating the pollution of advertising or undesirable graffiti, giving life to the city by extending the hour of consumption of the inhabitants, better lit streets increase the influx of tourists and improve citizen security. Imagine Las Vegas without light and we are left with only the desert, but Las Vegas illuminated is a tourist city, profitable, alive 24 hours a day.
* Adrian Morel is an audio, video and lighting consultant. He lives in Silicon Valley, California, USA.
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