Ask the Board – June 10, 2019 | MARK GEIGER

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“How do you pitch a big idea involving digital signage to a new client?”


Fortunately for me, I am able to pitch big ideas involving digital signage several times a month.  Working in a large convention center provides the opportunity to meet thousands of potential new clients on an annual basis. Many new clients in the convention industry still lean toward old-school inventory like banners, meter boards and other print materials. The idea I pitch to these new customers deals with the concept of utilizing digital signage vs. banners. Simple math and the potential increase in bottom line often appeal to these groups.  When I present and compare production, installation and removal costs of one customer banner against 10 customer spots on multiple large LED screens it’s just a matter of time before they convert to digital.  

Another example is the last-minute digital signage pitch that surrounds shows that have very competitive exhibitors, who are all about outdoing each other. I always discuss options, digital inventory and pricing with show management, because it’s their show and exhibitors. Once I have permission and business terms in place with show management, I have hundreds of potential clients on the show floor to pitch.  I target the biggest exhibitors who use digital signage in their space on the show floor. My pitch is simple: All available digital signage in the Center’s public space on a first-come basis.  This has worked in the past, and I look forward to the show’s return because I know I’ll have many more eager new clients willing to buy signage based on the response that their competition received the previous year.

About Author

Advertising Manager
Georgia World Congress Center

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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