The population around your business consists of existing and potential customers who are consistently on the move. Keep in mind the fact that roughly 18% of Americans shift base every year. Regardless of whether it is a long or short distance, their basic trade area changes. In addition to that, out of all the traffic outside your business, 15-25% of it is probably just passing through the area and are not familiar with the location. Therefore, if you are under the impression that your business is popular and everyone is aware of its location, you are probably wrong.
Business owners can make use of these electronic message displays to attract newcomers into the area. By editing the message displayed and the graphics on your signboard to match the kind of people on the street at a particular time of day, a business can more effectively communicate with the public.