Display Increases DQ's Visibility
Dairy Queen, Vernon, British Columbia, Canada
The Challenge
"People are very visual, and they will come into the store because they saw a picture of a Blizzard®, not because they saw the word."
Sheldon Aldrich, Owner,
Dairy Queen
Business in Vernon, a city in the British Columbia province of Canada, is highly influenced by summer tourism. Sheldon Aldrich, owner of the local Dairy Queen, is located on a busy tourist highway and wanted to increase his visibility. He had to replace the building's two static signs, and felt that this would be a great time to incorporate a digital display into his signage.
He had seen digital displays at the Dairy Queen conventions and due to their superior pricing and agreement with DQ, Sheldon chose a Daktronics full-color Galaxy® display. "People are very visual, and they will come into the store because they saw a picture of a Blizzard®, not because they saw the word," said Sheldon. "It was very important to have full color, so that we can show them the product as it is."
The Daktronics Solution
Since installing the display, Sheldon has already seen a response. "I did a small survey of customers who ordered the special and asked them what got them into the store," said Sheldon. "Everyone said it was because of our display." Indeed, the display has a high impact with the drive by audience. "We are one building away from a busy intersection," said Sheldon. "Unless you are behind a semi truck, you will be able to see our display through the entire light."
There are other benefits to owning a digital display. "It is so easy to use, anyone with a computer can do it," said Sheldon. "I spend less than two hours to plan a month's worth of content, and I can make changes whenever I need to." Sheldon also day-parts his display. "My till automatically makes price changes for specials that we run throughout the day," said Sheldon. "I can schedule the display to advertise these specials at the same time each day."
The display has also allowed Sheldon to save on advertising. "I am going to get more people driving by than by print advertising," he said. "I am running one print ad for Mothers Day, and between that ad and my sign, there isn't a person in Vernon who won't see our special." Sheldon also uses his display to help promote the local junior hockey team. "We get tickets in exchange, and I use them for employee incentives or customer gifts."
Equipment Description
Galaxy® LED Display
Lines x Columns: 48 x 96
Line Spacing: 20 mm (.78")
Dimensions: 3'10" x 6'9"
(1.15m x 2.06 m)
Description: 2-sided outdoor display
Series: 3500