Retail stores can really benefit by putting an electronic message board out front. First of all, the sign itself will attract eyeballs, which is something that should always be one of your primary goals when looking at advertising. Second, it gives you a forum to put information out to the public. Running a special this week? Type it into your sign and let people know. These signs can be especially effective when you have direct competitors nearby. You need something to draw customers into your store and away from your competition. This might be the factor that makes the difference.
Perhaps more than any other form of business, banks have made liberal use of the electronic message board. Why is that? It's hard to say. Most banks just use the space to advertise the time and temperature, neither of which is doing anything to draw customers in to open an account. Or are they? That's one of the most overlooked advantages of having one of these signs out front. You don't need to use all of your messaging space to relentlessly advertise. The sign itself is your advertisement. Draw attention by providing a public service. Most businesses in this day and age seem to go for the hard sell every time, but there is a place for passive advertising as well.
It's rather uncommon to see a restaurant with an electronic message board out front, but it's not difficult to imagine how helpful it could be. Instead of posting your specials on a plain back-lit sign like all the fast food franchises down the street, set yourself apart. Post your most enticing meals on the electronic message board and draw people in. Use descriptive language and tempt onlookers with your excellent food. The possibilities are limitless and could very well be what you need to turn your business into a success.