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We need to boost education

A few days ago I was at a Target, one of the most recognized retail stores in the United States. Walking through the area where the LCD and Plasma screens are displayed I saw that on the shelves there was a small pocket with information leaflets. What a surprise when I opened it and they were recommendations to select between a plasma and an LCD, based on the final applications of the devices.

Before stopping to look at the brochure I started to think about how positive it is that a simple intermediary like Target (by the way, I frequently visit retailers like Wal Mart or Best Buy and never saw any with this type of educational material) is worrying about educating and informing their customers in the selection of one or another technology.

Manufacturers may be carrying out ambitious training programs for their distributors, but the really important thing is (and that's what I realized with the brochure in my hands) that those who develop technology work closely with their representatives in each country to make sure that their message reaches the purchasing manager of a new convention center or a hotel – regardless of the fact that whether they are customers or not- who may be thinking of modifying their digital signage system, because when they want to acquire technology they will think about buying it from those who have been educating them.

Latin America is a very favorable territory for this. I can affirm, without fear of being mistaken, that many business executives and potential customers do not yet know the differences between one system and another, the advantages of one technology or the other; I know this because in the retail stores of Colombia, where I live, I still hear people from all walks of life having discussions about whether to buy an LCD or a Plasma based on inconsequential aspects, such as what is the newest modality; what's worse is that there isn't always an adequate response from store advisors.

I think then that it is very important to dedicate ourselves to promoting education as the only real and effective way to gain market penetration. In an era that presents so many changes in audiovisual formats, the lack of information about it is almost a sin. I owe you the brochure, but what I can tell you is that it was very entertaining.

- Publicidad -

Until next time.

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