Big-screen promotion

Major retailers have been using flat-panel displays to advertise specials and services for several years now. Recently, technology costs have come down, making this high-impact promotion tool more accessible to small businesses.

Sargent’s Gardens in Rochester, Minn., has set up these TV billboards in its locations. The monitors tout the company’s landscape design and installation services. The big screen is connected to a computer that runs a continuous PowerPoint presentation with actual project photos.

Paul Pike, Sargent’s production manager, green goods buyer and resident IT guy, said the display has been effective. Screens are positioned near checkouts to take advantage of the captive audience. The display can be easily updated by inserting new PowerPoint slides or loading a brand new slide show.

Pike said they saved some money on this project by doing the installation themselves. He offered some details on the main hardware components.

Monitor. High-definition TV monitors were purchased at a local electronics store for about $1,000 each. The model Sargent’s Gardens chose came with integrated 15-watt speakers. The current slide presentation doesn’t include voiceovers, but having speakers in the monitor keeps this option open.

Computer. The HDTV monitor is hooked up to a computer hidden in a small closet nearby. The computer’s sole purpose is running the store’s 150-megabyte PowerPoint presentation.

“We just put together a computer,” Pike said. “Or you could buy a fairly cheap one. Anything with a Pentium 4 processor can handle the program. It also needs a digital video card.”

A wireless keyboard and mouse allow staff members to easily perform maintenance duties on the setup.

Cables and other components. Several of the cables and other components were purchased online. A DVI to HDTV component adaptor attaches to the back of the computer, allowing the big screen to serve as the monitor. A pair of Bobcat baseband components made it possible for Pike to string Category 5 (Cat 5) cable from the hidden computer to the wall-mounted monitor.

Sample shopping list*

Computer (new)           $500

HDTV monitor $1,000

Monitor wall mount       $100

DVI/HDTV component            $20

Bobcat baseband components  $100

Component cables (2)  $40

Category 5 cable          $30

Total    $1,790

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* Estimates only. Components and prices will vary based on individual preferences, needs and circumstances.

For more: Sargent’s Gardens, (507) 289-0022; http://sargentsgardens.com.

- Sarah Martinez