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February 5, 2013

Former NFL Star Uses Watchfire LED Signs to Boost Auto Dealership Image, Sales

DANVILLE, Ill. – As auto sales gain momentum, auto dealers across the country are choosing LED signs manufactured by Watchfire Signs of Danville, Ill., as a powerful tool to refresh their image and boost sales.

“We’ve actually reduced our advertising budget by using the Watchfire digital sign,” said Mike Pruitt, former NFL running back and owner of Pruitt Honda in Akron, Ohio. He purchased a full color Watchfire XVS 19mm sign after extensively researching digital signs. According to Pruitt, the digital sign draws customer attention and gives his dealership top-of-mind awareness. But the biggest benefit is the result. “It seems any used vehicle we put there gets sold.”

Pruitt’s experience is reflected at auto dealerships nationwide, because Watchfire LED signs are designed to be durable, energy efficient advertising tools that are easy to use and deliver strong visual impact. That combination yields strong results, according to Mark Warner, director of Marketing for Bill Cole Automall in Bluefield, W.Va.

“We treat the sign advertising like a TV commercial,” Warner said. “There are so many software features available, Watchfire gives us a universe of tools to work with.” The staff at Bill Cole Automall manages the sign and updates it frequently to drive customer attention and traffic into the showroom. “We like our prospects and customers to feel like they are always seeing something new,” said Warner.

Energy efficiency is an added benefit of Watchfire products. When Bill Cole Automall analyzed the return on investment, the cost savings in maintenance and energy consumption made their decision easy. The dealership even qualified for an energy rebate in the tens of thousands of dollars. That savings gave the Automall the confidence to purchase the largest sign of its type in the area.

The value of a sign upgrade is something Bill Alexander Ford in Yuma, Az. understands well. The dealership purchased their Watchfire LED sign in 2012 as a replacement for a sign they had dismantled years before out of frustration with the expense and maintenance. The new XVS 19mm sign had an immediate impact, driving customer attention and sales. According to General Manager Everett Dawson, “the sign is easy to use, and it’s a good way to announce promotions. Overall it adds value to our whole advertising program.”

Jeff Fritz, chief financial officer agrees, “There is no question in my mind — it was definitely money well spent.” Watchfire will showcase its full line of LED signs February 8-11at the 2013 National Auto Dealer Association (NADA) Show in Orlando, FL. Dealers who visit Watchfire in Booth 175 will have the opportunity to experience the attention-getting power of Watchfire products and learn how LED signage can help them advertise efficiently and economically.

To find out how Watchfire can help any auto dealer to make the most of LED sign advertising, download “Driving Growth with Digital Signs: LED Signage for Auto Dealers” at

About Watchfire Signs
Watchfire Signs designs, engineers and manufactures the best looking, most durable outdoor LED signs, Price Watcher gas price signs and digital billboards to help businesses and organizations increase visibility and drive growth. Headquartered in Danville, Illinois, Watchfire has manufactured outdoor electric signs since 1932 and LED signs since 1996. The company has created more than 45,000 Watchfire LED signs for auto dealerships, retail stores, restaurants, banks, convenience stores, gas stations, schools, places of worship and other locations worldwide. For more information, go to

Watchfire Signs
1015 Maple Street
Danville, IL 61832
Phone: 8669499282
Website URL:

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