Introduction and introduction of the guest
We welcome José Julio López, commercial director of the IluminLED Group, and responsible for the Cosmi brand, specialized in electronic screens. The conversation opens by addressing the impact of dynamic advertising on the signage sector.
José Julio's professional career and origin of the IluminLED Group
José Julio shares his entry into the technology sector more than 40 years ago, his experience in the world of electronic screens over the last 20 years, and the evolution of the IluminLED Group. He explains how the group is made up of three different companies: Cosmi (electronic displays), Lucia (electric bicycles), and Illudesk (LED lighting).
Cosmi's business model: exclusive distribution to professionals
It is analyzed how Cosmi works only with professional distributors, avoiding direct sales to the end customer. Its structure is designed to support the professional channel with technical, commercial and marketing support. Special mention to Club Cosmi, a comprehensive support platform for distributors.
Cosmi Roadshow: technology on the move throughout Spain
José Julio presents a new initiative: a national roadshow with a truck that travels through Spain showing Cosmi products live. This event will allow customers and distributors to experience first-hand the new technologies, including the innovative COP technology that replaces SMD, with better resolution and less maintenance.
A unique catalogue of electronic solutions
We explore the wide range of Cosmi products: from customized solutions adapted to the customer, to a standardized range that includes banners, banners, mupis, pharmacy crosses, video markers and more. Standardization allows prices to be optimized and competitiveness to be increased.
Compatibility between traditional sign and electronic displays
It is debated how screens are not the competition of static signage, but a perfect complement. The best facilities combine both elements, generating visual impact and allowing the customer to update content and promotions autonomously.
Why has the sign industry ignored this opportunity?
José Julio and Sergio reflect on the sector's lack of interest in electronic screens, despite being a logical evolution of the sign. Despite multiple trainings, most sign makers have let this line of business pass.
Success stories: pharmacies, stadiums and more
Concrete examples are presented of sectors that have successfully adopted electronic screens, such as pharmacies (more than 90,000 crossings in potential), sports facilities and retail. The generation of passive income through advertising and content stands out.
Long-term profitability: maintenance and contents
The three pillars of recurring revenue with screens are explained: technical maintenance, dynamic content and technological renewal. A business model that breaks with the seasonality of the traditional sign sector.
Other sectors that have been able to take advantage of this technology
Faced with the lack of interest of many sign makers, companies in other sectors – such as suppliers of equipment for pharmacies or sports installers – have capitalized on the sale of electronic screens, including video scoreboards and dynamic crossovers.
Objections of the traditional sign-maker and how to overcome them
The four most common objections are listed: fear of internal competition, lack of technical knowledge, perception of high price, and difficulty of financing. José Julio dismantles each one with practical and real solutions based on training, support and financing via renting.
Consumer evolution and the need to adapt
We reflect on how consumer behavior has changed. Street commerce suffers from the rise of ecommerce, which forces sign makers to specialize, innovate and diversify their offer to survive and grow.
The problem of municipal advertising ordinances
The debate on how outdoor advertising regulations limit innovation is opened. A dialogue between administrations, manufacturers and associations is proposed to adapt the ordinances to the technological reality, instead of maintaining obsolete restrictions.
Technical solutions to comply with regulations
José Julio details how modern screens can regulate their brightness, content and format, complying with any legal requirement. It is proposed that the dynamic sign is not only adaptable, but can also be more respectful of the environment than other solutions.
The immediate future of dynamic signage
José Julio sends a clear message: this market is just beginning. Although we already see dynamic screens in multiple sectors, there is still a lot of room for business and opportunities to be exploited. The time to enter is now, when there is still room for new players and interesting margins, before the market becomes saturated. Cosmi not only sells products, but also business opportunities with high added value.
Final reflection: creativity, evolution and the future of the sector
We close the episode with a reflection on the role of the sign maker as a creative professional. We talked about the potential that the sector has to offer unique solutions thanks to its capacity for design, adaptation and personalized execution. Dynamic advertising is not just a new product, but a new way of thinking about business, combining technology and creativity to lead change.
