Digital Signage Strategy For Newbies

 The most important thing to recognize when you start communicating by a digital sign is to realize that viewers don't care about your message just because it's digital unless you give them a reason to care. Certainly this applies to any communication effort. Just presenting information on a digital sign does not nullify lazy thinking or uninspiring content or other communication snafus.

Fortunately for anyone using digital signage, it has proven to be a great platform for breaking out of boring routines by experimenting with content, having a bit of fun, maybe even jolting your audience with something unexpected, and then seeking to engage your audience beyond a casual glance. For example, if your content produces a smile instead of a glance, you might just be on to something.

Because of its ability to change messages on the fly, by schedule, by data, or by various environmental triggers, digital signage represents a new way of thinking about communicating. It empowers communicators to address the ways consumers, customers, and employees think and act at the point-of-sale, point-of-wait, and in the point-of-transit environments. Since digital signage is not print, and it's not television, it requires a different approach.

Modern digital signage products and services provide tools to help make your in-house messages or advertising reliable, consistent, on time and of high quality. However, a tool is not a strategy in itself. No worries! These guidelines will equip you with some key facts to make your messages more engaging and appealing.

Digital Signage Content Basics

When people are on the move, you have only seconds to engage them. Here are some attention-grabbing strategies to incorporate into your messages:

Use bright colors.
Use motion in the narrative to help tell the story.
Refresh signage content often to reflect sales, special offerings--and sales goals.
Reinforce product and branding messages.
Know your customers. Speak to their interests. Content should be dynamic and reflective of what people are doing.
Make sure the digital media experience complements all marketing objectives, from merchandising to branding.
Keep the look and feel of your content consistent with your brand equity.
Avoid excessive text. Keep your messages as visual as possible.
Don't try to deliver full advertising messages, as you would for television, print or long-form video. Show product glimpses that pique curiosity or provide information.
Create designs that can exist independent of sound; assume that it will not be heard. On the other hand, see the next point.
Use sound when the signage location allows it.
Try to incorporate product tips and information.
Experiment. Have fun.
Digital Signage Deployment Strategies mtcgame

Use larger displays when possible and practical. Bigger increases WOW factor!
Make sure your messages are relevant to the time, place and purchase opportunities at hand.
Incorporate touch screen technology when interactivity is appropriate and useful to the audience.
Utilize motion sensor technology when appropriate and useful to the audience.
Utilize custom data when appropriate and useful to the audience.
Keep the customer experience at the front of your mind as you choose content. Digital signage should enhance--rather than intruding upon--the shopping experience.
Use an editorial calendar to determine the best timing for content.
Incorporate frequent brand IDs for your company and its products.
Use your signage to create add-on sales: accessories with that dress, extra cheese for that burger, etc. This strategy has created double-digit sales increases for many companies.