Installing the technology is just the start of dealing with digital signage. You will also have to develop an marketing plan that integrates your current traditional advertising with that of the digital signs. Here are a few suggestions to make the whole process a little easier:
Use existing marketing materials – In most cases, a company will have already developed a traditional branding and marketing plan before they look to create an online presence. There is no reason not to use these materials as a jumping off point for their digital signage content. In fact, it is essential that the two are perceived as seamlessly combined by customers to ensure the maximum effect of both.
Import streaming media – You may feel that the story of your company is the most important thing in the world. It is… but only to you! Your potential clients are looking to obtain much more straightforward information such as the current time, the weather outside and the latest breaking news. Provide them with this through streaming media and your other messages will also get a view. It is somewhat of a “bait and switch” strategy but it is also highly effective.
Create an interactive experience – The true beauty of digital signage is that it can be made interactive. Not only can your signage deliver a general message about your services but you can also customize ones on an individual basis dependent on how the visitor reacts to certain prompts. In addition, mobile interactive apps can be downloaded by your visitors. Then, if they approach the sign, it will recognize them and deliver truly customized content.
Make a call to action – At some point, you have to ask for the business. You do not need to beat the visitor over the head with a “Buy Now” button on every page but you should give them ample opportunity to leave contact information, download a white paper or ask for a follow-up phone call. After all, you are potentially solving a problem for them not just trying to sell them something.
For further information on crafting more effective digital signage content, please visit us at iGotcha Media. We can be contacted online at iGotchaMedia.com or reached directly by phone at 514.448.4016.
iGotcha Media is a digital interactive studio specialized in building memorable screen-based customer experiences. Solutions include screens, interactive kiosks, video walls, RFID technology, audience-measurement technology, wayfinding and payment solutions and in-store audio. We help our clients creatively communicate their value propositions. With offices in Montreal and Toronto, iGotcha Media's clients include Birks, Browns Shoes, Cirque du Soleil, Groupe Touchette, Loto-Québec, National Bank of Canada, Nissan Canada, Reebok, Rona, Toronto Congress Centre and VIA Rail Canada.