Digital signage is a highly effective tool for reaching out to customers. However, it’s important to make sure the content of your display is well thought out and aligned with your marketing objectives. Whether you’re looking to increase your social media followers, boost sales, advertise special events or even simply streamline communication, having clear goals will help you define the original content you want to showcase.
Using signage as part of your marketing strategy is an excellent way to stand out from competitors and build brand recognition. The clearer and more recognizable your business’s signage is, the more likely it will be that customers will think of you when they need your products or services. Signage should be a large part of your overall marketing strategy and work in conjunction with your website, brochures and any other advertising you may run.
One of the most common mistakes companies make with their signage is neglecting to consider its positioning and audience when designing it. It’s vital to take the time to analyse what your core customer objectives are, how they change across the day and what kind of messages will best reach them. This can be done by conducting market research and checking your business’s brand guidelines to ensure it’s consistent with any other marketing collateral you might have.
The location of your digital signage is also vital. You’ll want to place it in areas that will be visited and seen by your target audience. This could include retail lobbies, healthcare waiting rooms, restaurant display windows and various places in retail stores. If you’re advertising consumer assortments then a five-star hotel, airport or shopping mall can be ideal. It’s also worth considering how often your target audience is likely to visit and pass by, as this will impact the frequency of messages you need to create.
Your digital signage should include a mix of company videos, images and adverts, but you can also get creative by using it to encourage user-generated content. For example, a step-and-repeat banner with a branded hashtag can encourage customers to snap a selfie and share it on their social media channels. Then, you can use your digital signage to highlight the most popular photos, boosting visibility of your brand and encouraging more people to try it out.
Once you’ve established the purpose and goals of your digital signage, it’s important to establish metrics by which to measure success. This can be as simple as adding unique URLs, promo codes or phone numbers to the content of your signs. Upticks in these metrics will provide tangible proof that your signage is indeed capturing attention and nurturing targeted behaviors.
It’s also a good idea to set timelines for your digital signage rollout, giving yourself plenty of time to design and edit the content as well as rope in stakeholders and receive approval. This will help to keep the process running smoothly and make sure your digital signage is rolling out according to a structured schedule that’s in line with any other marketing campaigns you might be running. To learn more about how to best incorporate visuals into your marketing, reach out to your local signage company in Fresno today. They can help you develop a custom, cohesive branding strategy that will boost your bottom line.