It is a fact of modern life that we live in an era where we have become accustomed to electronic sales messages that flash up on our computers, phones, and tablets. This is what people have now come to expect of advertising, and for brick-and-mortar operations that want to get a message across, competing with this medium can prove difficult. These days digital signage network is one of the best solutions for building brand awareness.
But there is a perfect solution that can get your brand message across in the way we have all become accustomed to.
Digital signage is a highly effective means of getting targeted content delivered precisely where you want and in a format that captivates an audience that expects something more than a mere poster, flyer, or banner.
Dynamic digital signage containing real-time information is the perfect way of stamping your brand message onto the minds of the modern consumer.
Digital Signage: The Perfect Solution For All Types Of Content
For sheer versatility, it’s hard to beat digital signage as a method of getting your message across. One day you could have a targeted campaign informing customers of an in-store offer, the next day, it could be directing them to event promotion. The possibilities are endless, some of the types of content that digital signage could be used for are listed below:
- Special offers
- Product announcements
- Wayfinding
- Meeting and event schedules
- In-store offers
- Industry news
- RSS feeds
- Live information including, traffic, weather, stock news, sports results
- Third-party advertising
- Product advertising
- Visitor greetings
- Alerts
- Training information
A strategically placed digital sign can deliver targeted, relevant messages that enhance your brand image and are convenient for both staff and customers. By freeing up the time spent by staff informing customers of offers or offering advice, directions, and instructions, digital signs streamline your operation by minimizing wait time for customers and keeping them entertained at the same time.
Providing your customers with a multimedia user experience is a fantastic method of enhancing your brand image. This modern approach shows your clients that you are a forward-thinking organization, with your customer’s needs, always at the forefront.
The versatility of dynamic content means that it can be used in a multitude of high-traffic environments, including offices, store entrances, staff rooms, conference room entrances, hotel foyers, waiting rooms, and many more. Each display unit can have its content individually customized.
Create A Brand Experience That Stands Out From The Crowd
Building a strong brand identity involves using a consistent approach across all media. Your brand identity is not just a logo or a single design element, it is a “whole” that represents your brand’s ethos, values, personality. Digital signage makes it easy to create a unified and distinctive look that resonates with your customers.
By creating a look and feel that is applied across the board, your entire digital signage network builds an instantly recognizable brand identity that customers will come to trust and rely on.
Building your branding into the heart of your digital signage campaigns increases viewership and attracts interest from advertisers.
Adapting Your Digital Sign To Your Brand And Target Audience
Ensuring that your advertising is consistently represented across a digital signage network is critical for building brand awareness.
The look and feel of a digital signage network should comprise a theme that is centered on color schemes, graphics, audio, animation, and other elements that are consistent across the entire network. This visual style will create a distinct identity that becomes synonymous with your brand.
Another factor to consider when planning your digital signage campaign is the content that is displayed across the network. It is essential to understand the demographic of your target audience. This allows you to show content that is tailored to appeal to the right viewership. Finding out as much as you can about your target audience, including age, interests, gender, income, and more, allows you to accurately design your content with your specific audience in mind.
The ability to display dynamic content across a network of digital signs is a great way to build brand awareness. But, for it to be successful, it is important to avoid scheduling irrelevant content as “a filler.” The point of having consistency across the board is to build trust, but viewers and potential customers are quickly turned off if they are bombarded with whimsical or non-relevant content.
Display Advertising
It isn’t just your brand’s message and advertising that can be displayed on your digital sign network. Allowing third-party advertising on your digital signage is a great way to achieve a strong Return on Investment (ROI).
Of course, the choice of clients that you allow to advertise across your network is crucial to maintain brand loyalty and trust. For instance, allowing Ireland’s prime beef supplier to advertise on screens within your vegan restaurant is not a great idea. This is an extreme example, but the point is to make sure that only appropriate ads appear on signage that represents your brand.
Using Scheduling to Tailor your Content
Playing the same loop of content over and over again soon leaves regular viewers bored, and in the worst-case scenario, can build resentment. Scheduling allows you to vary the content, shuffle the order it’s played in, and even limit the time of day and particular days that certain content plays at.
Using a method called dayparting means you can play entirely different content at particular times of the day. This gives you incredible flexibility to “micro-target” your audience. This can be used in a whole range of circumstances where customers vary by time of day. For instance, a community center may have a mother and toddler group in the morning and a karate class in the evening. Using dayparting allows you to schedule content that appeals to both these groups at the relevant times.
An Interactive Solution
Using interactive content across your digital signage network is a great method of creating an engaging customer experience that will make your brand message stand out from other advertising.
The simple fact that customers actively engage with your content creates a more memorable experience for them that helps drive brand loyalty. Because they can make selections and interact with your display gives them a feeling of control that other advertising mediums can’t compete with. When paired with a vibrant theme and high-quality images, the interactive nature of digital sign systems makes them an essential marketing tool for the digital age.
Conclusion
For forward-thinking organizations, digital signage is a tool that can’t be ignored. Cost-effective and proven to drive customer engagement, this powerful way of building and enhancing a brand image is versatile, practical, and simple to implement and maintain.
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