Digital Signage Content - It's All About Expectations by toriola1

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Signage comes in various varieties, and commercial signs are there to identify or attract business for the store, building or vehicle displaying the sign. Signage, as most graphic design, is a form of communication. Click here to know more

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Digital Signage Content – It’s All About Expectations By Crystal Hargrave

Digital signage content is most successful it if meets people’s expectations. If it doesn’t, it can lead to disappointment and create a negative image of your business. So how do you determine what potential customers are expecting from your digital signage content? Put yourself in their place and consider the context in which they are viewing it. Customers waiting in line at a bank are different from those rushing through the grocery store or those filling their tank with gas. Digital signs in each of these situations may serve a similar purpose – providing information – but they need to do it in a way that meets customer’s expectations. Customers who visit a bank branch usually plan on waiting at least a few minutes for service. They are not accustomed to walking right up to the counter and being served, so their frame of mind is different from someone who is hurriedly visiting the gas station on the way to work. When they encounter digital signs, bank customers are in the mood to be entertained with interesting lifestyle messages, news or weather. They expect to be given something interesting to read while they wait. Repeated short promotional messages are not in line with their expectations, and may not be as effective as longer form, entertaining messaging. In fact, repeated loops of direct advertising of bank products could be so out of line that they cause resentment and a negative customer experience. Contrast bank customers to grocery store customers. They may enter the store with a list of items, but chances are pretty good they will buy additional items if persuaded to do so. Although they may be in a hurry, they will be open to short, informative messaging about new products. When they see digital signage, they expect a quick promo for a new product, but they also expect to be educated about how to prepare or serve the item. Digital signage content in this context needs to include useful information, like meal ideas or the health benefits of the food being promoted, in order to sway the customer. Otherwise, the customer will see the content as just another ad and quickly disregard it. Now consider gas station customers. Often in a hurry, when these customers see digital signs on the gas pump, they do not expect long form advertising that requires them to wait for the complete message. Digital signage content in a pump-top display needs to address the immediate needs of the customer in as little time as possible. For that reason, day parting technology is particularly effective in this context, since it can adapt messages quickly to respond to those needs – pushing wiper fluid with a storm on the way, or promoting a new brand of coffee during the morning rush hour.
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Understanding what your customer needs from your digital signage content will help you creative effective messages that get read and responded to in a positive way. For more information on digital signage media and creative digital media contact http://www.ek3.com/digital-merchandising -products/digital-signage.htm

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Digital Retail Signage – A Balanced Approach is Best By Crystal Hargrave

Digital retail signage can work for you or against you. It all depends on how you use it. To make the most of your signs, you need to plan carefully, taking into account the needs and expectations of your customers and the many ways you can use your signs to boost sales and traffic. What Do Your Customers Want From Your Digital Signs? Today’s customers are media-savvy and they expect more than mere advertising on a digital signage network. If your network is weighted heavily towards advertising, your customers will quickly sense it and ignore it. Customers want information that adds value to their shopping experience. But the information also has to correspond to their expectations and understanding of what your store offers. Imagine shopping in a high-end retail store and seeing ads for a fast food restaurant. How would you respond to this jarring contrast? Would you feel confusion from the disconnect between luxury goods and greasy burgers? Disappointment, perhaps because you think the retailer is not as prestigious as you originally believed? Uncertainty about the image the retailer is trying to project? If your digital retail signage shows any lack of understanding of your customer base and its needs, it will not succeed. When you are planning your signs, you must begin by identifying your customer, then design content that will speak directly to that person. What is the Best Way for You To Use Your Signs? Retailers typically have one overriding goal for their digital retail signage – increase sales. But to accomplish this goal they need to get beyond the idea of mere product promotion. By its very nature, digital retail signage allows for a much more nuanced approach and, as we said earlier, your customers know it. A recent guide from Digital Signage Today (DST) focused on digital signage content. The authors suggested that when planning your network, you focus on the customer experience. Ask yourself how your digital retail signage will improve the customer experience and, as a result, increase interest and sales in your store. As the DST guide makes clear, most digital retail signage needs a two-pronged approach, with marketing on one side and information on the other. A mix of both types will engage your customers and make it clear that the signs offer more than advertising. What can you include in the marketing side of the mix? Try entertainment stories, news, and so-called lifestyle messaging to enhance the customer experience. When you are marketing to your customers, be creative, subtle, and informative – tell customers how to use a product or how the product will make their life easier. Throw some direct pitches about upcoming sales into the mix as well – customers always appreciate learning how they can save money.

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On the information side of the mix, you could incorporate a news feed with weather, headlines and sports scores. If you have a complex store layout, you could use your digital signs to help direct customers to other areas of the store. Information on local community happenings and events are always welcome too. If you understand who you are talking to, you can create the right balance of relevant information and product promotion in your digital retail signage. People will be engaged, will have a better experience in your stores, and will very likely become regular customers willing to spend more on your products. For more information on digital signage contact http://www.ek3.com/digital-merchandising-products/digital-signage.htm

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