Digital Signage Fulfils Many Marketing Roles

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Digital Signage Fulfils Many Marketing “Roles” By Bruce Carr

Digital signage, with its eye-catching video played on state-of-the-art monitors, can play many roles in a retail store – roles that have at one time or another been filled by various sales staff. The advantages of relying on digital technology to deliver your messages to customers are pronounced. Not only will you be able, able to deliver your message more economically and efficiently, in most instances, but you can be assured that the content of the marketing message that is delivered is both consistent and effective. Consider some of the marketing roles that digital signage can fill: “Attractor” – Gone are the days of the shill and the hawker standing on the street touting the goods and services for sale and trying to entice passersby into your store. Except for the novelty effect – what’s old is new again – paying someone with a sandwich board to draw customers has been wholly replaced by display windows and advertising displays. Storefront monitors displaying digital advertising allows you to craft the message you wish to deliver to window-shoppers and the foot traffic that passes by your retail outlet. “Ambassador” – Digital signage can be configured to greet and direct customers or clients to customer service counters, self-service kiosks or sales staff. Efficiency is heightened by having sales staff interact with customers in the display areas or aisles where purchase decisions are being made, rather than greeting each customer at the entrance. While greeters might still be used, customers can be directed to the areas where the products and services are located, rather than being faced with and politely deferring the ubiquitous “Can I help you?” question, with the perfunctory “No thanks, I’m just looking,” response. “Wayfinder” – Digital signs and content can be configured and located to give directional information to customers, directing them through the retail outlet to the product aisles they are looking for. By shaping traffic and directing traffic flow, wayfinding technology can help customers find the products they are looking for quickly and easily, enhancing the customer experience and freeing up sales staff to wait on customers who have found the products they are looking for and are making their purchase decision. “Signaler” – The content of your digital advertising can be focused on promoting particular products
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and sales items. Monitors and digital displays can provide real-time promotion of products and promotions in real time, allowing promotion of sale products and products that may have limited shelf life. “Closer” – Digital signage is particularly effective at the point-of-purchase and can be used to promote impulse purchases at a sales counter, as well as providing repetition of sales messaging that has already been presented to your customers throughout their shopping experience. Used consistently, digital advertising can guide customers through their retail shopping experience, providing focused and consistent marketing from point of entry to point of sales. In addition to presenting a strategically thought out marketing message, the consistency and measurability of digital signage allows you to continuously improve its effectiveness. The metrics provided through advanced digital advertising software enables you to see what is - or isn’t – effective in converting customers to purchasers. Far more effective than relying on traditional print advertising, the interactive nature of digital signage allows you to fill many of the less fruitful functions of your sales staff – attracting customers, greeting them, helping them find your products – and allows your sales people to concentrate on building customer rapport and converting that rapport into sales. Digital signage has been shown to be effective in helping retailers build customer traffic, increase sales, improve inventory management and generate additional revenue. For more information on digital signage please visit EK3 Technologies Inc. at http://www.EK3.com or call 1-866-353-8324 to learn more about business solutions and services that capture your audience and deliver your message.

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Avoid Digital Signage Without Purpose By Ryan J Bell

It happens all too often: someone in your organization, browsing a trade magazine or industry portal sees an article on the growing trend of digital signage, or a case study on a competitor's installation of a digital signage network. The piece goes on and on about how digital signage enhances the effect of marketing messages, assists in guiding desired behavior from clients, and has the ability to target different demographics based on time and location. In fact, the piece makes it sound like a digital signage network is the only thing keeping your company away from the success it truly deserves. All of the above is completely true, and digital signage provides organizations like universities, hotels and retail centers with direct marketing benefits. However, when considering investment in digital signage it is important to take a step back from all of the potential benefits and make sure you can answer one simple question: what exactly is your organization trying to accomplish by making use of digital signage? If you cannot clearly identify the purpose of a digital signage network, if you don't already have an idea of what content you would want to give to customers (or potential customers) if given the opportunity, then it will be impossible to achieve any level of success with the signage project. Signage (whether digital or analog) has many uses outside of just delivering marketing messages: it can be used help consumers find their way, to give information on products and services offered, and even for video games and point of sale systems. If there is a primary need for this type of system in your organization then chances are you can safely begin to consider a digital signage system. However, if you are purely attracted to the added benefits of digital signage and are inventing primary needs that are not currently part of existing challenges, then chances are your digital signage project will not be a rewarding experience. It is vitally important to the success of your signage project that you take the time at the outset to determine attainable goals which you want your signage system to fulfill. Getting input and signoff from key management in your organization will also help to create buy in, and to provide absolute direction on the project. Although digital signage companies are capable of great efficiency in the design, development and implementation processes, attempting to fulfill an unclear set of objectives which are constantly shifting will only create unnecessary expense and disappointment. Although digital signage can fulfill very many marketing purposes in an efficient, attractive manner, it is very dangerous to get caught up in all of the benefits without being able to see the over-arching purposing of introducing this new marketing method to your company or organization. It always helpful to step back and reconsider the motives and goals behind your consideration of a digital signage implementation. Not only will this help to streamline the entire development and implementation process, it will also lead to more measurable results. Four Winds Interactive is a leading provider of digital signage networks and software, check us out online at http://www.fourwindsinteractive.com

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Patricia Johnson Patricia Johnson Management Consultant
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