If you are not sure of what exactly goes into digital signage marketing campaigns, odds are, you have come across hundreds of substandard examples. From blue screens to stuck screens and out of date low-resolution images, there are many bad examples.
Now, like any other marketing platform, the screen is just the mode or means of delivering the message. If you do not have useful content to display, you might as well just pass. It is like having a post on LinkedIn that is full of grammatical errors and broken links. If the content doesn't work for you, it is not Linkedin's fault, rather your content's.
This article is for anybody who wants to get started with digital signage content development. It covers essential aspects of the process as well as tips to get the most out of your project. But first things first;
What is Digital Signage?
Digital signage simply refers to the ability to display any type of media on a digital display. It is almost everywhere around us; lobbies, universities, hospitals, restaurants, and malls.
It is an effective way of marketing new products, communicating with students or staff, and promoting brand awareness. That said, here is a step by step guide to getting started with digital signage content development.
1. Identify Your Audience
First, research and identify your target audience. To help you do this, ask yourself these questions:
- What problem will the content solve?
- Who is likely to be affected by the problem?
- How can I include a call to action in my digital signage?
Consider the recipients of your message. In most cases, a buyer of a service or product is usually not the same as the end-user, so your digital signage marketing ideas should target the individual making the purchase. For instance, though everybody in a household benefits from detergents, it is mostly bought by women who shop for family groceries. As such, detergent commercials mainly target moms.
2. Define Goals & Purpose
To get it right from the start, establish the main goals of your Digital Signage Content. What do you really want to achieve? Your objectives will determine other aspects associated with the campaign, such as the media player to use, type of displays, type of content, location of the screens, and so on.
Similarly, ask yourself; Why do you need digital signage? What information are you sharing? Whose attention are you trying to grab? What are you encouraging them to do?
3. Include Movement, timing, and sound design
Achieving balance, either breaks or makes designs. This refers to the distribution of color weight, space, shape, and texture. A good design will create stability in your campaign, which is essential to maintaining viewer interest. Also, stable designs are appealing to the eye and make for much more engaging content.
Do not crowd your content with many widgets or words because numerous competing elements can be hard to the eye. A few things to consider when designing your content are;
- Precise call to action
- Thoughtful design placement
Afterward, decide how to schedule your displays. Good digital signage scheduling practices keep in mind, upsell customers, appeal to decision making, promote brands, and encourage connection. So understanding where and when the content will be displayed will allow you to develop an effective display schedule.
4. Delivery methods & Placement
Determine the placement of your digital signage such that it will have the maximum impact. Keep your goals as well as your target audience when ascertaining the best location. For instance, if your objective is to promote this month’s sale in your recliner sofa store, you can place your appealing display in front of your store where most people pass by. Where are you high-traffic places? Where can you find your captive audience?
Other examples include:
- Interactive designs: Place them where people stop and wait such as when lining up for a service
- Designs targeting students; Busy hallways or near notice boards
- Office updates; You can place your designs at the entrance of the business
5. Analytics & Evaluation of Effectiveness
After the four steps above, have somebody else have a thorough look at what you have developed. It is good to have someone else look over for any additional suggestions or mistakes. Revisions and updates are the most effective way to ensure your campaign works out.
Also, ensure your content is up to date and is receiving affirmation. If there is a lack of engagement, review your work and fine-tune the details until you are delighted with everything.
The Bottom Line
Many aspects go into creating digital signage content as well as other digital marketing ideas that will entertain your audience, engage your customers, and positively affect your venture.
Start with identifying your audience and goals. Follow up with delivery methods, fabulous designs, and then evaluate effectiveness. You won't go wrong with these five steps. Good luck!