Digital Signage and Content Creation

When you’re getting started with digital signage, having a content strategy is key.  With the right content, digital signage is engaging, versatile and informative. So today we’ll talk about things to consider when coming up with content and some basic advantages to using digital signage.

Neo, a brand under Adidas, tests out a virtual storefront concept. Patrons can use the signage to browse the store, learn about products, add merchandise to their cart and complete the purchase on their phone – without installing an app or scanning a QR code.

Engagement

Engaging content on digital displays ultimately encourages people to make purchasing decisions. Once folks are in your store or place of business, they’re far more likely to make a purchase than anywhere else. The opportunities that effective digital signage offer are endless, and it’s up to you to take advantage of them. Engaging your audience may sound daunting or complicated, but it can be as simple as having a clear Call to Action.  A Call to Action is just a set of words or phrases that prompt consumers to act. Words and phrases like “get yours today”, “available for a limited time”, and “follow us on Facebook” all prompt individuals to interact with your brand and business.  Additionally, with digital signage you can optimize engagement using touch-screen features. With this kind of interactivity, you could even provide access to your online store and enable people to make purchases on the spot through your digital signage. This way, even if you’re out of stock of a particular product, for example, your customer can still purchase something they want.

Versatility

Versatile content is something you can only find on digital displays. Static posters and banners don’t let you update content regularly or in a cost-effective manner. With digital displays you have the convenience of updating your content as often as you like to reflect up-to-date information, daily deals and prices, weekly sales promotions, new services and more. Your content doesn’t even need to be brand specific – a simple time, date and weather infographic can draw people in and result in a sale. That brings us to one last feature that works well with digital signage.

Information

Informativecontent will give your audience the information they need to make a purchase. With digital displays, you have the opportunity to showcase your products, services, pricing and any information you believe people need to know.  With the information you offer, you’ll want to be clear and concise to ensure you’re not overwhelming anyone. Digital signage is convenient because it’s a form of non-invasive engagement. After all, we all know that aggressive salespeople can turn away business as much as they bring it in. Regardless, you want your customers to know certain things. Perhaps your products are made locally; your company sponsors community programs or is partnered with a charity; or you use rare and high-end materials to create your products. These are facts you need your market to know, which even the best salespeople might not be able to talk about when prospective customers feel bothered. Digital signage in your place of business can feed crucial information to people and may result in a sale. It’s a great way of building your brand as well, by constantly reiterating specific information about your company and its values. Over time, all that info sticks and it’s what’ll come to mind when people think of your business again.

With that said, here a few more easy-to-remember tips to really help your content stand out:

• Remember to KISS; keep it simple, straightforward – This has been a marketing guideline for decades
• Keep your brand’s name out of it – have you noticed that every major slogan in the marketing world does not include the brand’s name? For example, Nike’s “Just do it” or McDonald’s “I’m Lovin’ it”
• Take extra care and even seek outside advice to ensure grammatical accuracy
• Mind the length of your slogan – five words is the marketing standard
• Use strong or persuasive language as your Call to Action

By Kristin Cappuccio