It’s never too late to begin a digital signage campaign. For the most part, digital displays are no longer a new innovation and have become quite common. The fact that they have integrated into most marketing campaigns means that they have been successful for most businesses.

If you have yet to incorporate retail digital signage systems, it may be due to uncertainty. You may have questions and doubts swirling in your head. You may ask yourself whether digital signage will work for your industry, whether you can afford it, or whether you can manage such a system. These are all legitimate questions and having the answers will hopefully increase your confidence if or when you decide to get on board with digital signage.

How Digital Signage Performs Compared to Traditional Media
Digital signage helps you the way an ad is supposed to: by increasing consumer awareness about your brand and your products or services. In this sense, digital signage is no different than static banners and posters. It’s actually more a question of how much more effective digital systems are compared to printed displays.

Studies have confirmed that digital signage is indeed more effective than traditional media. Surveys showed that consumers perceived digital ads as more unique, interesting, entertaining, and less annoying. 44% of those surveyed also indicated that they pay some or a lot of attention to digital advertising.

Remember, people are bombarded by traditional media just about everywhere they go. Consumers have practically become desensitized to them. With digital signage still a relatively fresh form of media by comparison, customers will be more likely to take the time to actually look at the ad long enough to fully understand its message. The end result, of course, is a greater sales impact.

Digital Signage Reduces Overhead Costs
Since digital signage involves technology, there is an assumption that the overhead cost will be cost prohibitive. While it’s true that the initial investment might not exactly be kind on your budget, you have to look at the long-term savings.

Traditional media requires ongoing expenses; every time you want to promote a new event, you have to print out an entirely new batch of flyers and posters. Even if you want to retain the original design and message but just want to make a small change, such as the date, that will require additional printing, which equals to accrued expenses every time you have something new to promote.

Retail Digital Signage Makes Ads More Manageable
Some people believe that you have to be a techy to know how to operate a digital signage system. However, most systems are designed for the lay person; as long as you have basic computer literacy skills, most systems can be easily managed following the initial setup.

Once you become accustomed with the system, content management becomes far more convenient. Most systems can be programmed to automatically swap out ads at pre-select intervals. It can also store old content, so that you can reuse them and simply change the date or other small details.

In essence, you don’t ever have to do the following:

• Make multiple trips to the local printing center
• Remove old banners and plaster new ones
• Have a staff member stand outside your business and flip a sign around all day

All of this means that you save time and resources that can be better directed elsewhere.

Most business regardless of niche only has one end goal: increasing ROI. With their ability to increase ad engagement, cut overhead cost, save time, and free up resources, retail digital signage is a tool that can help your company run more efficiently.


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