A digital display is just a tool; it’s what you do with it that determines your marketing success or lack of it. When designing digital signage, every business needs to ask itself what kind of approach will best serve its audience.
This is a question that differs for every industry, and only a deep understanding of the target demographic will help companies formulate a strategy that is designed for success. When designing digital signage material, coming up with a set of questions and answers will help give the content a clear direction.
3 Basic Questions to Consider
Designing digital signage content begins with a blueprint. For starters, answering the following questions will point you in the right direction:
- What kind of content will get consumers interested enough to put down their smartphones for a second and actually look at the ad?
- Once you catch the consumer’s attention, what further strategies can be employed to maintain their interest for the full duration of the ad?
- Where will I be placing the display? Furthermore, how big is the screen and will it be placed at eye level or overhead?
Possible Answers and Solutions
Solutions for Question #1
When it comes to designing digital signage, think about the variety of approaches available. Remember that this is not a static sign or poster; aside from text and images, you can also integrate slides, voiceovers, and motion graphics. Incorporate all of these mediums for a rich and diverse advertisement that commands attention.
To get instant attention, consider images and words that really tug on the emotions. If promoting a new exercise equipment, for instance, then images like a bodybuilder or fitness model, and slogans like “get ripped” or “lose the flab without a gym membership” are effective and attention worthy.
Solutions for Question #2
Even if you manage to get a customer’s attention, that attention will not last if the material fails to appease. While images and a few slogans here and there are simple and effective for eliciting that initial attention, it might fall short of creating a lasting impression if they’re not combined with videos, audios, and interactive features.
To create in-depth engagement, you have to ask yourself another question: “what makes up my core demographic?” This includes identifying their age range, income level, general buying behavior, and so on. By knowing your audience, designing digital signage ads takes on a narrower spectrum where content is catered specifically for your audience’s viewing pleasure.
Solutions for Question #3
Placement is very important. Aim for locations that tend to attract the biggest crowd. This includes lobbies, waiting rooms, and next to a product if promoting a specific item. You also have to consider display size; bigger isn’t necessarily better. Some digital displays are no bigger than a typical tablet.
Petite displays, in fact, may actually be beneficial because it has somewhat of a “cuteness factor” for the lack of a better term. Plus, since small displays require viewers to get closer, they will also be more likely to take advantage of any interactive features.
Come up With Your Own Questions
Ultimately, every industry is different, so feel free to come up with your own questions that you feel may be necessary for your given niche. When identifying relevant questions, answers can cover content material, placement, logistics, and setup. The more questions you have answered the more you’ll be able to create an organized campaign with a clear goal in mind.
Designing digital signage material will always involve some trial and error in the beginning. However, by asking yourself questions and coming up with detailed answers, the campaign becomes more strategic and less of a guessing game.
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