Admittedly, there is still plenty of room in the world of marketing for the standard non-moving sign. However, there is no question that digital signage has revolutionized the ways in which marketers communicate their messages to wide audiences.
With captivating visuals, dynamic content and strategic placement, digital signage has the potential to leave lasting impressions on viewers. But in today’s highly competitive marketplace, it only makes sense for marketers to step their games up in order to make their digital signage messages stand out from the rest.
What steps should be taken to maximize the impact of digital signage?
Tell the story of your brand.
It’s no longer enough to simply display product and/or service information. There must be something about your brand that can compel viewers to show it some support. Remember that the success of your digital signage heavily relies on the content it displays. To create compelling content, it’s wise to focus on visual storytelling.
Craft a narrative that resonates with your target audience. Use powerful imagery, bold typography and engaging animations to tell a story that evokes emotions and leaves lasting impressions. How and when did your business start? What inspired you to launch the brand? What problems have you faced that you can help others solve through your goods? Answering these and other questions via your digital signage messages will work wonders in captivating your audience.
“Digital signage turns the surfaces of your city and your office into stages,” writes Scott Schoeneberger on Forbes.com, “And the content that these signs show isn’t just a generic Shakespearean adaptation; it’s a personalized story that involves every individual who encounters it. It diverts viewers, leads them into a deeper knowledge of your brand and surprises them.”
Incorporate user-generated content.
There is no promotion quite like word of mouth promotion. The importance of customer recommendations and testimonials simply cannot be understated. Consumers trust the words of other consumers. If you have any user-generated content (UGC) to share, you’d be wise to utilize your digital signage messaging to do so.
Encourage your customers to contribute their own content. We’re talking photos, videos, reviews and stories about their experiences with your brand. Integrate them all into your digital signage. This not only adds authenticity to your marketing efforts but also fosters a sense of community and involvement.
“People ultimately trust other people, so it’s essential to think of UGC as the modern-day word of mouth,” insists Claire Beveridge on Hootsuite.com, “And with consumers 2.4 times more likely to view user-generated content as authentic compared to content created by brands, the time to invest in an authenticity-driven social marketing strategy is now.”
Take advantage of colour psychology.
There’s a reason we often associate colours with moods. For the most part, we all have an inherent understanding that red can connote anger, but also love. Yellow most often connotes happiness and fun. Purple suggests royalty and prestige. So what colours are you using to communicate messages to your audience? More importantly, how are you using colours to elicit emotions in your viewers?
It’s essential to understand the psychological impact of different colours. Incorporate them strategically in your digital signage to evoke desired feelings. For example, warm tones like red and orange can create a sense of urgency or excitement. Cool tones like blue and green can convey tranquility or trust.
“A powerful marketing tool, colour psychology can influence 85% of customers’ purchasing decisions,” informs Bailey Maybray on HubSpot.com, “Merchandisers use different colours to trigger emotions needed to get customers to buy. It can also be used in personal branding — for instance, do you want your online presence to convey trust or authority? Colour is one way to help craft that image.”
Create interactive experiences.
Incorporate touch-sensitive displays or motion-sensing technology to allow viewers to interact directly with the signage. This can include swiping, tapping or even gesturing to trigger specific actions, such as accessing additional information or playing interactive games.
As well, encourage viewers to engage with the digital signage by incorporating social media features. Display live feeds of tweets, Instagram posts or user-generated content with branded hashtags to spark conversations and create a sense of community.
“It’s easy to get stuck seeing digital signage as a two-dimensional experience in which brands poster their messages hoping to get in front of customers’ eyes,” admits Schoeneberger, “But the best signage interacts with how audiences think and move.”
For information about how Screenfluence can help you to maximize the impact of your digital signage, please don’t hesitate to contact us by calling 1-844-772-7336 or emailing info@screenfluence.com.
Digital signage is often viewed from a distance or while people are in motion. Therefore, it’s crucial to keep your design simple and easy to understand at a glance. Thanks for this blog.