Digital signage screens are a very effective way of marketing and advertising to potential customers during the festive period, giving shoppers an enjoyable experience and promoting your business, whilst not being too sales heavy. Christmas generates a real atmosphere and buzz around shopping centres and retail stores, and so finding the perfect way to appeal to customers is essential for sales success during this time. This is where digital signage technology comes in…
Digital Signage Technology as a Marketing Tool
Digital signage is used throughout the country for many reasons, using strategic positioning to make the signage as effective as possible. Recent studies have also shown that digital media located in public environments reached more people than places such as Facebook and the Internet, proving that digital signage can truly be an effective form of marketing.
Other studies show that digital technology is an effective marketing tool, with 63% of people attracted to digital signage, and digital videos reaching 70% of the public. It is also important to note that a large proportion of the public that were questioned said that they have been influenced by digital signage to make a purchase, more so than TV and online advertisements.
These numbers alone suggest that digital signage technology is a very effective marketing tool, and one that cannot be ignored. A big part of Christmas shopping is getting the best products at the best price, and using digital displays is a great way of getting your content and your promotions out to the shoppers. Digital technology is being used by more and more businesses across the globe, so it is important that you too make use of it at this time of year.
Digital Signage at Christmas Time
Businesses within your area are likely to make use of their digital signage throughout the Christmas period, but not all of them will be able to create and display the content in the most optimal way. In order to help you make the most of your digital signage at Christmas, we have created a list of very helpful tips:
Take an effective approach in good time
Many businesses begin their digital signage marketing as early as October, looking to make an impact upon potential customers as early as they can. This needs to be done in the right way to ensure that you capture the attention of the customers, without annoying them with pushy Christmas sales too early in the year. The best way to get around this would be to create content that focuses on current products and events, as well as teasing anything upcoming nearer to Christmas. Not only are you able to advertise what you are currently able to offer, but you can also plant the seed and encourage customers to anticipate what you will be doing at a later date. Once you fully launch these products later in the year or closer to Christmas, the customers will already have in the back of their minds that they wish to make use of what you are offering.
Make use of the internet
In recent years, social media has really taken over the internet and has become a large part of day to day society, used by almost everybody! A great idea would be to incorporate this into your digital signage, allowing for more engagement between you and your customers. If you display aspects of your social media on the digital signage, such as giveaways, competitions and polls, customers may look to interact with your business online in the near future. Not only does this improve your brand awareness, but it also means that they are almost certainly going to your posts from that moment forward.
Create good quality, effective content
As is typical across a lot of online marketing, creating good quality content is a key aspect of digital signage marketing. The content should be relevant and regularly updated, including videos and animations to bring life to the screen, and the content should be directly linked to your business, as well as appealing to the customers. By keeping the content regularly updated, everything that your customers see will be relevant and it also means that any offers and promotions are current, allowing your customers to take advantage of them. Branding and colour schemes are also very important to consider, particularly because it can really help the customers to remember your business in the future.
Allow for interactivity
As technology progresses, there becomes so many opportunities for you to take advantage of in terms of interactivity for your customers. By making use of industrial monitors with touch screen capabilities, your customers can interact with the display by searching for products, submitting information or creating their own designs for some of your products. Something worth doing at this point would also be to create pop up adverts that the customer will see whilst interacting with the display, meaning that there is the chance that they could take advantage of the offers.
Produce very appealing displays
With many more businesses using digital displays each year, it is becoming essential that your display has a very good visual appeal, standing out to the customers and getting their attention. Being bold and being unique with the design of your digital display content could be the difference between gaining a paying customer and not gaining a paying customer. Christmas is the perfect time to get creative, so taking the time out and putting the effort into creating a captivating design will be worth it in the long run.
Tell your customers why you are the best
With the increases in retailers using digital signage as a marketing tool, it is important that you get the message across to potential customers that you are the best at what you do. From previous Christmas shopper testimonials to videos of customers enjoying their experience during a previous festive period, displaying a positive experience from previous customers will show potential customers what they can expect from your business.
Target your content to your audience and their location
If you are able to build data around your target audience, such as their interests, previous buying habits or anything location specific, you are able to target your content to them. A personalised message or targeted promotions can really help to convert them from a potential buyer into a paying customer, specifically because you are giving them what they want.
Ensure that your digital signage is both inside and outside of your business location
Digital signage is the perfect tool to bring people into your shop, but what some businesses don’t understand is that customers expect to see the same level of information in store as they do on the outside. Digital signage inside your store can help to influence buying decisions, as well as improving their shopping experience and reminding them of any offers and deals that are available.
Peter Scully
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