Talking "to" our customers and not "with" our customers may insure we are missing the boat. Today's marketplace pretty much demands that digital signage companies create a unified but personalized experience for customers as the baseline for excellence.
In fact, award winners in this year's Interactive Customer Experience Association Excellence Awards didn't just meet that baseline — they shattered it.
So what are some of the things you might consider when thinking about your own digital signage campaign? How do you start the conversation? What questions do you ask, and how do you know that the digital signage companies you are having conversations with are talking “with” you, not “at” you when it comes to your content?
- How can I engage my employees/customers, and is the content relevant?
- What will make my message stand out, and how easily can I create and display it?
- Will people actually want to read it, and perhaps join in?
In Gallup's State of the American Workplace study showed that companies who engaged employees had higher profitability, productivity and customer satisfaction. Keep in mind, though, that your issues and objectives should directly drive most of your content. So while it’s nice to include some “eye candy”, especially since it is usually free or low-cost, it doesn’t help you communicate your objectives. However you also want your digital signage to connect with your views and motivate your viewers to take the action you are calling them to. Does the digital signage company you are talking with understand that?
Now that you have identified what your most important objectives are, who will develop the content? Will you or your own ad team be responsible for it? Who will own it in order to ensure fresh, relevant material regularly? Who will make sure your brand is displayed in an appropriate manner that is classy as well as unique? If you will do your own updates, keep in mind that if something is displayed that is out of the ordinary, it is more likely to be noticed. However the software that will produce and display that for you has to be easy to use and quick to post. You need that unique and stimulating message that stands out and is remembered. Also keep in mind that you want that “special” messaging to appear just often enough to remain mysteriously tantalizing, not so often in becomes boring. Remember too that you can reach more people if you speak to a viewer type, or group. Make sure the digital signage companies you speak with can help you with that.
You will need to pick an important piece of data and focus on that in your signage, not dozens of rows of information that no one could possibly take in easily with a brief glance. At least 25 percent of your content should not relate at all to your main topic. For example, if you have a digital sign in your corporate headquarters, make sure some of your content is trivia, sports and news. Make the rest applicable to their job. Your digital signs are competing with so much distraction all around. You may want to tell part of a story rather than all of it. Sometimes an audience likes to be part of the narrative. You may want to prompt people to go to a website. Perhaps they might touch the screen. A teaser is sometimes better than an announcement crowded with text, a call to action that gets them to engage with the content and allows them to take part in the story.