Who Are You Targeting With Your Digital Signage Content?

Your digital signage content material is only as effective as its goal. Target the wrong audience and even the most interesting clips will fail to produce a response; this begs the question, “who is your market?”

Retailers and advertisers have gotten used to thinking of consumers as associates in one of two groups: paying buyers or non-paying shoppers. That is, an individual either decides to purchase an item while traveling to a retail shop, or he or she simply leaves without doing so. This is a gross oversimplification of the buying practice. It disregards crucial subtleties that impact whether a buyer eventually chooses to purchase a product.

Whether you’re marketing kids’ playthings, women’s shoes, or high-end automobiles, there could be numerous participants included in every purchase selection

Below, I’ll describe the numerous roles performed all through the purchasing procedure. We’ll give particular attention to the relationship in between the influencer and decision-maker, and how to deal with both with your DOOH information.

Individuals Involved In A Buying Selection

In order to impact consumers to make a purchase choice, you initially have to identify the characters included. There are a number of functions, and they may overlap each other; as you’ll see in a moment, a few roles are shared by the same individual while others may be exceptional.

The first role is that of the individual who identifies a requirement and starts searching for a solution; this individual might or may not be the one directly responsible for paying for the remedy.

The next role is filled by someone who influences the individual who may ultimately pay for the item or service. This individual is generally known as an influencer.

Third, the decision-maker is the individual who chooses the item or program, and determines it ought to be obtained. He or she often does so only after considering the influencer’s feelings.

The fourth role is filled by the customer; this person is responsible for purchasing the solution, and may or might not be the exact same person as the decision-maker.

A fifth part is performed by the person who will be utilizing the item or program; this individual may be the exact same person as the influencer, the decision-maker, or the purchaser.

As an example, think about a youthful family (i.e. two parents and two children) that goes to a toy shop. In this instance, the children will likely fill the first, second, and fifth roles described above. One of the parents might fill the second and third functions while the some other parent fills the fourth role.

By crafting your digital signage subject material in a way that gets to these particular consumers in the buying process, you will produce a greater response.

Influencers Versus Decision-Makers

The roles of influencers and decision-makers are particularly noteworthy. Many digital signage system managers center on the latter while all but ignoring the former. Frequently, the most effective way to drive in-store sales is to establish a connection with the influencers.

For instance, consider the choice of where to visit for a household vacation. One spouse may wield more decision-making management than the other, regardless of which spouse eventually will pay for the holiday.

Or, think about a family bistro that provides dishes specifically aiimed at kids. Digital signage content material that delivers a honed message to kids may be more powerful for promoting the dishes than aiming the information to the mother and father.

In both cases, reaching out to the influencers and permitting them to drive the decision-maker or consumer toward a purchase decision signifies the avenue of least opposition. Doing so successfully requires changes in your signage content material, and specifically, your call to action. It is worth noting that approaching influencers might be less suitable based on your products or promotions. Several promotions ought to be targeted specifically to decision-makers and customers.

There is no “rule” for determining which role to focus on in your digital signage content material. Every situation is unique

That said, if you can match the correct information to the proper audience on your screens, you’ll likely see a dramatic enhancement in your in-store sales.

The above article has been supplied by ConnectedSign, one of the leading innovators in the technologies of http://www.connectedsign.com/, which includes menu boards. Visit their website at at http://www.ConnectedSign.com

Digital Signage Advice: Content May Be King, But Who’s Doing The Coronation? Part III

Content is king, so the saying goes. And while “it’s good to be the king,” as funnyman Mel Brooks famously observed in “History of the World Part I,” achieving that status can be complicated and treacherous.

In the kingdom of digital signage, things aren’t much different. Creating fresh, compelling content worthy of regal status, is no simple task. Large businesses often turn to outside creative agencies or full-time in-house creative resources to build the graphics, text, video and effects that capture viewer interest and hold attention.

Small businesses, too, recognize the benefits of digital signage but often lack the time, money and personnel to create fresh content on an ongoing basis. Fortunately, with a little planning and creativity, it’s possible to sidestep these impediments and create a fresh stream of digital signage content on an ongoing basis.

In a preceding column on this topic, I laid out in detail five tactics businesses can employ to reduce the expense of content creation, including: the use of templates; relying on digital signage software with automatic data import capability; leveraging existing creative resources; integrating RSS feeds into digital signs; and taking advantage of cable or off-air TV reception. Here, I explain five more powerful tactics that can be of help in reducing the strain of creating fresh digital signage content.

Tactic 6: Consider offering internships to graphics arts students from local community colleges and universities. Both paid and non-paid internships are a staple of the college experience, and local colleges and universities offering graphics arts programs are filled with students looking for a chance to let their talent shine. Often, institutions will have requirements for companies offering internships to ensure their students are properly supervised and receive a quality experience. But for a small business with a marketing manager who’s able to invest the time to direct a student, offering an internship to a graphics arts student to create fresh digital signage content can be a winner.

Tactic 7: Select digital signage software carefully. How difficult is it to use? Does the software use a timeline or Web browser-type interface? Companies with limited time to devote to digital signage content creation should carefully evaluate how easy content creation software is to use. Additionally, remember digital signage software tasks often fall into a handful of major categories, including: content creation, scheduling and management. Sometimes there’s an overlap among these categories. Be sure to consider the learning curve and ease of use for each.

Tactic 8: Leverage existing maps, architectural drawings and other non-promotional information. The good news for small and large businesses alike is they’re probably sitting on a mountain of existing material that can be repurposed for use as digital signage content. Often these resources will need to be reworked to fulfill a specific requirement for digital signage use -something most business people don’t have the time or talent to do. However, a graphics arts intern should be able to make quick work of repurposing these sorts of resources as digital signage content.

Tactic 9: Subscribe to a data services for news tickers, sports scores, weather conditions, stock data and more. Cable news channels aren’t the only media entities that can crawl text across their screens. Businesses employing digital signage also have access to these resources. Best of all, unlike cable news channels that seek to offer a broad range of news headlines, businesses can subscribe to feeds that more narrowly match their areas of endeavor. Doing so will make the digital signage content relevant and elevate the stature of the business in the minds of those viewing the signs.

Tactic 10: Add video from a Webcam or weather camera. Many digital signage controllers make it easy to integrate video from a live video camera. Imagine the possibility of a retailer at a ski resort using this capability on its digital sign to show the length of lift lines or views from a mountaintop lodge. Or, those responsible for signage at an airport might wish to integrate video from a camera mounted atop the control tower to display takeoffs and landings. Like integrating off-air or cable TV, Webcams and weather cameras offer a regular source of fresh content without having to devote personnel to the task -aside from setting up the camera in the first place.

Using some or all of these tactics can reduce the burden creating fresh digital signage content places on a business. After all, businesses deciding to add digital signage are doing so to advance their success, not to create a distraction that can become an impediment to success. Any approach that can keep content fresh without taxing limited personnel and financial resources will prove in the long run to be an important element of succeeding with digital signage.

David Little is a digital signage enthusiast with 20 years of experience helping professionals use technology to effectively communicate their unique marketing messages. For further digital signage insight from Keywest Technology, visit our website for many helpful tips and examples.

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Digital Signage Content: Integrating Social Media Can Garner Attention and Build Interest

Here is a remarkable statistic published online by USA Today’s Technology Live website in October 2010. As of that date, there were 6.8 billion people in the world, 1.96 billion Internet users and 517 million Facebook users.

As Byron Acohido, author of the piece noted: “Put another way: about 7 percent of the world’s humans are on Facebook.” Just over a year later, Facebook notes on its statistics page that there are now 800 million active users of the social media network.

How many of those Facebook users carrying smartphones will visit somewhere that relies on a digital sign? One can only imagine the number for a particular venue. But consider this: Facebook’s statistics page says there are 350 million users who actively interact with Facebook via their smartphones. So it’s a pretty safe bet that the closer the demographics of the audience for a digital sign match those of typical mobile Facebook users, the more likely there’s a vast opportunity to be realized.

The likely proximity of a smartphone to a digital sign creates an important opportunity for anyone communicating via a digital sign who possesses a bit of an imagination and a willingness to experiment. Consider a noisy environment, such as a popular bar, dance club or even certain restaurants. Could designating on-screen real estate of a digital sign to a special Facebook page, give a business owner a way to help patrons connect with one another on screen and in so doing cut through the noise, attract the attention of customers and promote goods or services in other zones on the sign?

Leveraging social media in this way could be as simple as giving patrons a virtual bulletin board on which to post vetted observations and pictures or as complex as giving them a way to play bar games, like trivia, with one another. Imagination, budget and creativity would seem to be the only limitations.

The good news for small businesses looking to take advantage of this opportunity is many are already quite familiar and fluent with Facebook. According to the quarterly Merchant Confidence Index released in February 2011 by MerchantCircle, 70 percent of local merchants are using Facebook for marketing -up from 50 percent the preceding year. In fact, MerchantCircle, among largest social network of local business owners in the United States with more than 1.6 million members, found Facebook has passed Google as the most widely used marketing method for local merchants.

In addition to its wide use by local merchants, the rapid growth Facebook saw over the past year saw among merchants is positive. It appears to indicate local merchants have proven themselves to be quite willing to explore the potential of this social network. Thus taking the next step to integrate a Facebook page as digital signage content doesn’t seem to be too far of a stretch for merchants with a knack for the platform.

It’s also important to note that Facebook isn’t the only social media platform that can be leveraged for digital signage content. Twitter, too, easily fits into the same mold as a convenient way to let patrons publicly interact with one another on a digital sign via their smartphones. Like Facebook, Twitter also is familiar to local merchants. The Merchant Confidence Index found about 40 percent currently use the platform, which is up from 32 percent in the fourth quarter of 2009.

As business owners, outside creative agencies and internal graphics departments consider what digital signage content to present to the public, they would do well to remember that adding engaging, attention-grabbing element to their digital sign may be no further away than a Facebook page or Twitter account.

David Little is a charter member of the Digital Screenmedia Association with 20 years of experience helping professionals use technology to effectively communicate. For further digital signage insight from Keywest Technology, visit our website for many helpful tips and examples. For more in-depth research from Keywest Technology, download our free digital signage white papers and case studies.

Unleashing the Power of Digital Signage: Content Strategies for the 5th Screen

Unleashing the Power of Digital Signage: Content Strategies for the 5th Screen

Unleashing the Power of Digital Signage: Content Strategies for the 5th Screen

Implement a successful content strategy that optimizes the return-on-message performance of your digital signage program. Learn the message attributes for each of the three core network types (Point of Wait, Point of Sale, and Point of Transit), how to measure the program’s effectiveness and strike a balance that uses messages effectively alongside the other advertising campaign elements. Through the included interviews, gain access to the wisdom of more than 45 experts, each of whom has deploy

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Mvix Talks Content Management for Digital Signage With Corporate TechDecisions

Mvix Talks Content Management for Digital Signage With Corporate TechDecisions
Mike Kilian, DSCE and Mvix's Director of Business Development began the interview by defining a content management system (CMS) for digital signage networks, and what features should be present if the CMS is to be effective. He discussed the evolution …
Read more on PR Newswire (press release)

Digital Signage Industry Trends in 2016
“Productivity of place” is the highest business priority, supported by the productivity of people and processes. As has been the imperative of all technology-enabled approaches, digital signage must contribute with high return on investment as brands …
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Plotagraph Dynamic Imaging Stock and Service Bureau Launches
Plotagraph was created for image-using professionals to repurpose their existing 2D content into compelling motion-enabled visual content and for agencies and developers needing original motion art for all digital media applications from social …
Read more on Digital Signage Connection

Pattison Onestop inks CBC to content deal for digital signage network

Pattison Onestop inks CBC to content deal for digital signage network
Pattison Onestop, a division of Pattison Outdoor Advertising, announced that it has chosen the Canadian Broadcasting Corp. to become the news content provider for its Digital Office Network. According to the announcement, for more than 75 years, …
Read more on Digital Signage Today

Digital signage publicises meeting times, saves world
Digital signage took a small part on the stage of history this month at the United Nations' COP21 climate summit. Organisers opted to use digital screens as a principal channel of communicating with tens of thousands of visitors at the Générations …
Read more on Screenmediamag.com

Monitors AnyWhere – Display your content on multiple monitors using a single PC! Game Changer for Digital Signage Connectivity! HDMI over LAN, Video Extender, Centerm C75 V2 Zero Client

Monitors AnyWhere – Display your content on multiple monitors using a single PC! Game Changer for Digital Signage Connectivity! HDMI over LAN, Video Extender, Centerm C75 V2 Zero Client

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