An effective digital signage campaign provides businesses with a great tool for building brand awareness and efficient communication. Advances in technology make it possible to come up with numerous paths to a final solution. The seemingly limitless possibilities tempt companies into diving in before considering every facet of a project. Business can avoid costly mistakes by using these best practices when coordinating a new digital signage strategy.
1. Have A Clear Goal in Mind
Companies need to know exactly what they hope to accomplish with their new digital signage. Is it increasing brand awareness? Drawing attention to the launch of a new product line? Making it more efficient for customers to look through inventory while inside a store?
When deploying digital signage solutions, companies without a clear endgame end up pouring money into something that does nothing to help their bottom line. Here are some examples of setting a clear goal:
- Making waiter-less ordering possible at a restaurant.
- Increasing commuter awareness of new digital schedules available at a train station.
- Announcing the availability of a new phone model at a mobile store location.
- Gaining more foot traffic to a new dress store that’s just opened.
- Attracting more advertisers with interactive displays.
- Putting universal training in place for new employees.
- Decreasing paper printing costs.
2. Decide Where to Place the Signage
The effectiveness of digital signage depends on careful and strategic placement. Should it be large enough to draw the attention of passing visitors? Think about the effects weather might have on signage placed outside. Does it make sense to put out a delicate high-tech display in places that get lots of rain?
Position inside displays in ways that are eye-catching without being a distraction from the overall shopping experience. Customers expecting a quiet ambiance might be driven away by something too loud and overwhelming. But don’t make the signage displays so inconspicuous that they’re ineffective. What good are touchscreen displays that customers can’t locate?
3. Get Feedback From a Technician
Technicians do a great job highlighting the realities of what will be required to get an effective solution up and running. Speaking with those experienced in setting up this type of network helps businesses get a clear understanding of the type of infrastructure needed for effective support.
Sample Questions:
- What will it take to keep things running smoothly?
- Are there enough local power sources available to prevent devices from shorting out unexpectedly?
- What type of technology would be best for the solution being proposed?
- Is it possible to safely implement things in the timetable a business has in mind?
Companies should fully understand what’s needed on the technical end before proceeding with any digital signage deployment.
4. Account for Everything
It’s easy for businesses to get wrapped up in the costs of purchasing software and getting a network up and running. But that’s only a portion of the costs to account for in the final bill.
Who’s going to watch over everything? Maintenance and operational costs don’t go away if a business intends to put a long-term solution in place. What if a mistake was made in planning and its decided that new equipment is needed? Can a company afford the costs associated with a possible system failure after deploying digital signage?
5. Define Metrics for Success
Companies need ways to measure how well digital signage is hitting designated targets. Campaigns should include ROI triggers to gain insight into how much progress is being made towards goals. Find out if employees understand a new policy that’s just been rolled out. See if customers find it easy to use any new interactive manuals or how-to videos made available in an appliance store.
6. Consider Input From Other Sources
Companies should be open to the advice of providers hired to deploy digital signage. A good provider will help businesses think beyond their initial vision to find solutions right for their business. Businesses need to be flexible about accommodating any recommended changes. Providers can also help companies pull numerous unrelated ideas into one streamlined solution.
MALER Digital Signage consults with businesses and helps them deploy digital signage systems. We offer independent assessments on what technology would be best suited to a company’s needs. If you are interested in more information, please reach us at +34 881 874 259, by the following form or by the email sales@malerdso.com.
