A successful digital signage campaign requires more than just a top quality digital signage content manager software and a brilliant idea. Of course, the two will not hurt, but the first thing you have to make sure of when planning a digital signage project is that it perfectly aligns with your overall content marketing strategy. As you know, the purpose of content marketing is to create and deliver relevant and valuable content to the audience, in order to drive rewarding client action. Now, if you think about it, the purpose of digital signage is not much different, it is all about catching and keeping audience attention.
Content marketing is not about selling products or services, it is about communicating with the audience, building a relationship with them. Much in the same manner, digital signage projects are not very successful if they are exclusively focused on advertising. If you put up a sign saying “buy this” or “buy that”, no matter how animated and attractive it is, there are few chances it will drive people to your business. However, if you offer a promotion or you are announcing a new product, your digital www.fourwindsinteractive.com content managercan work that information on the big screen, without making it too aggressive.
Another aspect that tends to be ignored when planning a digital signage campaign is the one regarding brand recognition elements. There is no point in creating engaging, eye-turning digital signage content if your brand is not easily recognizable in it. Your corporate identity is found mainly in three elements: logo, fonts and colors. Talk about this with your digital signage content manager and make sure the content they create is visually coordinated with the other types of content you distribute.
Digital signage displays often allow for the partition of the screen, in order to show different messages at the same time. One rookie mistake many companies do is crowding the display. Having too many screen zones, all packed with information is just too much. The audience does not want to stop and spend 2 minutes in front of your display to get the message. People want to get relevant information at a glance. So listen to your digital signage content manager when they tell you “less means more”. You can have 2 or 3 screen zones, but display only one important message at a time, so that your audience may get what is important fast and easy.