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Much emphasis has been placed on the power of digital signage to drive sales, but not a lot has been said about how signage content can quickly fall flat and blend into the background. Most of the time, it comes down to neglecting the fundamentals and forgetting that while digital signs are easier to manage, they still require careful planning, thoughtful design, and a deep understanding of your target audience.
But it's normal to experience when setting up new technology for your business. To help you avoid the most common, we’ve compiled a list of the five mistakes businesses make early on, plus tips on how to sidestep them.
Mistake 1: Neglecting Content Strategy
A business may deploy digital signage to increase sales through promotions and discounts. But after a few weeks, the initial excitement wears off - the same promotions loop endlessly, the visuals become stale, and the screens blend into the background noise.
A long-term content plan is necessary to ensure your screens remain dynamic and engaging over time. You need to plan for the initial launch and consider how content will evolve to keep customers interested and drive continuous results.
What we recommend: Start by mapping out a content calendar that includes promotional messages, informative updates, and even entertaining elements to break the monotony. Keep in mind seasonal changes and holidays so that you plan in advance. Second, schedule regular content refreshes commonly known as dayparting. To encourage engagement incorporate interactive elements such as QR codes and social media.
Don’t forget to tailor the content to the location and context of the signage. For instance, what works in a retail environment might not be effective in a corporate setting. Without a content strategy, the digital signage will likely miss its mark, and make your investment ineffective.
Mistake 2: Forgetting the "Less is More" Principle
Apple’s retail stores are perhaps the best benchmark for clean and uncluttered design in their digital ads. Their displays often feature a single high-quality product image with minimal text, to direct the focus onto the product design and functionality.
Remember that your audience likely has a cluttered email, sponsored ads, and social media feeds competing for their attention. By keeping your signage simple and visually appealing, you can cut through the noise and effectively deliver your message.
What we recommend: Embrace minimalism in your digital signage design. Focus on clear, concise messaging and high-quality visuals. Use ample white space, consistent typography, and a strategic color palette to create a visually appealing and easy-to-read display. Remember, simplicity doesn't mean boring – it can be incredibly impactful when done right.
Mistake 3: Overlooking the Human Element
Why do some digital signage campaigns drive results while others don’t? It’s because they evoke emotions and give the audience something to talk about. Digital signage content, especially for marketing purposes should be more than just information delivery; it should create an emotional connection with the audience.
Coca-Cola’s “Share a Coke” campaign is an excellent example of digital signage that incorporates the human element. By 2010, Coca-Cola’s sales were declining, particularly among teens and young adults in Australia. To address this, they swapped their logo with popular names on bottles.
They used digital displays in shopping malls, bus stops, and train stations, and even went a step further with interactive kiosks where users could type in their names and print a custom Coke bottle with their name on it. With dozens of shares on social media, it became Coca-Cola’s most successful marketing campaign.
What we recommend: The “Share a Coke” campaign became a hit on socials and we encourage you to do the same with your campaigns. Display user-generated content on your screens that shows photos, tweets, or reviews from happy customers. Run contests or polls that encourage audience participation and create a sense of community around your brand.
Mistake 4: Underestimating the Power of Interactivity
Attention spans in digital signs often depend on the content. For instance, a customer will be attentive to a menu board because they need to order, but it might not be the same for informational displays or advertisements. Interactivity provides a way to break through this attention barrier by inviting the viewer to participate in the experience.
Audi is an automotive luxury vehicle brand that has embraced interactive displays in its showrooms. They've implemented digital configurators that allow customers to build their dream car virtually, choosing from various models, colors, features, and accessories. This interactive experience not only helps customers visualize their perfect car but also streamlines the sales process by providing detailed specifications and pricing information.
What we recommend: As a good starting point use gamification and QR codes. Simple games, interactive quizzes, or challenges can be accessed by scanning a QR code, displayed on your screens. On top of creating an engaging experience, you can drive participation in your loyalty program, collect valuable customer data, and even facilitate direct purchases.
Mistake 5: Ignoring Data and Analytics
Ignoring your signage analytics is leaving money on the table. Even with a great content strategy from the beginning, how will you track its performance and effectiveness over time?
The good thing is that most digital signage software comes with analytic tools that track how long people glance at your screen to which messages truly resonate with your audience.
At this point, it’s clear to notice that one mistake quickly builds into another. Part of a good strategy is making sure you collect baseline data before deployment to give you a benchmark for comparison.
What we recommend: With your digital signage objective in mind (eg increase in sales, brand awareness, etc) collect data on foot traffic, dwell time, sales figures, and any other key metric to establish your baseline before the deployment.
After deployment:
- If you’re using QR codes, use unique UTM tags to track the effectiveness of each code displayed on the screens.
- Integrate your POS system with your digital signage analytics to track the direct impact of your displays on sales and other transactional data.
- Conduct A/B testing to compare the effectiveness of different variations or layouts.
- Consider using heatmaps or eye-tracking software to understand how viewers are interacting with your displays
Key Takeaways
- A well-thought-out content strategy is essential for keeping your digital signage fresh and engaging over time. Mix it up with promotions, information, and entertainment to keep your audience returning for more.
- Less is more - embrace a minimalist design with clear messaging, high-quality visuals, and plenty of white space to let your message shine.
- Don't just inform, connect. Use your digital signage to share stories, showcase user-generated content, or run contests to create a sense of community and emotional connection with your audience.
- Break the monotony of static displays with interactive elements. Use quizzes, QR codes, and touchscreens to turn passive viewers into active participants.
- Don't ignore the valuable insights hidden within your signage analytics. Track key metrics, analyze the data, and use it to refine your strategy for maximum impact.
