Menu boards and posters are so 1980s that they still go roller skating. Not to mention you have to keep updating the content on them and hope that you don’t misspell Worcestershire again, which will most assuredly garner some laughter from your employees. Why not use something more engaging that can be reviewed and edited, scheduled, even animated to cater to your specific audience?
Digital signage is nothing new, but it keeps gaining momentum as it reaches new eyes in stores and at events around the world. If you’re considering adding this type of marketing tool to your store, there are a few things you should know before jumping in.
The first thing people often overlook with digital signage and its content is consistency. There’s nothing more off-putting than an unreadable font with a bright, abrasive background that makes someone feel as though they’re going blind. Keeping a simple theme throughout your digital campaigns can help to keep the attention of those in your store and will also prevent them from screaming in pain as your neon-green banners send them into epileptic shock.
It may seem silly, but organizations sometimes fail to feature their own logos and brand components enough in their digital signage! This is the ultimate opportunity to incorporate your biggest and best logos, taglines and other creative pieces into an engaging and forward-thinking medium. You have control over what is featured, don’t waste space with black-and-white copy that puts everyone to sleep. Show off! (With that in mind, remember not to have a bright-colored light show that causes involuntary convulsions amongst your shoppers. See above point about consistency!)
While creativity and design are very important (And fun!) parts of your digital signage, don’t forget to stay on-task and include all of the information that your shoppers usually look for in your menu boards and physical signage. People will love seeing the day’s lunch specials, lit up and garnished with creative copy, as they walk through the store. Are you having a sale or event soon and want to have it promoted without spending extra money on what will, eventually, be thrown away? Put it in your digital queue and make your marketing ideas work for themselves!
Don’t be afraid to try something new. There is a large margin for trial and error with this kind of program and you can tailor it to the specific needs of any project you’re putting together.