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KEYWEST TECHNOLOGY
Regardless if you are a manager of a small business or an international conglomerate, this digital signage content guide will help you take progressive steps towards a more effective communication strategy and execution. In this jumpstart guide, we explore and explain the why and how in layman’s language. Our goal is to provide guidelines that will help you set
and achieve communication goals leading to a wow factor that was until now impractical or even impos-sible any other way.
The most important thing to recognize when communicating by a digital sign is to realize that viewers don’t care about your message just because it’s digital. You have to give them a reason to care. Sure digital signs can be cool, but the “cool” factor quickly wears off! As communication managers, what we really want to achieve is a wow factor that fits our business and communication goals. The wow factor is centered on the content and keeps people coming back for more.
Of course, just presenting content on a digital sign does not nullify lazy thinking, uninspiring content or a lack of consistent branding. Certainly this applies to any communication effort. What we aim to achieve is an evergreen impact.
Fortunately for anyone using digital signage, it has proven to be a great platform for breaking out of worn-out routines by experimenting with content, having a bit of fun, maybe even jolting your audience with something unexpected, and then seeking to engage your audience beyond a casual glance. For example in a retail setting, if your content produces a smile instead of a glance, you might just be on to something meaningful. Or, in a corporate setting, if your content increases employee awareness for a sponsored event, you will likely get closer to the goal you have set for participation.
Because of its ability to change messages on the fly, by schedule, by data, or by various environmental triggers, digital signage represents a new way of thinking about communicating. It empowers commu-nicators to address the ways consumers, customers, and employees think and act at the point-of-sale,
point-of-wait, and in the point-of-transit environments. Since digital signage is not print, and it’s not television, it requires a different approach.
Modern digital signage products and services provide tools to help make your in-house messages or advertising reliable, consistent, on time and of high quality. However, a tool is not a strategy in itself; it’s only the means to an
end. No worries! This content guide will equip you with some key fundamentals to help make your messages more engaging and appealing.
Why Content Is ImportantWe often read so much about the technology of digital signage that we can overlook what this technology is all about—getting communication results that
go above and beyond non-digital efforts. Certainly the technology is necessary, but most communication managers want to add value to their efforts and ultimately to their
businesses. That’s why content is uber-important—the content is what delivers your strategy and ultimately the wow factor!
Before we look further at content tactics and strategies for digital signage, let’s review some achievable communication goals that help managers reach critical mass, turning
goals into pilot programs and then deployments that ultimately transform digital signage
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from mere displays, computers, and networks into a dynamic communications medium that delivers the wow factor. One significant advantage of digital signage over other communication platforms is related to how many strategies are obtainable simply by changing the content and location at opportune times. For example, digital signage can…
INCREASE YOUR MESSAGE’S RELEVANCEThe holy grail of digital marketing is about delivering the right message at the right time to the right audience. Digital signage content can be designed to attract, engage and direct the atten-tion of those in your store who are ready to spend money on a purchase.
HELP SOLIDIFY RELATIONSHIPS WITH CUSTOMERS AND VENDORSIn a corporate setting, a digital sign in the lobby can be used to welcome scheduled vendors, guests, and other visitors as they arrive —a simple move that builds goodwill.
DELIVER CRITICAL INFORMATION MORE EFFICIENTLYIn times of emergency, digital content can be instantly modified by displaying local alerts sourced from third-party emergency alert systems, providing instant text alerts as well as coordinated signage that gives up-to-the-second information to all concerned.
ATTRACT GREATER ATTENTION THAN IS POSSIBLE WITH STATIC, PRINTED SIGNSHuman brains are programmed for motion. Our eyes are automatically drawn to moving objects. Because digital signs displaying full-of-motion video are dynamic, it taps into something within us that is innately human, demanding and holding our attention.
INCREASE THE SAFETY OF EMPLOYEESImagine an industrial or production plant where management wants to communicate safety informa-tion to hundreds if not thousands of workers in motion. Digital signage can convey vital information at the right time and place that is vital to employees maintaining a safe, efficient environment.
REACH FAR-FLUNG EMPLOYEESConsidering that 40% of workers don’t have access to e-mail or most don’t read it in a timely fashion, operation managers often rely on meetings and bulletin boards to get their message across. A more effective strategy is to augment corporate messages by placing digital signs where employees take breaks, socialize and eat. It’s an easy way to communicate company up-dates, reminders and messages of importance on any given day.
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IMPROVE EMPLOYEE MORALE Staff contests, birthdays, the employee of the month and special event highlights can be ac-knowledged and displayed to increase worker morale, supporting a team atmosphere that man-agers work so hard to achieve.
INCREASE SALES OF PROMOTED PRODUCTSAccording to a recent QSRweb.com survey, “The Top 12 Benefits of Digital Menu Boards,” 30.8 percent of restaurant operators surveyed had recouped their investment within 7 to 12 months, averaging around 5% sales lift for promoted food items, 20% for featured drinks. In other words, digital typically outperforms print or static signage.
LOWER EMPLOYEE TRAINING COSTSEmployee training videos are easily distributed and scheduled over a digital signage network to keep staff current with policies. Additional back-of-house messaging can reinforce training procedures to help keep employees focused.
INCREASE CUSTOMER SATISFACTIONIndustry experts report that viewing popular digital media while waiting for services helps reduce the perceived wait time by about 50%, which improves customer satisfaction. Using entertain-ing videos or showing images that garner their attention refocuses their minds on something other than their wait.
STRENGTHEN PROPERTY BRANDINGDigital signage, with its sleekness, brightness and vibrant content, can also bring a new ambi-ance to interior décor. Progressive properties have refurbished their interiors with designs that work in concert with the digital content—extending all the way to architectural media that becomes part of the building and brand experience.
Why Sticky Content Matters to Your AudienceWhat is sticky content? The term comes from Internet lingo. It refers to content added to a website that has the purpose of getting users to return to that particular website and hold their attention longer than just a glance. This is why we commonly see such things as Internet games, weather, news and horoscopes on personalized web portals.
There’s no question that the traits of sticky content can also be useful for many digital signage applications. As many longtime operators of digital signage systems and networks will tell you, advertising loops are not very “sticky” when re-moved from the context of point-of-sale locations. After all, how many of us flop in front of the television and flip to the “advertising channel” for late night entertainment?
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Let’s explore how this principle of sticky content can be applied to digital signage, and what is likely the best sticky content when using digital signage in point-of-wait and point-of-transit locations.
Sticky content is about piggybacking existing content onto another medium to yield a greater value. For example, NASA scientists are considering a plan to piggyback future astronauts on –or even inside- asteroids orbiting between Earth and Mars to shield them from cancer-causing space radiation during trips between the planets.
While the proposal has some disadvantages, it offers the space agency an appealing, elegant way to sidestep problems like building a rocket big enough to boost heavy, man-made shielding into space as part of the spacecraft.
The plan draws on an ancient concept: Pig-gyback on –or inside- a more powerful object to get to a desired destination. Whether it’s buckling up in our cars, riding an elephant into battle after traversing the Alps, or climb-ing into a hollow wooden horse and being rolled up to the gates of Troy, the concept of piggybacking has a track record of success.
In the world of digital signage, sticky content piggybacks to your message and plays an important role in yielding a greater viewer value because it delivers something people want—to be informed and en-tertained. Nothing can do this better than popular media channels.
Just as television informs, motivates and inspires its audience to take action, so too should your digital sig-nage channel. However, simply throwing a TV channel on a digital display doesn’t automatically leverage the public’s love affair with media. When executed properly within the agenda of a communication strategy with measurable goals, digital signage content that embraces a media channel can piggyback on its prominence in our society to cut through the noise and deliver powerful messages that otherwise might be ignored.
Of course, there are both technical and legal challenges that make it imperative to work with professional media syndicators who have acquired the proper digital content licensing. Competent providers
make it easy to incorporate content via popular streaming media schemes. More advanced syndicators provide tools for building “custom” playlists with an appropriate mix of content for your viewers, helping to ensure the content is more relevant and “sticky” to your particular audience. And, fortunately, with today’s digital sig-nage media choices, this is much easier than traveling to Mars.
“When executed properly and in the right context, digital signage can leverage sticky content to inform,
inspire and motivate. It provides a concrete reason for viewers to return their glances again and again.”
Photo Credit: Disney PIXAR
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Even though syndicated content is highly desir-able for many communications strategies, it’s also important to keep in mind that if you overuse syndicated content, you risk squandering your core communication strategy. That’s right. Too much of a good thing and your message becomes diluted to the point that, well…what is the point?
Most importantly, fresh content that is focused on your company’s communication effort is paramount if viewers are to keep coming back for reasons that meet your company objectives. Creating the right mix and balance of information sources is the “secret sauce” only you and your stakeholders can answer considering the business type and viewer preference.
Ten Content Tactics for Digital Signage Managers Now on to the elephant in the room: Who is creating the digital signage content that is going to drive the company vision, value proposition, market dif-ferentiators, news, promotions and entertainment? If a marketing department or agency is not in your budget to build out and help refresh your content, then consider these ten tactics that will help you make the most out of your existing resources.
TACTIC 1: Most digital signage systems today offer built-in templates that can be used readily with only minor changes. Templates greatly reduce the time and complexity of creating and maintain-ing digital signage content. It can be constructed to accommodate all kinds of information −whether it’s menu items for a restaurant or a special event reader board for a hotel lobby− that a digital sig-nage manager needs to display. Best of all, tem-plates minimize the time that must be devoted to the communications process because they can be used over and over again.
DIGITAL SIGNAGE CONTENT STRATEGIES When people are on the move, you have only seconds to engage them. Here are some attention-grabbing strategies to incorporate into your messages:
1. Keep the customer experience at the front of your mind as you choose content.
2. Eyes are very attracted to warm colors, e.g. reds, oranges. Don’t overuse.
3. Cool colors (blues, greens) provide needed contrast but attract less attention.
4. Use motion in the narrative to help the story flow and pique interest.
5. Keep your message cycle length appropriate to the amount of time your average customer will be in the viewing vicinity. Many successful retail message cycles are 3-10 seconds in overall length.
6. Refresh signage content often to reflect sales, special offerings--and sales goals.
7. Reinforce product and branding messages.8. Know your customers. Speak to their interests.
Content should be dynamic and reflective of what people are doing.
9. Make sure the digital media experience complements all marketing objectives, from merchandising to branding.
10. Keep the look and feel of your content consistent with your brand equity.
11. Avoid excessive text. Keep your messages as visual as possible.
12. Don’t try to deliver full advertising messages, as you would for television, print or long-form video. Show product glimpses that pique curiosity or provide information.
13. Create designs that can exist independent of sound; assume that it will not be heard. On the other hand...
14. Use sound when the signage location allows it.15. Try to incorporate product tips and information.16. Experiment. Have fun.
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A well thought out template for digital signage will go far; plus, it can be repurposed for other campaigns with little effort. If you are short on manpower to accomplish this, consider your company’s website designer or na-scent employee with starlet skills. Another possibility is to outsource the template design to a third-party firm. Either way, you are still in control of your key message.
TACTIC 2: Use television programming to supple-ment your digital signage content. This may seem counterintuitive for a corporate digital signage channel, but TV is a proven medium that attracts at-tention. And placed in spots where employees take breaks, such as cafeterias or lounges could prove a dynamic way to provide both corporate messaging and entertainment all at the same time.
Some digital signage systems are available with op-tional TV tuners that allow programming to be displayed in a digital signage layout. Integrating TV relieves much of the burden of creating a lot of fresh content.
However, there are a few caveats to keep in mind. The cable or satellite TV source may not allow re-transmission of its programming without first pay-ing a commercial licensing fee. Another is possible competitive conflict. For instance, how would the owner of a used car lot feel about unintentionally displaying the commercial of a competitor on his digital sign?
TACTIC 3: Managers employing digital signage have access to syndicated digital content services. Unlike cable news channels that seek to offer a
DIGITAL SIGNAGE DEPLOYMENT STRATEGIES1. Use larger displays or even video walls when possible
and practical. Bigger increases the wow factor!
2. Make sure your messages are relevant to the time, place and purchase opportunities at hand.
3. Incorporate touch screen technology when interactivity is appropriate and useful to the audience.
4. Utilize motion sensor technology when appropriate and useful to the audience.
5. Utilize custom data when appropriate and useful to the audience.
6. Use an editorial calendar to determine the best timing for content.
7. Incorporate frequent brand IDs for your company and its products.
8. Use your signage to create add-on sales: accessories with that dress, extra cheese for that burger, etc. This strategy has created double-digit sales increases for many companies.
Insert company name and logo to brand template.
Supports syndicated media, streaming videos, Flash media or TV programming.
Use crawl (ticker) feature to display RSS Feeds on any topic.
Use widgets or apps for company news, events, social feeds, schedules, promotional graphics and photos in multiple zones.
Theme template with brand colors or background design.
Use widgets or apps to import weather or other useful information such as time.
ANATOMY OF A TEMPLATE
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broad range of news headlines, managers can subscribe to feeds that more narrowly match areas of compatible business interests. Doing so will make the digital signage content more relevant in the minds of those viewing the content.
TACTIC 4: Add video from a webcam. More advanced digital signage systems make it easy to integrate video from a streaming video camera. Imagine the possibility of a retailer at a ski resort using this capabil-ity 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. All of this can be meshed with social media to integrate real-time experiences with on-the-spot customers who are willing to trade their privacy for a moment of “fame.”
TACTIC 5: Select digital signage software that can automatically import data from company databases and content sources to relieve staff from re-keystroking data into the digital signage page.
Tapping into data automation is a great way to repurpose existing resources without needing a full-time content manager, graphics artist, or a third-party service provider. Additionally, widgets or other software programs can be used to source news feeds, social media feeds, weather forecasts and corporate web pages. This could happen simply by sitting down with stakeholders and identifying pieces of data that could populate a digital signage tem-plate automatically without staff intervention.
TACTIC 6: Consider offering internships to graphic art students from local community colleges, universi-ties, and institutes. Both paid, and non-paid intern-ships are a staple of the college experience, and local colleges and universities offering graphic art 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 supervised and receive a quality experience. For a business with a marketing manager who’s able to invest some quality time to mentor a student, offering an internship to students to create fresh digital signage content can be a win-win scenario.
TACTIC 7: Select digital signage providers carefully, and be leery of the too-good-to-be-true market-ing gimmicks offering something for free. You get what you pay for holds true even with digital signage. Ask: How difficult is it to use? How much support is offered and at what cost? How long has this company been in business? Will they be in business next year? Does the software use an offline or online user in-terface (UI)? Which UI matches my needs better? Managers with limited time to devote to digital content should carefully evaluate how easy the content management software is to use, because poorly designed and integrated software will waste epic amounts of time.
A hotel typically relies on event or property management software to track reservations, meeting room bookings and conference events. For instance, meeting room booking data, such as the name of the party renting the room could populate a text field in a template built for use on a digital reader boards outside individual conference and ballrooms.
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TACTIC 8: Leverage existing non-digital assets, such as brochures, flyers, sell sheets and catalogs. The good news for small and large businesses alike is they’re probably sitting on a mountain of existing “analog” material that can be repurposed for use as digital signage content. Yes, 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, graphic arts departments or interns should be able to make quick work of repurposing these sorts of resources as digital signage content.
TACTIC 9: Leverage existing digital assets including promotional and advertising materials to mini-mize the amount of original content that must be created. Existing content, including everything from corporate videos to social media assets can be reused on digital signs when appropriate.
This may only require sitting down with the person in charge of marketing and finding out what media assets are available to repurpose on the digital signage system. If such media fits into your company’s communication objectives, your marketing department may be a rich source of web videos, PowerPoint presentations, animations, logos and other valuable assets.
TACTIC 10: Use RSS feeds to keep a stream of fresh content constantly updating on the screen. De-pending on the business and the application, Internet RSS feeds from various sources can provide fresh, new content to attract viewers and hold their attention.
Better digital signage software will support RSS as a source feed. RSS feeds are often available directly from one’s website, which may be a great way to reinforce corporate news. Additionally, there are count-less sources of both local and national RSS feeds from many Internet providers on popular topics that could supplement a digital signage communication strategy.
Using these tactics will help chase the el-ephant out of the room and reduce the bur-den placed on managers to create fresh and sticky digital signage content all the time. Any approach that can keep content fresh and sticky without taxing limited personnel and financial resources will prove in the long run to be an important element of succeeding with digital signage.
Why Content Engagement Matters If You’re a MarketerSuccessful marketers know their messages exist in a context that enhances the value of their commu-nication to consumers. For instance, a billboard lets Interstate drivers know a gas station is at the next exit. Or, a print ad for the latest smartwatch runs in a magazine with a focus on high-tech gadgets. Even the nightly news has commercials relevant to its audience.
To this end, digital signage content must in some way capture the attention of viewers and focus it on product features, specials, or some sort of infotainment that adds to the brand experience. So, from delivering an appealing message at the point of purchase to customizing a marketing message for a specific place and time, digital signage offers significant benefits to marketers and retailers. But a solid digital communication strategy requires an additional step for a marketer.
“Creating a wow factor often involves some form of customer engagement. You don’t necessarily need a big
budget to have fun with digital signage and to create a better customer experience, which is a fundamental principle to achieving a better communication strategy.”
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For the medium to flourish in a retail setting, marketers would do well to deliver on the value proposition of digital signage for consumers: make their shopping experience better than it would have been without the presence of the digital signs.
One way to make the shopping experience better is to allow consumers to change the content of the digital sign. How so? Simply by giving customers choices in what kind of content they want to see on the screen, which is what interactive digital content is all about—engagement. This enables the context of advertising, product information or infotainment to be personalized according to one’s whims.
In a recent article, A lesson from the agencies: creating suc-cessful DOOH content, published by OutputMagazine.com, au-thor Geny Caloisi highlights several examples of how important engaging content is to a more meaningful consumer experience.
The article quotes Sophie Burke of Zoom Media, who says, “…the majority of truly successful and innovative media campaigns involve an element of spontaneity - whether it’s copy which can be adapted dynamically based on real-time data, or an interactive component which allows the consumer to get involved.”
Additionally, the article quotes Nick Mawditt, Global Direc-tor of Insight and Marketing at Kinetic, a UK-based digital-out-of-home media company, who suggests that physical interactions are more useful than the more hyped gesture interaction. Mawditt relates, “If you touch a screen, you are engaging in a more personal and private level, even if it’s in a public space. With gesture, the engagement is brief and people can feel self-conscious.”
Creating a wow factor often involves some form of customer engagement. You don’t necessarily need a big budget to have fun with digital signage and to create a better cus-tomer experience, which is a fundamental principle to achieving a better communication strategy.
So there you have it in a nutshell; in the same way that mobile and Internet media benefit from relevant in-teractive media, digital signage campaigns can benefit by adding interactions of many kinds, which lead to a better, more helpful, or at least a more personalized experience. This is why engaging content matters to digital marketing strategy, and why you should consider trying it on your next digital signage campaign.
Why Digital Signage Placement Matters, TooDon’t make this mistake: not giving much thought to sign placement, or even worse, wasting your ef-forts and budget on misplaced digital signs. People are not likely to look up to your ceiling for product announcements. Instead, place product-specific content where products are, preferably at eye-level or shelf level. The closer the advertising to the purchase opportunity, the more effective it will be.
Even more than just hanging a digital sign where it’s convenient to see, think a tad further about the bigger picture. For example, digital signage can influence the ambiance of a building by the way it is integrated into the environment. Have you considered that your digital sign may be way too small and unimpressive to make your point? Try a video wall instead! Get creative…think of your digital displays as canvases for creative expression.
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Finally, by locating your signage in the optimal place and choosing the best size, the creative content can now fully stimulate the senses, arouse and influence behavior that complements the purpose of the building’s design, which reinforces and extends the core brand image. Empowered with great design, you can inspire your viewers with an aesthetic experience.
Now Jumpstart and Execute Your Digital Signage StrategyGiven the time and willingness to learn from trial and er-ror, anyone, regardless of background, can be successful with digital signage; but, it’s important to shake off the common “a slide show is good enough” mentality—it’s not an effective strategy for creating the wow factor that drives a better customer experience. Sure, everyone is not a Picasso per se, but everyone is creative to some degree.
Feeling overwhelmed or out of your comfort zone? Consider asking a full-service digital signage provider with a good reputation to help design your first campaign. This will reduce your learning time and in-crease your chances of success considerably. A provider of professional creative services will do their homework by performing a thorough discovery process. The discovery process should reveal what the wow factor would be for your business, which will be unique to your application. Also, a creative agency will maintain your brand standard, and if you don’t have a brand standard, they will help establish one. If your digital strategy is based on some sort of promotion, they will research your audience to under-stand what they care about and create a call to action if necessary. Finally, a successful execution will have various forms of measurement based on your return-on-objectives.
The recommendations in this content guide won’t give you the wow factor automatically, but it will jumpstart your digital signage strategy and get it moving in the right direction. Success will come by executing communication campaigns that use creative thinking and content which transforms digital signage from mere displays, computers, and cables into a dynamic medium with a limitless ability to inspire, inform and motivate.
About Keywest TechnologyKEYWEST TECHNOLOGY is an authentic developer of digital signage technology and a full-service provider offering solutions from simple playback to large multi-sign and interactive networks. Keywest builds systems with a holistic approach that includes key software technologies, creative de-sign, system design, and comprehensive service level plans. Based in Lenexa, Kansas, the company is dedicated to making business communication as enjoyable as a day at the beach.
Digital signage template examples provided by Keywest Creative.
