How to: Make Your Digital Signage More Effective

How to: Make Your Digital Signage More Effective

Are you a digital signage fan — or evaluating digital signage as a part of a newly energized marketing program?

Designing to Maximize Engagement!

Interested in reviewing a few tactics to improve your digital signage program? We’re not even 50% of the way through 2018 so… there’s time to evaluate and plan for success!

Make Sure You’ve Identified Your Audience

It makes sense that even digital signage can’t be everything to everyone.
There’s no benefit to repeating a message or including dynamic video in the hopes that your audience will accept it. Be sure to design and build for your target audience — their wants and needs relative to your product.
Here’s an example: a new home sales office (or, a multifamily leasing office). Home shoppers are looking not only for a new home because their family is growing (or shrinking) — they’re interested in the details that will motivate the purchase such as features (does the Master Bath include a Jacuzzi?), options and upgrades (outdoor kitchen, den in lieu of bedroom) and whether their bedroom furniture fits into the new master suite.

Then, you want to be sure to address the other factors impacting their purchase decision. What’s going on in the neighborhood? How about schools? Are there parks and playgrounds near for the children?  Answers to the ancillary items build their level of interest. 

Have You Determined Your Objective?

Everyone wants their audience to engage with digital signage.  But, there’s another objective out there for your project; do you know what it is?
Let’s take a look at the home builder idea mentioned above — that’s CPS’ target audience for the interactive touchscreen system, SalesTouch. We like to say builders have several objectives with their sales office touchscreen system: engage, inform and kick-off the dream.
Basically, SalesTouch guides the home shopper’s journey towards a home purchase. The touchscreen engages prospects from the minute they walk into the sales office — it’s colorful, typically provides an interesting initial view and large enough to attract attention. Then, the home shopper is presented with choices: explore the neighborhood, find out more about the particular community and examine specific floor plans and their options/upgrades.
The last objective is to encourage the dream of home ownership: select a floor plan, mix/match structural options and upgrades, drag and drop furniture — take that standard plan and make it your own, in other words! 

Make Sure You Are Designing for Engagement

Digital signage varies from small monitors to large touchscreens — with video walls in there, too!
What platform are you utilizing and how do you maximize its potential? As an example: we’ve found home shoppers really like large touchscreens mounted into a slightly angled table. They’re able to step in and get close — some people lean in, occasionally, there are special purse and drink stands. It’s all about making your audience feel comfortable and exploiting the physical hardware as appropriate.

Regardless of the physical platform, focus on grabbing audience attention — right away.  Remember: visuals are key as they spark the imagination. And, we’re back to kicking-off the dream!

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