Monthly Archives: April 2013
For most small businesses, operating costs consist of water, electricity, gas, supplies, etc. What if there was a way to drastically cut one of these bills? Think about the signage you currently have in your store. If it’s backlit by incandescent bulbs, you could be spending too much on electricity. Sure, there are florescent options, which offer some energy savings, but many florescent bulbs take time to warm up, and offer a drab backlight when compared to the sharp, polished look offered by digital signs.
In the case of most small businesses, brand awareness may be driven solely by the logo on their storefront. Owners of these businesses often don’t know any other way of doing business. Traditional marketing such as TV spots and mailers are far outside the budget.
Coffee shops and similar businesses have long used the chalkboard as their primary way of communicating with the outside world, often employing talented chalk artists or witty, relevant messages. These strategies have proved useful to countless small businesses. So why do you need a digital sign at all? Couldn’t you just go out and purchase a chalkboard and a set of chalk for next to nothing? The answer, of course, is: Yes, you could. However, chalkboards don’t come with all of the advantages of digital signage. On the other hand, digital signage comes with all of the advantages of a chalkboard, and much more.
Showcase Your Brand on Your Terms
Digital signage provides the ability to showcase your brand on your terms. You are in complete control of the content without the limitations that go along with traditional marketing materials such as posters, flyers, pamphlets, etc. It goes without saying that these outdated marketing platforms don’t support moving text, video, flash, html, or RSS, and they certainly don’t connect to the internet. Digital signage removes these limitations and puts tools in your hands to increase brand awareness and positive perception.
If used correctly, digital signage can reduce perceived waiting time by providing something for the customer to engage in while services are being rendered. Sit a customer in front of a flat screen, and he or she will be right at home. Many companies pipe movies or cable into their waiting rooms, so how is digital signage any different? Not only will the patience of the customer increase, this waiting time can be valuable advertising time because the customer is a captive audience. Especially if they only have to wait 15 minutes or so, most customers will choose to wait rather than leave and come back.
Digital signage is powerful, but placement is key to its effectiveness. The placement of your digital sign will be determined by a number of factors including traffic, and the number of digital signs you plan on employing. The following are a few basic guidelines to proper sign placement.
Consider the foot traffic in your store and place menu boards where they’re most likely to do the most good. One example of good traffic placement comes from the retail giant, Walmart. Recently, Walmart has launched a campaign to utilize digital signage at aisle caps. Their platform is extremely simple: One medium sized screen placed in the center of product playing a personal video ad about the surrounding product.