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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 It goes without saying that these outdated marketing platforms don’t support moving text, video, flash, html, or RSS, and they certainly don’t connect to the internet.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.
Digital menu boards represent a leap forward in the level of technology available to restaurants and retail stores. Depending on the service, they can be remarkably simple to change on the fly, and can help your business stand out among the competition. However, if you’re not careful, this power and flexibility can lead to potential confusion for your customers.
Just because you can change your prices, menu items, and specials, doesn’t mean you should make a habit of doing so. Changing things too often can conflict with your customer’s expectations and lead to frustration. Consumers in general expect consistency in the businesses they frequent. Among other things, they expect clean facilities, stable prices, and a relatively consistent menu that they can easily navigate.