Digital Content Digital Signage Retail Marketing
Tell Your Story – Part 5
March 2, 2008
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This is a series all about marketing through good digital signage design. The first in this series related the importance of “story” or narrative. The second offered a perfect advertising message that wins sales. The third post covered the “song and dance” To Do list for your content. And the last two posts cover what not to do – Part 4 was What to Avoid in your content messaging. This post is What to Avoid in your content formats.

First, avoid using simply static images in a sequence, trying to mimic video. The technology is already far advanced beyond a PowerPoint show or series of jpg images. You don’t have to spend a lot to get high quality video content with educational impact. LobbyPOP Pros can offer a wide range of affordable video sequences.

Second, avoid Flash! This is not a platform-agnostic file type. If you are displaying on a commercial screen and later want to deploy through web and smart phones, you will find some serious roadblocks. You also limit the number of partners who can assist you in customizing and changing the content. In addition, flash images lack the emotional depth of video, and are easy to spot when comparing campaigns. Today’s technology has allowed marketers unprecedented flexibility, targetability and accountability in reaching and impacting their audiences. Digital networks are a perfect storm of advanced technology platforms.

Third, Don’t skip the music! Studies prove that consumers are more sensitive to and appreciative of a dynamic message that is delivered with an appropriate music bed.

Fourth, invest in knowledge of your target audience demographics. Unless you know what buying motivators exist for potential clients, and what colors, style, and “right brain vs. left brain” approach works for that industry, your message can backfire.

LobbyPOP Pros offer LobbyPOP content which encompasses the “hot buttons”  and critical messaging desired by nearly every industry, all developed through a research study commissioned by Sign Biz Inc. that cost over $100,000. LobbyPOP content is the only digital signage media in North America to be built on this exclusive research.

Next Post: Story of a CPA and a Digital Sign   

About author

Amazing LobbyPOP

Teresa M. Young has served the sign industry since 1985. Today she guides hundreds of entrepreneurs in the business, while discovering new ways to bring dynamic signage to the sign industry. Visit her on LinkedIn.

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