TV viewers can click to another channel anytime. Your web page holds a customer’s interest only as long as your message is highly creative and outshines the piano playing cat your coworker sent you. The yellow pages aren’t what they once were and newspapers get thinner every day. Consumers have many ways to avoid your marketing messages.
Out of home advertising is different. Signs on the street and signs in your shop are hard to avoid but in the past signage was no match for the ever changing messages of TV or radio; messages that can keep up with current events and react accordingly.
Digital signage changes this. Now your signage can keep up with current events as fast as a news bulletin. Customers can’t avoid your signage as easily as they can switch TV channels when your ad airs. And the money you pay for a single TV commercial could buy digital signage that lasts ten years.
Our customers are trying to learn about social media. How Twitter can help them reach the masses and attract new customers. We are big fans of social media and work hard to understand it ourselves but digital signage is a media form that is different and in a class by itself. Since 85% of the customers of most businesses are local, signs outside your store that can offer new promotions on an hourly basis can help attract customers inside.
Once inside, digital signs with a fresh message can direct customers to today’s special offers. Captive customers can be influenced; as most purchasing decisions are made at the point of sale. Digital signage should be one of the technologies you investigate to grow your business like all other forms of social media. Digital signage brings your brick and mortar up to date and enhances your communication in a way other forms of social media can’t.
