As we all know, branding is one of the top most effective ways for various businesses to increase their sales, make their products known, engage their customers and build their overall recognition, especially with the massive competition that is being witnessed today.
And as much as branding is an important strategy, businesses have to incorporate the use of digital signage in their marketing strategies. At the end of the day, whether you believe it or not, the world is gradually embracing digital signage more than print and any other traditional form of advertising. It is for this reason that you should embrace the latest trend too and watch your businesses grow in record time to levels you could never have imagined.
Let’s face it, just like us humans, businesses have a hierarchy of needs as well. Every business person and entrepreneur will need to look at his or her hierarchy of needs to establish the most important business decisions. And if truth be told, it is clear that the entire business hierarchy of needs is utterly hooked on digital media and digital media marketing.
With that said, for digital signage to be effective, you must incorporate branding into your content. Because a brand is what will keep the people focused on what your business is all about, ensure that you have a brand icon that is static on your screen even when the rest of the content is in motion. The more the brand icon stays displayed on the screen, the more it will remain stuck in the viewers’minds.
Moreover, Digital signage is so far among the best ways of enhancing direct engagement with all potential customers. For example, if you are running a restaurant, restaurant signs would work perfectly for anyone who might be interested in your dinner or lunch menus. Customers want to deal with business people who seem to care about their emotions, their needs and above all their opinions in as much they want to find the best deals. Therefore, since you have the ultimate platform with the use digital signage, it is time to generate your content.
But because content generation and content development for digital signage system should be done to attract the customers and not bore them, you need to come up with the best content ever.
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How to make your digital signage content right?
Every channel that is used to send information needs engaging and winning content. This is no different when it comes to the digital signage medium. You will have to make the right decision right from the type of font you use to the choice of words. Basically, just like any other channel of advertising, digital signage also comes with some of its own constriction when it comes to content. So, here are some important tips that will help you generate content that is right for digital signage.
⇒ Keep the content message simple and clear
Black and white text is the best. However, you ought to ensure that you play around with the best possible clarity and color content through images and headings. It is better to follow the dark text on a light background or light text or a darker background as this is the best way to get enough contrast on the screen.
On the other hand, it is always better to use sans-serif fonts on your digital signage display messages. The good news is that when it comes to font variety, the sans-serif family has a whole lot of varieties to offer. Nonetheless, you can choose to go for heavy fonts on your title to ensure that you give the titles the emphasis they deserve.
Lastly, ensure that your text is readable from a closer view and from afar as well. As we all know, content that is not legible, whether in print or digital signage, does not appeal to the audience and will not do you any justice.
⇒ Control the movement
As much as this is a motion based strategy, it advisable that you keep the motion to a minimum. Make sure that you use motion parsimoniously because too much of it might be distracting to the viewers. Therefore, in as much as you want to have the motion on your display screens, ensure that the most important feature about your businesses (like the logo) remains static.
⇒ Have variety of content to display on your screens
For better results, digital signage content should vary greatly based on the location and the envisioned use. Some of the most important information that should be included in your display text includes dates and time, news headlines, menus, event schedules, event promotions, business working hours, business web pages, company news, visitors’ welcome messages, RSS feeds, honors and awards and so much more.
⇒ Use catchy visuals
You always have to remember that the screen will normally be silent. So, you have to make the texts and the images dynamic enough to add a sound to the displayed information. And in addition to this, you must also ensure that the brand icon usage remains consistent as it is with other media. Ensure that you have the brand colors running on the screens so that the brand recognition is not lost in the process.
⇒ Last but not least, content is king
Since time immemorial, the information that you convey to your audience has been the backbone of successful advertising. So, is your content good enough? Is it entertaining? Is it informative? Is it educational? When generating content, it is important to keep it informative and educational but at the same time entertaining.
For example, you can consider using rhyme and assonance to give the viewer quicker retention and memorization. By so doing, the message becomes more memorable provided that it is short, simple and concise. Most people can remember up to three items at any given time. Keep the message clear and concise, and keep the screen views long enough so that the message can be read and absorbed.
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In conclusion, the value of branding for any business upsurges when the digital display systems used are of high quality. You should give quality, readable and relatable content to your readers and without out a doubt, you will be heading in the right direction business-wise.