Digital Signage, also known as Narrowcasting, is a multimedia system that can be placed on location at retail outlets worldwide. The messaging presented by the digital signage is customized and targeted towards that particular target market, and is usually altered based on environmental factors such as season, time of day or day of week, as well as for reasons that are unique to the outlets’ sales items and cycles; items that need a push or attention drawn to them, or items that are moving quickly and could use an upsell.
Digital signage is a great tool for retailers because it offers the benefit of instant modifications, customizations, and re-focusing of messages. This cutting edge technology is also very cost effective, considering the huge point of sale implications and potential that it offers. That elusive and murky point of sale stage in the consumer buying cycle is finally open to effective and consistent retailer messaging with properly implemented narrowcasting services.
Narrowcasting is quite easy to manoeuvre as well. At most, you can contact your digital casting provider and have them make virtually instantaneous alterations to your messaging.
Although Digital signage is now taking the retail world by storm, there are still a few organizations that are sitting on the fence when it comes to investing in this technology. Although the general benefits are clear, there is still the unknown. Is this technology difficult to utilize? Is it cumbersome and expensive to operate? And perhaps most importantly, how can I make digital signage work for me?
As we have already covered, narrowcasting is both cost effective and easy to utilize. The question remaining is “how can we make digital signage work for you?”
First, it is important to understand that digital signage does not provide the same experience as regular television viewing. This means that it will not be effective to take an existing 120, 60, or even 30 second spot and use it as-is for this medium, regardless of how tempting it is to attempt to get more use out of that previously made, and very expensive, creative. That is the bad news.
The good news is that, if you find the right digital signage provider, that agency will already have a media design team in place to work with you, or your ad agency, to create or even repurpose existing ad content. The team can take your above mentioned 30 second ad spot and easily and inexpensively customize it for your in-store digital signage. This expert advice, combined with your excellent grasp of your sales cycles and market, will help drive interest, brand awareness and sales.
To ensure that digital signage works for you, work with your provider to create specific and creative content that reflects your needs and your customers’ needs. As an example, a grocery store owner may want to quickly sell some overstocked children’s vitamins. Perhaps, however, this would not be the product to feature on a Saturday evening. The grocery store might receive much more favourable results from featuring discount DVD’s and a sale on potato chips.
As cutting edge as digital signage is, it has already proven itself as an effective marketing media that can work for virtually any retail outlet.