How to Create Content for Your Digital Signage
Know Your Audience
Understanding your audience, or market segment, is one of the principles of developing an effective marketing strategy for your business. Don’t fail to do research on the type(s) of consumers you want your business to attract in order to tailor your content to appeal to them. Once you have a good understanding of this, you can better gauge what content is appropriate for your signage.
Be Witty, But Appropriate
This goes back to knowing your audience. Being witty or funny usually will attract more attention, but it’s good to keep in mind how you think your audience will respond to it. If you’re a more serious business, you may not be able to have as much fun in creating content. However, you could still find an appropriate middle ground of being wittingly informative.
Keep it Short
The character count for most digital signs, depending on the size, is very limited. Always keep this in mind when putting text together for your sign. There’s nothing worse than taking time to create content that just doesn’t fit where it’s intended to go.
Make it Relatable/Current
People love to see things in their everyday lives that they can resonate with. That being said, take into account events that are happening around you. This could be upcoming holidays, world or local events, or even something mundane that we all have to do. Knowing your audience well will be a great tool when creating relatable content.
The most creative content is made when you’re having fun. Loosen up and enjoy the process!
Take Notes From the Big Boys
If you’re at a complete loss on what to do, one of our owners, Cliff, has a great piece of advice for you:
“In my observation with digital signage, If you don’t know what to do, follow the ‘Big Boys.’
Walgreens is an example of what a professional does regarding this type of sign. I was told that Walgreens has a 40 person staff that does nothing but program what is on every sign in the country by the millisecond, meaning every millisecond is important.
When a message is displayed, it does not scroll, it does not snowflake, it does not slide up, down, in or out. You just see the message for four seconds. The message has to be short because when driving by, you only get a glimpse.
The message is determined by what will entice customers to enter the store, the product according to the time of day and the frequency of repetitions. Trial and error of watching inventory to know what to message determines future schedule. Yes, funny or thought provoking messages grab attention and keep people looking.
You only lose when you spend time showing off the capabilities of the sign and not the message.”
Contact ABC Signs if you’re interested in investing in digital signage. We’d be more than happy to take on this project for you!