This space is often dedicated to a small slice of digital sign development, such as how digital signs can meet people’s evolving media needs while incorporating interactive digital kiosk elements; or how digital signage can command a larger share of the media budgets marketers. Digital signs can do all of these things and more.
While these are essential issues, I want to go back to the basics this month and discuss why communicators should use digital signs to spread important messages. There are several causes for this, including the following:
– To raise a business’s profile. Getting their message heard over the din of rival companies, whether on radio, TV, in newspapers and magazines, or on storefront signage, is one of the main challenges merchants have when promoting themselves. With digital signage, the most crucial potential customers can be attracted and directed – those in a store ready to spend money on a purchase.
To strengthen business ties with clients and suppliers. Think of a waiting area at a car dealership, where customers sit and wait for their vehicles to be repaired. Instead of using a traditional TV to show a cable news station, the dealership can use strategically placed digital sign messages to advertise special deals to its captive signage audience as a way to thank them for doing business with them. Another option is to put a digital sign in the lobby to welcome vendors, guests, and other visitors when they enter a business setting. This small gesture can go a long way in fostering goodwill.
– To improve the efficiency with which essential information is delivered. In a disaster, existing signage networks can be lifesavers, informing employees, customers, and other patrons of emergency exit locations, storm shelters, and additional essential information that they may not have known otherwise.
– For the sake of efficiency. Making a static printed sign is time-consuming, costly and labor involved. A digital signal can develop and show the same message much more quickly. The ongoing cost of printing new signs when requirements change vs. simply updating a digital sign with a few keystrokes means that a digital signal quickly pays for itself in terms of return on investment.
– To get more people’s attention than a static sign could. The print has the additional issue of being fixed. The human brain is built for movement. Moving items instantly catch our attention. Dynamic, not static, are digital signage that shows full-motion video. They take advantage of something inherently human to seize and keep the audience’s attention.
– To make staff more productive. Let’s say you work in a small industrial company where the boss wishes to get important information out to the workers. Production targets and actual performance may be relevant; the mean time between employee injuries may be appropriate, or delivery information about crucial components on their way may be applicable. These are just a few examples. Signage can be used in all of these scenarios and countless others that are too numerous to list here to teach a workforce about critical information essential to keeping the workplace productive and safe.