If your company is interested in implementing digital signage solutions, you need to start with a plan. Otherwise, you’re going to be delivering messages without knowing how well they are performing for your audience. The first phase is the implementation plan, the second is creating and updating content and the third is measuring ROI.
Impressions
When you deliver a message to your audience, you are creating an impression. Say you’ve recently opened up a new grocery store that sells organic products. You have invested in digital signage to alert people driving on the highway that your store is nearby. Each time a person sees the sign, you make an impression. If you leave the message alone, it becomes boring and predictable. If you change it up, add new graphics, try a new hashtag, etc., your brand becomes fresh and relevant all over again, making new impressions.
The best way to determine your impressions is by evaluating the foot traffic that comes across your signage. If your signage is placed along a busy highway, you know that you’re getting a fair amount of people reading your advertising each day. The same is true for signage that is placed in areas where there is a steady flow of foot traffic, such as in break rooms, around public restrooms and on college campuses.
Make sure you are adjusting the content as well. The 5 o’clock rush hour will enjoy different messaging than those taking a casual drive in the afternoon. You can appeal to this audience by informing them of quick, healthy dinner options at your grocery store that eliminate the need for cooking. Those out and about during the day are probably grocery shopping and would respond better to sales.
Retention
Retention is the ability for people to recall the message they read. One of the easiest ways to measure retention is by having your customers fill out a survey. You can offer the survey inside your store or post a link online. Ask the respondents questions that gauge how well they remember your messaging. Something simple like, “Why did you stop into our store today?” prompts the customer to say, “Well, I saw something about you having healthy dinners I can pick up now.” That shows that the customer saw the sign, read the message and remembered what it said.
ROI
The final way to measure ROI is by the end result. Did your audience follow through with the desired action? In this case, it would be measured by how many people stopped into your store after seeing your sign, or how many customers asked for the dinner option presented on the digital display signage.
Each company is different, so there are unique ways you can measure success. That’s why it’s so important to include a clear CTA on your messaging so that your audience knows what to do next: visit your site, use a promo code, stop into your store, join a discussion on social media, follow their social media profiles, read their blog, etc. When you see that people follow through with the desired action, you know that you’re getting your return on investment.
The biggest advantage to electronic signage NJ, at least in this sense, is that it is an owned channel, which means you have complete control over the messaging, how it’s delivered and how often it’s changed. With so many options, you can play around with the messaging, font, colors, timing, etc. to see what works best for your audience. Just make sure you are measuring ROI so that you can start to craft a strategy that you know will be effective.