Digital signage strategy should align with and support a company’s marketing and branding strategy, but it is very important to understand the medium and its intended audience and use. It is important to build a strategy with a solid foundation that promotes, protects and strengthens the company brand.
The real magic happens when you can strike a balance between the company’s marketing strategy and effective employee engagement.
In a corporate environment, one must recognize how easy it can be for content to become white noise. Remember employees, unlike retail audiences, are captive audiences. Building and maintaining a trust with this audience can be very difficult, but not impossible.
Every successful system begins with a strong foundation, build yours hand-in-hand with your company’s strategy — but don’t stop building! Break your content strategy into sections; enterprise messaging, brand awareness, rewards and recognition, etc. Do some research and find out what will make the audience look up. For some, it is seeing production data while for others it is seeing themselves through rewards and recognition.
Create visually dynamic messages based on your findingsand consider these questions:
• What can you do as content creator to build that trust with the employees?
• How can I ensure material is relevant to their everyday existence?
• How can I ensure the content is accurate and timely?
Building onto the foundation of your company’s branding strategy while following through with your role to engage the employee will produce a strong corporate communications channel. Ultimately, the question isn’t whether or not to align, it’s how, why and to what degree.
In Sherway Gardens in Mississauga Ontario, Canada, Mattel recently unveiled an ad campaign
where shoppers could interact with a digital sign located within the mall and play an interactive game of
Upon the correct answers the players would be entertained with the word they had guessed
as well as being given copies of Mattel made board games for the road. Everything from marching
bands to 7 feet tall teddy bears were unveiled as surprises to the crowd upon the correct answer
stopping shoppers in their tracks. Mattel further utilized this digital signage campaign and created a
commercial which can be viewed here which shows how digital signage and interactive games can
improve a company’s fan base while leaving everyone smiling at the end of the day.
While doing some research on digital signage trends and returns, we came across this helpful and insightful report on the power of digital signage in retail environment. The paper was produced by Intel, Research Strategy Group, Ontario Lottery and Gaming, Capital Networks and EdCom.
The project was set up using an experimental design to compare venues with digital signage to venues with static signage to venues with no signage over three time periods.
The results suggest that the effects of digital signage at casino venues in three areas: free giveaways, restaurant menu item sales and sign-ups for a loyalty program.
The Anonymous Video Analytics (AVA) data provided by the Intel Audience Impression Metrics (AIM) Suite help to understand the impact of the digital signage in relation to static signage and no signage and to draw important insights about the optimal location and content design for digital screens.
Overall, the results highlighted that digital signage has a notable impact on food purchase decisions such as those pertinent to free giveaways and restaurant items but on the more complex decision-making required for signing up to a loyalty program, it was difficult from the results of this study to detect a measurable response.