Digital Signage Content

Bringing digital signage into your marketing mix

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.

Digital Displays

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.


Mattel Surprises Customers with Pictionary Interactive Game

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.

Upcoming infoComm Events

Looking to meet the who’s who of Audio Visual? After THE best places to network and build new relationships? Want to learn the latest trends?Check out infoComm’s latest list of upcoming events (correct as of Sept 2014).

October 13 – October 16, 2014
InfoComm MEA showcases the latest pro-AV innovations across a broad spectrum of industries

Integrated Systems Russia

October 29 – October 31, 2014
Showcasing the latest professional AV and electronic systems technologies

November 6 – November 7, 2014
Colombia’s conference for the integrated audiovisual systems industry

February 10 – February 12, 2015
European forum for professional AV and electronic system integration

March 4 – March 5, 2015 New Regional Trade Shows for Technology Managers

April 8 – April 10, 2015
Dedicated AV trade show for the professionals in trade and end-user organizations

May 12 – May 14, 2015
The continuation of the regional integrated AV systems conference and exhibition for Latin America

June 13 – June 19, 2015 Conference: June 13-19
Exhibits: June 17-19

The largest pro-AV show in North America

August 12 – August 13, 2015
Mexico’s conference for the integrated audiovisual systems industry

Integrate 2015

August 25 – August 27, 2015
Bringing together audiovisual, information and communications technology in Oceania

InfoComm India

September 1 – September 3, 2015
Market perspectives, technology updates and specific industry practices