Depending on whom you ask, the digital signage industry is robust and expected to be worth lots of money—almost $30 billion by 2024.
A sizable chunk of that revenue is expected to be derived from the growing use of interactive digital signage applications. Interactive kiosks alone, for example, are anticipated to account for more than 22 percent of total market share by 2024.
With so many balls up in the air in terms of potential revenue, how do value-added resellers and their customers leverage interactive digital signage technology to position themselves in terms of ROI, increased sales and overall general success?
Here are three ways to make that happen:
1. Location, location, location
You’ve probably heard this a million times when it comes to interactive digital signage deployments, but it really is one of the most important considerations you can make before install day comes around. Select locations where people tend to congregate and linger while waiting—railroad and airport terminals, live events and museums are all good examples.
In retail applications where merchandise is being promoted, make sure that your interactive setup is physically located near the items up for sale for maximum impact.
2. Superb content rules always
Creating high-quality, engaging content is the most crucial step in deploying a successful digital signage solution, because competition for customer attention is fierce.
Customers are constantly bombarded with messaging and content from numerous sources, including smartphones, the Web and television. The good news is, digital signage captures more customer attention than other media, to the tune of 63 percent.
The takeaway is that outstanding interactive content, not merely good, should be the metric to shoot for in order to capture more audience attention.
3. Be on the same page when it comes to goals
A good interactive digital signage campaign is one which has a well-thought-out blueprint in place in terms of what you hope to gain from the effort. Don’t hesitate to engage other departments in your organization, not just marketing, AV and IT.
Find out what managers and other decision-makers want to achieve with your interactive digital signage and plan to measure them after a few months of using the system.
4. Promote your brand
Interactive digital signage should always be an extension of your larger brand and communications strategy. Every facet of your deployment from content and placement to design and call to action should emphasize this.
It’s generally a good idea to have at least one strategy meeting involving all the key players in the deployment to ensure your content isn't sending a contradictory message and that you're meeting brand guidelines already in place.
Interactive digital signage solutions can be complex, time-consuming and expensive to deploy, so why not advertise the “when and where” in order to generate buzz?
A couple of ways to accomplish this are via social media and email blasts. Emphasize to your customers that there will be something to gain if they show up and interact with your installation.
6. Measure success
During the initial planning phases of your digital signage deployment, there should be mechanisms in place whereby you’ll be able to gauge whether or not you’ve been successful.
Soliciting feedback directly from users who have interacted with your digital signage is one way to get a real-time feel of how effective it’s been with your customers. A brief survey in exchange for valuable coupons is one way to elicit such feedback.
Upticks in sales and increased Web traffic are other measurable signs that your interactive deployment has been a success. The main takeaway is that there is some sort of way to track metrics before the installation is placed in the field.
Interactive digital signage can be a highly effective tool to increase brand awareness and boost sales when you know how to position yourself for success.