Welcome to Part 2 of our blog series designed to help you make all the right choices when it comes to your digital signage!
Now that you're ready to show off the display of your dreams, you're probably anxious to get some messages up and running. Don’t rush yourself into bad content selection, though. Many people remain under the misconception that the displays themselves are what sells, but this isn't the case. Yes, the displays draw attention – much more attention than traditional static menu boards – but content and design must be current, catchy, useful and attractive if you want to want to not only draw attention but keep it as well.
The goal is to have your digital signage work for you. It should be selling your product for you even while you're away. It should constantly advertise your brand. It should be increasing the efficiency and productivity of your staff. It should be programmed to change according to your business needs ahead of time, putting your mind at ease and leaving you free to tend to other matters. Most importantly, it should be doing all of this (and more) so well that you feel inclined to add it to your payroll!
Every digital menu board has the potential to deliver the desired results, but it's up to you as your own creative director to follow the steps that will lead you to a great content library.
Stay Relevant. The ubiquity of social media is undeniable, so when you're updating your digital signage content be sure to include a way for viewers to be inclined to engage via Facebook, Twitter, Instagram, etc. Keeping up with the viewers' favorite social media outlets will deem you relevant and show your willingness to keep up with your public. Another way to stay relevant is simply by keeping track of the time. Literally. Make sure messages you broadcast in the morning can relate to early viewers. For instance, showing morning traffic, weather updates, and breakfast options (if available) make sense for 6am-10am, but content needs to change as the day progresses.
Be Unforgettable. Not just through the idea behind the words, but through the words themselves. You can make your advertising fun and memorable by playing with stylistic literary devices. Use alliteration (e.g. Sally sells seashells on the seashore) to make it fun to read. How about a tongue twister. Remember how Peter Piper picked a peck of pickled peppers? Of course you do! You can't forget it! Repetitive first letters are appealing. Even simple ones like World Wide Web do the job. You just have to create your own. Rhyming is also great. Studies show it helps people remember things. Additionally, you can use subtle imagery to reinforce ideas.
Eliminate Clutter. Displays should not be overwhelming. Each screen, whether on rotation or not, needs to have a concise message. There should be one main focus; all other aspects of the content on that display should be complementary. A call to action, for instance, would be perfect. However, you do not want to advertise a new product,