Every and any marketing campaign you run can be enhanced through spreading it wider. This includes showing them on digital signage. Whether it’s your marketing material being promoted on premise or your campaigns run online, integrating digital signage into existing marketing campaigns will amplify results.
Enhancing social media campaigns
Any existing social media marketing campaigns are an excellent source of content for your digital signage. It is a simple matter to take any existing TikTok, YouTube, or Instagram clips you already push and schedule them also for publishing on your digital signage.
If you plan on simply duplicating the same video from your social media, however, be cautious with the format of your content. Instagram, YouTube Shorts, and TikTok clips won’t fill up an entire 16:9 landscape display, leaving an empty black background on the sides instead. Use a multi-region campaign layout which accommodates for the vertical format of these videos, to ensure they blend in nicely alongside other content. For example match the surrounding color to your brand’s or the video’s color scheme. Provide additional information on how to take action or share your social media handles. You can even match the same screen region with other vertical clips which will play in conjunction with the promotional clip.
Apart from reposting existing content, you can create new content which accompanies your social media campaigns or instead of posting them directly on your digital signage direct viewers to their home on social media. This can further increase your social media reach. It all depends on the nature of the campaign, so think about what applies in your case. Can you show daily progress updates, if your promotion has a competitive element? If prizes are a part of your promotion, you can count down how many are left. In case of a time-sensitive sales promotion, use countdowns. Show behind-the-scenes content. If you planted the seed for your viewers to want more updates, add a call-to-action to follow you on social media where they can find fresh content when they are not at your store.
Improving standard campaigns using digital signage
If digital signage is present at the premises, using it as part of your marketing strategy is probably why you have it. Whether it’s loyalty programs, special discounts, seasonal sales, and so on, use the Dynamic Composition to quickly whip up messaging to inform customers.
Create simple messaging with a clear call-to-action. Tell the viewer what you want them to do! Tell them to buy 2 get 1 free, visit your website, enter a contest, check out a new product, give to charity, take advantage of a limited sale, join a raffle, give feedback and get rewarded, and so on.
In case you’re not taking digital signage as a serious part of your marketing efforts yet, take a look at a few stats which might change your mind. Digital signage is memorable and engaging, which are key ingredients for any successful marketing campaign!
Best practices to implement in digital signage content
We won’t go in-depth about design and style choices, since it all depends on brand image and specific cases. For more complex marketing campaigns, simply include QR-codes to direct viewers online to learn all the details they’re interested in. Primarily treat digital signage as a tool to excite and engage the viewer and pull them into the marketing funnel. Don’t overwhelm them. A really nice way to create excitement is to display content across the entire screen. For example, every 5-10 minutes, your promotional content can take over the screen, letting the viewer know there is a limited sale, special offer, or a new product launch coming soon.
If your digital signage campaigns accurately set up customer expectations from a marketing campaign, it will make each successive campaign more effective. Customers will take this type of content more seriously, especially if you set up a recognizable template for marketing promotions via digital signage.
Specific case examples
With all this in mind, let’s go through some examples of integrating digital signage into your flow for a bit of inspiration.
- Product launch campaigns can use digital signage to show off the best assets of the product or service, pricing plans, color variations, or anything else to make it stand out.
- Loyalty program promotions are all about rewarding the most frequent loyal customers. Let the viewer know about a gift card, discount, or any other perk you have in store.
- Seasonal and holiday campaigns bring exciting colors and themes. Discounts, 2-for-1 deals, holiday specials, and gift sets are very much expected and people are actively seeking them out, so be sure to make them seen!
- Raffles or in-store contests bring a playful side to business with an exciting vibe. Show off the most desirable prizes as well as countdowns until the promotion’s end.
- New store openings, membership promotions, pop-up events, flash sales, even running social media campaigns, build a very clear call-to-action which tells the viewer what they need to do to obtain more information and participate.
Digital signage software offers a simple way to neatly organize your marketing efforts and help in integrating digital signage, whether you create content from scratch or simply reuse marketing content from online posts. Speaking of a clear call-to-action, explore all the possibilities with OnSign TV right away, for free!
Cover image by geralt.
