To successfully promote events with digital signage, there are a few important boxes to tick first. You must ensure that the audience observing the display will actually show interest in the content and that this promotional content doesn’t interfere with your regular campaigns. We’ll also discuss the differences in promoting your own events versus those organized by a third-party.
Promoting your own events
You’re most likely promoting events your own business is planning, aimed at boosting attendance, raising sales, or providing opportunities for your customers. In this case, it is imperative to streamline the messaging and highlight the most important selling point.
With comedy or music shows, it’s the performer lineup which matters most. With food and drink festivals, it’s the range of available dishes and exotic ingredients. For educational events or seminars, it’s the qualifications of speakers and opportunities to learn new skills or obtain important information.
Understanding and highlighting these unique aspects is key to building excitement and engaging those who see the content. The matter of pricing is important too, but unless it’s a “$400 value at a $10 price” sort of thing, it’s not really the peak selling point and won’t cause excitement on its own. It should still be in the messaging, of course, but it doesn’t need to be the biggest element on the screen. If you need help in designing content to promote events with digital signage, here are some guidelines!
Content timing and placement
When promoting events, you don’t want them to interfere with the work of your main content. One option is to set up an entire display for event information. This will allow you to pack in a ton of information and even create interactive campaigns which allow users to access what they wish. Otherwise, set the content as part of your regular rotation, focused entirely on the key selling point mentioned earlier. “For more information,” set up a QR-code, allowing you to trim down unnecessary elements on screen.
Which elements can be most effective when displayed across the entire screen versus a small portion of it? For any product-related event, show off the flashiest products in full-screen mode. You may even do a quick demo and instruct viewers to “learn more about the product at the event!” For seminars, conferences, expos, or fundraisers, list most notable attendees and opportunities. In case the event took place before, show off the best bits. And in between these full-screen showcases, include a small content ribbon alongside your main content, listing the event, date, and the QR code for registration. You may trigger a full-screen demonstration on the screen once the viewer scans the code. All these features are very simple to include with digital signage software. You’ll find even more creative tools to use with OnSign TV.
Promoting at the event
When you promote events with digital signage, it’s important to think ahead. Once your event takes place, you will have a gathering of people brought together by a shared interest. Thus, the success of your current event creates a great opportunity to promote the next one.
For example, if you organized a workshop, a seminar, or a networking event surrounding a product launch, use digital signage to highlight a similar upcoming event. Consider offering a discount (if applicable) for signing up ahead of time. Even if you don’t have a specific date set out, tell attendees to follow you on social media to be informed on updates. With each successful event, the next promotional campaign will be that much more effective.
Promoting third-party events
You may also want to promote events that indirectly benefit you in other ways. This could be a partnership setup, or you simply want to promote events your audience will appreciate. For example, a bar could promote a local music festival or gathering based on its patrons’ tastes.
By promoting events which align with your audience, you are letting them know that you’re aware of their interests and that you’re a good source to turn to for event planning. Furthermore, if your efforts are successful, partner up with event organizers and create unique offers for your audience.
Content promotion ideas
For a start, build content which creates excitement for the viewer. Pre-event teasers are a great way to highlight what the event is about, especially if you have footage from previous events to build highlight reels. Countdown timers or available tickets can build excitement and exclusivity of the event. Early-bird registration deals, small gifts for everyone attending, or limited access to products or sales are all great ways to create a buzz. Make the viewer think “That seems interesting. I might go.”
Interactive content is another great way to raise interest and engagement. Ask for a star rating or a review, and reward it with a small discount at the event. Maybe even build surveys or polls to engage the viewer but also provide you with information. Ask about the users’ interests, tastes, preferences, and opinions which come in handy in event planning.
Consider existing sources of content. User-generated content from previous events is a prime example. When attendees post photos online or share their experiences from the event, repost them on your social media and your digital signage. Create behind-the-scenes content to showcase your viewpoint. It could be something as simple as a quick runthrough of stocking shelves, building your booth at an expo, or even a funny chat between employees, with captions, of course.
With events centered around learning, consider what knowledge you may already impart via your content. Offer insights, tips, or a message from one of the speakers, inviting the viewer to learn more and connect at the event.
Cover image by Stem List.